How to Get Local Media Attention in Your Hometown

As an author, you may have recently published a book. In writing this title, you dedicated much of your time and passion in order to create a final piece of work that can be enjoyed by people everywhere! But getting your book noticed is no easy feat. In this crowded marketplace (there were nearly 300,000 books published in 2007 alone) you MUST take an active approach to let book buyers know that your book exists, on both a national and a local level!

While national media exposure for you and your book is ideal, there is great power in local media exposure as well. By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on. Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local authors and experts like yourself. This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your book!

If you want to create solid book “buzz” in your hometown, I would recommend the following actions:

*Book Signings: When it comes to the secret weapon of gaining local exposure for your book, they don’t make ‘em any stronger than this! At every book signing:

· Books will be stocked on their shelves after you leave, unless of course you have a sell-out
· You’ll receive free advertising and promotion in the book store’s customer mailings
· You’ll have prominent placement for as much as a week prior to your signing
· You’ll earn powerful third-party endorsements by store employees whom have met you during the signing

Book signings are a goldmine for local publicity. I strongly suggest doing as many as you possibly can, including all stores that are located within a 100 mile radius. Even ask friends and relatives to see about setting up book signings for you in their hometowns. The name of this game is not only to create the local “buzz”, but it is also “let’s sell some books!”

*Talk Radio Interviews and Television Appearances: Generally speaking, every city has radio and television programs that have a format for guests. Do your research on the web to find the main stations that broadcast in your hometown. Then go to their website where you will find information about the shows they broadcast. Look for those with a format for guests and find the contact information for the producer. Then call and pitch yourself as a guest. How many should you aim for? AS MANY AS POSSIBLE!

*Local Newspapers and Magazines: When it comes to the print media, at EMSI we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines. If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest. Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face. Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in - for example - religious, business, health, lifestyle, etc - and send your article to the journalist that covers that “beat.” If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor - in - charge. Make sure that the article is professional and print worthy, if so some publications will print it “as is.” But since you’re a writer, this should not be a problem. And once again, get as many print placements AS POSSIBLE!

When it Comes to Your Hometown Media: Get As Much As Possible!

March 31st, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice, Radio, Television | No Comments

Get National PR for Your Company By Appearing as a Guest on TV!

Want to Get National Public Relations for Your Company? 

It has become more competitive than ever in today’s current business climate.  Thousands of products are flooding the market on what seems like a daily basis.  How can a company keep their products and services ahead of the clamoring pack and in front of the consumers that they desire?  The answer is by harnessing the power of public relations. 

PR can help you educate consumers nationally and locally about your company, product and service through media exposure on television, talk radio or in published articles in newspapers and magazines. 

In this article we will focus on the extremely popular medium of television and the facts and values of being a TV guest .  “As viewers expect to see celebrities on TV, when you appear as a guest on a TV show your credibility goes sky high” says Marsha Friedman, CEO of Event Management Services Inc, a national publicity firm.  Here Marsha will shed more light on the television medium and offer some insights on how to get the most out of your time on-air:

1.  TV is a visual medium.  TV shows communicate to their audience through pictures as well as conversation.  Marsha Friedman says, “Producers look for newsworthy topics that are visual and entertaining.  They want compelling conversation and pictures that will grab their viewer’s attention.”

In working out a visual for your appearance a trick you can use is to ask yourself       how you would explain your message to a child.  What pictures can you use that will translate into graphics for a TV story?  “As an example, if you sell life insurance your “visuals” could be graphs of the mortality rate of women vs. men to match your conversation about why women need to protect themselves and their children against the loss of their spouses” adds Marsha Friedman.

2. Different newscasts, different audience.  Marsha Friedman says, “An interesting fact is that morning, noon and evening newscasts are each geared towards a different audience.  The early morning shows are usually watched by working adults and families getting ready for school.  Afternoon shows are more geared to lifestyle segments.  Finally, the evening shows are focused on news.”  So when you are deciding on what newscast, make sure to know what market you are trying to target and choose accordingly.

3.   Be sharp and concise.   As opposed to talk radio interviews, TV interviews are short (typically 3 to 5 minutes) so you have to be REALLY sharp about knowing exactly what the message is that you want to leave the audience with and how to get it across in such a limited time.  Marsha Friedman says, “Before you go on air really get your sound bites down.  Practice does make perfect, especially if you are going to be seen by millions nationwide!”

4. Dress for success.  There is nothing worse than seeing a television show guest who looks like a slob.  Do you really believe anything they say if they look disheveled?  The answer is usually ‘no.’   Friedman adds, “Make sure you look good as your appearance will make a lasting impression.  Do your clothes fit well (not too tight)?  Are they clean and pressed (not old and ratty looking)? Are your shoes clean and polished? Is that red shirt you’re wearing, really the right color for you? Does that tie really go with that shirt?”  A clean and sharp look will help people focus on your message, rather than your outrageous appearance.    

So now you are ready for your close up! 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity Advice, Television | No Comments

Tips on Pitching to the Media

So now you really feel like you are ready!  You have decided to harness the power of PR to get national media attention on television, talk radio or in newspapers and magazines for your company, product or services.  First, let me congratulate you on this point!  This is a big step in the right direction of growing your media exposure!  

By now you have probably sat down and looked at your topic, have fully developed your message and are confident and ready to start getting yourself out there.  The next step in this process is the one that many dread and some even hate: pitching your message to the media.  Marsha Friedman, CEO of Event Management Services, Inc, a national PR firm, has been doing this successfully for over 20 years and knows exactly what grabs their attention and what turns them off.  Here Marsha shares with us a few quick tips on how to effectively pitch to the media!

• 1. Never pitch yourself. When you get in contact with the media, don’t pitch your company or YOUR qualifications. Marsha Friedman says, “Focus your pitches on THE ISSUE that you are an expert on. For example, if you are a mortgage broker pitch a show idea or story about the best way to finance a home in today’s market. If you are a doctor specializing in natural health pitch a show idea or story about the 10 foods that will fight off illness during the flu season.” By pitching the issue you get the producer or journalist interested in your story first. What they want are hot, newsworthy topics that will grab and hold the interest of their viewers and readers, they do not want to be sold to.

• 2. Never pitch your product. If you are a product manufacturer it is very important that when you are pitching to the media that you do not focus the pitch on your company’s product or service. Marsha Friedman says, “If you have a product or service, focus your pitch on THE PROBLEM that your product or service solves. If you manufacture a diet product pitch a show or story on the obesity problems Americans and their children are faced with today. If you produce a line of gourmet cookies pitch a show or story about the value of quality family time and offer tips on how moms and dads can share baking time with their children.” Again, producers and journalists shy away from pitches that sound like infomercials and it is an instant turn-off to their audience.

• 3. Don’t rely on the media’s research. Although the media will do their own homework - don’t rely solely on the results of their research. Marsha Friedman says, “Make sure to give them YOUR facts. This is especially important if your topic is controversial as you want them to have the data that supports your position.” When you are pitching it is useful to have as many facts ready to use as possible. If you have a tricky or detailed topic, present as much information as you can so that the busy, inundated producer or journalist can grasp your message quickly. The more time you save explaining, the more time you can spend pitching the benefits of having you as a guest or featured on their pages.

• 4. There is power in numbers. What we are talking about here is especially true if you are pitching a controversial topic. Marsha Friedman says, “If you’re pitching a controversial topic to a radio or TV show, select the guests you want to appear with you. This gives you more control of the segment and ensures your message will gain acceptance from the audience.” If you do not have suggested guests to pitch to the producer, and they pick it up, you may just be setting yourself up for an on-air ambush, which if you are not prepared, can land you in deep water.

Hopefully these tips will help you get out there today and start pitching! 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Radio | No Comments

5 Benefits of Obtaining Newspaper and Magazine Coverage

Gaining national or local media exposure for your company, products or services in print is one of the most valuable ways to secure consumer interest in your business.  While many companies turn to advertising (a costly road to go down) many overlook the power (and more cost effective nature) of Public Relations….especially the power of newspaper and magazine PR. 

Have you ever picked up a national newspaper or industry trade magazine and seen one of your competitors featured in an article and thought “Should my company be doing this?  What is the value to having my company featured in an article like this?”  The answer to the first question is: yes, you should ABSOLUTELY be trying to get coverage for your company in newspapers and magazines.  This lets consumers nationally and locally know that your product is out there and available.  Now let’s have PR expert Marsha Friedman, CEO of Event Management Services Inc, a national public relations firm, give you the answer the second question: What is the value of doing print PR for your company?:

1.  Anything written is perceived to be true.  In any business industry it is important to have and continue building credibility.  Without credibility, consumers and business associates will not pay attention to your message.  One of the most valuable aspects of using a print campaign to get media coverage is that anything written is believed to be an absolute fact.  “Therefore articles you’ve written that get published or articles with quotes from you gives you immediate positioning as an expert in your field” says Marsha Friedman. 
2. Print is where you’ll find a huge segment of your buying audience.  Going to a newsstand nowadays you are bombarded with choice.  Newspapers and magazines are scattered all over the floors and filling the racks with more titles than ever before.  “With over 137 million Americans regularly reading a daily newspaper and more than 31,000 publications ranging from antiques to zoology, print media holds mass appeal as a key source of entertainment and information” says Friedman. 
3. A huge variety of publications.  One of the most attractive aspects of the print media is the huge variety of publications you can target - daily and weekly newspapers, local and national magazines, the trade publications of your industry.  Marsha adds, “There’s truly an endless source of publications to target.”  This enables your print PR campaign to be as targeted as possible, almost down to the exact demographic!  In the world of print, the more choice there is, the more opportunities you have to penetrate niche markets.
4.  Interviews are not all held over the phone.  Many busy business people want to get coverage in newspapers and magazines, but are too tied up at work to deal with impromptu telephone interviews by journalists that last for hours.  Also, many are being interviewed for the first time and are scared that they will be misquoted or say the wrong thing.  “Another great aspect of print media is that many interviews are done via email so when this happens it gives you a chance to carefully consider and reconsider the best way to convey your message within the construct of the question”, says Marsha.  Thankfully email interviews are becoming more common and as a result give you ample time to think and respond to each question to ensure that you communicate your message in a clear fashion!
5. Every publication offers an opportunity!  Many people think that if you are not going to get your article published in a major national newspaper or magazine, then a print PR campaign is a waste of time - ‘I want USA TODAY or Nothing!’  It is true, coverage in a huge national title can be phenomenal, but you may be missing a huge segment of your market!  “Don’t discount coverage in small publications”, says Marsha Friedman.  “Every newspaper story, sidebar, small mention or magazine article is like gold when trying to get the attention of editors at the national major magazines, or the senior producers of national TV shows.”

So now you are ready to get writing! 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity Advice | No Comments

6 Effective Ways to Generate PR for You and Your Business

If you are focused on successfully growing your business, then a terrific way to do so is to harness the intense power of public relations.  PR, as you probably already know, is the non-paid exposure of a person or business, its products or services.  The most traditional, and successful, ways of getting PR are:

• Being invited to appear as a guest on a radio or television show

OR

• Having a story written about you in a newspaper or magazine

What is great about public relations is that the only costs that you will encounter are those that are associated with working with a national or local PR firm (please check out our 2 Part Series ‘How to Choose the Right PR Firm for You’ for some top tips on how to pick an effective firm to fit your needs).  But if you choose the perfect firm, or just decide to do the work in-house, public relations can successfully grow your business without breaking your budgets. 

Here Marsha Friedman, CEO of Event Management Services Incorporated, a national PR firm specializing in obtaining media attention for their clients through talk radio, television and print, shares 6 effective ways as to how you can begin to immediately generate valuable PR for your business, products or services!

1.  What About a Book?   Writing books is not just for Donald Trump and Steven King anymore!  Business professionals that pen a book (with the help of a ghost-writer) can reap excellent PR opportunities in the media.  “A book will be your most effective calling card ever”, says Marsha Friedman.  “A book gives you instant credibility as an expert in your field: to your customers, prospective customers and amongst your industry peers.  Most importantly, it opens the door for you to the media.”  If you watch TV, listen to the radio or read newspapers and magazines, then you are being exposed to numerous authors who have used this PR trick to their advantage!  

2.  Make Yourself Known as an “Expert.”  The national and local media is always seeking experts to comment on newsworthy issues.  This is how they keep their readers, viewers and listeners tuned in.  Marsha Friedman says, “As strange as it may sound, the media follows the media.”  So, if you want to gain some valuable PR opportunities it’s important for you to stay abreast of the news.  Friedman adds, “Read your daily newspapers, watch news shows on TV, listen to talk shows on radio.  Search for issues or news stories that tie in with your business or message.”  This is a crucial PR tip that will help you gain acceptance in the media.

3.  Be Interviewed on Talk Radio Shows.  “Being interviewed as a guest on talk radio shows is a great PR vehicle that will help you to gain local and national exposure and communicate directly to your consumers”, says Friedman.  “Whether your business is  web based or you have nationwide clientele; you should do as many phone interviews on talk radio as you possibly can.”  Talk radio is very attractive from a PR perspective because:

• It appeals to an affluent, educated and attentive target audience
• Being a talk radio guest is substantially cheaper than advertising on the station
• Your interview presents a fabulous opportunity to sell your product
• The host (who has a dedicated listening audience) provides a solid “Third Party Endorsement” to your message
• As you will be presented as an expert in your field, talk radio lends further credibility to your message
• As a guest on talk radio you will have enough time to tell your whole story

4.  Appear as a Guest on Local and/or National TV Shows.  Take all of the ‘Pros’ of appearing as a guest on talk radio and add one more to see how it truly is one of the most valuable mediums for spreading your PR message to the masses.  Marsha Friedman says, “As viewers expect to see celebrities on TV, when you appear as a guest on a TV show your credibility goes sky high.” 

5.  Obtain Coverage in Newspapers and Magazines.  You have probably picked up a newspaper or magazine and read an article about a competitor and thought to yourself “Why can’t I be here instead of them?”  The answer is that there is absolutely no reason why not!  The power of the print media is phenomenal.  “This is an absolute public relations goldmine”, says Friedman.  Here are some of the reasons why:

• Anything written is perceived to be true.
• Print is where you’ll find a huge segment of your buying audience.
• Huge Variety - there’s truly an endless source of publications to target.

With the proper press releases and follow-ups you can really jump start a successful PR initiative that will gain you national, or local if you choose, print exposure!

6.  Become a Public Speaker.  Another fabulous way to get PR for your company, products or services is to get onto the speaking circuit in your community and in your industry.  “Speak to community groups, Chambers of Commerce, events and trade associations to “create a buzz” about you and your company,” says Marsha Friedman.  “The more speaking engagements you do - the word spreads and the more speaking invitations you’ll get.  And, whenever appropriate - invite the media!  Just make sure you have a media kit to give them about yourself and your company in case they show up!”

Well there you go: 6 effective ways to gain national or local PR for you, your company, products or services. 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity Advice, Radio | No Comments

6 Reasons to Be Interviewed on Talk Radio Shows!

The general business rule is that marketing departments are out to increase brand awareness and build solid sales leads for their company.  Many of these professionals are unaware of the power that PR can bring to their marketing efforts.  Instead, it is quite common for businesses to go down the costly road of advertising to get their company, product or services the desired exposure.  But there is a much more cost effective answer: being interviewed as a guest on talk radio.  This is an excellent way for companies to gain excellent local and national consumer exposure  Whether you are a web based business or a chain with national clientele  - talk radio can get you in direct contact with your consumers.  “You should do as many phone interviews on talk radio as you possibly can”, says Marsha Friedman, CEO of National PR firm Event Management Services.  “There are so many “pros” to talk radio that I want to share with you.”  So let’s have Marsha educate us as to why talk radio is such a public relations goldmine:

1.  Demographics and Target Audience.  “On the AM dial - most listeners are 35 to 64 in age, 55% male to 45% female, a large percent graduated high school and went onto college”, says Marsha Friedman.  “In addition to strong demographics there are also specialty talk shows that focus on finance, law, politics, health, relationships, lifestyles, consumer advocacy, sports, gardening and more so you can easily identify shows whose listeners are a match for your company, products and message.”

2. Cost Effective Promotion.  Don’t think that because you are going to appear on a talk radio show that you will have to get on a plane!  Marsha says, “Talk radio interviews are done by phone so no travel is involved.  You don’t have to leave your home or office to do an interview so you can easily integrate these interviews into your work schedule.”

3.  An Effective Sales Tool.  Although public relations is definitely not paid advertising, if you get good coverage, it can be far more effective.  “On talk radio, the majority of interviews are live, so it’s like having a conversation with hundreds, thousands or even tens of thousands of people while on one phone call”, says Friedman.  “A compelling interview on talk radio can sell your product or service without the audience even realizing they’ve been sold.  Listeners will want to know how to get whatever the guest is talking about.  And most hosts will freely mention your website address or toll free number for you so you don’t sound like an infomercial.”

4. Third Party Endorsement.  Talk radio hosts have loyal followings - that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  Marsha Friedman says, “As that host is often thought of as an old friend or trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you and your message.”

5. Credibility.  This is a crucial ingredient in every marketing campaign - and talk radio supplies it in abundance!   Marsha Friedman says, “One of my PR firm’s clients told us, “…every show I’ve appeared on - the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest on their show! Of course, the more important I am as a guest, the more important the host appears to be. As far as promotion and credibility goes - it just doesn’t get any better!”  Now that is some great PR!”

6.  Enough Time to Tell Your Whole Story.  With advertising you have a specific amount of space (in print) and time (on radio and TV).  “As a guest you will often have ten to thirty minutes of time (sometimes more) with a very targeted and attentive audience to effectively tell your story, talk about the quality of your products or services and how it can benefit the listeners” says Marsha Friedman. 

Well there you go: 6 reasons to be interviewed on talk radio that will gain national or local PR for you, your company, products or services. 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity Advice, Radio | No Comments

4 Tips to Obtaining PR in Newspapers and Magazines

Every company would like to sell more units and increase profits…after all, that’s the nature of business!  But if you want to sell, sell, sell, you need to first PR, PR, PR!  Public relations is a cost-effective way to give you company, product or service the national or local media attention that it deserves.   One of the most popular PR mediums is print.  The biggest misconception is that a simple press release will get you guaranteed exposure in print.  The problem is that if the publication has no interest in your subject, then you are out of luck!  Marsha Friedman, CEO of Event Management Service Inc, a national public relations firm says “Aside from the traditional press release, there are other inventive ways of securing your place in the pages of your favorite magazine and newspaper.”  Here Marsha will reveal the 4 ways to get your company’s name in print!    

1. Write a “Tips” or “How To” Article.

“This is one of the best ways to get free publicity in newspapers and magazines”, says Marsha Friedman.  “Offer lots of valuable advice and make sure it’s written well enough for a publication to run it without having to make any edits.  Many publications don’t have large staffs and so they depend on articles of freelance writers to fill their pages.”

“For example, if you’re a mortgage broker write an article with 10 tips about getting the best mortgage available”, adds Friedman.  Each tip should be no more than two or three sentences.  The media loves these tips because they can reprint them as an article or as a “side-bar” to a longer story.

Writing not one of your talents?  Marsha says, “If writing isn’t one of your talents - hire a professional writer to write your article in the same journalistic style used in newspapers and magazines.”  Published articles help to establish you as an expert, so make sure to include your credentials and other boastful information to support your position as an expert.  Friedman adds, “Most publications will let you write something generous about yourself, what you do and how to contact you, in exchange for your free article.”

2.    Write an “Opinion Letter.”

Marsha Friedman says, “Take a stand on a controversial issue or comment on an issue in the news and send it to the Editor of your local daily paper - or to Opinion Editors at newspapers around the country.   Don’t forget to put your credentials at the bottom of the letter so you get the recognition of being a published expert.”

3.    Create Photo Opportunities

Local newspapers are always looking for interesting photos and images.  “Create a local event - a fundraiser, an art show, a local or national contest”, says Marsha Friedman.  “Then make sure to invite the local press to attend.  But even if they don’t show up, get them a photo and press release right away while it’s still news!”

4.    Recycle Your Print Coverage

Marsha Friedman says, “Turn one media hit into multiple hits by sending a reprint of a weekly newspaper story about you or your company to an editor at a daily newspaper, along with a pitch letter offering an angle different from the angle the weekly pursued.”  Send reprints from dailies to national publications.  Send articles in trade publications to editors anywhere. Post articles on your website.  “Get the most mileage as possible out of every story!” says Friedman.

So now you are ready to get work! 

March 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice | No Comments

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March 20th, 2008 | Posted in Uncategorized | No Comments

What is the most important factor in choosing a PR firm for effective publicity?

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March 19th, 2008 | Posted in Uncategorized | No Comments

Public Relations: 5 More Tips on Choosing the Right PR Firm

  Do You Need PR?

(Part 2 of a 2 Part series)

Welcome to Part 2 of the series.  If you are one of the thousands of businesses looking to gain national media attention for your company, products or services then you are probably facing the difficult decision of finding the right PR firm.  What can make this decision difficult is that there are so many different kinds of PR firms out there.  Some are local, some national.  Some retainer based, some project based.  So how do you know which PR firm will be the best fit for your objectives? 

In the last part of the series, we shared the following 5 tips on choosing the right PR firm:

1. Find a firm that specializes in your industry.
2. Choose a firm that specializes in your medium of choice
3. Request sample campaigns.
4. Find a pay-for-performance firm.
5. Speak to the PR firm’s clients.

Now let Marsha Friedman, CEO of Event Management Services Inc (EMSI), a national PR firm, share her final 5 tips on how to choose the RIGHT PR firm to get your message the media attention that you desire

6.  Be confident in their ability.  Before you sign on the dotted line, make sure that you are convinced that the PR firm will create, and execute, a successful campaign.  Don’t be afraid to ask lots of questions, request copies of sample campaigns and then do a comprehensive review of all of the materials.  ” I would suggest that before you make your final decision you talk to owners and definitely request a proposal”, says Friedman, “ask the important questions.  Where are they going to get you media exposure?  How long the campaign will last?  What are the goals of the campaign?  How long will it take to meet these goals?  How the PR firm answers these questions will ultimately determine the level of confidence you have in their ability to service your account.

7.  Don’t limit yourself to firms in your area.  If you’re looking for regional or national exposure don’t limit your search to PR firms that are located within your vicinity.  “Many people believe that you need to have a firm located just down the street so that you can have regular face-to-face meetings with them, “says Marsha Friedman.  “But this is not how it works.  In my 20 years of gaining national media attention for my clients, I have only had a face-to-face meetings with a handful them.  The reason for this is that I don’t need to.  All of a PR firm’s work can be done via phone and email which is a far more efficient, and time saving, way to work.”  If your goal is to attain national media attention, find a firm that specializes pitching to the national media.  A national media PR firm’s skill level and specialization is what is important, not where they are located.  If your goal is to gain local media attention, this is when it is a good idea to look for a local firm.  Marsha says “As they are in the middle of the market you are after, their contacts and knowledge will be far more effective than that of a national firm.” 

8.  Meet your Campaign Manager.  There is one person in particular who plays a vital role in driving the success of at the public relations firm: your Campaign Manager.  Before you make the decision on which PR firm you use, meet your Campaign Manager.  Find out what their experience level is and how long they have been with the firm.  ”A great nugget of information is that many Campaign Managers are rookies fresh from college,” says Friedman.  “Even more frightening is that many national and local PR firms hire interns to handle the client accounts that they do not deem a ‘top priority’.”  If you don’t investigate the qualifications of your Campaign Manager, then how can you be confident that your campaign will be handled by a professional? 

9.  Find a PR firm that believes in your message.  The best type of PR firm is one that not only understands your message but also has enthusiasm for your topic.  Marsha Friedman says, “If you find a firm like this, their enthusiasm for your message will show in the work that they do.  The pitches and press releases will be more creative and their communications to the media will be attention grabbing and clear.”  In order for a PR firm to successfully work for you, they need to understand your passion and be able to translate it into something that will be of interest to the masses.  It can be quite costly if they misunderstand your point.”

10.  Trust your gut.  “My final tip to choosing the right PR firm has everything to do with that almighty ‘gut feeling’.  When you are in the process of deciding if a PR firm is a right fit for your needs it is inevitable that you will have strong views about their work and approach.  I would advise that even if everything looks fantastic on paper, or in a snazzy presentation, if you have absolutely any reservations think twice about choosing the firm.”  Gut instincts tend to be accurate, so if the chemistry is off in any way, be weary of pushing the working relationship forward.  There is nothing worse then finding out your instincts were right when it is too late!   

Well there you go!  The final five tips on how to choose the right PR firm for you! 

March 17th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity Advice | No Comments