HOW TO MAKE THE BEST CHOICE WHEN SEEKING PR HELP

Penny wise and pound foolish. It's an old saying that has found new meaning when it comes to PR.

Here's an analogy: You're on trial for your life. Do you invest in a  lawyer with a track record of thinking strategically --  someone who understands how past court decisions can influence your case and knows how to navigate the tricky waters of the court system? Or do you save money by hiring someone who's hung around the court house for a while and seen other people win court cases? In court, it's your life. In PR, it's your business and your image.

PR is the pursuit of the free publicity that will do you the most good. That means editorial coverage in the media that are most likely to be seen by your potential customers.

PR's not just about writing a press release and sending it out into the world. 

Are you trying to influence the media to write about you? Or are you planning to use social media to get your news out? We're in a transitional time and the vehicles you use to reach your audiences vary. Before you hire anyone to do PR -- especially the lowest bidder -- ask some questions and be sure they understand how to reach the audience you most want to reach. 

Here are some of the most basic questions you should ask:

What will my press release look like?  Anyone can write a press release, right? Wrong. Professionalism counts and clear, concise and news-focused writing is important. Press releases that read like ads end up in the trash can in most newsrooms. Find someone who knows how to write a focused, professional press release and you'll capture press interest. Use someone who thinks a release is just ad copy and you're likely to leave the media with the impression that you don't need to be taken seriously.

What contacts do you have? Sending out a release is just the first step toward getting good publicity. Will your release reach the right reporters and editors? It does no good to send a release to the editor of the features section when you have a business story to tell. And, if your release announces a local event, a financial reporter isn't your target. 

 
What results do you expect? Will your release go out on the appropriate news wire and reach the audiences you want to reach? If you're trying to reach media read by consumers, a wire that targets business and industry media isn't right for you.

 
Will your release be constructed to attract search engine crawls? Internet exposure can extend your release cost-effectively. But, it's not just about keywords. Done right, the integration of keywords will optimize your chances of showing up on page 1 of a Google News Search. But your release also has to be crafted to engage readers after the search engine delivers you to that first page.

Professionalism, strategic thinking and accountability. When you hire someone to handle your PR, know what you're buying and don't be penny wise and pound foolish.