Dear GiGi: My company is expanding; we’re opening a new Midwest office. We’re interested in using PR to get the word out – is it better to retain a PR firm in the local market or where our HQ is (East Coast)?

Hi Erin,

Great question – geography is often a factor in public reactions, whether it’s identifying your target audiences or, as you suggest, figuring out which office should interact with an outside PR agency. In my experience, the location of the PR firm doesn’t impact the quality of the communications effort; an experienced firm that employs a strategic approach can be successful anywhere.

The main thing to consider is your company’s high-level, long-term business and communications goals. If you have offices in cities across the country, you’re probably in need of a national voice, as well as a presence in local markets. A strategic PR firm will be able to reach local markets while simultaneously focusing on the bigger picture.

In short, there’s no hard and fast rule for the location of your firm. Your best bet is to hire a firm with a proven track record that feels like a good fit for your business — and understands your unique objectives and challenges.

Stay on message,