At some point in your business’ life, you’re going to need the services of a PR professional. Perhaps you’ve got big goals that require getting your message out to a bigger audience — one you can’t reach if you tried to do your own PR, and one you don’t have the staff for.
Choosing a PR partner to help you accomplish your goals can leave you as confused as a kid in a candy store. With so many options and a limited budget, how do you get the most bang for your buck?
In this post, I’ll share with you the considerations you need to make to determine what you really need, and how to find the right PR expertise.
Before Hiring a PR Partner
Before you work with a PR partner, make sure to clarify your:
- Goals
What do you want to accomplish through PR? How do you want to position your company in the market? How do you want to be perceived?
- Expectations
Assess the newsworthiness of your products, services, and programs. Be realistic with what you expect from PR. It isn’t a magic wand that will make your products a bestseller.
- Budget
How much can you allocate for PR? Many companies think of PR as a one-off expense to launch a major product or service, but a sustained effort over at least six months is really what will build momentum. Figuring out an overall budget will determine which PR activities can be implemented, and which will have to wait.
And more 
