What to Look for in a Publicist or PR Firm

Choosing a publicist or public relations firm to work with can be tough. As a Chicago franchise public relations firm, we know how difficult it can be finding the right publicist or PR firm to work with.  Not all public relations firms are built the same.  Some publicists and  PR firms can be flaky and others are strong and dependable. In the market for a publicist or public relations firm to work with, but unsure of what to look for?  Here are some traits to look for in a public relations firm or publicist:

1- Offers a consultation:  A PR firm or a publicist should offer a consultation to potential clients. Some consultations will be free of charge and others will charge. When attending a consultation with a publicist or PR firm they should touch on a few learning points and give you a bit of an education and offer value. During the first meeting with any firm or publicist, they should immediately be able to share some tips, ideas and tricks of the PR trade.  A good firm or publicist isn't all about just being able to get you to become a client, they should show some genuine want to help you.

2- Should have referrals:  A publicist worth having on your side should have a list of referrals or case studies to help show their successes.  What good would it be for a publicist to say they are successful without having any proof of that success?  Not much and would you really be able to believe them?  Probably not.  Having evidence of that success, however is much more believable.  Case studies, testimonials and referrals should all help show whether you have a good publicist on your hands or not.  Be wary of PR firms or publicists who do not have referrals, testimonials or case studies to show you.

3- Experience in your industry: There are public relations firms and publicists out there for everyone and for every industry.  Do you work in a very specific industry that requires your publicist to have prior experience working in your industry?  If so, you should consider this when attempting to find a publicist.  When searching for an industry specific publicist or PR firm, make sure you take some time to research firms and publicists that will fit your requirements.

4- A slew of media connections: Odds are you are trying to work with a publicist because you know they have all the media connections you need.  If so, then consider this on the top of the important list when looking for a publicist or agency.  If you think the publicist or firm you are going to work with is simply boasting about all of their contacts, ask if you can get the name and contact information for a few relevant contacts as a reference check.

5- Solid follow up methods: If a publicist or public relations firm seems hard to get a hold of, then consider working with someone else.  A good publicist or public relations firm will provide you with regular updates and will keep in constant communication with you.  Over-communicating is far better than the opposite.

Looking for more tips on what to look for in a publicist or public relations firm?  Feel free to leave us a comment below or contact us.