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Choosing a Public Relations Firm
Companies sign on with public relations agencies for a variety of reasons. You might use an outside firm to increase customer and investor awareness, launch a new product, or build your corporate image. Whatever your reasons, before you select a PR firm, you've got to do some legwork.
Marketing and public relations have become very important ways to stay competitive in any industry, but it's not always necessary to hire an outside firm. Before you look for one, make sure to clearly define your PR objectives. Agencies do a lot more than tell your story to the press — they can write speeches, find statistics, create newsletters, and handle crisis control. You have to know what to expect from any firm before you consider picking one. See What Organizations Will Handle PR for Small Businesses for advice on finding PR firms that suit your company.
Here are four logistic issues to consider before you choose an agency:
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