| The Selection Process |
| Before an organization begins its search
for a public relations agency, the group should first
define its goals and objectives. This information will
help the organization clarify the scope of its public
relations program. From there, the group can pinpoint
the qualities and strengths it should seek in a public
relations firm or counselor. Some steps an organization
should take in its research process include: |
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| 1.
Get recommendations for a PR firm
or individual counselor by: |
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Talking to peers |
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Talking to trade and professional
organizations |
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Calling local reporters who cover
the organization's field and asking them to provide
names of agencies that distribute the most accurate
and professional information |
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| |
| 2.
Review the credentials and capabilities of the firms
or counselors and contact a principal at each one.
First, make sure there is no conflict of interest.
Then, ask them for the following information:
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General background and
any expertise in the organization’s industry |
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Range of services |
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Professional memberships in PRSA,
IABC, National Press Club, etc. |
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Professional qualifications such
as accreditation |
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Specialized skills |
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Client case studies |
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Fee structure |
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| 3.
Meet with a "short list"
of firms or counselors to determine their abilities
and to test the organization’s chemistry with
them. Questions to ask include: |
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What reporting methods
are used? |
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How does the firm measure success?
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Who would be the key account person?
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| 4.
Ask each firm or counselor to submit a proposal
showing how they plan to meet the organization’s
objectives. (This proposal or presentation is not
a public relations plan.) |
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| 5.
Make a decision based on the information gathered. |
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