Tips For Hiring a PR Firm
June 8, 2005
- Ask for examples of successful campaign tactics
- Request to see examples of print and media coverage for other beauty and medical clients
- Assess their knowledge of the medi-spa industry
- Get a reasonable estimate of frequency of media coverage
- Know the markets that will be pursued and make sure they are appropriate for your target audience
- Ask for samples of press releases written for other clients
- Get references
- Know the account executive to client ratio and how much time will be devoted to account within a given week or month
- Learn what other companies the firm handles. You do not want to be a small fish in a big pond. If the firm is representing a huge cosmetic conglomerate, you can be sure that your retainer fee is a fraction of the mega client's. If would be safe to assume that your account would not receive the same level of attention or you might be farmed out to the pr firm's most junior account executive.
- Ask if there are any additional expenses such as monthly disbursements
- The PR firm should provide client with weekly written progress reports
- Prior to engaging a company ask for a written proposal, which will outline a campaign strategy and explain company client policy.
- Ask if there exists any conflict of interest. If a firm is representing your direct competition down the street, it would not be wise to proceed with this firm. Conversely, if you are in New York and the firm has a spa in Florida, this will not affect you at all.
- Make sure you get a good vibe from the people with whom you are meeting. If you get the sense that they feel they are doing you a favor by representing you, or any similar attitude, move on. Remember, you will be the client and you want a firm that will cater to your needs and be enthusiastic about having you on their client roster.