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Who is Silverknight Consulting?
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What is the difference between public relations and marketing?
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How to choose a PR/Marketing firm
   

  

Silverknight Consulting
Serving Hardware & Software Manufacturers in the
Broadcast, Teleproduction and Professional Audio Industries
 

Choose A Firm As Though Your Business Depends On It

Choosing a public relations or marketing firm should be based on your situation and the goals you set for your company. Do you have an internal team or person that leads your public relations and marketing plan? Do you want a firm to provide turnkey solutions?

The best way to choose a public relations or marketing firm is to be as clear as possible when talking to them about your expectations. What you need and what you want may be two different things, but your public relations and marketing firm should be aware of both. Whatever that job might be, you want your firm to get the job done.

Some companies look for a new public relations or marketing firm by testing one firm against another in a presentation "bake-off." Be aware, however, that firms will most likely pull out all their big guns for a presentation. Unfortunately, the people who made the initial presentation may not be the people who work on your account on a day-to-day basis. Demand that only the day-to-day account team give the presentation.

There is a better way: Ask to talk to the person or persons responsible for your account. Talk with them to see if your company and the firm are a good match--it won't take long to find out. Remember, this is a partnership, good chemistry can go a long way.

Some questions to ask the firm and yourself include:

  • Does the firm understand your industry?
  • Does the firm understand your products and technologies?
  • Does the firm understand the marketplace?
  • Does the firm understand your competition?
  • Who do you know?
  • Can you get the job done?
  • Who does the work?
  • What other clients do you have in a similar field?
  • Have you ever turned down a client?
  • What can't you do?
  • What won't you do?

    Keep in mind that the size of the firm should not matter in your final decision. Both big and small firms have their pluses and minuses. Big firms have resources, but access to senior members may be difficult. Small firms provide access straight to the top, but may be lacking in resources and working on several accounts. Go for the best fit and feel.

    In the broadcast, teleproduction and professional audio industries, there are bound to be competitive conflicts as companies find themselves in "co-opetition" with each other. This is especially true in industries where OEM agreements are the norm. Keep in mind, there is only a conflict if you feel one exists. Your public relations and marketing firm should have a disclosure clause in its contract that states you will be informed should they find themselves in any activity that would or could conflict with your best interests.

    The final point is cost. How much you should budget depends on the services you require. Try to figure out what your competition is spending and how much you are willing to spend.

    Silverknight Consulting works with a variety of fee structures:

  • Monthly Fee: A set fee per month that includes specific agreed upon services such as a minimum number of press releases and/or success stories/case studies. Work above and beyond what is expected is either billed on an hourly or on a per project basis.
  • Retainer: A set number of hours per week or month at a set hourly rate. The client is billed for hours over the set number and typically no credit is given for hours not worked.
  • Per Project: Either a flat fee or an hourly fee with a minimum number of hours agreed upon in advance. The client is billed for hours over the set number and no credit is given for hours not worked.

    Whichever fee structure works best for you remember one thing: you get what you pay for. Also, contracts usually have a 30-day cancellation clause so that neither party is locked into a partnership that, for whatever reason, isn't working.

    Once you have a contract, the first project should be a needs assessment. The needs assessment will tell you how your current PR and/or marketing efforts relate to your goals for success and what changes the firm recommends .

    We invite you to learn more about Silverknight Consulting and the services we offer by exploring the topic links listed at left, and by contacting us at 307-264-2752.


    Silverknight Consulting, Inc.
    30 N Gould St., Suite 5999
    Sheridan, WY 82801
    Phone: 307-264-2752

    Copyright (c) 2014-2016 by Silverknight Consulting, Inc.