Public relations is a department in your company you should never neglect. When you are the entrepreneur, there will be more important things for you to do than handling every issue that comes up in the firm. Hiring a public relations company to help in operations of the firm is a good move. Given the sensitivity of the job, you should be careful about who you outsource to. When you know the set of questions to help you in making the decision, it is not going to be such a heavy task. It is good to get an idea of how success is measured by the company before going forward. Social media likes will show how many people are interested in what you are doing but this does not mean they will be willing to do business with you. It requires a firm that will also utilize website traffic as well as client email list in determining how loyal the clients are. You also need to ask them the kind of media they will use when reaching out to the clients. It can be the analogue or digital media but it has to come the target demographics well.
inquire whether any of the candidates have any experience working with clients who have specialized in a similar industry. If yes, pull out results of the outcome of such campaigns. In addition, make sure the people who were behind the good outcomes are still with the public relations company and if they will be working with your organization.
Many of these companies require a retainer which means you will have to pay some amount upfront. Nevertheless, do not forget to negotiate for an option of being able to terminate the working relationship the moment you feel like it is not working well for you. Be sure that the contract allows you to review the results after the first three months and either leave or continue with the relationship based on the conclusion you make. You need to be careful about entering into contracts which extend for long periods because in case what you wanted is not what you get then it means you will either have to suffer through or pay a fine because of breaching the terms and conditions of your contract. It will be great if you can find a company that offers you a number of services under one umbrella.