In my last column I looked at when a growing business should consider seeking outside PR help. It's a big decision that should factor in industry trends, your specific expertise and the size of your company.
For those who feel the time has come, the next step is finding the right kind of support. There are many options available so doing your homework is critical. Just remember to keep an open mind. In my experience entrepreneurs have lots of experience driving hard bargains with suppliers or partners. But while budget is important, looking for PR support is about more than just price. It's about managing your brand and reputation, and there's virtually nothing more valuable to a thriving small business.
Here are some things to keep in mind to help you find the right fit.
Short term or long haul? The first question to ask yourself is what you want to accomplish. Deciding this up front will help you save time later. For aggressive companies in high-profile industries the competition for eyes and ears will be intense, so taking a long-term approach is probably best. This kind of effort will take time to ramp up as your new support person gets to know your objectives, builds an effective strategy and puts it into action. It also ensures more consistent results over time.
Depending on your budget, the best solution in this case may be to hire a dedicated, in-house media expert or to engage the services of a specialist PR agency. Both can help you create a long-term strategy that's flexible enough to handle changing industry trends.
Alternatively, if you're more concerned with launching a new product or service, or sharing your expertise in front of a particular audience, one or more short-term projects is likely more effective. In this case a PR freelancer working on casual or part-time basis might be a better fit — and more cost effective.
Do your own interview. Once you've answered this question it's time to start making outreach. Referrals are a great way to get started — check with friends or colleagues and see if they have had a good experience with someone. Another great resource is the Canadian Public Relations Society (www.cprs.ca), a national association of PR practitioners who adhere to industry standard practices.
Next, start preparing your own list of questions to help build a shortlist of candidates. Some important things to consider: does the person or agency have a proven track record? And are they up-to-date on the constantly fluctuating media landscape? Ask for examples of recent work and speak to a few client references to get some insight into this.
Next, determine if they have they worked with a company of your size and focus. And find out if they focused primarily on so-called traditional media, like newspapers, magazines and TV, or if they also have an online or social media expertise. If you regularly blog or can't enough of Facebook and want to plug into that community, a good PR practitioner should be able to help you do this.
And remember that chemistry is crucial — a long-term branding relationship, no matter how good it looks on paper, will be difficult to maintain if personalities and cultures don't mesh.
The dotted line. Once you've selected a candidate, it's time to get down to details. Be ready to negotiate a billing structure that works for you. Agencies and freelancers have many ways to charge for their services — everything from monthly retainer fees, hourly rates, or on a per-project basis. Make sure you work out a billing system that fits with your budget and comfort level.
Then be prepared to work as part of a team. Telling your story is only worthwhile when you target audience is reading it, and size is not always important. Your PR person will work with you to identify realistic media outlets that play on the strengths of your business and your story. But they also need your regular input — you're still the subject matter expert, so share as much as possible with them. Often it's the little things that may seem inconsequential to you that end up being great hooks for a story.
Finally, keep in mind that PR cannot be measured by traditional means, so be sure to agree at the outset what defines success.
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