Is your company's reputation what it should be?

When we call on prospects, they all know who we are and what we do.
Yes     No

There is a clear distinction between us and our competitors.
Yes     No

Reporters and editors call us for company news and industry commentary.
Yes     No

We get as much media coverage as our competitors.
Yes     No

Our executives are often asked to speak at industry seminars.
Yes     No

We get the recognition we deserve as an industry leader.
Yes     No

Our employees have high regard for and speak well of our company.
Yes     No
If you said NO to more than three of these statements, you should give serious consideration to a public relations program.

Call Lynda or Jim O'Connor at 847-615-5462, or e-mail your questions to us at jimo@oconnorpr.com.

Capable agencies are everywhere, all offering similar services. Which one is best for your company?

Here are some questions you should ask and, more importantly, the way to evaluate the answers. Some will surprise you!

Q. How long has your agency existed?
Three years or more is a sign of stability, but don't shy away from start-ups. They are eager, and might go the extra mile for you.

Q. What is your experience?
This is a better question. Ideally, each of the principals should have at least five years of experience in public relations -- either in their own business, other agencies, or corporations. Don't discount other experiences, especially if they were in reporting, marketing, sales or management.

Q. Who will work on my account?
Make certain you are comfortable with the person who will be your primary contact. Ask how often you can expect to hear from a senior manager.

Q. Do you have good media contacts?
Every agency will claim that it does! If the agency specializes in one or two industries, believe it. Otherwise, dig deeper. Ask the agency to name their contacts at the publications and radio and TV stations where you want your company covered.

The real answer: Skilled agencies know how to present a story to anyone. Good relationships with the media are helpful, but overrated. If a story is well presented, any editor or producer will consider it. Ask the agency to explain what is needed to get a story in the news or in a trade publication.

Q. What do you know about our industry?
Existing knowledge is also overrated, unless your business is technical or truly complicated. Usually, an agency unfamiliar with your industry will ask all the right questions -- some of the same ones that the media will ask, which means the agency can educate the editors or reporters without the jargon. Typically, members of the media need the "sizzle" and basic facts, not elaborate details.