Companies of all sizes need to establish effective brand building, public relations, and crisis management plans. When hiring a professional team to handle these functions, a company will need to pay attention to a number of factors, including the following:
Experience and reputation: Find out how long a prospective public relations partner has been in business, as well as the volume of repeat business. Ask executives at other companies, as well as media professionals, for recommendations.
Areas of focus: A company should first decide what it hopes to accomplish with the help of a PR agency, then make a selection based on related criteria. For example, if you want to increase your social media reach, it makes sense to work with a company with a strong track record of success using Twitter, Facebook, Instagram, and similar platforms.
Compatibility: It’s important to know that you can develop a productive working relationship with the PR staff you’ll be interacting with the most. Sit down with the representative who would be your direct liaison and make sure your styles and goals align.