Picking a Publicist

Hi,

Denise asked me to recommend a PR agency. I couldn't. But I was able to offer the following advice:
.....

I wouldn't recommend anyone in particular because the agency that is just right for you is a very personal choice. But I can give you a strategy for finding and selecting a good PR supplier.

First identify the media outlets in which you want coverage. Then identify the writers and editors and producers and presenters you would like to take an interest in your company. Then contact them asking for their advice. Ask them to identify for you a PR operative they like dealing with. (Personal relationships are so important in that business.) The person they nominate will have won their trust and will therefore have good access (the most important thing they can offer you). Then, from that list, you will have people working with big PR firms, some in smaller firms, and a couple of solo operators. You should select the size of operation according to the size of your budget, your needs, and your own company - aiming to be big enough on the PR firm's client roster to be important to them. But most important is effectiveness - a combination of creativity, diligence and contacts. That can only be assessed by case studies. And speak with the firm's existing clients.

If you pick a dud after all that, I'll be amazed.

Cheers!

Michael Kiely