Here's what ours does, but you can choose the services you want at many agencies. It just depends on how much you want to spend. And gency can promote your product launch, handle the traditional media, handle social media, provide media training and coaching, do market research, arrange speaking engagements and create press releases and kits. Nowadays that could include YouTube videos and podcasts.

probably first you should have a plan: What do YOU want them to do for you? Will you do your own Facebook page while they handle press releases? Sketch out a plan before you visit with pR professionals and decide on a budget.

PR firms can do everything from product PR, which it seems like you want, to brand awareness, to crisis management (which it seems like you don't need), and many other communications tasks. They can write materials, create websites, liaise with the media, set up media tours. I use a mix of large and boutique agencies - the large agency I like is Ogilvy - go to their website to learn more details about what PR firms can do - and the boutique agencies are small groups that specialize in my industry or a particular task that I need done (eg trade shows, specialized videos) where I'm the "big fish" and I know the owners and can reach them any time of day.

Search for a firm that already has contacts in your industry, this will save you a lot of time and money in the long run getting yoru message out. Plus in this economy I am sure you can find lots of talented people out there.

Good Luck

Chad is right -- there is lots of world-class talent on the market now and you will probably be able to get some high quallity PR help for much less money than you would have spent over a year ago. However, the most important thing to consider is access to the media outlets that you feel are most important to you. Is there another company in your industry that's getting great coverage? Who is their PR person and what kinds of placements is he/she gettting for the company? What are your own goals in terms of media coverage? Look for PR people with good relatioships with the specific reporters, rather than ones who simply send out massive numbers of press releases randomly. You want someone with a proven track record, so definitely ask for a list of previous clients and call them for recommendations.