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How to Hire a


By Laura KrebsMiller, Cashman & Associates


PR Firm...


First and foremost, it is important to understand how public relations is essential to your business.


Think of a firm as your strategic partner,or as an extension of your existing marketing department. Public relations should not be solely about getting your name in print; it should be about establishing a tactical plan that is part of your business’ greater goal. A good public relations firm cares as much


80 March  April 2015


The most well-known and traditional function of public relations (PR) is media management.Positive news stories can help businesses retain clients and reach new ones.However, the industry has evolved far beyond mere pitches and press coverage.


An innovative PR firm will integrate media relations into a much larger strategic communications pro- gram. This holistic approach makes public relations an extremely powerful tool,and working with an external firm can greatly benefit your business.


As industry vets,we at Cashman & Associates can confidently say that knowing when,why and how to hire a public relations firm is the most crucial key to developing a successful PR strategy.


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