When you retain a public relations firm to present your business to the public, you're forming an important strategic alliance. How much you gain in return will depend on how much you put into the relationship.

Making the most of the services and expertise that your public relations agency offers isn't difficult; however, you have to put forth effort from the beginning. In this way, you will build a productive and successful partnership that should generate positive press and, eventually, increased revenue.

There are three main ways to increase the success and productivity of your partnership with a PR agency:

1. Nurture the relationship. Be ready to spend a lot of time and effort up front in order to build this alliance. No matter how strong your PR agency, it is your responsibility to inform your account representative as to your company and industry. Ideally, you want them to know as much as you know about your business and the market it serves. The more time you spend getting them up to speed, the faster they'll be able to represent your company effectively.
   
2. Keep them informed. If your business is growing rapidly, you're probably hiring employees, opening accounts, and releasing products at a dizzying rate. All of these events represent outstanding opportunities for positive press, but your PR agency needs to be made aware of these changes as early as possible.
   Open channels of communication between your business and the agency are critical. There is no magical rule as to what works best — you can schedule weekly or monthly meetings with your PR firm, or send all important memos to your account representative immediately. In any case, it's essential to create a system to inform and update the agency — and stick to it!
   
3. Be an active listener. Remember: You're the expert on your company, your customers, and the products and services that you offer. Your PR agency is an expert at crafting and delivering messages that will present your business to the market in a positive and creative way. Don't underestimate the importance of active listening. You need to leverage each other's expertise in order to achieve the common goal of promoting your company.

What Organizations Will Handle PR for Small Businesses? There are plenty of PR firms that work with small businesses, and you can find firms that specialize even further than that. Read Choosing a Public Relations Firm for resources and guidance on hunting down the right service for your business.