I want you to find the top ten PR firms, or Publicity agencIES in the
major cities of New York and L.A. that work in the
music/entertaintment field. I don't want the ones that work with the
major record labels. Small to medium sized outfits that cater to
independent artists and provide excellent service and results. The
firm will be promoting an new album and rock group so it is important
that they understand the appropriate approach. The music and group are
original, innovative, and cutting edge. It is important that the firm
has had success in similar areas. Since publicists are creators of
public opinion they must be able to understand the art and be able to
educate the public and position rock group and music above the
"noise".

Here are some criteria to follow.
1) Has history of succesful endeavors.
2) Understands and incorporates what is different about artist in the strategy
3) Works with client to understand and actualize their vision
4) Doesn't not utilize hype and other short-term promotions methods
but accesses everything from small grassroots publications to
independent radio shows.
5) Characterized by excellence and intelligent, strategic approach
suited to client goals.
6) Can reach nationally and perhaps internationally
I am working with a new group and am putting together a team to help
break them nationally and eventually in London and Europe. I need to
hire a fantastic individual or company to help with this. The group is
not signed to a major and this is an independent venture. The firm
must be willing to take on new clients. A way to analyze their value
could be the following
A. being featured in an industry journal. 
B. innovative tactics
C. particularly successful case studies
Once you find the ten, I'd appreciate it if you could give me contact
info as well, especially website, principal's name and email or phone.

viktor -- 

Have you got an actual figure set aside for your PR budget?  The top
entertainment publicicsts (and agencies)in NY & LA usually work on a
monthly retainer fee, which in the case of some agencies starts at a *
minimum * of $7,000 a month. A serious campaign will probably require
at least 4 months of work.  You'll get a contract, of course, where
the agency will lay out clearly what they guarantee to do in a certain
period of time.   Do you have a large budget set aside for PR?

And here's something a friend of mine who hired an entertainment pr
firm last fall learned the hard way.  Even when you're paying a lot of
$$$, that still doesn't mean you'll necessarily get the top of the
line publicist working on your account.  They may SAY you will, but in
reality?  This happened to my friend, as well as to other people I
know.  She met with the key agency people at one place, was promised
x, y, and z, hired them, was finding that some obvious things weren't
being done and when she pressed for answers as to why not, learned
that the actual day-to-day work was being done by a low level, junior
pulicist, who had neither the experience nor power to get thru to top
editors/journalists/ etc.  She was paying for the PRESTIGE of the top
agency, but wasn't getting the quality work.