PR Resources Should I choose a PR firm based on location? Should I choose a generalist or specialist PR firm? What questions should I ask when vetting a PR firm? How do I negotiate with a PR firm? How can I ensure my PR firm is always working? How do I measure the ROI of PR? Which has a higher ROI – earned or paid media? How do Ad Blockers affect PR? How do reporters view press releases? What should I look at before outsourcing to a social media agency?