| PR plays a key function in a successful business. And | | | | 6. |
| for PR to be productive you will need to trust more | | | | Study the proposals presented by them on your |
| than friendship or basic instincts in choosing an "ideal" | | | | project and use your in depth knowledge of your |
| PR company. Since public relations are about | | | | business and the market to determine to what extent |
| communication and steering the company towards | | | | this will work. |
| realistic targets, you must consider a number or crucial | | | | 7. |
| and tangible issues. | | | | A dedicated PR firm will not hesitate to disagree with |
| Be clear that PR cannot be handled just by the firm it | | | | you on any aspects of your plan they are not in |
| is a partnership between you and the PR experts. It is | | | | agreement with. They know the ins and outs of their |
| your inputs that will provide the PR firm with direction. | | | | business and know what works and what does not. |
| You must on your side provide complete and updated | | | | 8. |
| information, be available to advice on or check material | | | | The firm must not just have a series of meetings |
| put together by the firm and spend time with the PR | | | | there should be constant interaction as well as reviews |
| team on ideation. Only when the grounding is laid | | | | of work undertaken and subsequent results. |
| clearly will PR be successful. | | | | 9. |
| 1. | | | | The contract must be clear and transparent with no |
| The company must have worked for a business such | | | | hidden clauses. The PR firm must have a system |
| as yours before or have at their fingertips the | | | | where it clearly understands and then delineates in a |
| strategies they will employ to meet your PR | | | | contract its responsibilities. |
| objectives. | | | | 10. |
| 2. | | | | Be sure to check their testimonials and credentials. Go |
| The PR firm must have updated its systems to include | | | | through their case studies to determine their efficacy |
| all the latest in media and communications. | | | | and do some research to find out their standing in the |
| 3. | | | | market. |
| The company must understand your business | | | | The most apt definition of a PR relationship is that of |
| thoroughly and know in no uncertain terms how much | | | | the Counselors Academy of the Public Relations |
| strategic versus tactical support they can provide. | | | | Society of America. It says, " a successful relationship |
| 4. | | | | between client and public relations firm or counselor |
| Determine whether the staff deployed for your project | | | | has as a fundamental: a match of capabilities and |
| has both experience as well as expertise. Find out | | | | needs, a 100% agreement on objectives, constant and |
| about their successes and failures. | | | | instant accessibility, full information sharing, interaction at |
| 5. | | | | all levels, regular updates as well as progress review, |
| Ascertain whether they can comfortably reach out to | | | | and a clear contractual agreement. |
| your target market and if they cab quantify their value. | | | | |