Picking the perfect PR firm is like buying a puppy.采摘完美的公关公司，是想购买的小狗。
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调查研究，仔细狭窄领域下降至一个数纯种，无情地问答，并询问了由业主的狗，然后满足乱抛垃圾及审慎决定的PUP ，是完全适合您的要求。 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，迅速调查，有什么可用的，并挑选perkiest的小狗。
Both methods work out just fine most of the time.这两种方法的工作，刚才被罚款，大部分的时间。 The problems occur when you don’t know anything about puppies and what they’re supposed to do.问题发生时，你不知道什么的小狗和他们是怎么做的假定。 Here are six steps that’ll help you pick a PR firm that doesn’t bite.这里有六个步骤，这会帮助您选择一个公关公司，这并不咬。
1) Define Your Organization’s Needs 1 ）定义您的组织的需求
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.如果您不知道什么您想要的公关公司做的，机会是您聘请的机构将什么也不做，但你条例草案。 No legitimate PR firm is enthusiastic about working with a client who is clueless about his or her needs.没有合法的公关公司是热衷于工作与客户谁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.我们都知道，从痛苦的经验，这样的客户端将最终把野生和责怪公关公司没有提供具体的成果。
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，计算出如果您要鼓起来的兴趣，公开招股，杠杆收购，有人处理释放坏消息，或普遍提高能见度，您的组织。 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.提出这方面的资料，在一份背景文件-它可以在短短数口诀段-分享与公关公司，您考虑的工作。 But wait … don’t press the send button yet.但等待…不按下发送键。
2) Tell Me More 2 ）告诉我更多
Remember the song Summer Nights from Grease and the line tell me more, tell me more.记得这首歌的夏季之夜由油脂和路线告诉我更多，告诉我更多。 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.那么，除了从您的公关目标，正如上文所述，它的帮助，包括贵组织的历史，使命和目标，问题或领域的潜力，关注，目前或过去的通讯的努力，和您的预算，在背景。
This doesn’t mean you have to devote hours into conjuring up a beautifully crafted document.这并不意味着你必须花时间到变戏法了一个精美制作的文档。 Just lay out the facts.只是铺陈事实。 If you give me this information up front I’ll be able to prepare an information package or presentation specifically addressing your needs.如果你给我这方面的资料前方我将能够编写一套资料，或介绍具体针对您的需求。 Otherwise, we’ll have a lovely breakfast at the否则，我们将有一个可爱的早餐在 Coffee Shop咖啡馆 and I’ll spend a couple of hours trying to draw this information out of you.我会花了几个小时企图拉拢这方面的资料出来你。 Save us both the time and trouble and tell me clearly what you need up front.拯救我们双方的时间和麻烦，告诉我清楚您所需要的前方。 We can still have breakfast.我们仍然可以吃早餐。
Here is a sample这里是一个范例 Backgrounder新闻背景 and和 RFP1 rfp1 and和 RFP2 rfp2 for you to look at.你看看。
3) PR Pop Quiz 3 ）公关弹出问答
Now that you know what you want from your PR campaign, find a firm who can deliver it.现在你知道什么你想从您的公关活动，找到一个坚定的谁可以提供。 You know the drill, ask你知道演练中，要求 people人们 you trust for recommendations and check with您信任的建议和查询 professional organizations专业组织 . 。 If you know any reporters who cover your industry ask them what PR people they like working with and whose如果您知道任何记者，谁支付您的行业，要求他们什么公关人，他们喜欢的工作和与他们的 press releases新闻发布 consistently bore them to tears.一贯口径他们的眼泪。
After identifying several PR firms that seem to fit your needs, send over your backgrounder information by email.后查明几个公关公司，似乎以满足您的需要，发送您的背景资料通过电子邮件。 Then get in touch with the firms whose responses impress you.然后取得联系的公司，其反应您留下深刻的印象。 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.如果他们说他们有很多经验，在您的行业，要确保有没有利益冲突-你真的不想被代表由公司代表您的竞争对手。 If all goes well, ask them to send over a capabilities package.如果一切顺利，请他们派一个能力的方案。 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.本文件应包括一般背景上的坚定，相关工作经验，专长领域， BIOS中的人谁的工作将在您的帐户和任何特殊技能或资源，他们可能有这样的作为，海外办事处。
4) Test the Chemistry 4 ）测试化学
After reviewing your responses, select the two or three firms that best meet your criteria and schedule a “Get to Know You” meeting.在审核您的反应，选择两个或三个公司的最能满足您的条件及附表1 “结识你”的会议。 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.在本次会议期间您将获得一个更好的感觉，为公关公司的全权证书，以及他们如何与您的目标，但您也可以来衡量是否可以与这些人或没有。 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.请记住，这些都是乡亲谁将会是您的公众形象，人民群众谁将会把言论变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.你不须要爱他们，但如果你不能袖手旁观，坐在旁边的他们就一个跨国家的飞行，如果他们让您的过敏症出现，并且您不有过敏-寻找另一家公司。
5) The Song and Dance 5 ）歌与舞
Yes, we’re finally reaching the end of this process.是的，我们终于达成年底这一进程。 All that remains is nailing down the details.所有这仍然是钉下来的细节。 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.找出什么报告方法，该公司使用（又名：他们如何会告诉你什么，他们已经替您完成了最近） ，他们如何衡量成功，如果高级管理团队谁已拉拢你会其实是对您的工作帐户。
At this point, you may be treated to a two-hour在这一点上，您可能会治疗，以两小时 dog and pony show狗和小马查看 on how the PR firm will implement its plan to achieve your PR goals and objectives.就如何公关公司将执行其计划，以达到您的公关目标和目的。 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.我个人认为60分钟，是所有这一切都是需要，但有些人得到的所有发射时，听到的声音，他们自己的声音。 The more information you provided at the beginning of the process, the better and more concise plan you should expect to hear.更为您提供的信息，在该进程的开始，更美好和更简明的计划，您应该预期会听到。 If it all sounds spiffy to you, figure out the contract terms and sign on the dotted line.如果这一切听起来spiffy给你，计算出的合约条款，并签署关于虚线。
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.如果构思，发挥footsie与公关公司的几个小时就结束，使您寒战与惶恐，削减权利追逐。 Ask around for recommendations.问周围的建议。 E-mail a few likely candidates.电子邮件几个可能的候选人。 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.告诉他们你想要的，你想要的花，并请他们告诉你，如果他们能做到这一点，如果是的话如何，他们的计划去做。 Review the responses and pick the firm that your gut tells you is the right fit.审查的反应，并挑选该公司认为你的肠道告诉你是正确的适合。
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.我们的一些客户选择blinnpr后，非常谨慎的审批;他人刚才似乎知道他们想与我们合作之前，我们甚至有机会太泽他们与我的高尔夫游戏。 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，以及为所有有关-没有我们的客户都企图痛击我们任何人以上的头部与四铁。
Bookmark to: 书签：
