NFIB

Five Tips on Outsourcing your Press Releases
03/ 22/ 2002

Whether your business is just starting up, adding new staff or about to undertake a new venture, press releases are probably the most cost-effective way to get the word out. While you could write the release and pitch it to the proper media contacts yourself, chances are you don't have the time. So you may determine that it's best to hire a professional to help with your PR campaign. In today's Workshop, Jeffrey Moses explains how to choose the right PR firm for your business.

PR firms can be found in the Yellow Pages under "Advertising Agencies" or "Writers." Ad agencies almost always handle PR and often have staff members who specialize in the field. Individual freelance writers also handle press releases and may charge a little less than a large ad agency, though they have just as much experience.

Whether contacting an ad agency or a freelance writer, there are specific questions you need to ask before meeting with the person who will be gathering information to write your ad:

1. Have the individuals who will be working on your campaign previously handled PR for businesses like yours? If so, what have the results been? While it may be difficult for an agency or writer to determine specific results, it is usually possible to determine if their clients' overall goals have been achieved. You might even choose a company or writer based on previous successful PR campaigns undertaken for other companies.

2. How much will a PR campaign cost, depending on the quantity of releases and the number of media outlets where they will be sent?

3. Who will be writing the copy for the press release? Ask for the names of the people and how long they have been with the firm. You might find that a large ad agency in your city charges more than an experienced freelance writer, even though the person who will be writing your release is a relatively new and inexperienced writer.

Keep in mind that not every writer has experience pitching releases to the media. PR placement is an art in itself, and some agencies have an entire division dedicated to it. Therefore, any company or writer you choose should have a good track record in PR placement.

4. Ask for the names and phone numbers of previous clients. Don't be shy; give them a call and ask if they were pleased with the results of their PR campaign.

5. When working with the writers you have hired, always remember that you're the boss. Listen to their ideas, and respect them as professionals -- but don't authorize any type of campaign that doesn't meet your approval. Remember, you are the best keeper of your company's reputation and image.

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