When to select an independent PR professional

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There are really three types of public relations agencies and all of them can add significant value to any organization, especially in today's marketplace where customers are looking for more transparency and authenticity. But selecting the right type for your organization is very important.

I don't like to generalize much, but when you're talking about an industry with probably a 100,000 or more firms and/or independents, you kind of have to generalize just to get started. So, here I go:

• Large PR Agencies. These guys can do anything and everything under the PR umbrella. But their strongest points are crisis communications, media training and strategic communications for large organizations. They really know how to guide big-time executives to the strategic messaging that works best for their organizations. 
• Boutique PR Agencies. Some of my favorite firms to work with are boutique agencies. They are nimble, get the work you need done and can successfully dabble in strategy. Their strengths are often in creating and running unique PR campaigns, media relations, reputation management and social media development for mid- to large-sized companies. Often, you'll spend less and get very similar results when compared with large agencies.
• Independent PR practitioners. Full disclosure: I'm in this camp right now, but working hard toward being a boutique firm. If you're a small business that wants an inexpensive pro who can do just about anything, this is where you want to be. Independents are very good at just getting the job done, no matter what the job is. They're the jack of all trades that can do anything from copy writing to campaign management. 

So, when should you select an independent PR practitioner rather than their larger counterparts?

• When you have a PR project that needs to get done asap. 
• When you're not really sure what PR is and how to go about doing it.
• When you need publicity results ... yesterday.
• When your PR pro goes on leave with a big project looming.
• When your small business is ready to grow and you need positive exposure.
• When a small crisis hits your small business and you just need a little help managing the media calls.
• When you read an article in the local publication and you wonder why they didn't talk to you.
• When you're launching a brand-new website for your small business and need messaging fast.
• When a friend says your website has a million typos and grammatical errors on it.
• When a large or boutique firm says they can't accept any more business right now.

I could go on, but that should do it. If you need an independent PR practitioner, contact Jakel Communications. We'd love to help.