https://completemarkets.com/Article/article-post/785/Finding-A-Public-Relations-Advisor-For-Your-Agency/
...r, a lot of PR work is done out of sight, so you are buying a combination of p...
https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/785/Finding-A-Public-Relations-Advisor-For-Your-Agency/
... get a written proposal or estimate, along with specifics of what you will be getting in terms of time or deliverables. Make sure that the account executive is who you think he or she will be. Remember, a lot of PR work is done out of sight, so you are buying a combination of proven results (track record), promises, and talent. You don't want to retain a PR counselor based on price alone, but on the basis of who will be able to get the results you want and ... to do a fair amount of the kind of PR you have in mind, or does he or she do mostly special events, publicity tours, etc.? Keep in mind that PR is one of those disciplines in which, by and large, what you see is what you get. In short, if you don't see the kind of results you had in mind in the portfolio, don't be too surprised if you don't see the results after you have retained the advisor. During the interview, outline your goals and objectives ... cross-section of media coverage and different story angles, or is it all secondary media and cookie-cutter stories? Does the PR specialist seem to do a fair amount of the kind of PR you have in mind, or does he or she do mostly special events, publicity tours, etc.? Keep in mind that PR is one of those disciplines in which, by and large, what you see is what you get. In short, if you don't see the kind of results you had in mind in the portfolio, don't be ...