But that’s just the beginning. The practice of public relations is based on communication, and that’s especially important when you bring in outside counsel. Here are a few things to keep in mind.
- It’s not “one and done.” You probably shared a great deal of information with your PR firm before hiring them, and they have a good feeling for what you do and what makes your company special. You’re off to a good start, but don’t stop there. Ongoing communication is essential to getting the best results from your PR firm.
- Give your firm an early heads-up on company news. When something newsworthy happens at your firm, your PR firm should hear about it as soon as possible. They will need time to strategize its release to the public. And be available for any interviews that result from their efforts. PR people are at the mercy of journalists’ deadlines, so if you want positive media coverage, they have to be able to reach you quickly.
- Trust your firm. Sometimes – especially with entrepreneurial businesses – it’s difficult to give things up and let someone else carry the ball. Trust your PR people with sensitive information about your business so they are well-prepared for anything that may go wrong.
- Designate an in-house contact. Standing meetings help, even if they are telephone conferences, but company news and events don’t always occur on a schedule. It’s best to have a regular in-house contact – someone who is responsible for contacting the PR firm with company news or events, for providing the PR firm with any necessary company information, and for streamlining the internal approval process for projects.
Posted by Margot Dimond