It is through public relations department that you get to control the view the world has about your business. As the entrepreneur, you will not have the time to man all the departments on your own which is why it is important to get help. When you are working with a public relations company, you get professional advice and help which is hard to beat.Nevertheless, this is a sensitive thing which is why not just anyone can do the job. You can make use of questions in coming to a decision about the company you will give the job to. You need to identify the aspects which are used in determining the success of the company or not. When people are relying so much on social likes in determining whether their efforts are bearing fruits or not, at the end of the day you might fail terribly. They should also check the client list expansion and even the number of visitors coming to your page to get a good idea of the extent of growth that has taken place. You also need to ask them the kind of media they will use when reaching out to the clients. It can be the analogue or digital media but it has to come the target demographics well.
inquire whether any of the candidates have any experience working with clients who have specialized in a similar industry. If yes, pull out results of the outcome of such campaigns. If particular people are responsible for the good outcomes, make sure they are still working with the company and that they can take charge of your campaigns.
You will not find many companies who will start working on your account before they receive a part of the payment upfront. Nevertheless, do not forget to negotiate for an option of being able to terminate the working relationship the moment you feel like it is not working well for you. You should be able to review the work after 3 months and decide to continue or terminate the contract without suffering any dire consequences. Be wary of the public relations companies who require you to lockdown on long-term contracts because there are usually hefty fines in case you breach the terms of the contract. It will be great if you can find a company that offers you a number of services under one umbrella.