This is probably true in any industry, but the public relations category has its fair share of incredibly talented professionals, and then those who pose as professionals while not-so-quietly undermining everything that defines the business.

For brand managers who’ve worked with experienced PR firms before and know what success looks like, they know how to ask the right questions when interviewing a new agency to serve as their strategic advisor and partner.  They can vet out the PR pros from the snake oil salesmen and “spin doctors,” and find the right team to help drive their business forward.

Having had the good fortune to be part of these conversations with potential new clients (where some of the time the business has come our way and other times, we weren’t the right fit), I thought it would be a good idea to share some of the questions you should ask when hiring a PR firm.  If the group you’re interviewing doesn’t have adequate answers for you (or if you just have an uneasy feeling – run, don’t walk, in the other direction).  Your PR firm should be an extension of your team, working to help your story shine and connect you with your audience and fans — not a hindrance or drain on your resources.

What experience do you have in my industry? We’ve worked with businesses ranging from financial services to consumer goods to real estate and more.  While it’s not imperative a firm have prior experience in your industry, it certainly does help.  A good firm would be able to quickly get up to speed in a new industry.  But if you can find a firm that already has relationships in your business, it certainly helps get things started much more quickly.

Can I speak with your references? As with any new hire, you should check the references of a potential PR partner before you engage with them.  And don’t limit yourself to one or two client references.  A good PR firm should be able to provide you with journalists, bloggers, event coordinators and vendors to speak on their behalf about what it’s like to work with them.  Ask hard questions about how quickly the PR firm returned calls, stayed on budget, what were they like to work with?  The best skill sets in the world aren’t nearly as effective if you’re dealing with a difficult personality.

How do you measure results? PR measurement is still a hotly debated issue.  Be wary of any firm still using the “ad equivalent” model.  Rather, look for firms committed to establishing measurement goals at the outset of an engagement, and then ask them to show you examples of their work.  There’s no one singular way to measure PR efforts, but there ARE effective ways to show ROI in this area.  Just ask Katie Paine, the residing expert in this field.

How will you manage my account? Some firms will use a new business development team to sell you on their capabilities, and then once you’ve signed on with them, pass you along to the account team to manage your day-to-day activities.  It’s okay to ask to meet the folks who you’ll be working with on your account up front – in fact, you should make that a priority question to your short list of firm candidates.  This is your business – you want to make sure the people working on it to boost awareness are capable professionals.

What are your firm’s strengths? Public relations encompasses a wide range of capabilities: media relations, event planning, social media strategy and crisis communications to name a few.  Not all firms excel in all areas.  If you know you’re going to need more event planning than crisis work – best to look for a firm with experts in that area (again, see reference checking points above).  If you work in a highly litigious industry, then crisis communications folks would be the ones you want on speed dial.

These are just some questions that will help you make sure you’re getting the most bang for your PR buck.  Remember, effective public relations efforts are ones in which the brand and the PR firm work in close partnership to measure against stated business objectives – and that doesn’t happen overnight.  But done correctly, can make for some stellar ROI.

What other questions would you add in interviewing potential PR firms for your business?

The Full Circle team has been helping with a lot of client events recently (see Kim’s recent post, It’s a Team Thing), and the topic has been popular at Social Media Club and PRSA meetings I’ve attended this week. Spring must be event season.

Regardless, working in the world of fast-paced, unpredictable event planning has been a learning lesson for me as a new member of the PR industry. Events are so much more than what is seen in the final product, and you would never know how many hours and people it takes to put it on if you weren’t behind the scenes watching its construction.

From both these meetings and recent personal experiences, I’ve learned that basic life lessons can really help the process of event planning and execution.

• Quality is always more important than quantity. No matter what aspect of event planning you’re considering, high attendance numbers (quantity) don’t mean anything, if the message doesn’t reach your target audience (quality).

• If you want attention, you have to be unique. Especially in recent times, you have to be different to make an impact. While you’re at it, offer something that engages your audience so you can learn something from them.

• We not me. It’s never about you or the brand, it’s about the community. Greenville is a great city in work, live and play in, and anything that brings this community together will be widely accepted.

We pride ourselves in our ability to plan great events, and it’s a refreshing aspect of PR practice, although I can’t say I’d choose it as my full time job. I highly commend anyone who is in the event planning business.

Do you have any great stories or advice from your experiences in event planning? If so, we’d love for you to share.

Extended team member, Ty, with Liza at a recent press conference.

Caitlin and Julie after a successful event at the BI-Lo Center.

Liza and I have been very mindful of creating a culture where we work very hard to produce results for our clients, while also fostering a fun, positive environment for our employees (who hopefully know how much we appreciate everything they do). As we grow, it’s crucial that we add team members who have the same mentality.

Over the past 7 months, we have added clients, projects and grown existing business.  And more recently, we have been coordinating a handful of special events for several of our clients. This means long hours, lots of meetings and coordinating the tiniest of details to ensure success.

We wouldn’t be able to do any of this without a dedicated team.  (I’m sure we all have experiences from school, jobs or projects where we had to carry the load of several team members – and that is never a sustainable, successful way to run anything.)

We’re all chipping in with one goal (create and execute successful events to communicate key messages to the right audiences), and it’s been a pretty painless process because we all share this goal.

Our work hard/play hard mentality will carry on.  And once all these events are completed, I can see celebrating with our team with a glass of champagne in our hands.

Thank you Liza, Caitlin, Julie and all of our clients with whom we have thoroughly enjoyed working with!!!  And Go Team!

Liza and I get maybe a call a week from a company that “just wants to get a news release out” on a new product, service or event.  And while news releases serve to educate journalists – and ultimately their audiences – on these new announcements, some people think that’s where public relations ends.

Quite the contrary.  Public relations is comprised of developing relationships with so many different audiences: company employees, individuals in the local community, key investors, journalists, bloggers, existing consumers, new prospects, etc.  And the way to build relationships and trust is to implement an ongoing public relations plan to continually keep these different audience members apprised of ongoing news, developments and announcements.  This can happen through media relations, special events, grass roots marketing, social media activities – but very rarely is it a result of sending one lone press release.

For example, we’ve worked with Progress Lighting to execute a strategic PR plan for three years.  We send out news releases to announce new products, awards and company news – but we are successful throughout the year in getting media coverage in key outlets because of ongoing relationships.  I know which publications are working on certain issues – and I try to be a resource to them however I can by sending product information, images and resources for these focuses.  In turn, these same editors trust that when they need an image, information or resources, they can reach me and I will provide requested images as soon as possible to meet their deadlines.  This trust didn’t happen overnight – or because of one press release they received.

Our team conducts extensive research for each client and every opportunity.  We ask questions such as, “Where are key audiences getting their news?  Which messages will resonate with individuals to get the desired reaction (whether increasing awareness, changing behaviors, motivating them to act in a certain way)?  And what is the best way to get this message in front of them?”

When our clients realize that there are so many unique ways we can help them achieve their communications and business goals, a single press release becomes less and less of an option.

What are the best ways you get your news in front of your audiences?  For PR professionals, what is the most creative thing you’ve done to communicate your client’s or company’s news?  Or, how much do you rely on just creating and distributing news releases?

This morning at Social Media Club Greenville‘s March meeting, I found out about Google’s plan to test ultra-high speed broadband networks in one or more trial locations across the country.

This “Google Fiber” will give 50,000 to 500,000 people Internet access at speeds more than 100 times faster than what most Americans have access to today – over 1 gigbit per second, fiber-to-the-home connections.

Interested communities are asked to provide information about themselves and essentially tell Google why they are the best candidates for Google Fiber trial.

The best part – Greenville has put itself in the competition. In less than three weeks, city officials and volunteers from the business community will create a written proposal to Google.

And other dedicated citizens are asked to help get Google’s attention on March 20 during the nighttime community-created event “Google on Main”. That night, volunteers will help make history by using glowsticks to form the world’s first and longest human Google chain. Short videos and petition are also being created so Greenville citizens can tell Google how the Fiber trial would help them personally.

Get more information about Greenville’s united effort at www.wearefeelinglucky.com.

Is anyone planning to attend Google on Main, or have any thoughts on Google Fiber’s impact if it came to Greenville?

Caitlin and I had a great time visiting with those who made it out to the Clemson PRSSA meeting last night.  There was an awesome turnout – and I was impressed by the variety of questions the students had regarding how to make a great impression to land that first job in PR.

Good luck to everyone!  We are excited to learn about the successes you will no doubt have once you embark on your professional careers.  Here are some pics.

Madison, Clemson PRSSA president

The folks at Brains on Fire are smart, passionate and fun to be around. Liza and I are lucky to share a space with them on a daily basis. Just by virtue of being around the Brains on Fire gang, we are fueled by
their creativity and enthusiasm!

This past Saturday, we were also thrilled to attend their Christmas party with a “Mad Men” theme. Dirty martinis, cigarette holders and red lipstick were all accessories to a nod at a bygone era where people dressed to dazzle.

Take a look at some pics from the evening. Merry Christmas – we are all looking forward to a wonderful New Year!

Megan and Liza, Mad Men style

Watch out Don Draper

United Ministries Walk for the Homeless

According to the Greenville News, there are between 900 and 1,200 homeless people on any given night in Greenville.

On Sunday, October 18, Liza and I participated in United Ministries’ Walk for the Homeless and walked the 3.5-mile route that many homeless people walk in order to receive services from agencies that serve the poor and homeless in Greenville County.

As sponsors of this 20th annual event, we hope that we can – in some small way – raise awareness of the services that assist people in need in our community.

There were certainly a lot of people out there yesterday, and we’d love to hear from others who walked in the recent event. What did you think of it? Why did you participate yesterday? What does this event mean to you personally?