Your biggest annual event is coming up—and it's your job to make sure the right people know about it (and that everyone else reads about it the next day). You probably need a public relations firm to help make that happen. But how do you choose the right one? We asked PR experts—and their clients—about making that decision.
Make Sure They Get It
Any PR people you hire should understand your individual event goals, but they also need to understand your business. If you work for a museum, it helps to hire a PR firm that not only has events expertise, but has expertise in the arts, as well, says Clifford PR's Mike Clifford. "A knowledge of your industry is extremely important in keeping the tone of all communications and event elements consistent with your organization's needs," he says.
That doesn't mean you should limit your search to companies with directly relevant experience. When Song Airlines hired Dan Klores Communications (DKC), it wasn't just because the PR firm had represented other airlines. "DKC's airline experience was helpful," says Joanne Smith, Song's president. "But what really attracted us was both their client list and how they approached PR. It wasn't just about reaching media, but influencers as well. Since we wanted to launch Song as a unique airline brand, their work with lifestyle brands really impressed us."
DKC president Sean Cassidy agrees that the company's work for Kate Spade and Target helped it win over Song's executives. "Their interest in us was much more based on successful projects we had done for brands outside of their industry sector." His advice: Look at brands and events with great PR campaigns that have been positioned in a way you'd like to be positioned.
Look Past the Owners
With a small PR firm or a freelance PR consultant, the name on the door is likely the person who will be handling your business. But in large, multioffice companies, that's not always the case, and meeting the head honchos at an exploratory interview won't give you much insight as to how your event (or account) will be handled on a day-to-day basis. "Make sure you're meeting the people who will be on your core team," says Ed James, senior vice president of Andy Morris & Company.
Andy Morris client Jamie Hooper, founder and president of Giant magazine, did just that after being referred to the company by one of the publication's writers. When Hooper met with the firm's two partners, he told them, "You guys are great. But who's our guy—or our woman?" "I wasn't going to make a decision until I met our day-to-day person," he says. "They had to have just as much savvy and enthusiasm [as the owners]."
Check References
Some forms of publicity are better than others. "You really have to probe who a firm deals with in the media," says Cassidy, who recommends asking firms for media references. Then, just as you would check with a job candidate's past employers, call those reporters and editors to ask their opinions of the firm. (Likewise, journalists can also suggest firms that work well with them.)
Also, make sure a potential firm's contacts are specifically relevant to what you want to do. Amy Rosi, owner of Aros Communications, agrees. "Some people specialize in working with magazines, some getting placements in gossip columns. Look at [a firm's media clips] and see if they dovetail with the results you want."
After all, "If you're looking for trade coverage and your firm thinks that gossip coverage is what you're looking for, you're bound to be dissatisfied," Clifford says. So in addition to telling the firm what your media goals are, "make the firm tell you what their media exposure goals are [too]."
Finally, be wary of any company that guarantees media placements. "You can't promise anything in PR," James says.
Get the Right Price
PR firms generally charge two ways: by monthly retainer, or on an event-by-event basis. Cristina Alfaro, public relations manager for Cadbury Schweppes Americas Beverages, says that for many of the company's brands, she's hiring PR firms on an event-by-event basis. (The company recently hired M. Silver Associates for a Diet Dr Pepper event.) "The advantage [of working with diverse groups] is that people really thrive on competition," she says. "When a job is not a given, there may be a little more effort put forth. But on the other hand, it's also good to have an agency that knows the ins and outs of your brands and is an extension of your team."
For monthly retainers, expect to pay a minimum of $3,000 to $6,000 a month (the fee will be on the lower end if you're working with a freelance consultant, the higher end if you're working with a larger, established firm). That's the minimum, remember. "Retainers and event costs can go as high as you want in this town," says one freelance PR specialist. (If you're a nonprofit or your event has a fund-raising element, you might be able to negotiate a better rate.) If you do choose to put a PR firm on retainer, "it's a good idea to do trial periods," James says. "Six months is pretty standard."
While you might save money with a smaller firm or a sole proprietor, the size of your own event (or company) doesn't have to correlate to the size of the PR firm you hire. You may get more personal attention from seasoned execs at a smaller firm; larger firms may have more media contacts. So consider your goals before deciding whether a large or small firm is right for you. Regardless of the company's size, three things are important, says Rosi: skill, track record, and chemistry. "You want someone talented, who gets results. And you have to like them," she says. "Spending less can be very expensive if it doesn't work out."
—Erika Rasmusson Janes
Posted 06.06.05
This story originally appeared in the April/May 2005 issue of the BiZBash Event Style Reporter.
Make Sure They Get It
Any PR people you hire should understand your individual event goals, but they also need to understand your business. If you work for a museum, it helps to hire a PR firm that not only has events expertise, but has expertise in the arts, as well, says Clifford PR's Mike Clifford. "A knowledge of your industry is extremely important in keeping the tone of all communications and event elements consistent with your organization's needs," he says.
That doesn't mean you should limit your search to companies with directly relevant experience. When Song Airlines hired Dan Klores Communications (DKC), it wasn't just because the PR firm had represented other airlines. "DKC's airline experience was helpful," says Joanne Smith, Song's president. "But what really attracted us was both their client list and how they approached PR. It wasn't just about reaching media, but influencers as well. Since we wanted to launch Song as a unique airline brand, their work with lifestyle brands really impressed us."
DKC president Sean Cassidy agrees that the company's work for Kate Spade and Target helped it win over Song's executives. "Their interest in us was much more based on successful projects we had done for brands outside of their industry sector." His advice: Look at brands and events with great PR campaigns that have been positioned in a way you'd like to be positioned.
Look Past the Owners
With a small PR firm or a freelance PR consultant, the name on the door is likely the person who will be handling your business. But in large, multioffice companies, that's not always the case, and meeting the head honchos at an exploratory interview won't give you much insight as to how your event (or account) will be handled on a day-to-day basis. "Make sure you're meeting the people who will be on your core team," says Ed James, senior vice president of Andy Morris & Company.
Andy Morris client Jamie Hooper, founder and president of Giant magazine, did just that after being referred to the company by one of the publication's writers. When Hooper met with the firm's two partners, he told them, "You guys are great. But who's our guy—or our woman?" "I wasn't going to make a decision until I met our day-to-day person," he says. "They had to have just as much savvy and enthusiasm [as the owners]."
Check References
Some forms of publicity are better than others. "You really have to probe who a firm deals with in the media," says Cassidy, who recommends asking firms for media references. Then, just as you would check with a job candidate's past employers, call those reporters and editors to ask their opinions of the firm. (Likewise, journalists can also suggest firms that work well with them.)
Also, make sure a potential firm's contacts are specifically relevant to what you want to do. Amy Rosi, owner of Aros Communications, agrees. "Some people specialize in working with magazines, some getting placements in gossip columns. Look at [a firm's media clips] and see if they dovetail with the results you want."
After all, "If you're looking for trade coverage and your firm thinks that gossip coverage is what you're looking for, you're bound to be dissatisfied," Clifford says. So in addition to telling the firm what your media goals are, "make the firm tell you what their media exposure goals are [too]."
Finally, be wary of any company that guarantees media placements. "You can't promise anything in PR," James says.
Get the Right Price
PR firms generally charge two ways: by monthly retainer, or on an event-by-event basis. Cristina Alfaro, public relations manager for Cadbury Schweppes Americas Beverages, says that for many of the company's brands, she's hiring PR firms on an event-by-event basis. (The company recently hired M. Silver Associates for a Diet Dr Pepper event.) "The advantage [of working with diverse groups] is that people really thrive on competition," she says. "When a job is not a given, there may be a little more effort put forth. But on the other hand, it's also good to have an agency that knows the ins and outs of your brands and is an extension of your team."
For monthly retainers, expect to pay a minimum of $3,000 to $6,000 a month (the fee will be on the lower end if you're working with a freelance consultant, the higher end if you're working with a larger, established firm). That's the minimum, remember. "Retainers and event costs can go as high as you want in this town," says one freelance PR specialist. (If you're a nonprofit or your event has a fund-raising element, you might be able to negotiate a better rate.) If you do choose to put a PR firm on retainer, "it's a good idea to do trial periods," James says. "Six months is pretty standard."
While you might save money with a smaller firm or a sole proprietor, the size of your own event (or company) doesn't have to correlate to the size of the PR firm you hire. You may get more personal attention from seasoned execs at a smaller firm; larger firms may have more media contacts. So consider your goals before deciding whether a large or small firm is right for you. Regardless of the company's size, three things are important, says Rosi: skill, track record, and chemistry. "You want someone talented, who gets results. And you have to like them," she says. "Spending less can be very expensive if it doesn't work out."
—Erika Rasmusson Janes
Posted 06.06.05
This story originally appeared in the April/May 2005 issue of the BiZBash Event Style Reporter.
