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* Different PR agencies have different expertise. To determine which agency is right, identify your firm's or employer's goals before interviewing prospects.
* To avoid paying for a learning curve, make sure prospective PR agencies have experience in the accounting profession or in your employer's business area.
* Interview not only an agency's principals but also a range of account executives who might be working on your account. Ensure, by engagement letter or contract, that a representative of your firm or employer will be able to select either the principal or account executive working on your account and that...