SHOWSTOPPERS PR TIPS NEWSLETTER

Feb. 11, 2004

Ask Dan & Steve: This Week's PR Tip

One tip each week, to help you get more press coverage

How to choose a PR agency: Top questions to ask

By Karen Thomas

Karen Thomas is President, Thomas Public Relations Inc., a leading high-tech PR agency with over 15 years experience. Thomas PR is known for successful PR and branding campaigns for Olympus, Lexar Media, Helix Software, McAfee, Concord Camera, and many other companies. Thomas PR is a registered trademark of Thomas Public Relations Inc.

Well-executed PR is guaranteed to bring in press exposure, which is crucial to the early stages and survival of your company. Below are key questions to ask to help you choose the right agency for your needs:

·    What is the PR agency’s specialty?

Work with a PR agency that specializes in your market, whether it is technology, healthcare, law, etc.

·    Are they at the right trade shows/events?

The agency you want to hire should be visible at most key industry trade shows and events, like Showstoppers. Stay away from PR people who never leave the office.

·    What’s the size of the PR agency’s clients?

If you’re the smallest client or paying the least, you might be ignored by an agency. You’re better off being the big fish in a small sea.

·    Who do editors like to work with?

Ask trusted editors for their recommendations on which agency is the most responsive and helpful -- and then work with that agency. Also find out who will be responsible for account within the agency. Some agencies will hand you off to a novice junior staffer who has no previous experience. They use your time and money to train these junior staffers. Don’t let this happen to you. Be sure to find out in advance who will be running your account.

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