In an effort to provide potential clients with a clearer understanding of the process and benefits of public relations, we have compiled a series of questions that are frequently asked and prepared responses for each. They include:
What is public relations, and is it the same as marketing communications?

The definitions depend upon whom you talk to, though generally public relations is considered a general skill set that focuses on positively influencing the perception of a business, product and service primarily through the placement of articles in print, broadcast and online media outlets.

Marketing communications defines the wider range of marketing options used to influence public opinion and/or drive business. These include advertising, promotions, special events and collateral materials such as brochures, flyers and giveaways. Media relations is one of several key components of the overall marketing mix.
Why should my company hire a public relations firm?
For most companies, achieving consumer mind share in today’s highly competitive marketplace is a major priority. While advertising delivers "paid-for" views, public relations has the power to transcend a mere message with a third-party endorsement from respected journalists at "The Today Show," The New York Times, "Entertainment Tonight" and USA Today, among others. The strength of that impression is much more lasting than one from a paid advertisement.
What qualities should I look for when hiring a firm?
Look for an innovative company that has an understanding of your business, a proven track record of delivering results and senior management who will be involved in your account.
What are the advantages of retainer-based fees vs. hourly rates?
One of the main advantages of a retainer fee is it allows an agency to provide a higher level of service and more senior-level involvement. When a client is paying by the hour, this makes it very difficult for senior executives to spend meaningful time on that particular account as their billing rates are usually very high and absorb too much of the budget. Retainer-based billing enables staff at all levels to focus on maximizing results rather than tracking hours and cutting corners to complete the task at hand. Furthermore, it avoids the client being informed "we've run out of hours" midway through the month.
What are the advantages of a mid-sized agency?
Mid-sized firms are usually able to offer clients comparable resources as larger agencies at significantly lower fees. In addition, mid-sized firms tend to be able to provide much more personal, hands-on service and become more intimately involved in clients' businesses. The main reason many companies use large firms is because they want to have an agency with offices around the country or the world. What they don't realize, however, is that each office of a large firm is its own profit center and receives its own fees for work it performs. So, it's pretty much like hiring a separate smaller agency, even though billing may be handled centrally. Another advantage of mid-sized firms is that senior executives, generally speaking, are more often practitioners as opposed to managers. It is not uncommon at a mid-sized firm, for instance, to see a vice president writing a press release or pitching a story to a reporter. At larger firms, senior-level executives spend most of their time on administrative management and new business activities.
How do I know I’m getting my money’s worth from a public relations agency? What should I expect?
Clearly define your business goals and objectives before you start to work together. Determine who your audiences are, provide a historical perspective, share any and all research and be forthright. Treat the firm as if they are a partner and not an afterthought. You will know that you are getting your money’s worth when the news announcement being made generates positive press coverage and a "buzz" is created among the targeted audiences.
If I hire a public relations firm to represent my company, what will be expected of me? What kind of information will I need to provide?
You should be willing to provide all existing information about your company, where you believe your business is today and where you would like it to be in the future. Plan to impart knowledge of tangible and future developments, and be sure that you have identified someone internally to manage the relationship on a daily basis. Your chosen "agency of record" will only be as effective as the information provided.
What are the pros and cons of handling my communications needs in-house?

The pros are:

  • direct control of who is hired and retained
  • individuals hired are devoted to working on your company and its business entirely

The cons are:

  • it is generally more costly to set up an in-house operation
  • in-house operations are sometimes insular and out-of-touch with perceptions beyond their own corporate culture.
What are the pros and cons of hiring an outside company?

The pros are:

  • an outside firm that understands your business and industry can be a major asset, as it taps into a larger creative pool to help your communications strategy break "out of the box"
  • firms have deep resources and extensive media and industry relationships in place which means that they can achieve results faster
  • an agency can become a resource to the media when it has multiple clients in the same industry
  • significant cost savings

The cons are:

  • some firms bring an experienced "team" of individuals to a new business pitch, then after being hired assign a junior account executive to spearhead the day-to-day activities.
Is it a conflict of interest that Bender/Helper Impact represents so many companies in the same categories of business?

It is the agency’s philosophy that having clients in the same industry actually represents an advantage, as opposed to a conflict. Having more than one client in the same industry provides us with more influence and leverage with the media, and we become more entrenched in the industry’s issues, news and trends. Furthermore, we find that we become a resource for the media when our representation is more widespread—thus creating additional editorial opportunities for our clients.

That being said, the agency is very careful not to assign any staff members to accounts that might be in conflict with one another. From years of experience in representing clients in the same industry, we understand the level of confidentiality that must occur on an ongoing basis.
How do you measure success in media relations/marketing communications efforts?
The success is measured by whether a program has helped to achieve your identified business goals and objectives.
Is a press release an effective way to get positive media coverage?
It can be effective if the press release is newsworthy, timely, topical and distributed strategically.
What are the key elements of an effective press release?
Every press release should clearly identify the news you are imparting, underscoring why it is newsworthy, timely and pertinent. The lead should answer the "who," "what," "when," "why" and "how": who does the announcement involve, what is the news, when did the development occur, why is it important and how does it impact the targeted audience.
What resource best supports a successful marketing communications effort?
The key is to retain a firm that is entrenched in your business and understands the trends and developments that are shaping the future of your industry. Furthermore, a successful partner should develop a strategic communications plan that includes proper messaging for target audiences, maintain established relationships with key industry media and have an innate ability to recognize opportunities on your behalf.
How has the Internet changed public relations, media relations and marketing communication?
Significantly. For every "traditional" print and broadcast media outlet, there is now an online counterpart to approach. Depending on the company/service/product, the Internet presents public relations professionals with the unique ability to effectively target consumers directly. In addition to editorial coverage and direct marketing opportunities, online media destinations provide "unlimited" promotional opportunities that simply aren’t financially feasible for a "traditional" print/broadcast outlet.
Why do some agencies mark up their expenses?
Initially, agencies added a certain percentage to expenses incurred on the client's behalf to cover the interest they were losing on the money for having to advance the money for their client. Unfortunately, many agencies decided they could also generate revenue from these mark-ups, and now it has become a significant profit center for many agencies. At Bender/Helper Impact, the only income we generate is from the fees paid to us by clients. We do not look for additional ways to make money through the rebilling of expenses.