Do expect to have instant access to your account executive or at least be able to reach someone at the agency knowledgeable enough to help you. Meet the principals of the agency and discuss how often they will be getting together with you and what your expectations are from the relationship. Expect clear, explicit plans once you get started. The plan should tell how they will be penetrating your target media, planning for special events, developing targeted collateral materials and accessing your most appropriate markets. Agencies work on retainer, and are usually paid a month in advance.
Some firms now work on a contingency basis and get paid only for story placement.
Good PR work, including press coverage, goodwill generated, and increased impact on public perception of your firm can be powerfully effective. According to media experts, articles are believed and remembered four to six times more than advertising. So, you can get a big bang for the buck with PR if you have a good story to tell. Please contact our Webmaster with questions or comments. All rights reserved.