Related Article Content

Welcome to Part 2 of the series. If you are one of the hundreds of businesses looking to gain national media attention for your book then you are probably facing the difficult decision of finding the right public relations firm. What can make this decision difficult is that there are so many different kinds of PR firms out there. Some are local, some national. Many firms have a retainer, others do not. So how do you know which public relations firm will be the best fit for your goals ?

In the previous part of the series, we shared the following 5 tips on how to choose the right public relations firm: 1. Find a public relations firm that specializes in your industry. 2. Choose a public relations firm that specializes in your medium of choice 3. Request sample campaigns. 4. Find a pay-for-performance public relations firm. 5. Speak to the public relations firm's clients.

Now let Marsha Friedman, founder of Event Management Services Incorporated, a local and national PR firm , share her final 5 tips on how to choose the RIGHT public relations firm to get your message the media exposure that you desire

6. Be confident in their ability to deliver . Before you agree to work with a public relations firm , make sure that you are convinced that the public relations firm will create, and execute, a successful campaign . Don't be afraid to ask lots of questions, request copies of sample campaigns and then do a comprehensive review of all of the materials. "I would suggest that before you make your final decision you talk to owners and definitely request a proposal", says Friedman, "ask the important questions. Do they intend to use television, radio or print? How long the campaign will last? Do they have quantitative goals for the campaign? When will these goals be met? How the public relations firm answers these questions will ultimately determine the level of confidence you have in their ability to service your account.

7. Don't limit yourself to public relations firms in your area. If you're looking for regional or national exposure don't limit your search to public relations firms that are located within your area . "Lots of clients think that the firm needs to be right around the corner so it is easily accessible for weekly meetings , "says Friedman. "But this is not how it works. In my 20 years of gaining national media attention for my clients, I have only had a face-to-face meetings with a handful of them. The reason for this is that it is not essential . All of a public relations firm's work can be done via phone and email which is a far more efficient, and time saving, way to work." If your goal is to attain national media attention, find a public relations firm that specializes pitching to the national media. A national media public relations firm's know-how is what is important, not where they are located. Looking for local media attention? The look locally! Friedman says "As they are immersed in the market you are after, their contacts and knowledge will be far more effective than that of a national public relations firm."

8. Become familiar with your Campaign Manager. There is one person in particular who plays a vital role in driving the success of at the public relations firm: your Campaign Manager. Knowing all about your Campaign Manager could make or break your decision to use a public relations firm. . Find out what their experience level is and how long they have been with the public relations firm. "A great nugget of information is that many Campaign Managers are rookies fresh from college," says Friedman. "Even more frightening is that many national and local public relations firms hire interns to handle the client accounts that they do not deem a 'top priority'." If you don't investigate the qualifications of your Campaign Manager, then how can you be confident that your campaign will be handled in a professional manner ?

9. Find a public relations firm that believes in you . The best type of public relations firm is one that not only understands your message but also has lots of enthusiasm for your topic. Friedman says, "If you find a public relations firm like this, their enthusiasm for your message will show in the work that they do. Their efforts will be more creative and their communications to the media will be attention grabbing and clear." In order for a public relations firm to successfully work for you, they need to understand your passion and be able to translate it into something that will be of interest to the masses. If they miss your point completely, it can really be costly. "

10. Trust your instincts . Friedman says, "My final tip to choosing the right public relations firm has everything to do with your instincts '. When you are in the process of deciding if a public relations firm is a right fit for your needs it is inevitable that you will have strong views about their work and approach. Even if everything seems perfect, if your instincts tell you otherwise - listen to them! " instincts tend to be accurate, so if the chemistry is off in any way, be weary of pushing the working relationship forward. There is nothing worse then finding out your instincts were right when it is too late!

There you have it ! The final five tips on how to choose the right public relations firm for you! If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha is available to be of service . Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a public relations expert Marsha Friedman has the ability to get the media attention that you desire without budget busting monthly retainers.