6 things PR firms won’t tell you

When trying to get new business, some PR firms won’t tell you:

1. Your company may be better off spending a limited budget on another form of communication, such as direct marketing or online advertising, instead of hiring a PR firm. PR is not always the best solution.

2. The firm doesn’t have media contacts in your area. Chances are high that half the journalists a PR person worked with in the recent past are no longer with the same media outlet, and/or may not be covering the same area. Agencies use media databases to find the right journalists to target anyway. Personal contacts among journalists are overrated. The media will respond to PR people whether or not they know them as long there’s something newsworthy to say and it’s presented well.

3. What you want the PR firm to do is not what you really need. Clients should look for PR companies that will consult with them and develop strategies, not just do as they’re told. After all, aren’t you paying for expertise?