Effective PR

8. PR Agencies

8.1 Consider using an agency if your annual PR budget is greater than £10,000.

• For smaller projects, you can employ freelance PR agents.Day rates can range from £300 to £1,000.

8.2 Choose an agency with relevant experience and contacts.

• Getting publicity in national media is extremely difficult without a suitable agency.

8.3 Provide a clear briefing on what you are trying to achieve.

• Explain what makes your company and your products different.

8.4 Plan how the PR agency will work with your other promotional activities and agencies.

• Be wary of agencies that see PR as the answer to every promotional task, with no thought of alternatives such as advertising.