I have owned my PR agency for 15+ years, have also been an individual consultant and strategist and helped other small businesses and startups select the right PR firm for them. This can be tricky. Finding the right publicist or PR firm is about fit and also chemistry. A successful PR will feel like an integral part of your team and will bolster all of the activities you do.
Ensure you look for someone who understands your business and your unique value proposition. It's also helpful if they know your area of expertise well. For instance if you're a speaker and wellness coach and they have never publicized anyone in this field it might be tricky for them to land top tier placement for you as they need established media relationships in your industry/area. Whatever you do ensure you interview a few agencies or individuals before going forward. Start by asking trusted friends and colleagues for referrals. Once you've selected your top three choices set up calls or meetings with them to learn more about their style and their specialty. Here are some questions to ask: 1. How many clients are you currently servicing?
2. Who are they?
3. How many years have you been in business?
4. Can you pitch me my brand/product/personality as if I was a journalist?
5. What would your approach be to getting the word out about our story/brand?
6. What tools do you use to get your job done?
7. How do you define success?

We have created a free ebook about this very topic. Feel free to download it here: https://clutchpr.com/free-ebooks/

Happy to help answer any questions you might need. Good luck with it.