How Do PR Companies Work?
Author: Amy Nutt

Public relations companies work closely with their clients to
help them create a positive public image, manage public opinion
and generate non-paid media and internet-based publicity.

When you hire a public relations company, it's important to
share information with your account services team about your
company's mission, business practices and marketing goals. The
team of public relations professionals assigned to work on your
account will utilize this information to create a public
relations plan and strategy that is customized for your
business.

Client Contact

Typically, a public relations agency will assign an account
executive to each client. This person serves as the liaison
between the team at the PR firm assigned to work on your account
and your company. Your account executive will work with the
firm's team to create and implement a public relations plan that
is aligned with your company's strategic plan.

The plan will be submitted to you for approval and you will be
able to ask questions, request additional information, and
suggest revisions. Depending on your contract and your public
relations needs, you may receive a new plan each month, quarter
or year.

Account Services Team

In addition to the account executive, the account services team
assigned to work on your behalf will generally include a
copywriter, a publicist and a graphic artist. The copywriter
will handle writing news releases, creating copy for your
brochures, writing inquiry letters to media contacts and other
writing tasks.

Publicists specialize in communicating with media
representatives to help generate publicity for your company. The
services of a good publicist who has strong professional
contacts with reporters, talk show producers, and high-profile
bloggers are invaluable. Publicists constantly seek new venues
in which your company's products or services can be promoted and
they pitch relevant information to gatekeepers of media
coverage.

The graphic artist assigned to your account will be responsible
for creating and sustaining the visual aspects of your corporate
image. This individual will handle layout and design for all
printed public relations materials including letterhead, press
kit folders, product packaging and more. The graphic artist can
also design a new logo for your company if needed.

Selecting a Public Relations Agency

When shopping for a public relations firm, it is in your best
interest to seek a company with experience in your industry. For
example, if you are the marketing director for a publishing
company, you will want to hire a public relations company with
expertise in promoting books and authors. If you are looking for
a public relations agency to help launch a new software
application, it is in your best interest to select a company
with technology and software experience, as well as new product
launches.

Compensation for Public Relations Agencies

Some public relations companies enter into retainer
relationships with their clients. The terms of the retainer
agreement will specify the types of actions that are covered for
a pre-determined monthly fee. Retainers usually cover all
ongoing public relations needs, such as writing and submitting
news releases, communicating with the media, designing brochures
or other marketing materials and other tasks based on client
needs.

Alternatively, many clients and public relations companies
enter into a work-for-hire agreement, which involves paying an
hourly or pre-determined fee for specific actions. Companies who
handle many of their own public relations needs internally often
utilize work-for-hire relationships with public relations firms
to handle specific events or new product launches.


About The Author: Public Relations http://www.polarisprinc.com
is the key to facilitating quality communication between
companies and the public. Keeping your public informed is the
best way to foster long-lasting, trusting relationships.