1. Clearly define the objectives you wish to achieve.
2. Discuss and agree these with others in your organisation.
3. Shortlist no more than three consultants and ask them for written proposals.
4. Brief the consultants properly.
5. See the individual consultant who will do the job and ensure that the ‘personal chemistry’ is right.
6. Ask for follow up references.
7. Be involved and in touch during the assignment.
8. Ensure that the consultant does not save surprises for the final report.
9. Involve your staff in the assignment so that they “own” the recommendations.
10. Implement the recommendations and involve your management as well as the consultant.
Do’s & Don’ts:
Do:
Have clear aims for PR so as to measure the success of the campaign.
Ensure that the consultant provides a breakdown of the full cost of any campaign.
Decide on the level of PR representation you need.
Don’t:
Keep unnecessary secrets that will hinder the relationship or the quality of their advice.
Expect the solutions straight away.
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