Star Makers Finding public relations and advertising agencies to make your business shine.

Advertising and publicity are as important to the success of a business as attractive landscaping is to the sale of a home. Yet we all know people who feel they can put in their own sprinkler system, plant their own trees and lay out the perfect garden without help from anyone.

Similarly, many small-business owners try to handle their own advertising and public relations. This may work if you are one of those few lucky people who can do anything themselves (short of taking out their own appendixes). Most of us, however, are of the "plant the shrubs and watch them die" variety. We think we can do what the pros do-only to see our investment bear no fruit or shrivel up and turn brown.

If you're looking to help your business grow, the use of professional, experienced advertising and public relations firms can make a big difference. But once you've committed to the idea that you need professional help, how do you choose the right agency?