By Beth Paulsen, APR

      Today’s sophisticated technology has changed the way we conduct business and the way we communicate. No longer do we need “brick-and-mortar” companies. The explosive use of the Internet, cell phones, text messaging and instant messaging has removed geographic barriers and freed countless people to offer services from the comfort of their homes.

      An outgrowth of this technology is the emergence of the “virtual” public relations agency, a network of seasoned, senior-level, independent public relations professionals. Many of these people are entrepreneurs who offer clients an alternative to the more traditional PR firms that often push work down to the most junior-level talent and charge senior-level fees to cover overhead costs.
     
Virtual PR Firms Offer Flexibility
      Independent public relations professionals, along with small boutique firms, are collaborating and forming “virtual” partnerships to offer clients flexible, high-level communications services at a fraction of the cost of traditional firms. Because they have minimal overhead costs, they are able to pass on savings to their clients. Clients enjoy direct communication with and work conducted by seasoned professionals, whose fees are comparable to those of a mid-level or junior-level talent found in a traditional agency.

      There are advantages to working with a traditional PR firm, including a steady supply of talent whose experience and expertise range from interns to senior account managers, with billing rates that vary accordingly. However, traditional PR firms are limited to their employee base. If they do not have the right talent for an account, they must either spend precious time and resources hiring the right full-time or part-time personnel, or outsource the work. Either way, it is difficult for the traditional agency to be flexible.

      By contrast, virtual public relations firms are unencumbered with overhead costs and have an unlimited supply of full-time employees. Virtual public relations professionals have the flexibility to quickly bring in the right talent to meet a client’s unique needs. Depending on project requirements, a virtual professional can collaborate with other communications veterans, including writers, designers, publicists, event planners and media strategists. And, as the client’s needs change, the composition of the virtual team also can change. The team can either expand or contract on a moment’s notice. The virtual agency can easily draw upon colleagues from around the country, the world or across town. Geography is no longer a challenge.
     
Seasoned Professionals
      Clients who partner with virtual agencies have the luxury of communicating directly with the owner. They can be assured that seasoned, experienced professionals are doing the work. As business owners themselves, these virtual professionals understand the importance of stability, personalized customer service, and strategic and creative planning to achieve results. They develop the strategic plan and implement the tactics. They also have a vested and personal interest in ensuring quality, results-driven work in order to retain existing clients and attract new business.

      Home-based virtual communications professionals have all the same resources at their disposal as traditional firms. What they do not have is office politics, frequent interruptions and high employee turnover.

      Like their traditional firm counterparts, virtual professionals use each other as sounding boards, proofreaders and collaborators. They share the responsibility of planning strategies and implementing tactics.

Finding the right consultant
      The first step in finding the PR consultant that is the best fit for your business is to assess your needs. Are you launching a new product? Do you want more visibility among your target audiences? Do you need a crisis communications plan? Do you need to update your collateral? Do you need media training? Once you know your communications needs, you can begin to search for a PR consultant by asking business associates for referrals or searching the Internet for resources.

      Once you have identified two or three consultants, interview them. Ask them what their areas of expertise and capabilities are and ask for their references. You can also ask about the communications professionals that they partner with and how the partnership works. If your needs require multiple communications veterans, it is best that you work through the PR consultant and ask that all the billing goes through that person. That way you are only working with one consultant who can manage and streamline the work on your behalf. It also is advisable to ask what their fees are. Many charge an hourly rate, or a per project rate.

      After you have finished interviewing several consultants, go with your “gut.” The consultant with whom you have the best rapport is probably the consultant that is the right fit for your business. As your PR partner, you will be working closely together, so you want to make sure you feel comfortable with the person and are confidant in their abilities to help you meet your communications needs.

      All businesses – small and large – and non-profits need public relations services. A virtual PR firm is an excellent alternative for companies seeking consistent senior-level talent, competitive fees and flexible services.

Beth Paulsen, APR, is owner of Paulsen Communications Inc. You can reach her at visit www.paulsencomm.com.