8 ways corporate communications can hire the best PR firm

Hiring a PR firm for corporate communications is a sizable undertaking, but it boils down to picking the right people.

As the employers I’ve represented have grown larger, the firms I’ve hired have grown smaller. That’s no accident.

Though I’ve managed a half-dozen or so firms in my tenure (including international firms), I favor small shops that are nimble and highly responsive and provide access to the firm’s leadership. Working at a small business, they have skin in the game.

I have strong views on hiring the best PR firm for an organization. Here’s what has worked for me:

1. Know when to hire a PR firm.

Look to outside resources when your workload exceeds your capability. Recognize your strengths and weaknesses.

PR agency work is a mile wide and an inch deep; the converse is true for in-house teams (an inch wide and a mile deep). That broad perspective can offer creative ideas. When you need additional resources or skills, keep an open mind about what’s possible.