An effective Public relations firm will treat you like kin. Foremost is credibility, then long term advertisements that resonates well with the current trends, and finally cost that fits your budget. It's imperative that you choose a PR firm willing to nurture a lasting relationship. Someone who can carry your business through the dry spells with innovative concepts. And believe me the dry spells are bound to come in this day and age where big companies are being held at the mercy of unknown fiscal wizardry.
One of the best tricks of the trade is conference planning. A well placed conference can pump fluid income into those dry wells.
But did you know on of the best kept secret of a hot PR firm is their specially trained spokesperson. Big media PR require a segment of its population have trained speakers ready to go at the drop of a hat. But even a small corner-shop type of PR firm can train people to work in this powerful segment of advertisement. Plan to set aside part of your time to teach both spokesperson and business heads how to use them for their key business transactions. Giving accounts this kind of service, along with some simple steps like these can really set a PR firm apart from the competition.
To make good use of a PR agent spokesperson
Develop your key statements.
Brainstorm all questions and answers even bare bones possibility, negative and positive outcomes.
Free write a jargon-free practice speech.
Rehearse with keynote speakers, video and review for improvements.
Supply reporters with all available background information ahead of time.
Back to the kinship you will want to develop with your Public Relations firm. As your main source of reach-the-public advertisement a reliable PR should see to it that they communicate often with the company managers to keep ahead of their unique needs. e.g. yearly conference dates, white papers, or yearly reports.
A well run PR firm will know succinct what kind of face to put on your advertisement. They will have done their homework before they meet with you. They will know what you are about, what kind of audience you are trying to attract and even how many people work in your company. You can tell right away by the items the public relations firm brings to your first meeting, so go with your gut. First impressions are often right. Once they settle in get on first name basis, really get to know these guys, because they are your go to team when things are slowing down. A really good PR might even see the wave of trouble before it hits. Your Public Relations will connect you to the people and isn't that what it's all about?