Hiring a PR firm?

Careful, there are some charlatans out there, and they can be expensive.

Fortunately, Group SJR’s Mitch Stoller put together a checklist highlighting the questions you need to ask PR firms. Chief among them: Does the prospective firm have a track record?

“A new concept is great, but for a sustained campaign, you need proof points — clients, trends, an opinion to share when news breaks in your category, aggregated data—that show what you’re doing is worth covering again and again,” he explained.

Caveat emptor!