PR for People Monthly September 2014 | Page 32

We all know that good PR is essential to the growth and viability of any business or any individual. We invite you to explore the following question: What should you consider before hiring a PR Firm?

Some business people think good PR is simply sending out press releases to a press list, resulting in you or your company becoming instantly famous. Others know PR is very complicated, requiring intense focus, persistence, specialized expertise, time, money and a strategy is tantamount to an all-out military offensive.

There are some hidden rules about working with PR people that we think you should know. Most PR professionals will not tell you the rules because they are afraid that, if they do, they will not get you to be a client. We disagree, because if you don’t abide by the rules, we can’t do our best work. And if we can’t do our best work, then we don’t want to work with you.

Whether you are retaining a full-service agency or a solo consultant, the same rules apply. We think you will enjoy our suggestions. In some cases they might shock you, but we think it is important to tell you the truth so you can manage your resources wisely.

1. Know the Real Cost of a PR Retainer

Know how much work you are getting in terms of actual hours spent on your account. Most business people like to negotiate a PR retainer down to the lowest possible amount, and when they do get the lowest price, they think they have scored. Think again! You will always get what you pay for. The lower your retainer, the fewer hours will be spent servicing your PR program. Most PR firms will charge an hourly rate for an entire team — the average range is somewhere between $125 and $200 per hour. This hourly rate is the average of the combined rates of everyone who will work on your account, from junior-level account executives to senior strategists.

2. Demand Close Collaboration

A PR firm can only be successful when there is close cooperation with the client. Give the PR person whatever she needs and get it to her quickly. If she needs to interview you, your clients, or your colleagues, give her the time and attention to get the job done. Get her any needed written collateral material or recaps of past work. The longer you wait, the more inefficient you have made your PR firm. Don’t delegate unnecessary administrative tasks to your PR firm — it’s a time drain and will steal away time spent on the more critical elements of the program. Remember, PR firms are operating on billable hours, the same as any law firm.

3. Know the Power of a Genuine Story

Some clients think that if they hiccup softly, it’s news. Understand that your version of what is newsworthy may not really be real news at all. Understand the power of a real story and you can begin to weed out the non-stories and so-so stories. Your PR firm knows how to come up with a good story, and when they do, they will run with it. Rely on your PR firm’s judgment. They know the landscape and what stories are viable in the current state of the media.

4. Tell Them the Truth

PR professionals have the talent, skills and experience to craft great stories. PR professionals are paid well for this expertise. It is a major faux pas to lie to them. Tell the truth. You need to give your PR firm all of the correct information so they can be effective on your behalf. Withholding vital information is the equivalent to going to a doctor to get a diagnosis when you have withheld disclosing half of the symptoms. If you don’t trust your PR firm to keep confidentiality, then there is a simple solution. Have the firm sign a nondisclosure agreement. But tell the truth. If all the cards are not out on the table, no one can plan and execute an effective PR campaign.

9 Things Every Business Should Know About Hiring a PR Firm

(But Were Afraid to Ask)

By Patricia Vaccarino