Surveys have shown that many small firms have had poor experiences when hiring public relations firms.

Others report they are happy with the results but had to work very hard to get their PR representative up-to-speed about their product or service.

Added to this mix is the rapidly growing concept of “Pay-For-Results” which offers many smaller firms a better measure of the return on their PR dollars.

The key components to a successful campaign are working with an agency that knows the media, knows the outlets and knows the audience. 

As with most businesses, there are well-respected companies and those that have not yet earned the merit.  The hard part is choosing an agency that understands the business goals and objectives, one that can help create and build a brand name, and get results. 

A “good agency” knows that follow-up and follow-through are critical and that delivering what they said they were going to do is everything.  In the end, choose a firm that is experienced in the target business area, has good references, and is cost effective for the results they are promising.

• When a firm is considering a PR representative, there are several things to keep in mind.  They include:
  Look at the firm’s experience in the area of business.     A company should make sure the firm knows the target market and has connections with media in those markets.  It is also important to verify that the firm’s primary principles co-inside with the belief structure of the company.
• Request a company proposal that lists and highlights all of their services.  Since the company will be paying the firm for results generated, it is important to find out exactly what they are promising and what constitutes meeting a particular goal.
• Check references. A company shouldn’t rely only on a firm’s portfolio or samples. A company should also speak to past or current clients to find out how the projects were done, including variables such as whether the staff were responsive, did they meet deadlines, did they stay within the budget, etc, and would that company recommend the agency to others.

When reviewing the compensation package for a PR effort, smaller firms are being attracted by the concept of only paying for results.

There has been a lot of talk in the press about traditional vs. non-traditional public relations firms over the past year or so and everyone has their idea on what constitutes a “good agency.” 

Many companies, especially small businesses, cannot afford a traditional public relations agency that charges high retainer fees and that may not offer any guarantee of results for those fees. 

Because of this, many public relations firms are now offering “pay for results” structures in which a company is charged only when they see the results that were promised.  Companies can use a public relations firm for a single ad, full marketing campaigns, creation of a marketing presence, and newer tools, such as search engine optimization (SEO) and search engine marketing (SEM).

This new wave of “pay for results” public relations firms can be cost effective and yield measurable results.  Because an agency’s reputation and image are a vital component to its success in this industry, selecting an agency can be one of the most important decisions a small business can make.