Thanks for visiting BluePRINT and in appreciation, here’s your free public relations checklist (or what some consultancies might have ‘forgotten’ to tell you).

  • Ensure that the public relations consultancy which you appoint, can demonstrate a ‘sales focused’ understanding of your company’s business.

    Public relations is not just about ‘imaging’ and ‘information’ – it’s also about financial performance.

  • Does the public relations consultancy know and fully understand your type of business or industry?

    A PR consultancy’s knowledge of prevailing legislation, the Construction and Environmental Management Plan granted under a development approval, public consultation requirements, production methodology, sales strategies and the market your business operates in – all are critical considerations in deciding which consultancy to appoint.

  • Know exactly what you are paying for and the method.

    Hourly rate, project fee or monthly retainer – they are common methods but you need to agree the one that suits your requirements and remember, $200 an hour taking half an hour to complete, is exactly the same as $100 an hour taking one hour to complete. Ensure the PR consultancy is time efficient and that often comes back to experience.

  • Check on the consultancy’s performance and professional standards with former clients.

    Can you ever remember reading a bad CV or credentials document?

  • Ensure the public relations consultancy measures up to your corporate standards i.e. no claims or judgements against it.

    The consultancy you appoint must be above reproach to ensure you don’t become embroiled in insider trading, product misrepresentation and similar issues.

  • Establish whether the public relations consultancy is attached to, or has a formal relationship with an advertising agency.

    If so, are you going to get independent advice, independent service and competitive pricing? Will you be paying indirectly for ‘behind the scenes’ deals? Will the public relations service be down-graded because it was pitched to you as a lost leader solely to secure your advertising dollar?

  • Establish whether the public relations consultancy pays its suppliers, such as printing firms, on time.

    If not, the price you pay for services could be ‘loaded’ heavily by the supplier to cover the cost of carrying the debt or the lateness of payments by the consultancy might be blamed on you.

  • Confirm whether you will be dealing solely with the principal of the firm or an experienced consultant.

    Consultancies often ‘pitch’ at a senior level and then delegate your requirements to a junior.

  • Demand a formal policy of estimation and quotation for your requirements.

    Consultancies sometimes ‘assume’ that you know undeclared on-costs and are willing to pay them.

  • Seek a computer equipment, digital skills and software capability from the consultancy.

    If it’s not running a full suite of relevant assets, then you’re going to be paying extra for margin-loaded outsourcing as well as time delays.

  • Demand that the consultancy be available 24-7 or arrangements be put in place when they are not.

    Few crisis strike between 8.30 a.m. and 5.30 p.m. on weekdays.

  • Check the critical background and add-ons

    Is the consultant already across many of the issues involved, or will it be a lengthy and expensive hand-holding exercise? If yours is a property development project, does the consultancy fully understand the approvals process, the milestone responsibilities, site induction and on-site safety procedures; design and implementation of Construction and Environmental Management Plans etc. If difficult access to a site is a consideration, check the PR consultancy has a 4WD and knows how to drive it; if yours is a marine-related requirement, does the consultancy have a boat for photography or is that going to be your problem as well?

  • Ensure that the public relations consultancy which you appoint, can demonstrate a ‘sales focused’ understanding of your company’s business.

    Public relations is not just about ‘imaging’ and ‘information’ – it’s also about financial performance.

  • Does the public relations consultancy know and fully understand your type of business or industry?

    A PR consultancy’s knowledge of prevailing legislation, the Construction and Environmental Management Plan granted under a development approval, public consultation requirements, production methodology, sales strategies and the market your business operates in – all are critical considerations in deciding which consultancy to appoint.

  • Know exactly what you are paying for and the method.

    Hourly rate, project fee or monthly retainer – they are common methods but you need to agree the one that suits your requirements and remember, $200 an hour taking half an hour to complete, is exactly the same as $100 an hour taking one hour to complete. Ensure the PR consultancy is time efficient and that often comes back to experience.

  • Check on the consultancy’s performance and professional standards with former clients.

    Can you ever remember reading a bad CV or credentials document?

  • Ensure the public relations consultancy measures up to your corporate standards i.e. no claims or judgements against it.

    The consultancy you appoint must be above reproach to ensure you don’t become embroiled in insider trading, product misrepresentation and similar issues.

  • Establish whether the public relations consultancy is attached to, or has a formal relationship with an advertising agency.

    If so, are you going to get independent advice, independent service and competitive pricing? Will you be paying indirectly for ‘behind the scenes’ deals? Will the public relations service be down-graded because it was pitched to you as a lost leader solely to secure your advertising dollar?

  • Establish whether the public relations consultancy pays its suppliers, such as printing firms, on time.

    If not, the price you pay for services could be ‘loaded’ heavily by the supplier to cover the cost of carrying the debt or the lateness of payments by the consultancy might be blamed on you.

  • Confirm whether you will be dealing solely with the principal of the firm or an experienced consultant.

    Consultancies often ‘pitch’ at a senior level and then delegate your requirements to a junior.

  • Demand a formal policy of estimation and quotation for your requirements.

    Consultancies sometimes ‘assume’ that you know undeclared on-costs and are willing to pay them.

  • Seek a computer equipment, digital skills and software capability from the consultancy.

    If it’s not running a full suite of relevant assets, then you’re going to be paying extra for margin-loaded outsourcing as well as time delays.

  • Demand that the consultancy be available 24-7 or arrangements be put in place when they are not.

    Few crisis strike between 8.30 a.m. and 5.30 p.m. on weekdays.

  • Check the critical background and add-ons

    Is the consultant already across many of the issues involved, or will it be a lengthy and expensive hand-holding exercise? If yours is a property development project, does the consultancy fully understand the approvals process, the milestone responsibilities, site induction and on-site safety procedures; design and implementation of Construction and Environmental Management Plans etc. If difficult access to a site is a consideration, check the PR consultancy has a 4WD and knows how to drive it; if yours is a marine-related requirement, does the consultancy have a boat for photography or is that going to be your problem as well?

  • Ensure that the public relations consultancy which you appoint, can demonstrate a ‘sales focused’ understanding of your company’s business.

    Public relations is not just about ‘imaging’ and ‘information’ – it’s also about financial performance.

  • Does the public relations consultancy know and fully understand your type of business or industry?

    A PR consultancy’s knowledge of prevailing legislation, the Construction and Environmental Management Plan granted under a development approval, public consultation requirements, production methodology, sales strategies and the market your business operates in – all are critical considerations in deciding which consultancy to appoint.

  • Know exactly what you are paying for and the method.

    Hourly rate, project fee or monthly retainer – they are common methods but you need to agree the one that suits your requirements and remember, $200 an hour taking half an hour to complete, is exactly the same as $100 an hour taking one hour to complete. Ensure the PR consultancy is time efficient and that often comes back to experience.

  • Check on the consultancy’s performance and professional standards with former clients.

    Can you ever remember reading a bad CV or credentials document?

  • Ensure the public relations consultancy measures up to your corporate standards i.e. no claims or judgements against it.

    The consultancy you appoint must be above reproach to ensure you don’t become embroiled in insider trading, product misrepresentation and similar issues.

  • Establish whether the public relations consultancy is attached to, or has a formal relationship with an advertising agency.

    If so, are you going to get independent advice, independent service and competitive pricing? Will you be paying indirectly for ‘behind the scenes’ deals? Will the public relations service be down-graded because it was pitched to you as a lost leader solely to secure your advertising dollar?

  • Establish whether the public relations consultancy pays its suppliers, such as printing firms, on time.

    If not, the price you pay for services could be ‘loaded’ heavily by the supplier to cover the cost of carrying the debt or the lateness of payments by the consultancy might be blamed on you.

  • Confirm whether you will be dealing solely with the principal of the firm or an experienced consultant.

    Consultancies often ‘pitch’ at a senior level and then delegate your requirements to a junior.

  • Demand a formal policy of estimation and quotation for your requirements.

    Consultancies sometimes ‘assume’ that you know undeclared on-costs and are willing to pay them.

  • Seek a computer equipment, digital skills and software capability from the consultancy.

    If it’s not running a full suite of relevant assets, then you’re going to be paying extra for margin-loaded outsourcing as well as time delays.

  • Demand that the consultancy be available 24-7 or arrangements be put in place when they are not.

    Few crisis strike between 8.30 a.m. and 5.30 p.m. on weekdays.

  • Check the critical background and add-ons

    Is the consultant already across many of the issues involved, or will it be a lengthy and expensive hand-holding exercise? If yours is a property development project, does the consultancy fully understand the approvals process, the milestone responsibilities, site induction and on-site safety procedures; design and implementation of Construction and Environmental Management Plans etc. If difficult access to a site is a consideration, check the PR consultancy has a 4WD and knows how to drive it; if yours is a marine-related requirement, does the consultancy have a boat for photography or is that going to be your problem as well?

  • Ensure that the public relations consultancy which you appoint, can demonstrate a ‘sales focused’ understanding of your company’s business.

    Public relations is not just about ‘imaging’ and ‘information’ – it’s also about financial performance.

  • Does the public relations consultancy know and fully understand your type of business or industry?

    A PR consultancy’s knowledge of prevailing legislation, the Construction and Environmental Management Plan granted under a development approval, public consultation requirements, production methodology, sales strategies and the market your business operates in – all are critical considerations in deciding which consultancy to appoint.

  • Know exactly what you are paying for and the method.

    Hourly rate, project fee or monthly retainer – they are common methods but you need to agree the one that suits your requirements and remember, $200 an hour taking half an hour to complete, is exactly the same as $100 an hour taking one hour to complete. Ensure the PR consultancy is time efficient and that often comes back to experience.

  • Check on the consultancy’s performance and professional standards with former clients.

    Can you ever remember reading a bad CV or credentials document?

  • Ensure the public relations consultancy measures up to your corporate standards i.e. no claims or judgements against it.

    The consultancy you appoint must be above reproach to ensure you don’t become embroiled in insider trading, product misrepresentation and similar issues.

  • Establish whether the public relations consultancy is attached to, or has a formal relationship with an advertising agency.

    If so, are you going to get independent advice, independent service and competitive pricing? Will you be paying indirectly for ‘behind the scenes’ deals? Will the public relations service be down-graded because it was pitched to you as a lost leader solely to secure your advertising dollar?

  • Establish whether the public relations consultancy pays its suppliers, such as printing firms, on time.

    If not, the price you pay for services could be ‘loaded’ heavily by the supplier to cover the cost of carrying the debt or the lateness of payments by the consultancy might be blamed on you.

  • Confirm whether you will be dealing solely with the principal of the firm or an experienced consultant.

    Consultancies often ‘pitch’ at a senior level and then delegate your requirements to a junior.

  • Demand a formal policy of estimation and quotation for your requirements.

    Consultancies sometimes ‘assume’ that you know undeclared on-costs and are willing to pay them.

  • Seek a computer equipment, digital skills and software capability from the consultancy.

    If it’s not running a full suite of relevant assets, then you’re going to be paying extra for margin-loaded outsourcing as well as time delays.

  • Demand that the consultancy be available 24-7 or arrangements be put in place when they are not.

    Few crisis strike between 8.30 a.m. and 5.30 p.m. on weekdays.

  • Check the critical background and add-ons

    Is the consultant already across many of the issues involved, or will it be a lengthy and expensive hand-holding exercise? If yours is a property development project, does the consultancy fully understand the approvals process, the milestone responsibilities, site induction and on-site safety procedures; design and implementation of Construction and Environmental Management Plans etc. If difficult access to a site is a consideration, check the PR consultancy has a 4WD and knows how to drive it; if yours is a marine-related requirement, does the consultancy have a boat for photography or is that going to be your problem as well?

  • Ensure that the public relations consultancy which you appoint, can demonstrate a ‘sales focused’ understanding of your company’s business.

    Public relations is not just about ‘imaging’ and ‘information’ – it’s also about financial performance.

  • Does the public relations consultancy know and fully understand your type of business or industry?

    A PR consultancy’s knowledge of prevailing legislation, the Construction and Environmental Management Plan granted under a development approval, public consultation requirements, production methodology, sales strategies and the market your business operates in – all are critical considerations in deciding which consultancy to appoint.

  • Know exactly what you are paying for and the method.

    Hourly rate, project fee or monthly retainer – they are common methods but you need to agree the one that suits your requirements and remember, $200 an hour taking half an hour to complete, is exactly the same as $100 an hour taking one hour to complete. Ensure the PR consultancy is time efficient and that often comes back to experience.

  • Check on the consultancy’s performance and professional standards with former clients.

    Can you ever remember reading a bad CV or credentials document?

  • Ensure the public relations consultancy measures up to your corporate standards i.e. no claims or judgements against it.

    The consultancy you appoint must be above reproach to ensure you don’t become embroiled in insider trading, product misrepresentation and similar issues.

  • Establish whether the public relations consultancy is attached to, or has a formal relationship with an advertising agency.

    If so, are you going to get independent advice, independent service and competitive pricing? Will you be paying indirectly for ‘behind the scenes’ deals? Will the public relations service be down-graded because it was pitched to you as a lost leader solely to secure your advertising dollar?

  • Establish whether the public relations consultancy pays its suppliers, such as printing firms, on time.

    If not, the price you pay for services could be ‘loaded’ heavily by the supplier to cover the cost of carrying the debt or the lateness of payments by the consultancy might be blamed on you.

  • Confirm whether you will be dealing solely with the principal of the firm or an experienced consultant.

    Consultancies often ‘pitch’ at a senior level and then delegate your requirements to a junior.

  • Demand a formal policy of estimation and quotation for your requirements.

    Consultancies sometimes ‘assume’ that you know undeclared on-costs and are willing to pay them.

  • Seek a computer equipment, digital skills and software capability from the consultancy.

    If it’s not running a full suite of relevant assets, then you’re going to be paying extra for margin-loaded outsourcing as well as time delays.

  • Demand that the consultancy be available 24-7 or arrangements be put in place when they are not.

    Few crisis strike between 8.30 a.m. and 5.30 p.m. on weekdays.

  • Check the critical background and add-ons

    Is the consultant already across many of the issues involved, or will it be a lengthy and expensive hand-holding exercise? If yours is a property development project, does the consultancy fully understand the approvals process, the milestone responsibilities, site induction and on-site safety procedures; design and implementation of Construction and Environmental Management Plans etc. If difficult access to a site is a consideration, check the PR consultancy has a 4WD and knows how to drive it; if yours is a marine-related requirement, does the consultancy have a boat for photography or is that going to be your problem as well?

I have never met a person with John Daffy’s ability to identify such diverse opportunities and the ability to follow them through with such a critical eye on attention to detail.

– Peter Coomes, Chairman, Sunraysia Development Corporation