Public relations can be either a blessing or a nightmare, depending on how they are handled. When is the right time to hire a PR firm? Most PR experts agree that you should not to seek a PR firm when you’ve just begun to market your book. Rather, get a publicist when your sales have risen and the book is flying off the shelves. Other indicators are when the traffic on your website is booming, and you are getting consistently spectacular reviews.If you need a publicist, request a consultation. Just that one meeting will be very valuable to you. The option of finding a freelance worker to assist you regularly is also highly feasible. Since there has been so much downsizing in the workforce, seasoned pros are becoming more available on a freelance basis.
What should you ask when you decide to start interviewing PR firms or publicists? Here is a list of the top six questions to ask:
1. Ask if an agency or publicist has a specialty. This is important because you want to find an agency that knows about the writing business well enough to increase book sales and improve an author’s visibility. If a PR firm doesn’t have experience in the publishing industry, ask if they have some experience handling companies in a similar industry.
2. Ask about the publicist’s or agency’s approach. You want to make sure that they are on the same page as you.
3. Ask them how they measure results. This can be a tough question for anyone to answer. Some may measure the return on investment by comparing it to comparable ad placements. Keep in mind that some things publicists do simply can’t be measured, such as their work building brand awareness.
4. Ask prospective PR reps how much you will have to spend. Have a number in mind that you are comfortable with. Also tell your agency or publicist your expectations and ask how many hours it should take to accomplish them. Be sure to ask when payments are due and what happens if they’re late.
5. Ask how often you’ll hear from your PR people. It is within reason to hear from your publicist or agency at least once a week. Such regular updates can ease your mind, especially if the firm isn’t physically nearby.
6. Ask the publicist or agency who else they represent. This can give you an indication of the caliber of work they are capable of achieving.
Hiring a publicist or a PR firm is like hiring any other regular employee. Meet with them face-to-face, check their prior work, and always ask for references.