6 factors to consider before hiring a PR agency
You want your organization’s name in print and customers making your phone ring off the hook, but you must prepare before launching communications efforts.
Seeing your name in lights. The phone ringing off the hook after your industry publication ran a cover story about your business. All of your peers, competitors, and colleagues patting you on the back after a major national publication does an in-depth interview with you.
Each one of us thinks, “If that happens, we’ll have it made!” So, you go out, hire a PR professional or firm, and wait for the magic to happen.
Then you wait, and wait and wait.
Some of the best publicists will cause stories to appear, and you’ll feel good about them. But you’ll be left wondering, “What’s next? When does the cash register begin to ring?”
When that happens, there are two things going on:
1. You have unrealistic expectations of what your PR professional or firm can do for you.
2. Your PR professional or firm hasn’t been honest about what you should expect.
Prepare yourself before you start working with a PR professional or agency. Here are six things you should consider prior to engaging in PR efforts:
1. Know what PR is in today’s digital age .
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