Suzanne Tormollen of Atingo Public Relations is a 13 year PR veteran of the tech scene who has worked with many venture-backed companies in the Austin and Houston areas.  You can view her work history at www.atingo.com.  Suzanne is a new contributor to Startup Houston.

Ok. You’ve secured funding; created a solid leadership team; and have a product in the market.  Now you want to increase exposure and awareness for your company.  But how?

I’ve been involved in several new business meetings over the past few months in which this has been the prevailing question.  And, I’m glad to report, people are turning to PR to help them raise market awareness.  With that said, there is a lot confusion, or lack of education, on how to make the right PR choice.  I thought I’d provide some suggestions on what to look for when shopping around for your PR consultant or agency.

Accessibility: Be wary of PR firms that send only their senior executives to the new business meetings.  This may be the only time you see them.  Ask who will be doing the day-to-day work for your company, how many other clients they are supporting ,and how many years of experience they have in the industry and at the firm.  Ensure you meet the individual team members who will be doing the work.

Chemistry: It’s important to view your PR team as an extension of your own team.   You’ll need to work closely with your PR contact and provide them with access to vital company information in order to achieve a successful PR campaign.   Do the people who would be working on your account have your same work values, desire, drive for excellence?

Creativity: Since you live and breathe your company every day, having eyes and ears on the outside can bring new and fresh ideas to the table.  While the tried-and-true PR tactics are important to every PR program, it’s good to try something different. Don’t be afraid to ask for examples of how a PR group has increased exposure for a company in a not-so-conventional way.

Consistency: The PR team is the face of your company.  They are the first point-of-contact for a reporter.  There’s no room for errors such as typos in a news release or misspelled words in an email pitch.  You don’t want any surprises when it comes to your PR program.  You want a team that provides high-levels of work, consistently.  Ask for references of other clients so you can ensure the team is solid.

In addition to these general attributes, you want to ensure the PR support you choose has in-depth knowledge and experience with the core PR elements inherent to every PR program – media relations, analyst relations, and trade show support.   Some other key questions to ask:

• Can they write a compelling news release? Media pitch? Bylined article?
• Do they have experience working with reporters at publications that cover your market?
• What’s their technical knowledge?

Whether you choose an individual PR consultant or a PR firm, implementing a PR program for your company can be a beneficial and rewarding experience for everyone involved.  Remember accessibility, chemistry, creativity and consistency.