Choosing and Working with Your Public Relations Firm (Business) - Tapa dura

This book is a first-rate guide to selecting a public relations firm and building an effective long-term relationship. Whether you are seeking professional public relations services for the first time, expanding your PR agenda, or looking for assistance with a special project, Choosing & Working with Your Public Relations Firm will speed you through the decision-making process and help you make the right choice. With a strong emphasis on assessing the real public relations needs of your company, Tom Harris leads you expertly through the often exhaustive search and selection procedures. Checklists, sample questionnaires, and evaluation sheets show you how to prepare for the search, make contact with potential firms, judge their personnel and presentations, and--finally--choose. Once you've selected the right firm, this book provides help in getting the relationship off to a good start. Tom Harris explains the different compensation methods available, helps you draw up a contract, agree on billing rates, and establish an effective reporting system. Guidelines on evaluating agency work, resolving conflicts, and setting up good, two-way communications help ensure that your public relations firm stays involved, motivated and challenged to produce the best possible work. An essential resource for any company hiring or changing its public relations firm--and for the firms that want to win the account.