Picking a PR or ad agency " and how to tell the difference

1. Know the difference. While it may sound obvious, it's important to know the difference between advertising and public relations. Many business owners lump everything under marketing when in fact there are very distinct differences between these and other communication methods, their uses and their results.

2. What is advertising? While it's apparent to some, many owners or managers not directly involved in marketing are not fully aware of the division. Advertising is paying to have your message seen whether it be an ad in a newspaper or magazine or on a Web site or a TV commercial or billboard. These platforms can be very effective for certain types of businesses and specific messages. But, advertising is not a one-size fits all and a billboard is not for everyone. It's important to understand your business and your target customer and know how they want to receive information and where in order to determine which method is right for you.

3. What is PR? Public relations, or PR as it is commonly referred, is getting others to talk about your company in a positive light and building reputations. This is done through non-advertising techniques such as being featured in the news, public speaking, writing expert columns and today includes numerous platforms in social media. One of the biggest benefits to PR is that it is a third-party endorsement and thus viewed by consumers as more credible than advertisements, which they know are paid for. A good PR firm or campaign can get you featured in stories relevant to your business and make sure you are viewed as an expert in your field. PR can build your reputation better than other communication methods. But, like advertising, PR is more effective for certain businesses and goals but cannot communicate all messages such as sales, promotions and discounts, which are not newsworthy and should be advertised.

4. Which agency is for you? Depending on your business, your best approach might be to incorporate both into your overall marketing plan. This is where the selection part comes into play. Very few agencies are a one-stop-shop for all your needs. Most specialize in techniques or even industries. As you can tell from this special section, there are a plethora of agencies in northern Nevada. But, I firmly believe you are best served by selecting agencies that do specialize and have niches. If you just need a Web site and search engine optimizations, there are firms much better at that than others. And, even further, depending on whether you need a very complex website with custom features or a very simple one, there are other agencies better for those. If you need a really nice TV spot, there are a couple agencies in town who are best at that. If you don't need high-quality production, most TV stations will produce your spot for free as part of your buy. Same goes for graphic design, outdoor advertising, PR and social media. There is no problem working with multiple agencies.

5. Selecting the agency. Once you've determined what your goals are and which channels will be best to communicate with your audience, then do your homework. Ask around. Ask other business owners and manages you trust. Seek out agencies whose work for other clients you find impressive. Research online. Call and interview agencies.

6. Questions to ask. In your selection process there are some questions you should ask of the agency representative you are talking to. You should inquire about the following:

1. Relevant experience.

2. Niche experience in the industry or platform you are interested in.

3. Specifically who will be working on your account and how much experience they have.

4. How the process works; how many people work on my account, how am I reported to on status updates, how often do we meet, what's required of you.

5. Recent examples of successes.

6. Size of the agency and years in business.

7. Fees.

8. Case studies.

9. References.

10. Deliverables. What measures success?

Tierra Bonaldi is founder and a principal of The Impetus Agency, which specializes in public relations and social media. Contact her through www.theimpetusagency.com.