Today’s Wall Street Journal has some great tips on PR for smaller companies. A few paragraphs from the article are pulled out below. The article touches on some firms and some companies going it on their own. My take, sure some companies can do this on their own. No question. But, most PR people and firms have a specific skill set that companies should be willing to pay for.
“Got a Great Business? Spread the Word. By KELLY K. SPORS September 2, 2007 With all the demands of running a business, it’s not uncommon for business owners to ignore a potentially lucrative tool: public relations.”
But be extra diligent when selecting a PR firm. Firms charge clients anywhere from $2,000 to $15,000 a month, depending on region, size and expertise, and results sometimes can be disappointing or inconsistent. It’s a good idea to talk with at least three firms before selecting one. Get a full price list, along with several samples of how they’ve boosted clients’ media profiles, and request to speak with current and past clients.”
Keep in mind that hiring a PR firm doesn’t mean you won’t have to devote time to the process. You’ll still need to work with the PR firm to craft the right strategy for your business, talk with reporters, and monitor results to make sure the firm is producing what you desire. So at the end of the day, you have to figure out what’s the most cost effective for you.