Great post by Gini Dietrich on 6 things you should consider before hiring a PR firm. These include being uncomfortable, because '[i]f the PR firm doesn’t make you a little uncomfortable when you meet with them the first few times, nothing you do together will be extraordinary.'
Wise words indeed. At Passle, we are currently working with Kerry Jack at Black Letter PR, and find ourselves consistently challenged by her input into improving our Hero content.
Fifteen minutes of fame. Seeing your name in lights (and in print). The phone ringing off the hook. These are things every business owner dreams about; and many, in an effort to turn the dream into reality, go out, hire a PR team and wait for the magic to happen. And wait. And wait. And wait. With some of the best publicists, stories will appear in print or online, and you’ll feel good about them, but you’ll be left wondering, “What’s next? When does the cash register begin to ring?” When you tie fame to fortune, and expect both to come from hiring a PR firm, you risk being disappointed.