How to Select a Public Relations Agency

It’s the end of the year, and most CEOs and marketing vice presidents are polishing off strategic plans for the new year. I’ve talked with more than two dozen executives recently who are committed to investing in public relations in 2012. They’ve asked candidly how to select an agency or consultant. They know that PR can bring their company profitable industry and business exposure and help create an integrated marketing communications campaign that boosts sales. Yet, selecting the right PR pro for your needs is critical to the success of your company. By working with an agency or consultant, you gain strategic communications counsel and an extensive database of media contacts. Here are my suggestions on some of the best ways to select your next PR partner: [Read more...]