Public relations can provide a real boost to your business, increasing awareness and raising the profile of your company considerably. You should choose your PR agency carefully, always bearing in mind that they will be representing you and your company and that the wrong fit could have a negative impact on your business.

Firstly, you'll need to define what your PR objectives are. Do you want your PR to be based around products that your business produces or the company as a whole? How many press releases would you expect the agency to issue on a monthly basis? Would you like them to take on any digital PR work for you? Is it possible you'll need your PR agency to handle crisis control?

Once you've decided what you're looking for in a PR agency and start your search, you'll need to consider the other key factors that should influence your final decision:

Cost

Set a budget for how much you're willing to spend on PR. PR agencies will expect to be paid for a pre-agreed, allotted amount of hours of work per month, and you need to balance how much you're willing to spend with your PR needs.

Location

Think about how often you would like to speak directly with the agency; if they are located at the other end of the country, it won't be practical for you to meet often.

Previous experience

Research PR agencies thoroughly online to find out about their previous clients and level of experience – look for client testimonials, as these indicate satisfied clients, and official qualifications.

While it's not always necessary to employ an agency that has worked with clients in your sector before, it's a good indication that they'll be knowledgeable enough to handle your account properly.

Once you've picked out the most promising looking candidates, arrange a meeting. You might choose to ask them to create a presentation, outlining information about their company and what they feel they could do to promote your business. Alternatively, ask them to talk you through some of the work they've done for other clients. Take a look at their press releases and ensure they are concise and free from errors – if you can't understand what they've written, then neither will a journalist.

Finally, always choose an agency with staff that you feel you can get along with; you will be working closely with these people, so mutual respect and understanding are paramount.