"A Marketing ... PR Strategy for a Slowing Economy". Part 4

great "test drive" for both the agency and the client - a way to see if they enjoy working together.

Advice for tech companies looking to outsource marketing communications:

* Your needs and budget may vary from month to month. Your outsource should be able to work with a flexible budget. Most outsources will require prepayment of fees. All time spent ramping up for a project is considered billable time.

* Make sure that your outsource has a conceptual understanding of your company, the technology, and your marketplace. Have them visit your Web site before the first meeting.

* You can find an outsource provider through networking and referrals, online searches (use relevant key words such as PR, tech PR, outsourced PR, marcom, etc.), or look at press releases from similar-sized tech companies in industries related to yours. Remember that if they advertise or attend trade association meetings, those costs will be recouped in their fees.