Talk with key senior members of the firm, and explain your goals clearly so they can provide their best feedback of how they can help your organization. Your goal should be to have a two-way conversation. Listen for familiarity with buzz words of your business and trends in your field, as an indication of previous experience or homework done.

The result of these meetings should be to narrow the field down to one or two firms. At each stage in the process, inform the unsuccessful firms promptly, as a courtesy. Next, request meetings with the principals and the players who would be on your account team. Treat this meeting as an interview of a prospective employee. Test the chemistry among those who would be involved on the account. Be sure to ask:

• How long will it take to get up to speed on your account?
• What reporting methods are used?
• How does the firm measure success? Be prepared to allot a portion of your budget to measuring results.
• Does the key account person understand your organization’s needs and ask intelligent questions?
• Does this person have any experience in your field?
• Who is the backup key person when your account person is not available?

Step 5 is to ask for a proposal from one or all of the firms that you like best. Ask for each to send a written proposal, or make an hour long oral presentation with supporting documentation, outlining how it would provide services to fit your public relations needs and achieve your objectives. Remember, the more information you provide them with at the time of your request, the better, more thorough results you will get as they seek out the solutions.

The proposal or presentation should not be confused with a public relations plan. It is inappropriate to ask firms or individuals to undertake speculative work, which most are unwilling to do. If you wish, you may offer to pay each firm a set budget to help defray time and material costs.

Once you choose a firm, meet to discuss fee arrangements and an initial length contract. Many firms are flexible and will work on a retainer fee, an hourly fee against a monthly or yearly budget, or a project fee. Work with your firm to determine the arrangement that best suits both parties.

Approach the relationship as a partnership. Be prepared to help your counselor help you. Provide them with as much access to information as possible, and keep them updated as much as possible. This will help to ensure that you receive the best service possible.

Summary

A successful relationship between client and public relations firm or counselor in the United States is based on the following fundamentals: the best match of capabilities to needs, total agreement on objectives, constant accessibility, full information sharing, continuous interaction, regular program reviews and a clear understanding of contract responsibilities. Underlying all is mutual respect and trust. Assemble these components and together, you can build a strong, rewarding and lasting business relationship. 

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