When interviewing PR firms to help a company with exposure around a launch, what are some of the key questions to ask and things to look for to find the right partner?
For a small, self-funded startup (consumer ecommerce) how much should one expect to budget, and what are some of the metrics we should measure them on (aside from the # of press mentions/articles they are able to generate)? Since everything else has been built super-lean, this will likely be the single largest expense line for us, and we want to make sure that we're using these dollars wisely and efficiently.
Thanks in advance for any input!
Thanks for the comments so far. Let me redirect a little bit.
At current, this is a one-man show. And that one-man has a day gig (and will continue that day gig for the foreseeable future). So in the absence of full-time attention on the project, and having to tend to all other aspects of the business as well, it makes sense to hire out some level of demand generation. This can come in the form of a PR/Marketing agency, a contractor, or a full-time hire. Of the three, an agency seems to provide the broadest breadth of experience and skills, albeit at a slight premium. So it's not necessarily entirely PR, although influencer outreach (press, bloggers, etc) will be a significant component.
Not sure if that changes any answers, but happy to hear more opinions/suggestions.