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Numerous times I have been contacted by businesses who want to work with Skogrand PR Solutions to promote the fact that they are celebrating an anniversary. While an anniversary can be an occasion to obtain media coverage based on what your company has accomplished and to promote your vision of the organization’s future, there are many other times when to hire a PR firm.
Perhaps you are able to do public relations on your own (if so, check out my “19 Tips for Successful Public Relations” book). However, hiring a PR firm will help you achieve visibility while letting you focus on your business operations.
Here are some tips to help you understand when to hire a PR firm.
- Is your company launching a new product? A tremendous amount of energy goes into bringing a new product to market. Launching a new product could be an excellent opportunity for media coverage, and you’ll want to connect with potential buyers of your new product.
- Is an acquisition taking place? Whether your company is the acquirer or the one being acquired, an acquisition is newsworthy – particularly if one or both of the companies is publicly traded.
- Is your company embarking on major expansion? Tapping into new markets (geographic, demographic, etc.) is very exciting, and a PR firm can assist you in promoting your expansion.
- Is your organization downsizing? On the flip side, a PR firm can help you manage the media coverage if your company is shrinking, like the shutdown of Toys “R” Us in 2018.
- Is there new leadership? A PR firm can help your new CEO share his or her vision for the organization.
For more insights on if your organization’s initiatives are worth promoting, look at this checklist of what makes something newsworthy.
Now that you understand when to hire a PR firm, here are some things to look for in a PR firm. Search for a PR firm with experience in numerous industries. That shows they should be able to get up to speed quickly on your organization. Also, look for testimonials. Who are some of the clients the PR firm has worked with? What do they say about the firm? See if people from the PR firm are Accredited in Public Relations, which means they are committed to the best practices and highest standards of ethics of the profession.
Congratulations on thinking about when to hire a PR firm. Besides Skogrand PR Solutions, you can find other PR firms by using “Find a PR Firm” tools on the Minnesota PRSA or PRSA national websites.