The short answer... it depends.
I wish I could give you a definitive answer on the subject, but the truth is, it really depends on what aspect of marketing we are talking about. Here is a quick break down to give you an idea.
Marketing strategy: You could probably get away with more of a 'one-off' type of partnership on this one, but expect the process to take some time if you want it done properly. An agency or individual should spend a significant amount of time researching your company, interviewing staff, creating initial drafts, following up, and if they are smart, they will interview individuals from various sectors of your target market.
Answer: Yes, but if they are paid by the hour, expect a nice bill.
Suggestion: Work with someone who is willing to pay a flat fee, and make sure it is reasonable. If they bid too low, they probably don't have a clue what they are doing.
Graphic Design: Obviously, this is probably the section that is easiest to get away with paying for one project at a time. While I would not suggest keeping one on retainer if you are small and just starting out, I would if possible, always try to use the same designer (as long as you are happy of course).
Answer: Yes.
Suggestion: When starting out with a designer, build in to your agreement that you have access to all original design files.
Social Media: Social media management will be one of the hardest if you are a commitment-phob. To truly and accurately manage your social content, you will want someone who is available at all times. To act at a moments notice. For example, working with a recent client, a top-rated TV show repeatedly mentioned the client's business (not them exactly, but completely relevant non-the-less), we posted on Facebook and Twitter immediately, and received a great response. Same with the OREO reaction during the Super Bowl.
Answer: I would not suggest it, but MAY be possible.
Suggestion: Two suggestions here. You might be able to get someone to write a certain number of posts, and even set them up to go out at certain times. Secondly, I would give them AT LEAST three months, as it will take some time to kick-in.
Public Relations: You can definitely hire someone to just write a press release, but do you really know how to get it into the right media hands? If you do, great! Just get the press release. But if it's in the budget, work with someone who will write the release, disseminate to appropriate media (based on the scope of the reach, this may determine price, aka if you only want local, you are talking 10-20 media outlets, but if you have a nationally available product, expect hundreds), and will also track and report the media placements. Similar to social media, it is hard to see the impact of a single press release.
Answer: Yes.
Suggestion: If possible, work with your public relations guru for no fewer than three months. It takes time.
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