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How do I find the right PR expert for my specific industry?

Plenty of people have the opinion that hiring a PR agency is a waste of precious, start-up resources since results are not guaranteed. That being said, PR is critical, at least to our marketing approach. So what we'd like to do is find just the right person to help us reach a few journalists / media targets. Obviously it would help if the PR expert had pre-established connections. In our case s/he should know people at Adweek, Fastcompany for example. How do you find such a person among all the clutter?

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Bobbie Carlton
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Bobbie Carlton Entrepreneur
Founder, Innovation Nights, Innovation Women & Carlton PR & Marketing
My best advice on this is to ask the reporters you want to target for the PR people they work with.

P.S. Yes, I do PR...30 years of PR. And it's still the best way to get the best PR person for your company.
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