Forum Moderators: not2easy
What makes a great PR firm?
What should I expect from them?
What should I expect to pay?
Any tips and advice?
It all depends on what market you are in, and what sort of marketing priorities you are looking for.
Like everything else, there are all sorts of different skills involved, and running an ad campaign is totally different than sponsored endorsements, media coverage or organizing grass roots interest.
It's like buying a car. You have to have a good idea of the features that you want before you start shopping.
Of course, it is absolutely vital that you find people that you are able to work with, and will participate at the level that you want them to.
Those questions warrant a four page posting in response, which I regret I don't have time to do this evening....
Seriously, PR is a murky river. Saying you're in "PR" is almost like calling yourself a "web designer" these days.
There are many sharks around. The first PR company I ever instructed turned me over really badly (charged thousands, lied to me and did nothing).
OK, so I've been stung, take the above comment with a pinch of salt ;-)
But be careful - get a personal recommendation if you can.
You should expect to pay several thousands of pounds to anyone reputable for even the most basic of marketing campaigns.
I think the first thing you need to do is decide what you want out of it - what are you trying to achieve and what media do you wish to do that with.
If you want to make a really big splash then the name at the top of a press release is everything. Go to the big guys and expect to pay big bucks accordingly.
Is this a new brand or existing brand?
If you truly have a product which is newsworthy/unique then the ROI on professional marketing can be incredible, but you have to be so so so so careful, know exactly what you want to achieve and make those aims absolutely clear from the outset.
TJ
I agree with the previous posters that you need to detail your criteria and objectives further. Available budgets is also a key issue. There are a wide variety of PR firms from huge organizations like Ketchum to small boutiques and independent contractors.
Most PR professionals will have specialties as well (i.e. Consumer, Corporate, BtoB, Technology, Healthcare, IR, and Crisis) and you should look for one within your product/service niche.
I have worked with many PR firms in Canada, and if you respond with more details, I can PM you with some names to contact.
