03/ 28/ 2002
Making the decision to work with an advertising agency is a big step. Here's how to make the right decision:
- Look around. Power recommends that business owners scan their local newspapers and magazines. If they see a company consistently showing up on the pages, they should find out who handles its marketing.
- Interview. Waltz recommends interviewing at least two or three firms before making a decision. He also advises owners to trust their instincts; if you feel uncomfortable with a certain agency, it's best not to work with it.
- Ask for credentials. Public relations professionals should hold the APR designation, which stands for "Accredited in Public Relations," a designation given out by the Public Relations Society of America.
- Call referrals. Agency officials should be able to give business owners the names and numbers of businesses they currently represent. Owners should then call those businesses to find out just how effective their marketing campaigns have been.
This Web extra is a supplement to the MyBUSINESS story, "Advertising Aid: When and How to Hire an Advertising Agency," which appears in the February/March 2002 issue.
