We have today launched the search for

THE WORST PR AGENT

Even relatively small entrepreneurs may need a public profile – at least on the internet.

So the marketing and public relations industry has grown with the world wide web, and the number of charlatans who call themselves PR consultants or agents has grown in proportion.

Make no mistake, someone who really understands PR can take a client to a whole new level. The problem is that it is often very hard to tell the good from the bad.

There are, however, clear warnings that you may be dealing with a flimflam artist and not a real professional. The former is far more likely

1   To demand to be paid by the hour rather than quote for a job

2   To not set specific objectives

3   To start doing his own thing rather than what you asked him to do

4   To boast about big-name contacts

5   To show a lack of urgency and  disrespect for deadlines

6   To make elementary spelling mistakes and grammatical errors in press releases and publications

7   To be vague

8   To spend time and effort on elaborate plans rather than making phone calls

9   To blame the client when things go wrong

Indeed, in one sense the client shares part of the blame. It is the client’s job to try to pin the consultant or agent down to clear and specific commitments. If the agent proves a slippery customer and avoids commitment, then the client should walk away.

Alas, it seems a lot of frogs have to be kissed before one finds a prince or princess!