KPR CORNER...

Finding the best public relations firm is like finding the perfect pair of shoes—you want them to be modern, comfortable, versatile, and able to stand up to every day stress and strain. Like shoes, the best PR doesn’t always mean the most expensive.

Mahnolo Blahniks and Jimmy Choo are very beautiful brands, but these are considered a 'splurge' and certainly don't make sense for everyday wear. Also, have you ever tried walking in them for more than 5 minutes? (Ouch!) At the same time a cheap pair of flip-flops wont be able to stand up to the long haul, and you can only wear them with jeans. And worse yet are the dreaded homemade shoes that we sometimes see in Santa Cruz—ones that look like they might disintegrate on their first outing.

Public relations is a valuable service to any business, and just like finding a good pair of shoes, a lot goes into the decision-making process. Prior to making the purchasing decision it is critical that you do your research to see how other customers have benefited. Word of mouth is great because, for the most part, people's recommendations are honest and helpful. Learn what people are raving (or ranting) about. Also determine the reason for your purchase—is it for a special event, or are you looking for something that will be an integral part of your wardrobe? What are your 'must have' features?

Determining strengths such as strategy, writing, media relations, and Web 2.0 expertise is important when selecting a PR firm. Is the firm up to speed on the latest trends? Who wants to a wear a pair of shoes that look tired and dated? The same is true for PR. The perfect agency will appear looking fresh and new, every single day. This agency should also be able to seamlessly mesh with your marketing and executive teams and directly align itself with business goals (fit into your current wardrobe).

From Diesels to Danskos to tennies to sandals, the perfect shoe should both soothe and support your feet no matter what journey lies ahead of them. It is just as important to experience this comfort level with your PR agency. Quality and versatility are essential. Find a firm that fits!

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