What to Ask to Find the Right PR Partner

Hiring the right PR agency can be a daunting task, and rightfully so, as who you’re partnering with to shape your brand’s reputation, increase market visibility, and manage unforeseen crises is an important decision. Adding to the equation… not all PR agencies are created equal.

Having engaged with many companies looking for the right PR partner, and coming at it from the agency’s perspective, there are fundamental questions that should be included in your vetting process.  

Have you worked with clients in my industry before?

A good PR agency can develop and foster media relationships despite the industry. That said, working with a PR agency that has a track record of prior experience in your industry brings tribal knowledge surrounding the nuances of the market, key players and media landscape. Whether you’re in tech, healthcare, fashion, or finance, an agency that has worked with analogous organizations and markets can provide more effective execution strategies and media connections.

What media outlets have you secured coverage in recently that would be analogous to our target customers or audiences?

An effective PR agency should have strong relationships with journalists, editors, and influencers. These connections can help secure media coverage, ensuring your brand’s message reaches the right audience. It’s important to establish that your PR team is engaging and working with the communities and people driving news across your target channels.

What is your approach to creative programs and storytelling?

PR is a long-term partnership – and not an on/off button – so it’s essential to work with an agency whose values and communication style align with your brand. Moreover, creativity is also a key factor; your PR team should bring fresh ideas and innovative approaches to your program and initiatives. As you look for the ideal PR partner, ask about past work and the way the team has overcome obstacles and helped other clients rise above the noise through a unique approach.  

How do you define success?

Results matter. However, success is different for every program. Beyond a track record of securing meaningful press coverage and expanding brand awareness, it’s important to engage with a PR team that works with you to define what success looks like. It goes well beyond impressions and placements and a good PR agency will help outline KPIs that support the objectives you’ve outlined for your communications program. 

 What specific PR services do you offer?

PR is not just about press releases; it involves media relations, crisis management, social media strategy, analyst relations, event management, influencer relations, brand ambassadors, and more. Ensure the agency’s services and scope of expertise align with your business goals.

Hiring the right PR agency is a strategic decision that can significantly impact your brand’s success. By evaluating industry expertise, media relationships, track record, communication style, services, and cultural fit, you can ensure you choose a partner that aligns with your goals. Take your time to research, ask the right questions, and feel good about selecting an agency that can effectively tell your brand’s story and be a long-term partner for your brand’s growth and success. 

 We also firmly believe that finding the right PR partner goes beyond “passing the test” and is the right cultural fit for both sides. We have a set of questions that we make sure we ask companies as well, and you can read about those in a future blog post.