Frequently Asked Questions
How do you know whether to hire a publicist? If you do, how can you measure his or her performance? And where is your money best spent? Mary Lengle, president and founder of Madison & Company, Inc. shares her insight on publicizing wisely.
That really depends on your ultimate goals. I think it’s best to establish very specific publicity outcomes early in the process.
MORE...
Some people are under the impression that when they hire a PR professional, they’re hiring someone to get them on Oprah. While that’s the type of end result you’re striving for, it’s not really what you are PAYING for.
MORE...
To screen for basic PR skills, you need to judge their writing, their interpersonal skills and organization by examining a number of different criteria.
MORE...
Quantity of bookings is not an accurate gauge to assess the campaign. Many factors affect the media’s choices—from breaking world news to the fact that executive producer’s brother is also an expert in your area and she chooses him as an on-air expert instead.
MORE...
Do you want to pay this person to speak with you, or with the media? The more time the PR professional spends speaking with you, the less time he/she is spending pitching the media. You may think that several 10-minute calls throughout the day aren’t such a big deal. But multiply that number by the entire roster of clients each day and it adds up.
MORE...