Our clients range from established companies with $100mm plus in sales to start-ups with only a few employees. We are firm believers that every company should take advantage of PR, whether done in-house or through an agency. PR is an extremely cost-effective way to reach target audiences with the right message, and PR can have a big impact on sales if executed strategically. But, how do you know what to look for in a PR agency?

I came across a great video from Inc. Magazine that provides some good tips for start-ups when considering PR - but large companies should also pay attention. The first tip that is suggested is to find a PR firm your own size. I think this holds true for start-ups, who typically don't have the budget for a global agency or want to feel like they are getting more personal attention with a boutique firm. However, some large companies "go big" when they could have gone small for the same impact. Established companies go for the big dogs when looking for an agency - those with impressive client rosters and huge campaign teams. Having worked for the largest global PR firm before joining BLAST, I know what companies sometimes get vs. what they pay for when it comes to large agencies.

Large agencies are great if you are a company looking for strategic planning, big ideas, focus groups, event planning and media coverage all thrown into one for a large monthly retainer. However, some big companies are just looking for solid media coverage and could do without all of the other stuff. It is these companies that overlook agencies like BLAST because of our size - but I would put our client coverage against any global agency month after month. Since we only focus on media relations, we do it extremely well and have close relationships with the press. Large companies could get fantastic media coverage for a fraction of the retainer, but too often think they have to "go big" in order to get great PR.

Tip No. 2 is Know Your Message. I meet countless entrepreneurs at various industry events, parties and trade shows - all extremely excited about their venture but cautious about spending money on PR....and rightfully so, because they can't explain their business! Unless you can tell me in 10 seconds or less what your product/service is and why it is unique, you're probably not ready for PR. If you, the CEO, can't concisely communicate what it is you do, then your employees likely can't either. And, as PR people, we must have clear and concise messages about your product/service to share with the press. While we can certainly help you create key messages, all people in the organization must have a clear message when communicating to the public (media, analysts, venture capitalists, etc.) before embarking on a national PR campaign. Once that single message is defined, we can help you mold it to appeal to different audiences.

Building a foundation is the third tip, but this again applies to both large and small companies. One would assume that multi-million dollar companies would have strong Web sites and collateral - but man, have we seen some crap Web sites from established companies. With all of the Web design talent out there looking for work, there is no excuse for having a poor Web site. It is likely the first place people go to learn about your company, so make sure it's a good first impression. If your site hasn't been updated in the past year - find someone who can do it for you.

Tip No. 4 suggests spending money on a PR campaign that strategically will make the most impact. Want to know the public opinion about your brand/product? Hire a firm that can execute a focus group or survey for you. Are you looking to host a major event/PR stunt to get a lot of attention? Hire a firm that is great at event planning and media execution of it. Is your goal to get in front of your target audiences on a national level to help drive sales? Hire BLASTmedia.

Lastly, make sure you are talking to everyone and anyone about your product/company. YOU are your best PR, so take advantage of networking functions, trade events, holiday cocktail parties, whatever - you never know who you will meet that might be able to help your business in some way.

These are just a few suggestions for companies who are thinking about PR or looking for an agency. Whatever agency you choose, be sure to hold them accountable for media coverage results every month - we expect it from our account reps and you should, too!