You're About to Start Using a PR Firm--Here are Tips on How to Get It Going.

Go over the "proposal" they might have submitted to win your account. That was designed to beat competitors. Now have the proposal (and the budget) adjusted to your reality.

Educate your agency team with all your written material, and put them on your mailing lists. Expect them to keep in close touch over the phone. Your continual task will be to keep them informed. Exchange home phone numbers and vacation plans.

Agree on their mandate, plans, budget, procedures, e.g., have them continually update media lists and identify possible new releases, articles, and other types of publicity over the next six months.

Establish check-points--for instance, at least twice-weekly calls, monthly reports (including plans for each upcoming month), and bi-monthly meetings. Meet away from a hectic office so that your team receives undivided time.

Have your firm walk before it runs so you can manage them. For example, have them work one portion of the program rather than all its facets at the start of a relationship.

Marketing Strategy: Why Aren't You Selling More--And More Profitably?

You judge your product or service quality, appeal, pricing, delivery, follow-up. Here's insight into your selling story and its delivery.

See the attached classic McGraw-Hill ad to remind yourself what you're up against. Is your message simple, differentiated from the competition, to the point, memorable?

If you aren't telling your basic story in one sentence, you're obfuscating. Trim away the secondary. Focus on what's new, better, worth trying.

Have you talked with prospects yourself to get first-hand reactions? Have you tried to buy competitive products? Have you had your PR firm discreetly ask 50 editors if they think their industries will buy the product? List the reasons people might not buy and counter each one.

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