RainToday.com Note: This is the second half of Marcus' article on the PR Agency Game. In the first part, Marcus gave some background on the history of the PR industry and discussed how to identify the right objectives for your service firm's PR. Now, Marcus will offer key questions to ask yourself about the effectiveness of your PR firm's strategies.

In most non-professional service public relations activities, once a PR agency is oriented, it virtually works from its notes. But a law or accounting or consulting firm is dynamic. Even in the smallest firm, six publicizable things are happening every day. It sometimes may seem that there's more serendipity in newsworthy opportunities than there is planning.

How, then, does your PR agency hear about it? Is it fed through the marketing director, with assignment to the PR firm? Or does the agency minion have a presence and relationship with the people in the firm who are doing publicizable things? This relationship is crucial to the success and value of a public relations program.

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