There have been so many Hollywood stars that have properly used press release for their popularity. Though sometimes they tend to post exaggerated press release, still these served the purpose of getting more attention.

Just imagine how would press release do well to your web site! If press release have helped many actresses and actors to reach stardom, then it would have the same effect to your Internet business. It is one of the important Internet marketing strategies that could attract attention from targeted visitors.

A press release can be used especially if there are important events that are coming. This will give your customers then an idea how would this event or update do well for them. A press release of an award won would even help build your credibility.

It is also important to note that for a press release to be effective, it should not only appeal to the media. Better yet, the press release should also make a great impact to the public. It should be unbiased as well as conversational. Do not forget also to match the press release with the right media. You would not want to waste your time submitting the press release in a wrong forum. This will defeat the purpose of your press release.

Remember that as long as you effectively and strategically used press release as a marketing medium, you would be able to increase the return on this investment. You will gain popularity that you could never imagine in no time!

Do you want to learn more about how I do it? I have just completed my brand new guide to generating massive traffic ‘Triple Your Traffic Fast’

Download it free here: Triple Your Traffic Fast

Download a free article marketing guide here: Secrets of Article Writing

Do you want to learn how to build a massive list fast? Click here: Email List Building

Raymond Nesa is an experienced web marketer specializing in article marketing, traffic generation, and list building.

Writing a press release is not a very simple task if you do not understand the basic frame work of writing a press release. A press release needs to be written properly, the selection of words needs to be good; it has to be concise and informative. While writing a press release it is important that you remember your target market and its nature. The way you write your press release will be affected by the profile of your target market segment.

The press release is good only if it has the information it is supposed to convey to the reader. It can be considered to be well written only if it has the desired information stated clearly. The content needs to be rich and it also needs to be carefully worded. A press release does not need to have very complex sentences. It needs to be simple enough to be read and understood by the general public.

Many companies prepare lots of press releases. The trick they use is that they prepare many slightly different versions of the same press releases. This is something really good as now the same press release can be sent to different smaller segment of the target audience. Not every one can write a good and effective press release. If you need any help in this regard you can browse through the internet. Many websites will be able to give you a clear guide line about how a press release should be written. You can also hire a professional press release writer to do this job for you

Do you want to learn more about how I do it? I have just completed my brand new guide to generating massive traffic ‘Triple Your Traffic Fast’

Download it free here: Triple Your Traffic Fast

Download a free article marketing guide here: Secrets of Article Writing

Do you want to learn how to build a massive list fast? Click here: Email List Building

Raymond Nesa is an experienced web marketer specializing in article marketing, traffic generation, and list building.

Being covered by media, whether it is radio, TV, newspapers or magazines is exciting. While it’s great to add the story to your clip file (an electronic and print press kit of your media coverage), you’re leaving money on the table if you don’t work the press you have.

Getting and keeping the Media interested in your product, book or services requires a continual re-invention of the press you had yesterday, to get more press today. By using a powerful quote from the author of an article about you, you get more than you can imagine.

What is a pull quote? A pull quote is a brief and powerful statement. Here’s an example: Last year a client and I were written up in an article for Entrepreneur Magazine, Biz 101, on using a business coach for a start-up business. The article focused on how my client used my coaching to create her business from 0 in sales to over $250,000 in less than 18 months from idea to new product invention in the marketplace. Okay, so that’s great, but how can we make it more powerful. Here’s what the journalist said,

“O’Crean’s (advice) proved invaluable as a coach, helping Marshall build annual sales to a quarter of a million dollars.” Nicole Torres, Entrepreneur Magazine, February, 2006

If the article is left in my clip file, no one would ever see it or get the impact of that statement. For me it is an awesome marketing tool in building my business. There are however, even more powerful unconscious benefits to this pull quote:

• A powerful third party, Entrepreneur Magazine, validates my skill
• A pull quote has a long life expectancy, sometimes forever
• The impact unconsciously is immediate upon the reader
• The credibility of the magazine is extended to me unconsciously

Pull quotes give you leverage to use your current media to land the next story. Add a single line to your bio. For me it says, Featured in Entrepreneur Magazine, which opens doors I can’t even imagine.

Take some time to go over the media you have received in the past. Here are some keys to using your press powerfully:

• Create a powerful pull quote from the article and use it as my example above
• Get reprints of the article if possible,
• Get permission to use the photo and/or article on your website
• Keep copies in your online media center and press kit
• Put a link to the article on your website if the news agency has it online
• Always lead with the cover of a magazine when presenting the information
• Add your press to your bio

By doing these simple tasks you convey an important message to the media: I am a reliable source of information, see these other news agencies think I’m okay, you can trust my information.

Finally, respect the press you get. Although there seem to be an infinite number of opportunities for media coverage, most articles only feature one or two experts in a story. By getting media coverage and using the coverage you have in a powerful way, you make it easier for the journalist to quote you.

PS Did you find the 5 ways I used my media coverage for extra value? Email me for the answers at Maureen@mymediamatch.com

Maureen O’Crean is a Harvard grad and an International Business strategist who supports others to have their dreams come true. An unconventional MBA, she works with authors, speakers, licensed professionals and entrepreneurs in the area of business growth and development. Maureen often uses publicity to put her clients in the public eye for visibility. She is a published author and creator of an online community of over12,000 women. Recently featured in Entrepreneur Magazine where she profiled a client’s success, Maureen is available for speaking, interviews and consultations. Please contact her at 310-379-9620 or visit her website at http://www.mymediamatch.com

Unless you’ve been living alone on a desert island with no communication, you know that we’ve experienced recently a spate of public figures who have virtually lost their careers because of inappropriate statements that became public knowledge. If only they had received divine guidance in how to manage their personal public relations, they might still be enjoying their successful careers. The
author has recently discovered an ancient scroll with ten sacred commandments that can ensure that the reader will avoid these public relations pitfalls.

1. Thou shalt think – and think clearly and carefully – before thou speaketh or writeth.
2. Thou shalt not write or say anything (that is, ANYTHING) that thou wouldst not be proud to see quoted in the media.
3. Thou shalt never say or write anything that is “off the record,” since thou knowest that in today’s world, NOTHING is off the record.
4. Thou shalt avoid jokes and trying to be “funny” or “cute,” since thou knowest that most humor has a hostile and sarcastic element. Thou shalt leavest the humor to the professional comedians and comedy writers.
5. In whatever thou sayest and writest, thou shalt ask, “How would someone who hates me interpret this?”
6. Thou shalt keep things positive, and avoid the negatives.
7. Thou shalt not insult any specific individual or group.
8. Thou shalt avoid the temptation to say something controversial, or to offer an “off the cuff” opinion about anything controversial.
9. Thou shalt offer opinions only within one’s own areas of knowledge, competence, and experience.
10. When in doubt about what to say or write, thou shalt consult.

The author is not certain which ancient public relations firm wrote the above ten commandments. However, their relevance for today’s world is unquestioned.

Dr. Sander Marcus is a clinical psychologist with the Center for Research & Service at the Illinois Institute of Technology (IIT) in Chicago. Specializing in motivational, career, and business areas, he has co-authored two books on underachievement and a nationally used sales test (the SalesAP, Sales Achievement Predictor), as well as dozens of articles. He can be contacted at marcus@iit.edu, 312-567-3358. The IIT Center website is http://www.center.iit.edu

Press release may be defined as an article that is written to highlight any newsworthy event or happening of the company that is written in journalistic style. Although writing a press release is quite easy, there are some basic rules that are to be followed when a press release is to be written.

The first basic rule to write a press release is to decide your story. The theme of the press release should be decided with great caution. Whatever be your story make sure that your press release gives all the answers of why, what, where, who and where.

The next basic rule of writing a press release is to write your press release clearly. The language used in the press release should be impressive but simple for the readers to understand. Provide newsworthy information to your readers. Do not make it a method of advertising for your company.

Another basic rule for writing a press release is to make the content of your press release interesting for the readers. The content should have the ability to grip the reader and convince him to read the entire press release.

Giving suitable importance to the title of the press release is also very important. The title of the press release is the first thing that a reader comes across.

The next basic rule of writing a press release is to make your press releases to the point and brief. Long press releases are quite boring for the reader.

Another basic rule for writing a press release is to properly format your press releases. Make your press releases are grammatically correct.

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘

Download it free here: Secrets of Article Promotion

Do you want to learn how to build a massive list fast? Click here: Email List Building

PR people are “fortunate.” When unemployed, they always have the option to become consultants. My firm has been asked recently to refer more consultants to clients than in years past.

Depending on any restrictive covenants that may bind an executive after leaving a firm, the erstwhile PR entrepreneur can start a consulting business with a client or two already in the pocket.

Consulting, however, is not for everyone. Consultants fall into two groups — those who are seeking consulting assignments until they find a new, full-time job, and those who view it as their full-time profession.

Depending on a consultant’s specialty or industry, fees can range anywhere from $150-$200 per hour for more experienced executives.

Those with less than 15 years of experience are commanding hourly fees in the range of $50-$125, depending on their areas of expertise.

Since the freelance and consulting world is not for the faint of heart, let’s take a look at some of the pluses and minuses.

Obviously, the benefits and/or the deficits of becoming a consultant will vary in degree in relation to the economic state of PR and your own personal perception.

For instance, if you would only consider consulting between jobs as a stop-gap measure, then you may view a minus item as a plus or vice-versa.

The pluses of consulting
1) Choose your clients. Say good-bye to that client who thinks its service or product demands most of your waking hours and can’t understand why Leslie Stahl hasn’t called yet. This is a chance to move into industries that always intrigued you, but time didn’t permit it.

2) Eliminate the hierarchy. You are on your own, unfettered by internal PR firm politics.

3) Dare to be creative. Release that pent-up creative monster within.

4) Welcome praise, accept blame. These are the big leagues. A major screw-up could cost you a client. But a program, strategy or big idea that scores could win you a referral to another client. It’s all about performance.

5) Develop new relationships with editors, reporters, clients and professional groups.

6) Challenge yourself. Whether consulting is something you aimed for or is a last resort, it will test your entrepreneurial mettle.

7) Time management control. Whether it’s the decision to get on a plane and visit a client, or pick up your kid from school, your time is finally your time. No more spending nights, weekends and holidays working just because your boss thinks you should. How you spend your time is completely in your control. Be as inflexible or flexible with your hours as you want.

The minuses of consulting
1) “The buck stops here.” You might be wishing you’d majored in accounting in college! Uncle Sam and your consulting business have become instant partners. And the IRS can be pretty demanding. The key to running any business is staying financially sound. Prepare for the inevitability of losing three of your biggest five accounts in the same week. It happens.

2) Running the show. Often consultants find themselves unwilling or unable to gather the necessary support they need to complete big programs and run their businesses at the same time. There are mailings to do, events to plan and oversee and speeches to write. Without employee administrative and vendor support, running a profitable consulting business can actually absorb all those hours and days you’ve allocated for leisurely pursuits.

3) Me, myself and I . One of the most common complaints I hear from consultants is the lack of professional human interaction. People, and PR people especially, are social animals. Occasionally, the solitude of consulting can turn into loneliness and a yearning for someone else’s voice or opinion. Being your own best motivator can lead to a decline in creativity and productivity.

4) Dealing with distractions. Every day presents new opportunities for undisciplined consultants to become distracted by non work-related matters. The temptation to shut down the computer and pick up the car keys can sometimes be too great for some people on a beautiful day. If you are an in-between-jobs consultant, the job of running your business can take you away from the business of looking for a new full-time job.

5) Overservicing. There is a tendency to spend more time overservicing demanding or large clients. They can call you at home since that’s where you’re working from.

6) Accept rejection. A consultant must also learn to accept the rejections he/she will undoubtedly experience from clients or prospects who prefer larger, more established agencies.

Making the switch from being the client to being the outside consultant can sometimes become a daunting mental transition.

As with any business, PR consulting involves risk. The rest is all up to you and your perception of yourself and your PR abilities.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996.
http://www.springassociates.com/PRSalary2/PRSalary2.html

The subject of good resume writing has never become obsolete, and in today’s tough job market, it is smart to get the process down to an exact science.

Computers and the Internet have made it a lot easier for the erstwhile job-seeker to craft and distribute a resume.

However, easier doesn’t always mean better. In fact, resumes have gotten longer - in some cases, three pages and beyond.

Do PR people have more responsibilities? Or, are word processing programs making it easier, faster and cheaper to write and distribute lengthy resumes? Or, are long-resume writers likely to be long-winded in person?

Good press releases
Follow the basic principles of journalism - who, what, when, where and why. That means, short, substantive sentences that actually convey facts.

The two-page rule still applies.

“Chronological” format (titles, company names, job descriptions listed in date order) is the preferred format. However, people with many years of experience often opt for the more abbreviated “functional” version.

Arial and Times Roman are the recommended fonts. Exotic fonts are distracting and hard to read. Be font consistent throughout.

Keep bolding, italicizing and underscoring to a minimum. They are generally reserved for sub-headings which include company names, titles and dates. Use underscores for references to publication titles, quotations and such.

Use one-inch margins top and bottom, and at least half-inch margins left and right. It’s better to have more white space than too many words.

Job and/or career objectives are okay when career direction is not obvious from reading the resume. Career summaries and highlights are also OK.

Avoid the “cutesy” approach. No gifts (like a chunk of Brie with a note inscribed to “The Big Cheese”), stunts (balloon/flower deliveries), teasers (telegrams delivered, saying on it: “I have a great idea for a campaign. Hire me today and I’ll tell you what it is”).

Resumes on tapes, CDs, disks and high-content rag pages are a nice touch, but expensive to produce and distribute. Keep it simple.

Word processing template resumes are certainly acceptable and useful at keeping the writer within basic format guidelines.

Letters

Keep to one page.

Don’t start your letter by saying “If you are looking for a person with, etc. etc. “Well, look no further.” Chances are our clients will definitely look further.

As your high school typing teacher warned you - don’t sound too chummy when writing a business letter. Maintain professionalism at all times.

And remember, just about all correspondence software has a spell-checker and, in some cases, a grammar-checker. Use them.

If you’re sending your letter and resume via fax or the U.S. mail, be sure to sign it. It’s a nice personal touch in an otherwise impersonal, digital world. When sending an e-mail letter, close the letter with your name typed out.

Thank-you notes

Nothing in the computerized world can replace a handwritten thank-you note. It’s polite, it’s personalized, it’s professional. Given the overabundance of e-mails that everyone, least of all employers receive, an e-mailed thank-you note can get lost, deleted or overlooked. By sending yours the old-fashioned way, you’ll be remembered for your good manners in addition to all you’ll bring to their table, should you be hired.

Job-seekers don’t need to spend a fortune; a box of simple letterhead and envelopes from the local stationery store will do just fine. Keep your envelopes stamped in advance - this way it’s harder to procrastinate about not having gone to the post office! Unless an interview was a complete disaster or you’re definitely not interested in the job, taking this extra measure can help a great deal.

Email

In the sender’s info area of your e-mail message, your name and the word “resume” in the subject is sufficient.

If possible, send both your letter and resume in the body of the email and also send them as an attachment.

Avoid email “priority” indicators. They are an alarmist tactic and should only be used in an emergency or when conveying classified information.

The beginning of a job search is a good time to change that “really cool” e-mail address to a more professional-sounding identifier. We’ve received materials from people with e-mail addresses with the words dudes, studs, vixens, gals, buddies, chicks, love machines and the like.

Unless you’re auditioning for the next Bond movie or ghost-writing the next Jackie Collins book, leave the personal stuff on a second, personal e-mail address.

For obvious reasons, home or private e-mail addresses are always preferable to that of your employer.

Requesting a “return receipt” is OK; still, follow up within a decent interval.

When in doubt, use a PC platform. Macs are fine, but can display some quirks when being read by a PC.

After putting the finishing touches on your letter and resume, send it to a friend to make sure it can be read and doesn’t have any viruses. Have a trusted associate double-proofread it to ensure it reads smoothly.

Lastly, computer address books are very handy. But it is easy to click on the wrong name and send your resume to THAT person - thus risking some serious embarrassment, or worse.

There you have it. When it comes to letter and resume writing, remember the old adage, “The more things change…”

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996.
http://www.springassociates.com/PRSalary2/PRSalary2.html

Throughout the ’90s, the battle cry of the unemployed was: “network, network, network.” A snappy letter would invariably be followed by an even-snappier resume, both of which were then circulated to every potential PR employer and headhunter in the free world.

This networking process worked just fine in the era of double-digit PR growth, There were plenty of jobs to go around for even the most inexperienced PR people.

Well, now that this much-discussed recession has been officially declared by Washington, D.C., numbers crunchers jobs have become scarce. Job-seekers who have been networking feverishly are finding that their efforts are yielding only marginal results at best.

Few if any solid leads or interviews are materializing. Networking always worked before, they say; why isn’t it working now?

Networking is passe
In case you haven’t heard, networking is passe. We’re in a new millennium, embroiled in a war against enemies more frightening than ever before, and ever-watchful of the stock market’s reaction to all of it.

This recession is different and thus so is job-hunting. Prior to the just-finished golden age of PR, communications professionals didn’t know about networking.

Only one method yielded the desired results, and that was relationship-building. Yes, there is a difference. Adherents to relationship-building (R-B) know this method as the only one that garners continuously positive results.

Networking involves “getting the word out.” It’s a shot-gun approach.

R-B involves strategy, research and thinking, all of which hopefully results in actually interacting with someone on a personal level. It’s a multi-step process, while networking is a practice that turns on and off like a toggle switch.

Start working on r-b now
R-B is something that you do whether you’re working or not. In fact, your best opportunity for person-to-person interaction occurs when you are already employed.

And since PR people on average change jobs every 2.5 years, R-B takes on even greater importance while one is working at a full-time job.

Some people are just natural-born R-Bers. Call them schmoozers, glad-handers, extroverts, whatever the term — they are working at it every day, constantly making the extra effort and devoting the time to nurture relationships.

They know that it’s more than just putting business cards into Rolodexes and phone numbers into Palm-Pilots. That’s why R-Bers tend to get more referrals when job-hunting. Whether it’s to pay someone back for favors done before or because of a genuine concern for another person with whom they have a good relationship - - it all adds up to a “people” dynamic that’s hard to quantify.

PR pros should develop and maintain contacts with colleagues, editors and clients. Pay attention to the minutiae of casual conversation and make mental notes - if someone’s got a sick relative, inquire. Someone’s had a baby? Send a card. Congratulate a client or associate when you read or hear of his/her accomplishment(s). Offer encouragement to someone who’s having trouble with a project.

Frivolous though they may seem, often it’s these tiny gestures that will make others remember and recommend you for promotions, projects and jobs whenever they can.

How you interact with people, whether you’re employed or not, will matter most when you need a helping hand. Professional reputations cannot be bought, and nowadays it’s the candidate whose name carries good word-of-mouth who’ll get hired.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996.
http://www.springassociates.com/PRSalary2/PRSalary2.html

Since so much has been written about how to go about finding a PR agency, I thought it timely to examine the process from my perspective - a consultant who is also a PR headhunter.

Throughout the U.S. there are thousands of PR firms of all sizes who claim to specialize in dozens of different specialty categories.

As the person designated within your company to identify and hire a PR firm, where do you start? What do you look for? How much should you pay? What characteristics of the PR firm differentiates it from others - and are those differences important to your company? What size firm should you hire? What about account conflicts? Is the firm’s location important? Who’s going to work on your business? What about performance and results? What should you reasonably expect and how do you measure success?

These are only some of the questions that will undoubtedly arise in your quest to hire a firm.

From my experience, all of these questions should be asked and answered before signing on with a PR firm. However, the real issues that become important should be evaluated within the context of your company’s needs and goals. Chances are the answers will fall somewhere in the proverbial gray area.

Going solo
Should you decide to identify a PR firm on your own, there are many reference materials available which can help you quantify the players. However, without the tools and the inside knowledge of how PR firms work and which will work best for your company, the task can be difficult to qualify.

Many solo searchers rely on references from colleagues, industry sources and the like to help them target a group of likely PR firms. The tough part however, is evaluating the relationship between members of your company and the PR firm. Additionally, not every PR agency is listed and quantified in every directory. New ones are popping up all the time and others are merging, being acquired or just fading away. When working with a limited knowledge-base, evaluation can become problematic.

The key to any successful PR agency search lies in the depth of the research expended. The greater amount of time spent researching the agency, its people, culture, working style, etc., the better chance you have of bringing home a winner. Also, it’s easy to be distracted by fancy promotion and lose sight of the agency’s key elements.

Sometimes the identification of a winning PR firm can be a slam-dunk. More often, it can be like nailing Jello to a tree.

Slam-dunk
If your company produces a highly specialized or technical product, chances are there will only be a few PR firms that will fill the bill. Whether it’s engineering, biotechnology or baby toys, your choices will be limited. Add to that the numerous other specifications that you will invariably want to see in your new PR firm.

It’s a slam-dunk if your product or service touches on issues such as abortion, guns or smoking. Options will be limited if your PR budget is unusually small or restricted, or if when your PR program is narrowly focused on, say, major mentions in key business publications, or, interviews for your CEO with major network media.

It’s probably a good idea to go solo when the budget is small, the PR program is limited and targeted to a highly technical audience or, when the agency’s geographic location(s) is restricted. Of course, if management’s view of PR is archaic or unrealistic, then the chance of a successful agency union is rather slim under any circumstances.

Not so fast
In my PR agency identification experience, the two most difficult parts of evaluating an agency are costs, (both actual and projected), and team identification and evaluation. Each tend to resemble a moving target that’s hard to keep in your sights for too long.

As a general rule, PR agencies don’t advertise their fees for services they perform. They tend to promote their expertise and experience in the business of PR and then charge you based on the size of your budget. By knowing that beforehand, they can tailor their services to your specific needs and stay within your budget - or, so you would hope.

However, clients often complain that their agency goes over budget. This is especially true during economic boom times. The firms usually argue that you, the client, have either implicitly approved of the extra work that was done on your behalf, or, that circumstances mandated that your account be “over-serviced.” The budget and over-service issues are less pronounced when business and the economy is slow.

As any other business, agencies must stay profitable. Just like management consultants or lawyers, PR people parcel out their expertise in the form of hourly charges. Whether you’re paying a “flat monthly retainer” or hourly for services rendered, the agency will calculate the time spent working on your behalf in increments of hours to remain within profitable guidelines. Agency client management employees usually have an “hourly rate” that is levied against the time they spend on behalf of their client. That rate is usually a function of the employee’s title. Obviously, the higher the title, the higher the rate.

Sounds pretty straightforward, right? Well, not so fast. There are many variables that impact this rather neat little picture. Variables such as employee promotions, employee title inflation, freelance consultants, the changing nature of your account, fee increases, out-of-pocket expenses, economic inflation or recession, conflicting accounts that pay higher fees, result measurement, client vs. agency expectations, irreconcilable differences and much more.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996.
http://www.springassociates.com/PRSalary2/PRSalary2.html

The PR job market is always changing. Depending the forces of supply and demand, one type of search method may be better than another.

Here is an overview of three methods used to recruit PR executives.

Retainer search

Exclusive to one search firm.

Extensive research, interview and recruiting process to identify potential candidates.

Search person will travel wherever necessary to personally meet with the candidate. Travel costs are passed on to the client.

Three or four candidates are presented to the client. Presentation includes a credentials and background report for each candidate, along with samples of work, letters of recommendation and complete reference-check covering numerous past employers, colleagues, editors and others.

Search person acts as intermediary throughout the process to ensure that search runs smoothly.

Conditional employment guarantee generally begins at one year and extends sometimes two years and beyond - depending on hiree level and prior agreements.

Fee: usually equal to 30-35% of the hiree’s first annual compensation. That includes bonuses, perks (such as cars, club memberships, etc.) and anything else that is considered part of the hiree’s first year of compensation.

Search person’s out-of-pocket costs such as telephone, administrative costs, hotels, airfare, meals, etc. that are in connection with the search are billed to the client in addition the standard fee for the search.

Payment of fee: generally paid in thirds. First one-third payment is due at signing of search agreement; next is due thirty days later and final payment due thirty days after that.

Contingency search

Fee is paid contingent upon a hire being made.

Non-exclusive.

Original research is minimal. Heavy reliance on top-of-mind or database candidates who are either out of work or are still employed.

Depending on level of individual being sought and time constraints, original recruiting is done (contacting employed individuals who may or may not have expressed prior interest in seeking another job).

Whenever possible, potential candidates are interviewed in person.

Candidates are not interviewed in person when the client wants to meet the candidate immediately based on the strength of the candidate’s resume, or, if the candidate resides in another state or is otherwise unavailable. Client is made aware of situation and candidate agrees or has given prior consent to meet the client without meeting the search person first.

Presentation to the client usually involves the e-mailing of a resume with a few comments regarding the qualifications of the candidate in relation to the job.

Most times there are no restrictions on the number of resumes sent by search person.

If client is interested, based on resume, candidate is then scheduled for an interview.

No biographical report is filed. Usually no references are checked at this time. Sometimes work samples are sent along.

Most of the time references are checked by either the search person or the client.

Hiree retention guarantee is generally three months for not-for-profit organization and PR agency; six months for corporate communications department. Usually valid if pre-stated conditions are met. Longer guarantees can be negotiated with additional client concessions.

Costs can vary depending on whether the search was for a not-for-profit organization; a PR agency or a communications department of a corporation. Costs are calculated as a fee equal to the hiree’s first year of annual salary. Rarely are other compensatory benefits included such as bonuses, perks, etc.

Fees: Not-for-Profit: 15-20%. PR Agency: 20-25%. Corporate Comms. Dept.: 25-33%.

There are no additional out-of-pocket costs to the client except when there are extraordinary costs in connection with the search. These costs require a prior agreement with the client in order to be reimbursed.

Modified contingency search

Full fee is paid contingent upon a person being hired. Typically a portion of the fee is paid when agreement is signed. Some form of exclusivity is part of this agreement. Either total exclusivity or exclusivity for a defined period of time in which there will be only one designated search firm working on the assignment. After which, one other or others can be added.

Frequently the client is free to advertise, actively recruit or otherwise seek referrals from colleagues even when an exclusivity agreement has been made with a search firm.

Search firm will undoubtedly spend more original recruiting hours sourcing new candidates via phone, database and in-person interviewing. Having an exclusive and/or a portion of the fee up front keeps the search assignment high on the search person’s radar screen.

In this type of search, conditions are often set that require more intensive review and interviewing of potential candidates. Sometimes complete reference checks are made even before a resume is submitted. In some cases, close scrutiny of the candidate’s written samples and portfolio is required before resume submission.

Many of the same elements of search procedures are evident in the Modified version as in the standard Contingency search, only more extensive and more in-depth. Conditional employment guarantees can range from three months to one year. In more senior level searches, it can be up to two years.

Fees are in the same ranges as standard Contingency searches with a prior agreed-upon portion of the fee being paid at the beginning of the search. Those percentages can be one-third, one-half or two-thirds. The balance of the fee is contingent upon someone being hired.

Spring Associates, Inc. is arguably the most imitated search firm in public relations. Dennis Spring created his firm in 1980. In addition to executive search services, the company also handles communications audits, mergers and acquisitions, client/agency reviews and PR agency selection searches.

Spring Associates was the FIRST to compile and publish The Official PR Salary & Bonus Report. Considered by many as the industry standard for accurate and reliable salary, bonus and PR agency hourly billing rates. The Report has been published annually since 1996.
http://www.springassociates.com/PRSalary2/PRSalary2.html