Public Relations is more than just a little bit of free publicity. It is a function that can't just rely on the same, tired routine for every client or every type of client for that matter.
If you want to hire a PR firm you need to be sure you're choosing the right one for the right job. Does the firm know your industry? Does it know your market?
Public Relations is more than just getting your name in the paper. It's working with your marketing strategy to make sure your message is not only getting across, but that it's getting across in the way in which you intended.
The Marcus Letter has compiled a list of things to look for when you are interviewing PR firms. Use this list to help make sure the firm you're considering is on the same track as you.