Thinking about hiring a public relations (PR) agency to represent your law firm? Or, are you a solo attorney wanting to hire a PR practitioner? What are the criteria? Where do you start?
Here’s a handy checklist for hiring PR professionals:
- Think like reporters, editors and TV/radio producers.
- Pitch stories no one else has thought of, so reporters and editors say “yes.”
- Jump on opportunities before your competitors’ PR people do.
- Have broad and deep media contacts.
- Write well, and ideally publish articles under their own bylines.
- Have a proven track record of obtaining “media hits” for clients. Ask to see their track record; ask for the web links.
- Have handled crises for clients (you never know when a crisis will hit your business and reporters will expect a response.)
- Have been in Public Relations at least 25 years (experience counts).
- Have time to do a good job for you. Beware the too-busy PR agency boss assigning your work to juniors who were just hired.
- Are self-confessed “media junkies” and read and watch everything, from The New York Times and Fortune to Bloomberg Business Week and The Huffington Post to industry publications.
- Are professional television channels surfers, always scanning for media opportunities for you.
- Have time to do a good job for you.