Targeted advertising and public relations can put your small business on the map with the big leaguers. But you’ll need the help of professionals.

That’s where advertising agencies and public relations firms come in. They can help you develop and implement any size and any style of campaign—from positioning new products and launching new services to building name recognition and penetrating niche markets.

A full service ad agency may be able to handle your PR needs as well as your advertising. Or you might decide to split the duties between two firms that specialize. In either case, here are some guidelines to help you choose the right advisors for your PR and advertising.

• Get a good fit. Find an agency that will give you the attention and expertise you need. Look for professionals who understand your industry and are excited about working with you to grow your small business. Be sure you meet the actual people you’ll be working with directly, not just the sales rep.

• Start small. Don’t agree to any retainers at the start of the working relationship. Go project-by-project until you’re completely comfortable and satisfied with the agency’s work.

• Insist on measurements. Publicity can be measured by the number of media exposures you get, such as air time, column inches in print, Web hits and other criteria. Advertising can be measured by sales leads, incoming calls and a host of other tangibles. Be sure you and/or your agency can measure results. It’s the only way you’ll know if you’re getting a return on investment.