Public relations: what to know

What the job involves, what changes the price, and what to ask a pro.

What public relations is

A public relations professional shapes how the public and the media see your organization by writing releases, pitching reporters, preparing statements and managing communications during events or problems. Businesses, nonprofits and public figures hire PR help to tell their story clearly and to respond well when something goes wrong.

Signs you need it

  • You have news to share, such as a new location, a hire, an award or a product, and it is not reaching the press
  • You have been asked to comment on a problem in the news, and you need a clear statement quickly
  • You are launching a campaign or an event and want local or trade media coverage
  • Your organization is facing criticism, and staff are unsure what to say publicly
  • You need a spokesperson trained to speak with reporters on your behalf

What the pro does

  • Learn the story you want to tell, the audiences you want to reach and the facts you can support
  • Identify the reporters, outlets and other channels that fit the story
  • Write the press release, the pitch, the fact sheet or the statement in the voice you approve
  • Pitch the story to the right reporters and follow up in a respectful way
  • Prepare the spokesperson for interviews with practice questions and key messages
  • Track the coverage and report the results, including any corrections or problems to address

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The number of stories or announcements planned over the period
  • Whether the work is a one time launch, an ongoing program or crisis response
  • How many media contacts the PR professional must reach and how much research that takes
  • Whether the PR professional must prepare interview training for spokespeople
  • The number of events, press conferences or media appearances to support
  • How quickly a response is needed, since urgent work takes priority

What a written quote should spell out

  • The stories, the audiences and the outlets targeted
  • The writing included, such as releases, pitches, fact sheets and statements
  • Whether media training and event support are included, and how many sessions
  • How the PR professional responds to inquiries and emergencies, and the hours covered
  • The reporting of coverage, with the measures and the schedule

Questions to ask before you hire

  • What stories have you placed for businesses like mine, and where did they run?
  • How do you approach reporters, and how do you avoid annoying them?
  • Will you approve every statement before it is released?
  • How will you prepare my team for a difficult interview?
  • What do you do when a story is wrong or unfair?
  • How will you report the coverage, and what counts as a result?

Red flags

  • Promises that a story will run in a specific outlet or on a specific date
  • Offers to pay reporters for coverage or to hide negative coverage
  • Writes statements that claim facts the client cannot support
  • Will not show past coverage or examples of the work

What you can do yourself

You can write a short press release with your news, the facts and a contact name, and send it to local reporters and community sites yourself. Hire a PR professional when the story needs strategy and reporter relationships, when you need a crisis response or when you need a spokesperson prepared for interviews.

Licenses and permits

No license is usually required for public relations work. Ask for examples of past coverage, references and a written statement of how statements are approved; check with your state or local business licensing office if the professional operates as a registered business, and check any rules that apply to lobbying or political communications in your state.

Public relations questions

Can a PR professional guarantee coverage?

No. Coverage depends on the story and the editors. A good PR professional can increase your chances, but cannot guarantee a story will run.

Who approves the statements?

You should. Agree that you approve every statement and every release before it goes out, and keep the approval on file.

How do I respond when a reporter calls about a problem?

Tell the reporter you will get back to them, then contact your PR professional. Avoid answering on the spot, especially on facts you have not checked.

Pro reviewers

Pros who offer public relations remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.

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  3. 3. They reach out

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