Media coverage is a key element of many businesses’ marketing efforts and mix.  News coverage is invaluable in projecting a message to a large audience for branding and reputation building. Securing media coverage requires time and investment of resources.  Often media coverage is secured using a public relations firm.  Hiring a public relations firm does come with a cost, thus decision makers need to make informed choices in this area. Before hiring a public relations firm, it is important to understand what you want from a firm and why media coverage is needed.  Speak with people who work with media relations professionals and do some of your own research before you start your process.

First, as with any business relationship, it is important to like the person that you will be working with.  You should feel relaxed speaking and interacting with them.  Being comfortable with the individual is essential because you are going share information, sometimes confidential, about your business and yourself.  You may have to be very open about certain facets of your business such as legal issues, financials, staff, intellectual property and other confidential information.  You will want someone you can trust with this information.  Attorney-client privilege or doctor-patient confidentiality does not exist when working with a public relations firm.  Although, you should have your firm sign a confidentiality agreement which should give you some protection.

The second point you need to keep in mind is the track record of the public relations firm and professionals you are considering.  You need to know how long the firm has been in business, as well as what kind of relationships they have with the media outlets you want to reach.  It is important to discuss and review their successes and track record.  Ask to see print and video clips of clients in the news.  Request testimonials from satisfied clients as well; this is a good source of feedback about the company and team members.  You want a firm that is well established and has a good track record.

Accessibility is a very important factor when deciding on a public relations firm and team to work with.  A firm that is available any day and any time is ideal.  A client needs to know that their firm can be reached if they need them, whether it is for a positive reason to communicate with the media or if there is a crisis situation that requires immediate attention.  If your firm takes a 9 to 5 approach, look else ware.

Firm proactivity is key.  Ask how proactive the firm will be and is with other clients.  As a client you won’t get the most out of their investment with a firm that is passive and only takes one direction.  The firm should also be proactively monitoring the news and social media for you regularly, if not constantly.  Quality firms are always monitoring the media, trends and events that can lead to positive coverage and interviews.  Taking a proactive approach demonstrates the firm’s desire to be an active partner, and you will get the greatest return on your investment (ROI).   You don’t want a firm or account executive who only communicates with you when you initiate an idea or concern. 

Keep in mind the expertise and creativity of the firm you are considering hiring.  Do they come up with media pitches on their own or are you required to provide ideas and pitches for them?  Media relations professionals understand the media and should be able to quickly develop pitches based on the information you provide.  A good question to ask is whether you need a firm that specializes in a certain industry or one that has contacts across all media channels.  Sometimes it is helpful to have a firm that works in a niche or industry focus.  On the other hand, if the firm represents more than one business in a sector, there may be conflicts of interest or synergies.

Ask who will be working on the account.  Don’t allow senior firm members to pass your account off to interns or inexperienced staff members.  A number of firms have developed a bad reputation for doing this. The principal of the firm will secure the account and then disappear.  Make sure that the team is experienced and monitor who is doing the work regularly.

How much should you pay?  This is certainly a question to ask and any marketing effort requires a budget.  Firms charge hourly rates, project fees and monthly fees.  Each offers advantages and disadvantages.   Hourly fees can range from $75 per hour to over $300 depending on the firm and who is providing the service.  Monthly fees for small business PR programs and services vary significantly.  Small businesses should expect to pay at least $2,500 to $3,000 per month.  This is a significant amount for an annual contract.  However the value of regular media coverage and/or a major media hit could be worth more than this fee. In some cases media visibility can lead to direct business, but don’t count on it, at least not immediately.  Create a budget for PR and media relations activities and recognize that securing truly valuable media coverage requires time and investment.  Hiring a public relations firm for several months will not reap the required coverage needed to boost your brand. Consider a six month to a year contract.  Public relations and media relations efforts are a valuable part of a business’s marketing mix.  They should be looked upon as a long term branding and business building investment.  While there can be short term gratification, it’s the long term success that will pay off.

To review, when looking for a public relations firm you must like and trust the firm and the people you will work with.  Review the firm’s track record and experience working with the media.  Find out their approaches and what relationships they have built with the media in your sector and beyond.  Accessibility and a proactive work ethic must be required.  The firm needs to be available at any moment and have regularly and proactively communication with its clients.  Your PR team must always have an eye open for potential media opportunities.  Finally, consider the expertise of the firm and its team members.  Retaining a public relations firm is a decision that requires research and consideration.   Create a budget and select a firm that will help you build your brand, attract business and support sales team efforts.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a respected Long Island public relations, media relations, social media and personal branding consulting firm.  Mr. Corbett has over two decades of experience working in public relations and communications.  For more information go to corbettpr.com or to his blog corbettprblog.com.  He can be reached at wjcorbett@corbettpr.com.

Sources:

http://www.profnetconnect.com/inkhouse/blog/2013/01/23/

http://www.bizjournals.com/washington/print-edition/2012/10/12/10-things-to-ask-before-choosing-a.html?page=all

http://www.entrepreneur.com/article/225393

http://www.allbusiness.com/marketing/public-relations/847-1.html#axzz2J0eUU2Gx

http://www.forbes.com/2009/06/11/public-relations-marketing-entrepreneurs-sales-marketing-wynne.html

About Bill Corbett Jr.

This article is provided by Bill Corbett, Jr., President of Corbett Public Relations, Inc., a leading media relations, social media and personal branding consulting firm. For more information, go to corbettpr.com or to his blog corbettprblog.com. He can be reached at wjcorbett@corbettpr.com or @wjcorbett.

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