How Not to Hire the Wrong PR Firm or Publicist - Page 2
In these cases the client always provides me with a link to the press release that “their old publicist” wrote for them, and I always in turn giggle. I pop open the trusty link each and every time to find nothing but a pile of jargon formatted terribly wrong posted up on a meaningless press release website. In most cases:
- They are terribly boring releases that don’t sign or sell
- They are less than a standard of 400 words
- The publicist failed to write a quote within the release for their client
- They leave the price out for products, books, cds etc.
- In a few extremely bad cases they don’t include a website link, or contact information.
The single most blatant tell tale sign that a publicist is a sham is when the press release does not have a boiler plate.
A boiler plate is the info at the bottom of the press release that reads “ About (Insert Your Company Name Here). The boiler then continues on with a firm rundown of the company, owner, author etc. A boiler is standard in all press releases and if your release is missing it….then it is not a release.
Huge red flag to the client that came to me and the boiler on all of their press releases was info for the PR firm that they chose to work with. Isn’t that a bit backwards random communications professional? Why are you advertising on the bottom of your client’s press release when it should be their information?
#3) They don’t have set contract terms.
Any PR firm or real publicist that has worked within the industry knows that for every wonderful client, there are three that will make you want to take it to the WWF.
This being said, if your firm does not have a list of established terms that make you sit up and say wow they are strict than more than likely you are the test dummy that is in for the crash and burn of PR experience 101 for them.Continued on the next page