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by
Pari Noskin Taichert
Bad Girls Press
 I
happen
to
think most entrepreneurs
(including artists and writers),
small business owners and
directors of nonprofits can be
effective PR pros without hiring
others to do the work for them.
However,
there are times and reasons to
hire outsiders. One reason
may be that you've got the
personality of an eggplant.
Or, you're already overwhelmed
with work and can't devote enough
energy to create strong public
relations plans or campaigns. In
those cases, investing in a
credible PR pro might be the thing
to propel your business
forward. And the pro might
help remind you that you, too, are
doing PR by simply doing business.
Ask yourself these questions when
interviewing a consultant:
1)
Does this person listen to me
and really answer my questions?
You need someone who understands
your needs and won't produce
generic work for you.
2)
Will I feel comfortable
disclosing confidential
information to her? If the
vibe isn't right, go no
further. In times of
crisis, media frenzy, and
strategic planning-you need to
be able to (and should expect
to) bare your soul to this
trusted colleague.
3)
Do I like this person? If you
don't have an automatic positive
response, I'd bid the applicant
adieu. There are other PR
pros out there.
4)
Does this person have a true
big-picture approach? Avoid
people who only talk about
getting publicity.
Reminder: publicity is
free news coverage. Your
PR campaign should be
multi-faceted and mindful of
short-and long-term goals.
5)
Can he communicate and write
effectively? Ask for
samples and assess them
critically. A biggie is making
sure the writing is clear and
compelling, not florid and
self-impressed.
6)
Does she have a creative spark?
I've met PR folks who bore me to
death. Their work tends to
have the same flaws.
7)
Does he have useful
media/business contacts for
me? My theory is that
strong local and regional
contacts pay off better than
national ones.
8)
Can this person do the job? Get
real references from people you
respect. If the candidate
doesn't have a track record,
make sure her writing, verbal
communication and creative
skills are top-notch.
9)
Is this the person I'll work
with or will I be shunted to
someone else in the
agency? If you're
considering an agency, look at
this possibility
seriously. Some agencies
have you interview with a
high-powered performer and then
hand your account to a less
experienced (maybe better)
worker for the nitty gritty
stuff.
10)
Does this person have a good
sense of humor? Okay,
okay, this is one of my
quirks. But humor,
especially in times of immense
pressure or stress, is an
important asset.
Remember,
the PR pro works for you. If
you pay attention to these
questions, you'll have a good shot
at finding someone who'll help you
turn your business dreams into
reality.
Pari
Noskin Taichert has worked in PR
for eons. Of course, she
considers waitressing, selling
textbooks, and belly dancing
part of her PR experience. Her
more traditional clients have
included corporations, small
businesses, nonprofit
organizations, writers and
artists.
Website: www.badgirlspress.com
Email: pari@badgirlspress.com
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