Never hire a PR agency that ties you into contracts. PR agencies that tie into contracts are PR agencies that don't perform. If business is confident ideas the results you're after, why the hell bother with contracts? In our experience, small companies want and need the flexibility of having the ability to step back at any time, even doubts temporarily for, say, cash flow reasons. The 'No contracts' approach gives company directors peace of mind, which is crucial in this market.
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Always use a PR agency can be made up exclusively, or almost exclusively, of ex-journalists. Journalists understand what journalists want and that they work, whereas people that only ever worked in PR all too often don't. Ex-journalists can write, too, and again essential when it comes to press releases and other written copy you are issuing towards the media.
In fact once Raju and I were traveling together in their car with a function each and every senior correspondent
