. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and prese

Finding a PR agency can be one of the toughest things you'll have to do to promote your business. The right PR agency can get you mentioned in newspapers, magazines and broadcast programs across the country. The wrong agency can be a drain on your company's resources and red ink on the bottom line. This column, Picking the Right PR Partner provides five key tips to finding a PR agency that is right for you.

1) Your PR Agency Should Match Your Business.

If you're a large, multi-national company, you should look to work with a large, multi-national public relations agency. Conversely, if you're a small company, you should work with a boutique agency. The goal is that you want to be a big fish to your PR agency and let's face it, if you're a small business, $3,000 a month could be considered a major investment for you. Instead of being laughed off the block from a large public relations agency, check into a boutique firm, to whom $3,000 per month will be a bigger deal.

2) What Can the PR Agency Do for You?

Look at more than the budget (although that's an important part of the selection process). Look at what the agency can do. Are they only media relations specialists or do they offer media training as well? Ideally, you'll want to go to one place with a full suite of services from press kit writing, media relations and media training to strategic counsel, website cooperating and business consulting.

3) You're Hired!

Interview the agency as you would a new employee. It's not about the fancy Powerpoint presentation, the eloquently written proposal or even the budget -- it's about knowing and liking the PR agency you'll work with. If you dislike working with the key account people (or person) on your account, you'll be dissatisfied in the long run, no matter how low the monthly retainer.

4)What do other clients have to say?

Talk to other clients, both past and present, to see what they have to say about the agency. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and presen

ional company, you should look to work with a large, multi-national public relations agency. Conversely, if you're a small company, you should work with a boutique agency. The goal is that you want to be a big fish to your PR agency and let's face it, if you're a small business, $3,000 a month could be considered a major investment for you. Instead of being laughed off the block from a large public relations agency, check into a boutique firm, to whom $3,000 per month will be a bigger deal.

2) What Can the PR Agency Do for You?

Look at more than the budget (although that's an important part of the selection process). Look at what the agency can do. Are they only media relations specialists or do they offer media training as well? Ideally, you'll want to go to one place with a full suite of services from press kit writing, media relations and media training to strategic counsel, website cooperating and business consulting.

3) You're Hired!

Interview the agency as you would a new employee. It's not about the fancy Powerpoint presentation, the eloquently written proposal or even the budget -- it's about knowing and liking the PR agency you'll work with. If you dislike working with the key account people (or person) on your account, you'll be dissatisfied in the long run, no matter how low the monthly retainer.

4)What do other clients have to say?

Talk to other clients, both past and present, to see what they have to say about the agency. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and prese

2) What Can the PR Agency Do for You?

Look at more than the budget (although that's an important part of the selection process). Look at what the agency can do. Are they only media relations specialists or do they offer media training as well? Ideally, you'll want to go to one place with a full suite of services from press kit writing, media relations and media training to strategic counsel, website cooperating and business consulting.

3) You're Hired!

Interview the agency as you would a new employee. It's not about the fancy Powerpoint presentation, the eloquently written proposal or even the budget -- it's about knowing and liking the PR agency you'll work with. If you dislike working with the key account people (or person) on your account, you'll be dissatisfied in the long run, no matter how low the monthly retainer.

4)What do other clients have to say?

Talk to other clients, both past and present, to see what they have to say about the agency. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and prese

y as you would a new employee. It's not about the fancy Powerpoint presentation, the eloquently written proposal or even the budget -- it's about knowing and liking the PR agency you'll work with. If you dislike working with the key account people (or person) on your account, you'll be dissatisfied in the long run, no matter how low the monthly retainer.

4)What do other clients have to say?

Talk to other clients, both past and present, to see what they have to say about the agency. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and prese

. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.

5) Show me the Clips!

Any agency worth their monthly retainer will have clips or a highlights reel for past and present clients. So, ask the agency to see those recent placements. This will give you an idea of their media relations ability. Also, quiz the agency about reporters they work within your industry. This will give you an idea of how connected they are within your industry.

By following these simple tips, you'll soon be on your way to effectively working with a PR agency.