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Smart Guide to Hiring PR Help
How to know when it’s time to hire help, who to look for, and what to avoid.
Keren Speck
February 25, 2025
What's in store for this edition:
Do you need to hire a PR Pro? When to start looking and what to look for.
Smart Guide to Hiring PR Help
Recently, a friend asked what to look for when hiring someone to do public relations. It’s a worthy question that deserves exploration - not just what to look for, but how to know when it’s time to hire help, and which firms to avoid.
My Attention Seeker audience is primarily made up of small and medium-sized business (SMB) owners or marketers who are interested in putting more emphasis on public relations in their business. While I encourage businesses to prioritize their public image (that's why I dedicate countless hours to this newsletter), I recognize that sometimes hiring a PR pro makes sense.
When should I hire a communications professional?
When you’re too busy handling all the other matters of business and there is no time to dedicate to public relations efforts.
When your company has a significant milestone, expansion, or other newsworthy event happening.
When you have a crisis and you need all hands on deck to navigate it.
When your DIY efforts aren’t yielding results.
While industry-specific experience can be helpful, and many PR pros specialize in certain industries, I wouldn’t say this is the number one requirement. I’ve worked with many different industries, and have learned them quickly. A more important criteria to review would be experience and track record.
Look for:
Proven results with businesses your size
References from past clients
Portfolio of successful campaigns
Clear rate or fee structure
Flexible service options
No hidden fees or costs
Listen for:
Professional Communication
Responsiveness to your questions and concerns
Transparency about the process
Willingness to explain strategies
Since PR firms or agencies are notoriously expensive, and most likely overkill for SMBs, there are great alternative options.
Options to consider:
Boutique PR agency
PR consulting service or professional
DIY with professional guidance
Part-time PR support
Warning signs:
Promises of guaranteed media coverage ⚠️
Lack of clear strategy or timeline ⚠️
Poor communication during initial meeting ⚠️
Pressure tactics or aggressive sales approach ⚠️
Unwillingness to share client references ⚠️
References are a great way to start if you need a public relations professional, not google ads. Have clearly in mind your goals and what you need from a PR pro. Always remember PR is a long game, don’t expect overnight results.
I’m here if you have any questions or concerns when it comes to all things PR.
“If you think its expensive to hire a professional to do the job, wait till you hire an amateur.”
Do this now:
Assess your need to hire a PR pro:
Is my brand struggling with low awareness?
Am I too busy with other business matters to dedicate time to PR?
Is my business facing a crisis or potential crisis?
Do I need to build credibility or attract talent?
Are my current PR efforts not yielding desired results?
Do I have clear business goals that align with what a PR professional can offer?
If you answer YES to any or all, you may need a PR pro.
Term to Learn
Communication Strategy a written plan that allows you and your team to effectively accomplish specific objectives by determining key aspects of communication. Essentially, it outlines what you talk about, how you talk, who you should talk to and where you find that audience.
FAQ
Q: Is pay-to-play PR ethical?
A: While some pay-to-play opportunities are legitimate forms of advertising, others can be deceptive. PR professionals should disclose when content is paid, be transparent about cost, and never guarantee media coverage through undisclosed paid placements. PR plans should focus on earn media, that is genuine media coverage. When you earn it, you don’t pay for it.
Get PR techniques from recent news.
Newsworthy
bye-bye capital letters
“For many members of gen Z, lowercase writing is not just a style preference but a cultural marker, reflecting their values and attitudes to tradition.”
And brands are taking notice.
Social Media managers, if your brand audience is gen Z, where “calm & friendly” tone is what works for them, consider ditching the capital letter in your posts and replies.
Essential strategy:
Know your audience and their preferences
Keep up with the always changing trends
Have fun with your efforts
💫 Pro Tip:
Symbols: Imagery can leave a lasting impression and evoke different emotions, good or bad. Choosing the wrong imagery puts you in danger of leaving a distinct negative impression. Here’s an article on the latest emoji meanings for gen Z.
Learn from others.
100% Cool : 0% Cringe
🐋 Man Swallowed by Whale
This modern day Jonah, had quite an experience of being engulfed, not swallowed, by a humpback whale.
When specialty news like this hits, and you happen to be an expert, or have firsthand knowledge of events, this is a great way to get press attention.
Noticed that the father and son, who were firsthand at the event were interviewed, naturally. In addition, two different whale experts were interviewed. I like how they gave professional, interesting facts about whales, but also took the opportunity to encourage people to learn more about the different whales or donate to ocean charities.
✍️ Key PR Takeaway: If you have a specialty, or are an expert in a field, and that topic is in the news or trending on social media, you might reach out to a reporter that covers that beat, and give them a quote or some interesting fact. They may even want to reach out to you for an interview.
Useful PR Resources.
🧰 TOOLKIT
Rabbit Ears
Where you can learn all about local, over-the-air TV channels.
This website is primarily for those who have a TV antenna and want to locate a station. However I use it for media list building.
If your story is more theme based: Look at the list to see which station might work with your story. Click the small icon next to the name to go to the website of the media outlet. Or click on the name itself to see in which markets they broadcast in. Then you can click the icon to go to the local outlet and from there find contact information.
For Local based stories: You can also go to Listings - then digital tv market listings, find the area you interested in and click on that.
Attention Seeker of the Week
Smush
Smush, a 14-year-old Himalayan, at this age can’t be bothered and is not a fan of getting too much attention. Sorry to bother you Smush, but you forgot to put your tongue in your mouth, and you’re super cute.
Hiring someone to do PR for you shouldn’t be to scary. Just remember, if it’s too good to be true, than it probably is.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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