Lisa Cozad says, “Hiring a PR agency to manage your company’s public image can be a difficult decision.

Perhaps you are a small business owner who needs a “leg up” in getting the word out about your brand, or you’ve recently experienced some bad coverage and need someone to aid in crisis management.

A PR firm can help shape the voice of your company and, more importantly, the public’s opinion of your product or service.

Finding the right PR firm, however, can be challenging as there are countless firms out there—many of which may not be the right fit for your particular business. The right PR firm can efficiently and effectively partner with your company, reflect your brand, and stay on top of emerging trends.

Whatever the case, consider the following before making a decision.

1. Make Sure They Are Digitally Focused

Traditional PR, which primarily uses channels such as print media, television and radio to increase awareness of a brand, is dead. Traditional media itself may not be dead, as the outlets can still be PR powerhouses, but digital PR has truly exploded in just a few short years“.

Stop the Press: 5 Things to Consider Before Hiring a PR Agency

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