The right PR agency can make all the difference - Guest Column - Column

Publicity through public relations is the most important and economical route to quick exposure for your company. It should be one of the first ways you promote your company--long before advertising, direct mail, etc.

Well-executed PR is guaranteed to bring in revenue crucial to the early stages and survival of your company. Choosing the right agency is your key to success. One with little time or interest to devote to your company will waste crucial formative years with little PR results or sales. The right PR agency can literally make or break a company. Here are 10 questions to ask agencies (and yourself) to make the right PR choice for maximum results.

What is the PR agency's specialty?

You should choose an agency that has already worked with clients in your field, be it technology, medical, etc., and not have to train them in a field they don't have experience in. However, a large discount or past successful experiences with a company could override this.

Who will you work with at the agency?

You want to work with the highest level staffer, not to be handed down to a junior staff member. Some big-name pr agencies rely on you, the client, to educate their junior staffers at your cost. Smaller companies offer more opportunity to be represented by senior staffers.

How much do you want to spend?

Consider your budget before choosing an agency. High prices may or may not bring great results. If an agency has a fancy office and hundreds of employees, you might be paying for their expensive office space and 401K's instead of actual work.

Is the location of the agency important?

Do you want to meet with your rep once a week in per son, or infrequently, using mostly phone/e-mails? For the latter, location is irrelevant. Ideally, PR agencies should be based in major media hubs, such as New York and San Francisco for technology, Washington, D.C., for government and s on. An agency might be close to your office, but if it's far from media hubs, it won't be networking with the right press.

Are they at the right trade shows/events?

Agencies should be visible at trade shows and events. Networking with the press is crucial.

Are they an ad or pr agency?

Ad agencies almost always treat PR as an "easy" add-on to advertising. They incorrectly believe that the only have to write a press release (similar to an ad) and send it to a press list--and that's it. Time is not taken to cultivate press relations, analyze needs of editors, attend shows and per form the tasks PR professionals excel in.

Average size of the pr agency's clients?

If you're the smallest or lowest-paying client, be careful. You might be completely ignored. If you feel you won't get sufficient attention, move on.

Who do editors like to work with?

Ask trusted editors for agencies they like to work with and h to tell you which PR reps are r the most responsive and helpful. If they like someone, contact that agency and tell them you would only like to work with the recommended person, in case the whole agency isn't up to their level.

Do they have a PR personality?

Effective PR agents have a PR personality: the right combination of aggressiveness and niceness. They know when to pitch a client and when to back down if the editor isn't interested. Look for a combination of respect for editors' needs, along with a persistent desire to promote clients' products. The agents have two groups to respond to: the client and the press. Ask "What's your formula for success?"

If they bring out binders full of market reports and meaningless fancy Powerpoint presentations, run for cover. They should show you actual results, in the form of ink (press clippings), TV tapes, radio shows and awards. The formula for PR success is simple: ink + awards + industry recognition = sales.

Karen Thomas is president of Thomas Public Relations Inc. www.thomaspr.com

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