A lot of entrepreneurs ask me how to get started with their public-relations efforts. And the most common questions pertain to finding a good publicist.

Before hiring a new PR expert, it is essential to conduct research, check credentials, get client testimonials, and ask important questions.

To start, review your goals.

What do you expect the publicist to do for your small business?
What kind of budget do you have to work with?
What are your immediate deadlines?

You really need to know exactly what you are expecting before speaking to a potential publicist. This way, you can clearly communicate your expectations and goals during your search.

When you are ready to interview a new PR expert, here are some sample interview questions to ask:

1. Who will I be working with and what is that person’s experience?

2. Will more than one person at your organization be helping me, or will I have one, central contact person?

3. How can you help my small business reach my specific goals?

4. How long do you think it will be before I see results?

5. What services are included in your fees? What products and/or services cost extra?

6. How do your contracts usually work?

7. Is there a way to have a trial period before making an actual commitment?

8. What happens if I am not satisfied with your work?

9. Do you have some references I can contact?

10. Why should I use you for my public relations needs instead of another organization?

These are just a few questions so be sure to add those pertinent to your specific needs. Check out PRSA.org for more information.

And as a side note, be wary of anyone who can guarantee placements. In today’s media world, full of last-minute news coverage and uncontrollable edits, it is very difficult to guarantee a publicity placement.

Also, look for someone that you feel comfortable with and can act as an extension of your team. And for your protection, be sure to sign a contract that both parties can agree upon.

You can significantly increase sales and awareness for your small business through publicity. And if you don’t want to do it yourself, be sure to take the time to find the right publicist for your specific budget, goals and needs. Otherwise, you might spend a lot of time, money and effort with little results.

If you’d like assistance with your publicity efforts, have questions or would like to receive my newsletter full of helpful tips, feel free to contact me at www.rembrandtwrites.com. Thanks!