Top considerations for hiring a PR firm

The author takes issue with a recent PR Daily article and explains why companies should consider—or reject—working with a public relations firm.

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Here’s why:

Protection of sales

Public relations, as a corporate business investment, is intended to establish and maintain the brand’s presence and reputation in the marketplace.

Can public relations efforts generate sales? Do we monitor the media (both traditional and digital)? Certainly, but the goal of public relations should not just be about sales or generating positive reviews. There is so much more to developing and implementing a communications strategy than that.

Reduction of salary costs

Engaging in a proactive public relations campaign is an investment for a business, both in time and money, but outside public relations counsel still requires inside support.

You may reduce the salary costs associated with having a public relations practitioner in-house at your organization, but please do not consider hiring a firm as a cost-saving measure. Your internal team’s time is valuable. We know it and respect it, and we are going to need access to it.

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