Be advised -- mechanically, most PR agencies do basically same thing. Sure each firm/office/freelancer has their strong points. The major difference lies with respective creativity, ingenuity and professionalism of PR individual or staff. Don't take this to mean that "cheaper is better" - there is certainly something to be said for phrase "you get what you pay for". Just don't pay three, four or even ten times as much to get you same amount of quality. Look for a firm that can give you an entire campaign from start to finish -- release/kit, media market research, media contacts, large-scale media distribution, media tracking/clipping -- not just a $100 - $500 release distribution.

Take to 'net and see what you can find. Above all, ask for references, writing samples, publicity placement history -- where they have generated publicity for past clients. Make sure they are technologically advanced enough to get timely, high-quality publicity information to media outlets all over nation that benefits your business. Look for a PR service with a broad range of media contacts in multiple formats (print, broadcast & Internet) and strong media tracking capabilities. Some PR pros promise to pitch your campaign to hundreds of magazines and newspapers when your strongest media market may be in radio/TV shows & newscasts -- or vice versa.

I am not reinventing PR wheel here, I am simply saying that when it comes to generating publicity for your business/website/venture/invention, best match for you may not be in big glass building in your city's downtown. Big firms in big cities most often mean big fees and not necessarily big quality.

Bottom line -- Internet is giving entrepreneurs of all types opportunity to afford publicity -- publicity from outside your city.

Todd F. Brabender Spread The News Public Relations Generating publicity/media exposure for innovative businesses, products, inventions & experts. http://www.SpreadTheNewsPR.com info@SpreadTheNewsPR.com

Todd Brabender is the President of Spread The News Public Relations, Inc. His business specializes in generating publicity/media exposure for innovative businesses, products, inventions & experts. http://www.SpreadTheNewsPR.com info@SpreadTheNewsPR.com

What message does this organisation think they are sending to their P.A.’s?

No wonder staff turn-over is high. This organisation doesn’t value its core people.

Working Effectively With Your P.A.

qTrain your PA. Invest time and money into their personal and professional development.

qBe clear on extent of authority you are giving them.

qBe clear on what you expect from them.

qCommunicate with them daily – keep them in loop.

qPraise and encourage them regularly

qShare your successes

The P.A’s Expectations They want:

q A boss who communicates with them.

q A boss who understands that when they are given tasks to do, although they may have taken 2 minutes to discuss, could take P.A. 2 days to complete.

qA boss who realises that P.A. has to do many tasks as well as answering entire phone calls. They often have many interruptions in their day, which can cause them to get very behind with their work.

qA boss who is appreciative of them and realises that P.A. does have a life outside of work and needs to have time-out just like they do.

The Final Word Although there are many people in job market, finding a good P.A. can be like finding a needle in a haystack.

If you have found right person, don’t take them for granted. Look after them and they will look after you.