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Janice McCafferty - Top Beauty PR Firm & PR Agency

This is Part 3 of 3 in our “How to Choose a PR Firm” series. You can read Part 1 here and Part 2 here.


Finally, and most importantly, any firm you speak with should be able to showcase the results they’ve provided other clients in the past. Don’t take them at their word under any circumstances. Every firm is responsible for proving their worth and the ROI you’re looking for is in the placements they secure for you. Ask to see the PR report from a current client that is no more than a few months old. If they present you with nothing more than a list of websites, magazines and television stations they’ve “gotten their clients in/on,” tell them that it won’t do. You need to see links and press clippings, the real evidence that they deliver on their guarantee to provide results. Empty promises here can mean quite a bit of wasted money and missed opportunities down the road.

With these five areas in mind, I encourage you to reevaluate where you stand with your firm today. Does the size of the organization match your priorities? Is the agency’s location relevant to your goals? Does the relationship feel like a genuine fit? Is their past experience converting into the results they promised before starting to work for you? If the answer to any of these questions is a resounding “No,” you may want to address it with the firm and/or begin the search for new representation.

If you have any questions, comments or concerns, feel free to contact us at We are more than happy to discuss anything related to the PR world with you.

Janice McCafferty PR