Few small firms can afford the full-time services of a PR agency. Most want a monthly retainer that can run to several hundreds of pounds. With a bit of guidance and study, you should be able to manage simple press releases yourself. If your budget and ambitions allow, the Chartered Institute of Public Relations will supply names.
When choosing an agency, you need to ensure that they understand your line of business. Look for past cuttings and ask how they would handle your account. Establish precisely what you are paying for and what you will get for your money. Be particularly careful before committing yourself to paying a retainer.
Consider using an agency if your annual PR budget is greater than £15,000…
- For smaller projects, you can employ freelance PR agents.
- Day rates can range from £300 to £1,000.
- Choose an agency with relevant experience and contacts.
- Provide a clear briefing on what you are trying to achieve. Explain what makes your company and your products different.
- Plan how the PR agency will work with your other promotional activities and agencies.
- Be wary of agencies that see PR as the solution to every marketing services need.
PR consultants and suppliers directories
Find an independent PR consultant using the Chartered Institute of Public Relations’ CIPR consultants directory.