It’s all about the people. To build a great PR team, you need great people. This comes from playing with the dials and finding the right mix of subject experts.

For example, at Porch, a home improvement network, we built our team in-house with a focus on very specific talents. We have former journalists, former writers, and graphic designers with a mix of backgrounds and subject matter expertise. We encourage everyone to leverage their super powers but also coordinate and collaborate with others.

For people looking to hire a PR agency some different rules apply, but the outcomes are the same (finding great people). Look for people who have expertise within your field, have strong relationships and most importantly, understand your business. They need to clearly comprehend your objectives, and the value your products will deliver to customers. You will also want to find out if they work with any or your competitors to ensure there are no conflicts of interest.

A public relations team helps a business build a positive relationship and image with the general public. Assembling an effective public relations team is crucial to achieving company goals. A company may hire an external public relations firm or form a team of internal employees. Whether you contract with a firm or utilize an in-house department, strive for a balance of experience, creativity and cost, and hire colleagues who will work well together.

Step 1

Identify your purpose. List the outcomes you expect from a PR campaign to identify specific characteristics within the team that are best suited to achieve those goals. Sample goals may be to develop your brand, improve your company’s image, introduce a product or or minimize damage from a negative event.

 

Step 2

Set a budget. Keep in mind that an experienced team is likely to cost more money but is likely to produce more effective results. Identify your desired maximum PR costs, with some leeway to pay a premium for the best team.

 

Step 3

Research the qualifications, experience and achievements of each potential member of the public relations team. Look for educational experience, as well as a successful run in the public relations field. Find team members who have experience on a campaign with a goal similar to yours. For example, if you want to mitigate negative press coverage of your company, look for team members who have successfully handled a similar situation for another company.

 

Step 4

Review the work of each PR expert to assess creativity and success. Ask to see examples of print, media and other components of past work so you are able determine the creativity level of potential PR team members. Look for examples of work that match the type of image you want for your public relations campaign.

 

Step 5

Speak with past clients who have used the public relations specialists you are considering. Ask previous clients about their level of satisfaction with the results.

 

Step 6

Pay attention to how well the public relations specialists work together and build off of one another to develop a solid idea for your campaign. Notice how they respond to your suggestions and how willing they are to work with you.