Four considerations in selecting a PR consultant

Posted on November 5th, 2006 by sherrilynne

1. Competence and reputation. How long have the consultants been in business? How big is the firm?  What are their annual billings? What type of accounts do they have? Do they have samples of their work?

2. Experience.  Who are their current clients? Past clients? How many clients do they have, and for how long have they served them? How many clients have they lost in the past year?

3. The team.  Who’s on staff? How are they qualified? Who will work on your account?  How long have they been with the firm? How many other accounts are they responsible for? What has the staff turnover been for the last couple of years?

4. Accountability.  Does the firm understand your objectives? How will progress be reported? How will results be measured?  How will you be billed? 

Filed under: public relations

4 Responses to “Four considerations in selecting a PR consultant”

  1. Copywriter Underground , on November 5th, 2006 at 4:32 pm Said:

    Ideas? Energy? Familiarity with your market? Ability to adapt to new media channels?

    C’mon, what you posted could be used to locate an accounting firm…

  2. sherrilynne , on November 5th, 2006 at 5:23 pm Said:

    Fair point CU. I agree entirely. Each Sunday I try to write something that will be of use to PR beginners. I’ve done some stuff on writers block and “How To” on basics in the past. You’ve given me some ideas on what to expand on in future. Thanks for reading Strive Notes!

  3. Copywriter Underground , on November 6th, 2006 at 2:53 pm Said:

    Fair enough! I never underestimate the Power of Passion in a service provider… 8-)

    Take care,
    Tom Chandler

  4. DofAM , on November 10th, 2006 at 3:10 am Said:

    I think size matters, the bigger they are the worse the service is. Hello interns.

    Number 1, 2 and 3 factors: Results, results, results. Does the firm get them?

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