The search for a PR company can be arduous, but when done well, the payoff is a long and fruitful relationship. Here are some tips:
More than a Rolodex for hire. It's a bonus when your PR firm has great media contacts, but connections alone don't guarantee results. In the end, it all comes down to the story.
Instead of an impressive Rolodex, look for a company that's adept at creating compelling stories that get attention and provoke a conversation. This means ...