Whether or not you choose Ayers Associates there are four key elements in choosing a public relations firm:

·          The People: Know specifically who will be working on your account and if they have the experience to meet your needs.  Beware the bait and switch.  Good PR representation depends on good chemistry—do you trust the people who will be handling your reputation?

·          The Resources: Your PR firm should provide media research and distribution services, be able to make available basic market intelligence, offer print and broadcast monitoring, and have up-to-date IT and communications capability.

·          The Money: Know exactly what the fees will be.  Ask about the cost of “extra” services and expenses.  Require a monthly report of services rendered.

              The Ethics: The PR firm you choose will be representing your organization's reputation.  Make sure it reflects your values.  Does it subscribe to the Public Relations Society of America's Code of Professional Standards?