When choosing a good public relations agency, the first thing you should do is to ask yourself why you need one. Do you need one to help you with one time project or for long term tactical planning? Are you trying to create new awareness, get ready for possible crisis or acquire your name out to influential members of media?
It is very important that you have clearly defined goals and it is also recommended that you ask and interview some agencies to see how they deal in getting there.
The public relations agency that you choose should be able to put together a complete plan with clear outlines on how to help you meet your objectives. Moreover, it should show you how successful the execution of similar plans in the past was. The PR agency may stand out at managing any crisis, be sure that the agency’s span of expertise and experience is what you need and require.
For other professional service providers, the best way to find a public relations agency is by recommendations. A good public relations agency must give you references of previous customers it has helped with the same objectives. Get recommendations from companies and friends that have the same size as yours and be sure to inquire members of media, if possible, those who report on your business. Journalists transact regularly with this type of agency and they know which one is hard working, effective and professional.