When looking for a public relations firm, you will probably hear
plenty of so-called experts say PR is better than advertising. This
isn't necessarily true: PR is simply different from
advertising.
In many instances, PR carries more weight because it seems to
imply a third-party endorsement. We all know ads are paid for by
the business advertised and thus are inherently biased. A positive
mention in the media, however, sends a different message. Rightly
or wrongly, it is considered more objective and believable than an
ad.
While the advantage to PR is that it is seen as less
self-serving and often more honest than ads, the disadvantage is
that you have no control over the timing, the placement or the spin
given to your mention by the media. But when advertising and PR
efforts are partnered together, the results can be spectacular.
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Much of the same advice that applies to finding an ad agency
applies to a PR firm as well. Start by defining why you need a PR
firm and what you expect to get from it. Look for candidates by
asking colleagues and others you respect for recommendations.
Consult professional and trade associations and publications.
The local chapter of the Public Relations Society of America (PRSA) can provide
a list of members available for hire. Because PRSA members agree to
abide by a code of ethics, you are likely to find firms and
individuals you can trust.
Sharon Haley Linhart, owner of Linhart McClain Finlon, a public
relations firm in Denver, emphasizes the need to look for
references and testimonials when choosing a firm. She also says to
consider recommendations from local media and the amount of
attention you can expect to get.
"Choosing a PR firm is like selecting a nanny for your
child," says Linhart, who has over 20 years of experience in
the industry. "You want [an agency that] will represent you
and protect your `child' as if it were their own. But don't
approach a firm with unrealistic expectations. No one can get your
company on the front page of The Wall Street Journal if you've
done nothing newsworthy."
The PR arena is becoming more and more specialized. Many PR
firms now focus on clients within a single industry, such as in
environmental issues, health care or transportation. If it's
important to you that your PR agency have a deep knowledge of your
business niche, then start noticing which companies in your
industry get the kind of press you would like, and find out what PR
firms they are using.
You may have to balance the need for an industry-specific PR
firm with the constraints of your budget. If you have limited
resources, a smaller, more general PR firm with a wide variety of
clientele and experience could be a better choice than a more
expensive, more specialized firm.
What to Watch Out For
In an effort to get your business, PR firms may exaggerate their
knowledge of your industry. If you're seeking a firm with
specialized experience, don't hesitate to quiz the principals
about their knowledge of your field. Ask for examples of what
they've done for others in your industry.
Almost always, PR and advertising firms send their best and
brightest employees to make the sales pitch to you. Be aware,
however, that those may not be the people you end up dealing
with.
One time when I was hiring a PR/marketing firm, we were pitched
by a company with a terrific team of young upstarts. The owner of
the company led the group that came to our office to present their
ideas. We were impressed and signed the company that day, thinking
we knew who the players would be for the next year. To our
surprise, we not only found we had limited access to the
"stars," but we also had to get acquainted with a
completely new cast of characters.
If you can afford it, aim to deal with the decision makers at
the advertising agency or PR firm. But don't lose sight of the
fact that sometimes a staff person can do what you need just as
well . . . and more economically. The key is to know from the
beginning of the relationship whom you'll be dealing with on a
daily basis.
For many small businesses, hiring an advertising or PR agency is
a huge step down an unfamiliar path. But if you take the time to
carefully assess your resources before you select an agency to help
guide you to your goals, the journey to a more profitable business
can be an exciting one.
Leann Anderson is the owner of Anderson Business Resources, a
Greeley, Colorado, company specializing in customer service,
marketing and high-tech etiquette.
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