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How do you hire a good PR firm and when should you?


I typically hire the PR firm after I have first hired someone internally to manage them. I usually try to do 70% of the work internally (this is true with any out sourcing). This way the internal folks are always busy, even when it is slow. I then out source any overflow work to an outside agency. An outside agency is especially valuable during a new product launch when you have to book appointments for the new release and the press tour. I have used them to help accelerate our strategy, and to help with event tactics.

I also use an outside agency to augment the PR contacts of my internal person. For example, my internal person may have years of experience with our specific trade publications, but little exposure to the national pubs or to TV and Radio. I will use an agency that has the additional needed contacts.

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