Choosing a PR firm: What matters the most

As the economy improves, owners, brokers, lenders and providers seek to build awareness and credibility. Here is what you need to know about hiring a PR firm. 1. Most firms charge a flat monthly retainer fee with minimum 30-day termination notice. Fees may vary as much as $3,000 to $10,000 depending on services and market factors. 2. New York has fine real estate public relations firms. They have contacts and know real estate. 3. Track record is important but don't underestimate "chemistry." You want a PR counselor you can relate to, who is patient, and who fits your M.O. 4. Spend an hour on the interview. Talk about your business, needs and goals. Let the firm talk about their business and how they would help you. See if they've done their homework on you and how well they understand your business and real estate. 5. The ability to communicate, writing and speaking, is the single most important skill. Ask for examples of what the firm has done for other real estate clients. 6. Check references. It's good if the PR firm has been referred by a happy client and that they are affiliated with real estate or public relations groups. Harry Zlokower is the president of Zlokower Company, New York, N.Y.