I need to find a PR agency in the United States that will take a technology company with a product targeted to all non technology oriented parents and make all of them aware to that service. The plan is to be covered on few newspapers and to be on 1-2 talk shows like Martha Stewart & Opera Winfrey.Need some more information about the work procedure with the big PR Agencies such as Fleishman-Hilliard, Cone, Edelman, Hill & Knowlton, Burson Marsteller, Ogilvy and APCO.- What is the average monthly retainer?- Is there a success fee?- How do they calculate the project price?
Thanks in advance.Yaron
i have some experience with Hill&Knowlton (but not in the US).
the retainer depends on what are your ambitions and the frequency of meeting them... i assume 5-10K$ a month (when buying 12 months) would be reasonable for what you described.
they did not have a success based fees with them, and i doubt if they would do that.
as for the project price, they will need to pitch (PRs, face to face, personal contacts etc.) your concept to as many media they can in order to get some coverage, and they will need to brief you before you get interviewed. this is the base of the cost - but i don';t think they will detail it for you, but just give you the retainer fee. OR, you can also hire them for very specific projects (i.e. 2 media coverage events) and them get the dpecific cost.
good luck.
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Yaron - the PR agencies you cite in your question are the giants of the industry, and if you are (as I suspect) operating on a tight budget they may not be the best choice - Shaike who has answered your question gives a good estimate of what would be a reasonable fee for a small company operating on a tight budget, but it may be too low for the bigger players to feel they can work within.
While you are not specific, your product sounds interesting - something simple and easy to use with practical parenting application that fulfils a key need could be very compelling. I would recommend that you consider first and foremost whether the PR players you approach demonstrate clear ability to use PR strategically to both deliver against your initial launch objectives and to help develop and grow your business. Great PR firms begin by developing the right and most effective PR strategy for you, which will then determine which media and exposure choices they make to execute the PR plan against that strategy - eg, should your product be carefully 'seeded' first to build a critical mass of loyal users who can be made to feel that they have 'discovered' it themselves before it is then taken out to mass market exposure, and to ensure there is a stronger story when pitching for such highly competitive exposure opportunities as Martha and Oprah?
It's hard to recommend which PR players you should approach without knowing much about your product, but you might also wish to look at analogous products or launches whose ability to generate PR coverage and buzz you have admired, and find out who was their PR resource or agency.
Very best of luck with it.
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