How do you choose a PR agency?

1 Define your needs

Before you start looking for a PR agency, you need to have a clear idea of what you want to achieve and how you want to measure success. Do you need help with media relations, crisis management, thought leadership, social media, or something else? What are your specific objectives, target audiences, and key messages? How will you evaluate the impact of your PR efforts? Having a clear brief will help you narrow down your options and communicate your expectations to potential agencies.

2 Do your research

Once you have a shortlist of agencies that match your needs, you need to do some background research on them. Check their websites, portfolios, case studies, testimonials, and awards. Look at their clients, their industry expertise, their media contacts, and their reputation. How do they present themselves online and offline? What is their unique selling proposition? What are their values and culture? You want to find an agency that has relevant experience, proven results, and a compatible vision.

3 Meet them in person

The best way to get a feel for an agency is to meet them in person or virtually. You can request a pitch, a proposal, or a consultation, depending on your preference and budget. During the meeting, pay attention to how they listen, respond, and interact with you. Do they ask the right questions, offer creative ideas, and demonstrate enthusiasm? Do they show understanding of your business, your industry, and your challenges? Do they have a clear process, a realistic timeline, and a transparent fee structure? You want to find an agency that has the skills, the resources, and the personality to work well with you.

4 Check their references

Before you make a final decision, you should check the references of the agency you are considering. Ask them for contact details of current or past clients that are similar to you in size, scope, or sector. Contact them and ask about their experience working with the agency. How did they handle the brief, the budget, the deliverables, and the feedback? How did they communicate, collaborate, and report? How did they handle any issues or challenges? How satisfied were they with the results? You want to find an agency that has positive feedback, loyal clients, and a track record of success.

5 Trust your gut

The last tip is to trust your gut feeling. After you have done all the research, met all the candidates, and checked all the references, you should have a good sense of which agency is the best fit for you. Do you feel comfortable, confident, and excited about working with them? Do you have a good rapport, a shared vision, and a mutual respect? Do you trust them to deliver on their promises and to support you in your PR goals? If the answer is yes, then you have found your PR agency.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?