Are you hiring a public relations firm? Before you make a final decision, there are a series of questions you must ask.
The first and most important one involves who will be handling your account on a day-to-day basis. Larger firms often use the President to find new business but then hand over your publicity to an account executive. This account executive will literally be writing your press releases and pitching reporters on your behalf.
This glorified bait-and-switch practice means you will only see the President again on a monthly basis, maybe supplemented by a phone call or two about strategy. The smaller the PR firm, the more likely the President will be personally involved with your account.