There comes a day in the life of every small business, when the need for marketing and public relations becomes too pressing to do attempt to do it in-house.? Choosing the right person or firm to do your public relations, is hard.? There are so many things you have to consider when looking for the right fit for your brand including experience, client roster, and most importantly, budget.? Whether you?re looking to bring on a firm or a full-time employee dedicated to your pr, here are a three important things to look for:
- A proven track record of pitching and placing stores.? You don?t need to look for someone who has a rolodex of Wall Street Journal editors.? You need someone who understands the art of how to pitch a news story, to the right publication, and get it picked up.? If you?re a local company that just wants to be in local press ? you may not need a 10-person teamed pr firm.? Know your goals and look for someone who has a portfolio helping companies similar to yours achieve similar goals.
- Social media knowledge and presence.? It is in my personal opinion, that all pr people should have an active and growing presence across most, if not all, all the major social media platforms:? Facebook, Twitter, LinkedIn, YouTube, Pinterest, Tumblr, Foursquare, Yelp and Instagram.? All of these tools can be used to aid in pr efforts.? Any pr person that doesn?t know how to use and leverage these tools is way behind.? Make sure you take a long look at their personal and professional accounts to see how they use social media, and if they know how to use it for marketing purposes.
- Experience blogging.? Having a blog is a huge part of the public relations process.? Not everything you want to promote is going to make it to the front page of the paper.? A corporate blog is a great way to put out your own news to your audience, without having to rely on the uber-selective eyes of editors and journalists.? If you don?t have a constant stream of newsworthy topics, you should a constant stream of news on your site and a good publicist knows how to create that kind of content and promote it.? Not sure what the difference between ?news? and ?newsworthy? are?? Check out our BizEngine post to help you.
While these aren?t the ONLY traits a good pr person or firm should have, they are three of the most essential.? Even if you don?t have a big budget for a big pr firm, there are plenty of freelancers out there that have experience with the above mentioned things and can be effective promoting your brand.
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Source: http://www.bizengine.com/kim-ring-what-to-look-for-when-hiring-for-public-relations/
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