I agree with Melanie`s advice. I will also add that what elvel of service they need depends on their business goals.
Funny… I JUST crossed this bridge. I actually hired some gals to handle my PR. They have connections in this town and a bunch nationally. After hiring them, I was in the newspaper 2 days later and today I did my first live TV interview on a local show called “Low Country Live”. It`s so hard to know where to spend your hard earned, limited resources. I was on the fence when I closed my eyes and said "Okay, you`re hired" but now... I`m really thinking it was money well spent. Personally for me it`s so hard to be a manufacturer, online retail store, and wholesaler. A lot of people just pick one business and go with it.. Inventing, manufacturing and selling your own product is like running three kinds of companies at the same time, so I just couldn`t do it all. Nobody can deal with tooling and Taiwan but me, so I couldn`t delegate "manufacturing", I`m not at the point where order fulfillment can go away so I couldn`t delegate "retail, and I felt it important to maintain the personal link to my retailer store buyers and customers, so I couldn`t delegate "wholesale", sooooo, PR was the logical choice for me to outsource. I like to think I can do it all, but I’m smart enough to know I just can’t. ImNiche, I’m not a PR expert, I’m a PR customer but I hope I’ve given you insight from another perspective.
[Most importantly, it is critical that you are prepared for the inquiries resulting from the press you receive. The larger the audience for the press, the larger the potential response. Tailor your PR efforts to meet your current resource constraints or have resources lined up in the wings in case the added business comes through. After all, if you can`t serve a pre-qualified customer at the moment they express interest in you, you might lose them. So, above all, be prepared, whether that means bringing in some added staffing (temporary or permanent) or bumping up the technology needed to process online requests. You will be ready to grow.QUOTE]