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The Little Book of Big PR by Jennefer Witter

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CHAPTER 7

Selecting a PR Agency

If I was down to the last dollar of my marketing budget,I’d spend it on PR! — Bill Gates1

Thanks, bill. I’m here whenever you’re ready to spend that dollar!

Many turn to a public relations agency or a consultant when they want to receive the full benefits of the discipline but don’t have the time or expertise to practice it themselves. Whether it’s for a long-term relationship or a one-off project, here’s what you need to consider after deciding to outsource the PR function.

TIP #105

One of the first questions I ask when I’m approached is, “What’s your budget?” Once I find out, I know whether to move forward or suggest they use a consultant. A full-service agency is more costly than an independent professional. ...

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