When I interview a candidate for an entry level position, I always ask them to define PR. This question never fails to illicit an interesting response. A number of candidates – including some with college degrees in public relations – have been completely unable to provide a coherent answer.
It seems like pretty much any company, no matter how despicable, is capable of hiring world-class PR representation if the price is right.
Before you begin your search, have a clear understanding of the business objectives you are trying to achieve and how a PR program might be used to help reach them. Communicate this clearly to the prospective agency. This will ensure that the recommendations they make will map to your needs and will help the agency focus its strategic and creative thinking. If your company has not yet clearly defined its business objectives, this may be a sign that it is too early to engage an agency.
Flacks are the reason that public relations professionals are often considered to be bottom-feeding lowlifes.
The bottom line is that for companies only genuinely interested in the color green as it pertains to money, the time has come to rethink messaging strategies.
