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Welcome to Part 2 of the series. If you are one of the hundreds of businesses looking to gain local media attention for your corporation then you are probably facing the difficult decision of finding the right public relations firm. What can make this decision difficult is that there are so many different kinds of PR firms out there. Some are local, some national. Some retainer based, some project based. So how do you know which public relations firm will be the best fit for your business objectives?

In the previous part of the series, we shared the following 5 tips on how to find the right public relations firm: 1. Find a public relations firm that specializes in your industry. 2. Choose a public relations firm that specializes in your medium of choice 3. Request sample campaigns. 4. Find a pay-for-performance public relations firm. 5. Speak to the public relations firm's clients.

Now let Marsha Friedman, Chief Executive Officer of EMSI, a national and local public relations firm, share her final 5 tips on how to choose the RIGHT public relations firm to get your message the media exposure that you desire

6. Be confident in their skill in PR. Before you agree to work with a PR firm, make sure that you are convinced that the public relations firm will be able to deliver a successful campaign . Don't be afraid to ask lots of questions, request copies of sample campaigns and then do a comprehensive review of all of the materials. "I would suggest that before you make your final decision you talk to owners and definitely request a proposal", says Friedman, "ask the important questions. What sort of media would they suggest to meet your campaign goals? How long the campaign will last? What are the quantitative and qualitative goals of the campaign? How long will it take to meet these goals? How the public relations firm answers these questions will ultimately determine the level of confidence you have in their ability to service your campaign .

7. Don't limit yourself to public relations firms in your area. If you're looking for regional or national exposure don't limit your search to public relations firms that are located within your vicinity. "Many people believe that you need to have a firm located just down the street so that you can have regular face-to-face meetings with them, "says Friedman. "But this is not how it works. In my 20 years of gaining national media attention for my clients, I have only had a face-to-face meetings with a handful of them. The reason for this is that I don't need to. All of a public relations firm's work can be done via phone and email which is a far more efficient, and time saving, way to work." If your goal is to attain national media attention, find a public relations firm that specializes pitching to the national media. A national media public relations firm's experience level is what is important, not where they are located. Looking for local media attention? The look locally! Friedman says "As they are in the middle of the market you are after, their contacts and knowledge will be far more effective than that of a national public relations firm."

8. Become familiar with your Campaign Manager. There is one person in particular who plays a vital role in driving the success of at the public relations firm: your Campaign Manager. When deciding if you are going to go with a PR firm it is vital to meet your Campaign Manager. . Find out what their experience level is and how long they have been with the public relations firm. "A great nugget of information is that many Campaign Managers are rookies fresh from college," says Friedman. "Even more frightening is that many national and local public relations firms hire interns to handle the client accounts that they do not deem a 'top priority'." If you don't investigate the qualifications of your Campaign Manager, then how can you be confident that your campaign will be handled by a professional?

9. Find a public relations firm that believes in your message. The best type of public relations firm is one that not only understands your message but also has lots of enthusiasm for your topic. Friedman says, "If you find a public relations firm like this, their enthusiasm for your message will show in how they handle your campaign . Their efforts will be more creative and their communications to the media will be attention grabbing and clear." In order for a public relations firm to successfully work for you, they need to understand your passion and be able to translate it into something that will be of interest to the masses. It can be quite costly if they misunderstand your point."

10. Trust your instincts . Friedman says, "My final tip to choosing the right public relations firm has everything to do with your instincts '. When you are in the process of deciding if a public relations firm is a right fit for your needs it is inevitable that you will have strong views about their work and approach. I would advise that even if everything looks fantastic on paper, or in a snazzy presentation, if you have absolutely any reservations think twice about choosing the firm." Gut feelings tend to be accurate, so if something seems a little off in any way, be weary of signing the contract . There is nothing worse then finding out your gut feelings were right when it is too late!

Well there you go! The final five tips on how to choose the right public relations firm for you! If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha Friedman is here to help . Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a public relations expert Marsha has the ability to get the media attention that you desire without budget busting monthly retainers.

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.