The economic freefall of early 2009 is a daunting challenge for any company trying to move ahead. Winning positive media coverage is more important than ever. The good news is that a startup or early-stage company that has a strategic or technological edge but a thin public relations (PR) budget can communicate effectively if its agency is innovative, resourceful, tech-savvy, and not wasteful. Times are tough, but companies that will survive, and perhaps ultimately thrive, are the ones that know how to look "outside the box" for better value from PR and other marketing communications agencies and service providers.

Clients can now get more for less by eliminating many traditional agency inefficiencies such as downtown offices with expensive views, rigid 12-month retainers, the marking up out-of-pocket expenses and outside vendors, and under-qualified junior agency staff. Economically-astute companies have started outsourcing marketing communications to battle-tested veterans who can pick up the slack and provide services on a smaller, flexible scale, often on a project basis. Experienced marcom professionals bring core competencies that enable them to do a better job in less time, thereby reducing costs and maximizing results.

The Right Relationship
Smaller agencies (or "boutiques"), virtual PR teams, and individual practitioners are a growing alternative for companies of all sizes, particularly those with monthly marcom budgets of less than $5,000. Like their clients, these outsources have to work smarter, faster, and cheaper. It makes sense to find a marcom outsource that will work on a project basis, or adapt to a flexible, needs-based budget that allows clients to pay for services on an "as-used" basis. It allows companies to pursue more short-term activities without a large commitment. If a project proves successful, it can lead to longer-term relationships. Projects are a great "test drive" for both the agency and the client - a way to see if they enjoy working together.

Large agencies and the need for fiscal restraint don't always match up well. There are just too many overhead costs that must be passed along to the client. It's like trying to steer an ocean liner versus turning a speedboat. Alternative marcom providers find ways to efficiently service smaller clients and produce results. For many clients, outsourced and project-based marketing communications has an economic rationale even in a recovering economy.

Outsourcing Tips
1. Make sure the fit is right. Your agency should have a conceptual understanding of your company, the technology, and your marketplace, but don't look for a clone of yourself. Can they communicate effectively with your target audiences? The account team's business acumen and life experience will compliment your pedigree.

2. Location, location, location is out. You want to pay for results, not the view from your agency's office.

3. Ask about connections and contacts. Agencies love to drop names of contacts, but these may not be the right reporters, editors, and analysts for your company. With downsizing and media mergers, journalists frequently change jobs and beats. Experienced pros develop new relationships as needed.

4. Ask what they've accomplished for clients that are about your size and budget. The people showing you these results should be the same people who will do the actual work on your account.

5. Meet the entire account team before signing on. If someone at the agency impressed you, make sure he or she is on your team by including that in the written contract. Your day-to-day contact should be on at least the same "level" you are.

6. Remember that your needs and budget may vary from month to month. Your agency should be able to work with a flexible budget. Most agencies and outsources will require prepayment of monthly or project fees.

7. Consider the alternatives. You can find marcom alternatives through networking, referrals, online searches (use key words such as PR, tech PR, outsourced PR, or marcom), or look at press releases from similar-sized companies in industries related to yours.

8. Chemistry counts. You'll have regular contact with your agency. Nobody will ever provide a bad reference, so trust your gut instinct. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give you the best return.

9. Look for scalability. Outsourced providers are a limited resource, often working simultaneously for several clients. Make sure they have the bandwidth to take on additional work for your account and can meet your deadlines.

10. Look for stability. Make sure they've been an outsource for awhile, not just a recent victim of downsizing. Beware of someone just taking on project work until a job offer comes along, or you risk work being stopped right in the middle of your project.

With 20 years of experience, Jon Boroshok is a marketing communications and public relations veteran. He is the founder of TechMarcom, Inc. of Westford, Mass., an agency/outsource specializing in value-based marketing communications for technology companies.