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Easy steps for choosing the best PR firm
- Decide where and what role you want PR to play in your company.
- Establish meaningful, measurable objectives that you want PR to achieve.
- Determine if you need specialist or generalist PR skills.
- Prepare a checklist with criteria for evaluating each firm.
- Ask prospective agencies about their knowledge and relevant experience in your industry or field of work. Assess cultural fit.
- Probe into the firm's qualifications and depth and breadth of its established media or analyst contacts that will benefit you.
- Inquire who will manage the relationship and do the actual work.
- Ask how the work will be done. Walk through the steps in the process for completing a project or typical assignment.
- Gain a clear understanding of deliverables and fee structures, including expenses and billing practices.
- Check references.
- Require the firm to sign a confidentiality agreement.
- Be open with your communications counsel and give them a fair chance to help you achieve your goals.
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