and WONDER WORKS
PUBLISHING COMPANY
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and WONDER WORKS PUBLISHING COMPANY |
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Frequenty Asked Questions
Q. When is the right time to hire a marketing communications specialist or firm? A. There are many times in the life of a business when it is wise to hire outside marketing communications and public relations counsel. For example, if your company is moving, introducing a new product or service, or is experiencing growth, you should consider getting outside counsel. Also, if your business is not at the level you wish to achieve, a strategic marketing communications program may be just the vehicle to get you there.
Is your business sluggish? Are revenues and internal creativity down? What about your marketing materials? What do your company brochure, website and other informational communications vehicles really say about you? Do you even have these materials for your clients and customers? Perhaps it's time for a communications/PR audit from the perspective of a seasoned professional. You may only need your materials to reflect the business in a more vital, articulate and up-to-date manner--or you may need all materials created from scratch. You may also want to change the perception of your business, build brand awareness or may want to market your products or services to a new market segment. In short, if your business is not getting the attention it deserves, you should invest in the services of a marketing communications expert. Q. How should I choose a marketing or public relations firm? A. Just as you would any other business professional. Ask your business colleagues for a referral to begin with. What's worked for them? Professional business networking organizations, civic groups, professional trade organizations and associations are good places to start. Local chambers of commerce often have listings of business service professionals. The Internet is also a source of information.
When selecting a firm or outside expert, be sure to have a meeting to discuss terms of the working arrangement. At this meeting you can review your needs and see if there is a fit with the services the professional provides. This meeting will also give you a feeling for how the working relationship may proceed. You will be trusting this person with your business, so be sure that you feel you can truly trust and ultimately like the person you will work with. Of course, ask for references and samples of work. Use common sense and don't get pressured into a program or working arrangement that you're not comfortable with. Ask lots of questions and check client references. Be sure that the financial structure works for you as well. If possible, try to have a budget in mind for the project or campaign. Usually you can set a budget on a monthly basis--even a 'not to exceed' amount each month. Some professionals and firms work on a monthly retainer basis, some on an hourly basis and some take a project-oriented approach. Expenses such as copies, mileage, postage, photography, printing, electronic wire services and other out-of-pocket expenses are usually billed at cost and are not included in the general scope of the work. Have a candid discussion regarding these issues and choose a structure that works within your budget and comfort zone on all levels, at all times. Q. What can I expect from my marketing communications or public relations counsel? A. At its best, this will be a true business partnership that will grow over time and with your business. A good marketing/PR expert is there to help your business gain visibility and credibility through various tactics and methodologies. The work required for this to happen successfully is a process that cannot be rushed. For example, it cannot be up-and-running as quickly as installing a new phone system. Patience is required from both sides. With the right marketing/PR person, you will find that a synergy develops that will benefit you and your company from the ground up. An ongoing flow of candid information is also critical to the success of any program. Be sure that metrics are built into your communications program so that success can be measured. Timelines, deliverables and goals should be outlined early on in the process. Constant assessment is also required so that program changes can be made quickly to maximize the potential of the program. When working with marketing communications professionals, you should expect to see the achievements of your business get attention and recognition, see your professional profile polished to a high shine, watch your business grow and have fun along the way. Now what are you waiting for? Get started now!
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