I talk to authors all the time who aren’t sure how to work with public relations professionals. They want the media exposure for their book, but they worry about whether a public relations professional will do justice to their ideas. Others wonder if they couldn’t do just as well without the help. However, these concerns can be addressed with a little knowledge and open communication.

When deciding whether or not to work with an outside public relations professional, research the following topics:

References: Ask the professionals if you can contact authors that they have worked with in the past. Develop a list of specific questions regarding how they communicate, what results they got, and how they could help you.

Set expectations: Make sure your expectations are clear from the beginning. If they assumed you belonged in scholarly archaeological publications and you were thinking MTV, you would inevitably be dissatisfied with their work.

Read the Proposal: If you are paying a professional to spread your message, ask for a proposal and read through it carefully. Work with her or him to develop a proposal that reflects your vision. Also make sure that the proposal includes ongoing communication about results and direction.

If you follow these steps, you will set a relationship up for success. For the best possible results, know with whom you are working, do your homework and make your ideas and expectations clear.