4 steps to ensure you hire the right PR solution for your company

Invest wisely; don’t underspend on PR.

Be sure you have a good idea of how your company will use the PR firm before getting a PR solution.

Most companies are looking to save money — especially on items they don’t believe are essential to success. You might think you should hire the low-cost public relations solution rather than finding the right solution for your company. However, choosing a cheaper solution instead of the solution that addresses your company’s needs may jeopardize your company in the future.

Public relations builds a company’s brand. It’s a vital element to success. Don’t endanger your company by underspending on PR. Use these four strategies to ensure you’re hiring the right PR solution for your company and not making mistake #5 of the 15 mistakes companies make when hiring a PR firm.

Investigate what the PR firm includes in its package and what is an add-on.
While one solution may seem affordable, there could be add-ons that weren’t mentioned in the initial meeting. These could make the once-affordable solution quite expensive.

Be proactive.
Ensure you’re picking the right PR solution for your company’s overall needs rather than only what you may need in a crisis. Being proactive rather than reactive with your PR efforts can cost you less in the long run. PR isn’t something you only dust off when you have a news announcement or are facing a crisis. You should fully integrate it into your company’s strategic plan.

Be strategic.
Base your decision first on solution and then on price. What is it that your company needs from a PR firm? While having a budget in mind makes sense, the the closely tailored solution designed specifically for your company's needs is ultimately the better investment.

Understand the benefits of choosing the right solution.
The amount you spend on PR often indicates how successful you want to be. With the right solution and PR firm, your company will learn to use customer engagement, media relations, and social media to enhance your brand recognition and influence consumers in their buying decisions.

No two PR solutions are the same. It’s important to stop yourself from comparing a previous experience or other companies’ experiences with the right solution for your company today. Need additional guidance on deciding how much to spend on PR? For reference, large companies spend $250,000 or more on PR each year. Want to know what your competitors are spending? Download Axia Public Relations’ PR Intelligence Report to discover what companies spend on PR and see how your company compares.

Marjorie Comer is an award-winning PR professional. She graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Marjorie has worked for Axia Public Relations since October 2011. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer.