Everyone’s a critic. No, seriously.

By now, it’s clear that the editorial landscape has changed, for better or worse. Small newspapers are dying, magazines are going under and a swath of online publications have replaced the old guard.

In the midst of the content revolution, PR firms slowly came to a conclusion: adapt or die. Some have successfully adapted. Others have adapted in ways that mislead their clients.

If you’re considering working with a PR firm, consider this: twenty years experience in public relations doesn’t translate to jack-squat in social media management. It means something for content development and SEO — but chances are firms are working with on-staff or freelance writers to develop the bulk of that content.

Today, PR prowess really comes down to contacts. Like any line of business, it’s all about who you know. That’s part of why PR is a dying industry.

Then he asked me if our PR firm was “full-service.” Bahahahaha!

You have hundreds of channels in your space where you can grab a little exposure. Are you really planning to pay $10k per month for a mention in the New York Times? How do you expect that to affect your bottom line? Even if it does, how can you measure it effectively?

I recently had the accidental pleasure of attending a PR roundtable with some heavy-hitters in the space. It was mainly an opportunity for the sponsor firm to schmooze some potential new clients. I attended with one of my clients and was completely ignored by our hosts. The roundtable eventually spiralled into an orgiastic discussion of self-preservation. The takeaway? “Our communications experience makes us well suited for social media management.”

The truth is that it doesn’t. One of the greatest moments of the discussion was when the firm’s president admitted, “We’re recruiting strong, young talent to help us move deeper into this space.” Because they aren’t native social media users, and they’re simply following the blanket trends. The company was in the process of enacting systemic change across their giant international organization. Without cleaning house, you’re basically positioning your company as experts in something related to but distinct from your actual expertise.

I’m not arguing that all PR firms are doing a poor job. What I am saying is that the value of true PR is lower than you think, especially for start-ups. And if you need a person or company to manage your social media or content marketing strategy, why not work with a more specialized firm?

So, again, if you’re evaluating your need for a public relations firm, think it out carefully. What exactly are you hoping to gain from the experience? Take a hard look at the value of public relations, and evaluate other options like SEO experts, writers and content strategists against it.