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May 3, 2011
Questions Would-Be Clients Are Likely to Ask
American Express has considerable reach, so the 10 questions on its OPEN Forum that it advises prospective clients to ask PR firms are likely to be coming your way. Got ready, persuasive answers for them?

 1. Do you specialize?

 2. Who will be working on my account?

 3. What will be your approach to promoting my product or service?

 4. How do you measure results?

 5. What is included in a typical contract?

 6. How much do I need to spend to achieve my goals?

 7. What do you need from me to hit the ground running?

 8. How often will I hear from you?

 9. Who else is on your client roster?

10. Who are your references?

AmEx includes some prompting on each, but these are certainly reasonable questions. They may already be the focus of your practice, but we pass them along as feedback from the marketplace.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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