As your agency grows, you will probably recognize the need for the services of a public relations (PR) advisor to help you get media exposure.
To choose the appropriate PR advisor, you should have a good idea of what to expect in the way of services, what you need (or more accurately, want to accomplish), where to look for an advisor, and how to select one. Not an easy task, but it's a lot more manageable if you plan ahead.

If you think your message will reach the decision-makers you want to target, without deliberate assistance on your part-you're in for a nasty surprise. Welcome to business communications in the '90s.