Sorry, I couldn't resist... But seriously, there are good PR firms in the same way there are good real estate agents or executive recruiters: they exist, but a

Sorry, I couldn't resist... But seriously, there are good PR firms in the same way there are good real estate agents or executive recruiters: they exist, but are few and far between. I.e. it's one of those "looks easy" jobs that attracts a lot of driftwood. So before you commit anything of value (cash, equity, or even your time), find out whether or not the firm is any good and can add any value for you.