December 16, 2015
/ by Susan Guillory
If DIY-ing your own press releases, media pitches and PR management isn’t an option for your brand, it’s time to start looking at other options.
Not managing your PR, however, can keep your brand from being found online, so it’s critical that you choose someone else to manage it for you.
If you’re not looking to hire a full-time PR manager in your business, consider working with a PR consultant. Here’s how:
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Before you begin the search, decide exactly what you want help with. If you’ve had a PR strategy in place in the past, you might just want that consultant to pick up where you left off.
Maybe you want help getting interviews as an industry expert, or getting the attention of particular journalists. Maybe you just need someone to write press releases for you.
Whatever those needs, outline them before you start talking to potential consulting firms.
If you know other companies who seem to have great PR results, ask them who manages it for them. Your best bet is finding a consultant who already works in your industry, and who comes highly recommended.
If your network doesn’t net results, turn to social media and ask for suggestions. Usually it’s not necessary that the PR consultant live near you, since all the work can be done virtually. This greatly expands your search area.
Once you’ve found a few consultants you like, the grilling begins. Ask enough questions to get a sense of how this individual works and what results you should expect. Some questions to consider include:
Some PR consultants may charge an hourly rate for whatever time they put into your company. Others may charge a flat monthly fee, with certain tasks built in to what they do each month.
Now that you’ve interviewed all of them, choose the PR consultant that seems best aligned with your public relations needs, and whom you like. It’s important that you like working together, since this will hopefully be a long and fruitful relationship!
Images: Flazingo Photos, Karen Eliot (Creative Commons)
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