Six Steps to Choosing the Right PR Firm六個步驟，以選擇合適的公關公司
Picking the perfect PR firm is like buying a puppy.採摘完美的公關公司，是想購買的小狗。
You can do lots of in-depth research, carefully narrow the field down to a few purebreds, mercilessly quiz and be quizzed by the owners of the kennel, then meet the litter and carefully decide which pup is perfectly suited to your needs.你可以做很多在深入調查研究，仔細狹窄領域下降至一個數純種，無情地問答，並詢問了由業主的狗，然後滿足亂拋垃圾及審慎決定的PUP ，是完全適合您的要求。 Or you can dash into the shelter, quickly survey what’s available, and pick the perkiest puppy.或者您也可以短跑到住房，迅速調查，有什麼可用的，並挑選perkiest的小狗。
Both methods work out just fine most of the time.這兩種方法的工作，剛才被罰款，大部分的時間。 The problems occur when you don’t know anything about puppies and what they’re supposed to do.問題發生時，你不知道什麼的小狗和他們是怎麼做的假定。 Here are six steps that’ll help you pick a PR firm that doesn’t bite.這裡有六個步驟，這會幫助您選擇一個公關公司，這並不咬。
1) Define Your Organization’s Needs 1 ）定義您的組織的需求
If you don’t know what you want your PR agency to do, chances are you’ll hire an agency that will do nothing but bill you.如果您不知道什麼您想要的公關公司做的，機會是您聘請的機構將什麼也不做，但你條例草案。 No legitimate PR firm is enthusiastic about working with a client who is clueless about his or her needs.沒有合法的公關公司是熱衷於工作與客戶誰是不懂他或她的需要。 We all know from bitter experience that such a client will eventually turn feral and blame the PR firm for not delivering concrete results.我們都知道，從痛苦的經驗，這樣的客戶端將最終把野生和責怪公關公司沒有提供具體的成果。
So figure out if you want to drum up interest in a public offering, a leveraged buy-out, have someone handle the release of bad news, or raise the general visibility of your organization.因此，計算出如果您要鼓起來的興趣，公開招股，槓桿收購，有人處理釋放壞消息，或普遍提高能見度，您的組織。 Put this information in a background document – it can be just a few pithy paragraphs – to share with the PR firms you’re considering working with.提出這方面的資料，在一份背景文件-它可以在短短數口訣段-分享與公關公司，您考慮的工作。 But wait … don’t press the send button yet.但等待…不按下發送鍵。
2) Tell Me More 2 ）告訴我更多
Remember the song Summer Nights from Grease and the line tell me more, tell me more.記得這首歌的夏季之夜由油脂和路線告訴我更多，告訴我更多。 Well, apart from your PR goals, as mentioned above, it’s helpful to include your organization’s history, mission and aim, issues or areas of potential concern, current or past communications efforts, and your budget in the backgrounder.那麼，除了從您的公關目標，正如上文所述，它的幫助，包括貴組織的歷史，使命和目標，問題或領域的潛力，關注，目前或過去的通訊的努力，和您的預算，在背景。
This doesn’t mean you have to devote hours into conjuring up a beautifully crafted document.這並不意味著你必須花時間到變戲法了一個精美製作的文檔。 Just lay out the facts.只是鋪陳事實。 If you give me this information up front I’ll be able to prepare an information package or presentation specifically addressing your needs.如果你給我這方面的資料前方我將能夠編寫一套資料，或介紹具體針對您的需求。 Otherwise, we’ll have a lovely breakfast at the否則，我們將有一個可愛的早餐在 Coffee Shop咖啡館 and I’ll spend a couple of hours trying to draw this information out of you.我會花了幾個小時企圖拉攏這方面的資料出來你。 Save us both the time and trouble and tell me clearly what you need up front.拯救我們雙方的時間和麻煩，告訴我清楚您所需要的前方。 We can still have breakfast.我們仍然可以吃早餐。
Here is a sample這裡是一個範例 Backgrounder新聞背景 and和 RFP1 rfp1 and和 RFP2 rfp2 for you to look at.你看看。
3) PR Pop Quiz 3 ）公關彈出問答
Now that you know what you want from your PR campaign, find a firm who can deliver it.現在你知道什麼你想從您的公關活動，找到一個堅定的誰可以提供。 You know the drill, ask你知道演練中，要求 people人們 you trust for recommendations and check with您信任的建議和查詢 professional organizations專業組織 . 。 If you know any reporters who cover your industry ask them what PR people they like working with and whose如果您知道任何記者，誰支付您的行業，要求他們什麼公關人，他們喜歡的工作和與他們的 press releases新聞發布 consistently bore them to tears.一貫口徑他們的眼淚。
After identifying several PR firms that seem to fit your needs, send over your backgrounder information by email.後查明幾個公關公司，似乎以滿足您的需要，發送您的背景資料通過電子郵件。 Then get in touch with the firms whose responses impress you.然後取得聯繫的公司，其反應您留下深刻的印象。 If they say that they have a lot of experience in your industry, make sure there’s no conflict of interest – you really don’t want to be represented by the firm that reps your competitors.如果他們說他們有很多經驗，在您的行業，要確保有沒有利益衝突-你真的不想被代表由公司代表您的競爭對手。 If all goes well, ask them to send over a capabilities package.如果一切順利，請他們派一個能力的方案。 This document should include general background on the firm, relevant experience, areas of expertise, bios of the people who would work on your account and any special skills or resources they may have such as, overseas offices.本文件應包括一般背景上的堅定，相關工作經驗，專長領域， BIOS中的人誰的工作將在您的帳戶和任何特殊技能或資源，他們可能有這樣的作為，海外辦事處。
4) Test the Chemistry 4 ）測試化學
After reviewing your responses, select the two or three firms that best meet your criteria and schedule a “Get to Know You” meeting.在審核您的反應，選擇兩個或三個公司的最能滿足您的條件及附表1 “結識你”的會議。 During this meeting you’ll get a better feel for the PR firm’s credentials and how they relate to your goals, but you’ll also be able to gauge whether you can work with these people or not.在本次會議期間您將獲得一個更好的感覺，為公關公司的全權證書，以及他們如何與您的目標，但您也可以來衡量是否可以與這些人或沒有。 Remember, these are the folks who are going to be your public face, the people who will be putting words into your mouth and shaping your image.請記住，這些都是鄉親誰將會是您的公眾形象，人民群眾誰將會把言論變成你的口和塑造你的形象。 You don’t have to love them, but if you can’t stand to sit next to them on a cross-country flight, if they make your allergies appear and you don’t have allergies– look for another firm.你不須要愛他們，但如果你不能袖手旁觀，坐在旁邊的他們就一個跨國家的飛行，如果他們讓您的過敏症出現，並且您不有過敏-尋找另一家公司。
5) The Song and Dance 5 ）歌與舞
Yes, we’re finally reaching the end of this process.是的，我們終於達成年底這一進程。 All that remains is nailing down the details.所有這仍然是釘下來的細節。 Find out what reporting methods the firm uses (AKA: how they’ll tell you what they’ve done for you lately), how do they measure success, and if the senior management team who have been wooing you will actually be working on your account.找出什麼報告方法，該公司使用（又名：他們如何會告訴你什麼，他們已經替您完成了最近） ，他們如何衡量成功，如果高級管理團隊誰已拉攏你會其實是對您的工作帳戶。
At this point, you may be treated to a two-hour在這一點上，您可能會治療，以兩小時 dog and pony show狗和小馬查看 on how the PR firm will implement its plan to achieve your PR goals and objectives.就如何公關公司將執行其計劃，以達到您的公關目標和目的。 Personally I think 60 minutes is all that is required but some people get all fired up when hearing the sound of their own voices.我個人認為60分鐘，是所有這一切都是需要，但有些人得到的所有發射時，聽到的聲音，他們自己的聲音。 The more information you provided at the beginning of the process, the better and more concise plan you should expect to hear.更為您提供的信息，在該進程的開始，更美好和更簡明的計劃，您應該預期會聽到。 If it all sounds spiffy to you, figure out the contract terms and sign on the dotted line.如果這一切聽起來spiffy給你，計算出的合約條款，並簽署關於虛線。
6) Or Just Ignore All of The Above 6 ）或只是忽略上述所有
If the idea of playing footsie with PR firms for hours on end makes you shiver with trepidation, cut right to the chase.如果構思，發揮footsie與公關公司的幾個小時就結束，使您寒戰與惶恐，削減權利追逐。 Ask around for recommendations.問周圍的建議。 E-mail a few likely candidates.電子郵件幾個可能的候選人。 Tell them what you want, what you want to spend, and ask them to tell you if they can make it happen, and if so how they plan to go about it.告訴他們你想要的，你想要的花，並請他們告訴你，如果他們能做到這一點，如果是的話如何，他們的計劃去做。 Review the responses and pick the firm that your gut tells you is the right fit.審查的反應，並挑選該公司認為你的腸道告訴你是正確的適合。
Some of our clients chose BlinnPR after a very careful vetting; others just seemed to know they wanted to work with us before we even had the chance to dazzle them with my golf game.我們的一些客戶選擇blinnpr後，非常謹慎的審批;他人剛才似乎知道他們想與我們合作之前，我們甚至有機會太澤他們與我的高爾夫遊戲。 Happily it’s worked out well for all concerned — none of our clients have ever attempted to whack any of us over the head with a 4 iron.愉快，它的工作，以及為所有有關-沒有我們的客戶都企圖痛擊我們任何人以上的頭部與四鐵。
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