Checklists

Tips for Hiring a Public Relations Professional

There are many reasons to hire a public relations professional, but how do you know if you've found the right one for the job? At the outset, the two questions you should be asking yourself are: "When should I hire an outside consultant?" and "How can I use them effectively?"

1. Begin by assessing your in-house capabilities. While heavy workloads, staff shortages and pressing deadlines may mean you need extra assistance, you may have the capacity you need elsewhere in your organization. That said, carefully weigh whether you have the time to train them to do what needs to be done.
2. Assess your needs. Outsource only for what you need. If it's a freelance writer you need, a good public relations firm will offer some free recommendations. But if it's the critical strategic thinking behind that publication that you need, find an agency you can trust.
3. Find a firm that fits well with your organization's culture and style. You're going to be working to some very tight deadlines together and sharing corporate secrets with them. Talk to their references. Find out if they are "showboats" or really do deliver value, on budget, on time.
4. Give clear direction. Ideally, put it in writing in your Request for a Proposal (RFP) and give enough detail in order that an itemized estimate can be prepared. Make sure there is full understanding of the objectives, deadlines, budgets, ownership of intellectual property, expenses, fees and payment schedules. The consultant also needs to know about the goals, history and culture of your organization. If they're not asking for this, find another consultant.
5. Establish reasonable deadlines. Expect to pay a premium for a "rush" job but don't sacrifice quality by short-circuiting strategic planning or the approvals process. If you do, you'll probably live to regret it.
6. Invest wisely. A higher price is rarely a guarantee of quality performance. Ask the consultant how he/she manages projects and ensures quality control. A good consultant will want to work as an integral part of your team, welcomes your participation and can often suggest ways to extend the impact of your budget. Look for depth of experience on the project team and identify a designated backup should you or your account executive be unavailable for any reason.
7. Find out who you are hiring. The credentials presentation has been likened to a first date. Beyond the chemistry of that initial encounter, these are the people who will be working on your behalf. Find out who they are. Meet them face-to-face. Ask to see their bios and work samples. Study their skill sets to ensure they have the right stuff and a reliable track record. Ask for references and call them.
8. Evaluate performance. Establish milestones for project review including a project post-mortem to assess what worked and what didn't and why. Was the project completed on-time, on-budget, on-target? Were your objectives met or exceeded? If so, celebrate your success and consider mentioning the firm you chose to your friends. You might even want to drop a brief note to your consultant thanking them for a job well done.
9. Prepare for the next project. Consider appointing an "agency of record" (AOR). Build a relationship with your consultant and keep them up-to-date on major developments in your organization. Consider communications training for you, your colleagues and your staff.
10. Consider associate or full membership in a professional association. In Canada, the Canadian Public Relations Society (CPRS), International Association of Business Communicators (IABC) and the American Marketing Association (AMA) have active memberships and professional accreditation programs. You will make valuable contacts and can tap into a wealth of contacts and information about public relations.

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