BEST OF 2011: 5 types of PR agencies to avoid

Ever meet the agency that says, ‘Of course, I can get your op-ed in the Times’? Better steer clear of that one—and these four other firms.

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Just like any complex industry, public relations produces its share of bad actors who should be avoided at all costs. If you’re looking to hire a great PR firm, run far away from these jokers:

1.”You, my client, are ALWAYS right, and I ALWAYS agree with everything you say.” This is the absolute worst thing a PR pro can ever tell a client. The most derelict publicists are the ones who refuse to speak their minds and apply their actual experience to client needs. More often than not, the PR relationship is about managing expectations, and just like any other professional service, those expectations can at times be unrealistic. As the client, if your PR agency never questions your objectives or subjects them to rigorous examination, then you’re getting suckered out of your PR budget.

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