{"id":123970,"date":"2024-04-05t11:55:01","date_gmt":"2024-04-05t15:55:01","guid":{"rendered":"\/\/www.g005e.com\/?p=123970"},"modified":"2024-09-01t14:48:40","modified_gmt":"2024-09-01t18:48:40","slug":"nine-ways-to-choose-your-pr-person","status":"publish","type":"post","link":"\/\/www.g005e.com\/2024\/04\/05\/nine-ways-to-choose-your-pr-person\/","title":{"rendered":"nine ways to choose your pr person"},"content":{"rendered":"

\"\"<\/strong><\/p>\n

the rules of the game have changed.<\/strong><\/p>\n

by bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n

editor\u2019s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n

there was a time when all you needed was a roll of nickels and a phone booth, and you were in the pr game. of course, all clients expected then was that you get their names in the paper. for most of the publicity clients in those days, that was sufficient.<\/p>\n

more: <\/b>when bad news happens to good firms<\/a> | why accountants should be nice to journalists<\/a> | ten keys to crafting ads<\/a> | four things to know about social media<\/a> | internal communications are underrated<\/a> | four things better than a company song<\/a> | let\u2019s lose the word \u2018image\u2019<\/a> | the risk in not understanding risk<\/a> | what your marketing program can and can\u2019t do<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

\u201cthose days\u201d were the late 1920s and 1930s, before pr became public relations, and before we were beset with such glorious concepts as \u201cimage,\u201d and \u201cpositioning,\u201d and \u201cniche marketing.\u201d today, public relations is infinitely more sophisticated than that, as is the public relations client. the public relations program for any modern corporation is to its publicity ancestor as desktop publishing is to hieroglyphics. and of course, the public relations program for the professional firm is different, too.<\/p>\n

but to have a sophisticated public relations program requires not just a sophisticated practitioner, but a sophisticated client. a firm, if it knows how, will always find a good public relations practitioner or consultant, but a consultant is only as capable as the firm he or she serves.
\n
\nthis is what\u2019s so fascinating about professional services marketing. by the 1970s, a great many product companies were very knowledgeable about public relations and what it could and couldn\u2019t do. that\u2019s the point at which lawyers and accountants and consultants, bright-eyed, eager and suspicious as hell of this new marketing stuff, found themselves entering the arena.<\/p>\n

aside from the fact that professional marketers themselves had a lot to learn about what matters and works in professional services, and why a lot of what works in corporate public relations doesn\u2019t work in professional services, the professionals themselves had absolutely nothing to go on. and sometimes, even worse than inexperience or even ignorance, there was the mythology. you know, \u201cwe bought the guy lunch \u2013 why doesn\u2019t he print the story?\u201d and \u201cif we buy an ad will they run the story?\u201d and \u201cpublic relations? that\u2019s free advertising, isn\u2019t it?\u201d<\/p>\n

the problem is that even the more than 20 years since bates <\/em>hasn\u2019t produced worlds of experience in dealing with outside public relations consultants. and while there are a great many accounting and law firms, and their outside public relations agencies, doing great work, there\u2019s still a good deal of groping. what does a professional firm do when it recognizes the need for \u2013 and value in \u2013 good public relations, but has never done it before? how do you know how to find, qualify, hire and monitor a public relations firm? how do you know how much to pay, and what you have a right to expect for your money?<\/p>\n

there are several ways to answer that question. you can hire an independent marketing consultant with demonstrated expertise in the field to do an objective independent audit. the cost is minimal, considering the potential savings to you.<\/p>\n

or you can ask yourself the following questions:<\/p>\n