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In any review of performance, there are basics that need to be examined. If the review is of a Public Relations firm or agency or any other agency or employee, you should begin by having a way to measure results.

The review begins with hiring the agency, with clear goals and criteria for performance. Monthly reports are commonly required to establish that the agency is proceeding in the pre-agreed direction and following the plan.

The PR campaign should be tracked and coordinated to results. If sales increases can be tied to results, the annual review should be favorable. If there is no way to correlate sales to the firm's performance, the annual review will be more difficult.

The review should answer the questions:

Should we continue the expense of a PR firm?

Should we continue for another year with this PR firm?

Should we look for another PR firm?

A good PR firm is a positive force in the success of many businesses. Sometimes they are just an extra expense. Is your PR firm a positive or a negative? That's the goal of the review, to determine which it is.

Learn more about this author, Will Kester.
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