Where to start

If you’re reading this you probably already have a reason why you want to appoint a PR Consultant.  You’ll have thought about the project in question, how you want it to be done and what you want to achieve.  If not, don’t worry!  This guide will provide you with some questions (and answers) to help you establish your aims and objectives and consider how you want public relations to help you.

The selection process - Consultant or Consultancy?

The size of the project, your budget and the estimated length of the project will all play a part in deciding whether to appoint an independent or freelance consultant, a small consultancy or a larger consultancy.

• Independent/Freelance consultant – one person (sometimes with support staff) who often works on a number of different and varying projects for different clients at the same time.  Flexible, independent (ie not tied to a Consultancy) and able to offer interim or long-term support.

• Consultancy – Varying in size, a company that provides public relations services to other organisations.  Can also work with existing in-house PR teams and offer other communications services. 

Whichever route you choose to go down, don't forget to check for CIPR membership in the selection process. CIPR members:

• Are serious about PR and invest in their professional development

• Have fulfilled our conditions on membership, based on a combination on experience and qualifications

• Can access an unrivalled collection on professional resources to help them be more effective in their work

• Sign a Code of Conduct committing them to act with the highest levels of professionalism

What to look for

Unless you know at this stage which Consultant or Consultancy you want to appoint, it is worth making the time to arrange to see at least three Consultants/Consultancies who fit your brief.  One of the most efficient resources for creating a short list is the CIPR’s PR Matchmaker service.  This service matches your requirements with our database of PR Consultants based on consultancy size, location, industry experience and professional areas of expertise.  More about the CIPR PR Matchmaker service.

And then…?

Once you have decided who you wish to contact, make contact!  Phone or write asking for an expression of interest.  You can then arrange a meeting to discuss your requirements in detail with those Consultants that are interested in your project.  This will give both you and the Consultant the opportunity to talk about the project, their ideas and skills, timescales, what you want to achieve and how you see it happening.  Don’t expect the solutions straight away – it’s unfair to expect the Consultant to understand your company's needs without the background information and a thorough insight into your organisation.

It’s also important to consider if you can work with this Consultant/Consultancy.  Assess personal chemistry as well as professional competence.  If the Consultant/Consultancy will be working with an existing in-house team – will they fit in?  Can you work together?

Things for you to think about...

About the Consultant/Consultancy:

• Are they individual members of the CIPR? 

• What is their professional background?

• Do they have experience in similar or relevant activity?

• Is there any likely conflict of interest with present clients?

• Who are the present clients and how long have they been clients?

• How do they charge e.g. retainer (set fee per month), hourly rates, or a combination of both?

• How are expenses charged – at cost or with a mark-up?

• What are hourly fee rates for each of those working on the client programs?

• Who might be working on the program? What qualifications and experience do they have?

• What are the methods of reporting on the program – monthly reports, conference reports, six-monthly or 12-monthly reviews?

About the project:

• What do you want them to do and by when? Be clear on your objectives and deadlines, and communicate them clearly to the Consultant/Consultancy.

• Do you want them to be based in your office or from their own? With email and Internet access, operating from an outside office is as efficient as having someone in the office. It does, however, take trust.

• Who will they work with and what resources will you give them?  Sometimes Consultants will need to be part of a team and other times they can operate solo. Make sure your existing team know what the Consultant's role is so they are aware of how to work with them.

• How will you judge them? Be clear on your expectations and communicate this to the Consultant at the outset.

Things the Consultant/Consultancy will want from you:

Every PR Consultant or Consultancy you ask to meet will have its own information requirements.  The objective/issue/problem, the expected solution and the available funding should be enough to permit prospective consultants to identify their capabilities for helping you.  However, you may also be asked for the following information so it’s worthwhile taking a moment to consider the following:

Fees

It’s extremely difficult to state exactly how much to expect to pay as the fee charged will depend on a number of factors: who the Consultant is and how experienced they are; where they are based in the country; what the project is and how much work the project will require. Is it ongoing or a one-off piece of work?

A PR Consultant or Consultancy could charge anything from £30 an hour to £2000 per day!  Some consultants will charge by the day or hour; some will charge for the entire project; some will charge per piece of work. Expect to be asked to agree a contract with the Consultant which should state how they will be paid.  It’s also advisable to agree what expenses you will cover – telephone calls, email/internet access, photocopying, fax, couriers and travel expenses etc.

• View some sample freelance rates (pdf) as provided by www.xchangeteam.com

Managing the relationship

Once you have appointed your PR Consultant or Consultancy you will obviously want to ensure that you get the maximum benefit from the relationship.  The Public Relations Consultants Association have produced the following ‘Ten Golden Rules’ for getting the best from the relationship.

1. Work hard on the understanding process – both at the outset and throughout the relationship.

2. Trust your Consultant/Consultancy.  Don’t keep unnecessary secrets that will hinder the relationship or the quality of their advice.

3. Involve them at an early stage in any activities that will require their support – last minute briefing usually means lost opportunities.

4. Make sure they are helped to work in harmony with other communications suppliers and with any of your own staff important to their work.

5. Ensure your top management are aware of the PR goals and are committed to their achievement.

6. Plan and manage all PR activities carefully, but be prepared to act quickly when the Consultant/Consultancy advises you it is necessary.

7. Give them a clear understanding of the limits to their brief and when there is a need to go to a higher authority.

8. Conduct regular and honest reviews of progress and achievements to ensure the relationship continues to flourish.

9. Agree what constitutes success from the programme and measure the results constantly against the criteria agreed.

10. Accept that success or failure belong to the whole team and that the Consultant/Consultancy cannot be expected to deliver unaided.

Measuring success

Successful public relations was traditionally evaluated by measuring the total media coverage achieved on your behalf.  But counting column centimetres does not give the whole picture nor quantify changes in attitudes amongst your publics.  Nobody can control the media and nobody can predict more significant events distracting editors from your carefully planned activities.

Other aspects may be easier to measure, either through increased sales, better margins, wider distribution or cracking new markets.  How you measure success will depend on what you seek to achieve.  Planning and research before and after the campaign is the most reliable method of checking that things are progressing. Also, the more actionable and measurable the objectives, the better they will be to guide and evaluate the Consultant you’re working with.