Question

Topic: Advertising/PR

Hiring A Pr Firm

Posted by Anonymous on 3/10/2006 at 4:11 PM ET 250 Points
I'm needing information on how to best hire the right PR firm for my company. We have been doing our PR/Marketing in house with some success, but feel we could increase our success with the right PR agency. We are a small jewelry company. Our designs are all inscribed with inspirational saying or powerful words. 70% of our revenue comes from wholesale accounts and 30% comes from internet/retail direct sales. We just started online sales last year in May...so this is our area that we want to grow the most.


My goals with a PR firm
1) Get more mentions in mainstream national magazine press with our jewelry
(we have the industry magazines figured out and our local papers love us)
2) Bump up our online sales
3) Increase brand awareness
4) Increase our web traffic
5)TV coverage
6) Adverising campaign (online and print)

I have a few quotes, but I'm also curious about what $$ range I would be looking at for monthly services. I'm a small company, so I don't really want a huge PR company and I don't have the budget for it either. I don't want to get lost, but I want a firm that has great contact in the beauty/fashion industry.
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RESPONSES

  • Posted on 3/11/2006 at 8:55 AM Accepted
    Hi Amy-

    You can also call your local chapter of Public Relations Society for America (PRSA) to ask them for a list of members in your area that specialize in the fashion/beauty industry.

    You'll want to find a small-to mid-size agency that's close to you so you can facilitate face-to-face meetings. Or look for a small to mid-size agency in one of the city centers that has fashion connections: New York, Los Angeles, Chicago (Merchandise Mart) or Atlanta.

    The two most important things you'll want for them to have is proven client experience/case studies in 1) national media relations for the fashion industry and 2) experience and success in designing and executing a pr campaign that increases web traffic.

    You should consider an ad agency for your print ad work--unless you're going to find a large pr agency that also has an advertising division. It's hard for one account team to do everything that you want and do it well. Just make sure your ad team and your pr team meet and that you give them strategic direction about your objectives before they create a print ad.

    If there's a company in your field that you've noticed has had a pretty spectacular launch or some good mileage on their pr, go to their site, read a press release and see who their agency is.

    Fees vary as you know, but the industry average for a retainer from a mid-size firm would be $4500-7500 per month depending where you are. That should get you an account team of 3-4--one partner (lead strategist), one account supervisor, and 1-2 specialists who will be doing the brunt of your pitching and writing. Then they'd use their web/graphic designers as needed or contract the creative work out.

    Good luck!

    rpenovich
  • Posted on 3/14/2006 at 9:51 PM Author
    I really appreciate the tip on the PRSA I have had a hard time finding out where to start looking for more options. I also liked the idea of getting a few projects done first...Everyone I have tried to look into hiring has wanted me to immediately jump into a year contract which has made me cautious. The idea of a trial project to see how they work with me.
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