Investing time in finding the right public relations practitioner, (or firm ) can definitely be worth it in the long run. In a crowded field, searching can be a daunting task. However, you should not give up entirely, or settle for the first candidate that comes along. It pays to be educated about how to analyze a firm or freelance practitioner. I’ve pulled together some important elements you should look for in a consultant.
You will need to examine the level of consulting skills the public relations practitioner is armed with because much of your interaction will be around the area of preventing and solving problems your company is faced with, increasing the bottom line, keeping your profile high, and a myriad of other tasks.
Creativity: The ability to offer new options and solutions will be a valuable skill for a PR pro to possess. In your day to day operations you will encounter situations that will require the attention of a creative mind.
Perhaps you are promoting a book, and need cost-effective ideas to do a book tour. Take Dora for example, she is an author of a self-published book, and has not rasied enough capital to travel from city to city. Her publicist pulled together a virtual book tour for 30 days whereby she can promote her book via blogs, and live webcasts at a fraction of the cost of a physical book tour.
Knowledgeable: A PR pro with an In depth knowledge of the issues your company needs to address, will be an asset to your business. For example, when your company wants to develop a communications plan, a knowledgeable PR pro will initiate a research phase for your project whereby they can ascertain with your input:
- the targets you want to reach
- what you want the targets to do
- what led to the situation your company is in.
The research phase is crucial to a well-developed plan because it will help your company define problems and audiences that can be instrumental in sorting out potential problems.
Vision: A well-trained and experienced PR pro will offer the vision to see beyond the obvious, and suggest new possibilities and horizons. This skill is invaluable in order for a business to grow and thrive.