I feel like PR received a bit of a bad rep in the recent boom years, and sometimes (let’s be honest) it was earned. PR is an art, a science and a good business practice all rolled up together.

But I totally understand those who are leery of signing up to pay a significant retainer per month. Too many have horror stories of paying in advance only to have a very rote service provided, press release blasts sent out w/little or no thought to the correct media outlets, pitching that missed the point, and in the worst case scenarios clients feeling totally ignored by those who should be their best cheerleaders.

My response? The key to remember is that there is no longer a “one size fits all” approach to public relations with the more progressive minded PR firms and freelancers. Before making any decision do your homework. Look for a firm or an individual that has strengths in the area you need to expand into. Ask for quotes from several places/people so you get an accurate idea of the true going rate – and – in closing, look for PR professionals who are willing to open up (like Ken is) and talk and coach you on what PR really is. It’s not a magic bullet, it’s an ongoing process. It’s not a one shot deal, it takes many placements to really start to build serious momentum for yourself, product and service.