Over the years, many have asked me how to best go about selecting a PR firm. They have wanted to know what criteria are important, and about the right questions to ask.
I generally respond that the questions and criteria should relate to the following categories:
- Agency vs. freelancers and internal staff
- Agency size, fee structure, location
- Agency philosophy/style
- Track record
- Social vs. traditional media
- Misc. (RFPs, awards)
I was recently discussing this very topic with Anne Giles Clelland, a friend, collaborator, and tireless entrepreneur, blogger and maketing consultant. She asked me to write a guest post for her blog Handshake 2.0 that answers these questions, which I did – the article is featured on the blog today. Please see this link for the story. Thanks, Anne!
