Whilst getting your business into the media may not cost you a penny directly, it can be very time-consuming.

Professional agencies can help generate you business through their expertise in promoting your product in the right publications, and getting your message across.

Choosing an agency: this will depend on your needs, goals and budget, as well as other factors.

• Decide on your objectives: if you want local coverage then a local PR agency will have the relevant contact with the right journalist
• Decide what audiences you want to reach. For example, if your company is targeting businesses within a specific sector, coverage in the right trade publication may serve you better than the local gazette. PR agencies often specialise in specific fields such as technology, health, female audiences and public affairs (communicating with political decision makers - lobbying)
• Decide if you want to work with a big or a small agency. The benefits of a big PR firm will be their experience and record of success. The negatives could well be cost and you may deal with a relatively junior person on a day to day basis. A smaller PR firm may be more specialist or regional, and you are more likely to deal with the senior partner and therefore utilise their experience

Questions to ask:

Whichever agency you decide upon, remember that there are no guarantees that journalists will pick up your story. Ultimately, you are judging the agency's skill for story-telling, and on getting the story - as you want it told - across to the right audience.