In this book we have tried to capture the major areas of consideration for hiring, working with, and getting the most from your public relations firm. We discussed the business of public relations in the first section, went into detail on the relationship between firm and client in the second section, and focused on what firms must do to satisfy client expectations of their work. The third section focuses on how firms establish success or failure.
Just as in the public relations process itself, a client determination of the need for and selection of a public relations firm is best accomplished through asking questions . . . researching the firms available and who can do what you need, determining the Scope of Work, and ...
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