What to Look for in a PR Agency (With Free Checklist)

Understanding the benefits of PR agency hiring can help you make an informed decision. A great PR partner can take your brand to the next level, secure meaningful media coverage, and protect your rep.

A PR firm, acting as a strategic advisor in managing public relations, can provide invaluable insights and guidance. But the wrong choice? That can lead to wasted money, weak campaigns, and missed chances.

In this guide, we’re breaking down what to look for in a PR agency. From checking out their industry know-how to seeing if they’ve got solid media connections and clear pricing, this checklist will help you make the right call for long-term success! We’ve even included a handy dandy PR agency checklist for you to easily refer to when making your decision.

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A PR agency isn’t just about writing press releases – a PR company shapes how people see your brand, handles tricky situations, and builds your credibility. Creativity and innovative ideas are fundamental to successful PR campaigns, as they help differentiate a brand in a crowded market. Here’s why picking the right one is a total game changer:

A great story is what sticks with people and makes your brand unforgettable. PR pros are expert storytellers in business – they make sure your message is on point, engaging, and true to your brand. Whether it’s a press release, an opinion piece, or a media interview, a skilled PR agency can help craft a story that truly resonates with your audience. In addition to storytelling, PR services encompass a wide range of offerings that cater to businesses of all sizes.

A top-notch PR agency ensures your brand lands in the right media spots – a crucial aspect of public relations – helping you connect with your audience in the best way. More media coverage means more credibility, bigger brand awareness, and helps you look like a leader in your field. The best agencies have built strong relationships with journalists, editors, and influencers, so they can get your story in front of the right people at the right time.

Today’s online world means your brand’s rep can flip in a second. Whether it’s fixing a crisis or just keeping your image shiny, PR pros are always working behind the scenes to keep things looking good. They keep an eye on media mentions, handle negative buzz, and make sure your company stays in the best light possible. A solid PR agency will help you keep your reputation strong and build trust with your customers.

PR isn’t just about getting media coverage – it’s about building solid connections with the people who matter in your industry. A great PR agency helps you network with journalists, influencers, and other key players who can get your message out there. These connections lead to fresh opportunities, collaborations, and partnerships that help boost your brand’s visibility and authority.

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Before choosing a PR agency, it’s important to define what you want to achieve. Are you looking to boost brand awareness, manage a crisis, or build relationships with the media? Understanding your goals will help you find an agency that aligns with your needs and delivers the right results.

Before choosing a PR agency, be clear about what you want to achieve. Are you looking to increase brand awareness, improve your reputation, generate leads, or manage a crisis? Defining your objectives will help you find an agency with the right expertise for your PR strategy.

Make your goals specific, measurable, achievable, relevant, and time-bound (SMART) so you can track progress and adjust as needed.

For example:

• If your priority is brand awareness, look for an agency skilled in media outreach and high-profile coverage
• If you need crisis management, choose a firm with a proven track record in handling sensitive situations and protecting reputations

Having clear objectives makes it easier to communicate your needs and select an agency that aligns with your vision.

Before hiring a PR agency, evaluate where you stand. Review your media coverage, social media presence, and marketing efforts to identify strengths, weaknesses, and gaps PR can help fill.

Understanding your current position will help you communicate your needs clearly and choose an agency that can address your specific challenges and opportunities.

Ask yourself:

• How do people feel about my brand at the moment?
• Am I confident with my brand positioning?
• Do I have a strong relationship with my clients, peers, public, and media?

If you don't have all the answers right now, that's ok, but you might want to do some foundational introspection before you commit to an agency.

You can also look at what media coverage you get, your social media presence, and any trends around sales, site visits, newsletter open rates etc. These will all help your PR agency get an idea of how your current messaging is resonating with your audience. But wait until you are speaking with an agency to decide on actual tactics – remember, they are the experts in PR, not you!

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It's worth pointing out here that it takes two to tango – that is to say, you need to pull your weight if you're going to collaborate with a PR agency. Know what your company goals are, and work with the agency to figure out a matching PR strategy, complete with goals, metrics, expectations and tactics so that everybody knows where they stand.

That said, there are some common mistakes that businesses make when hiring a PR agency. Steer clear of these to find the perfect fit for your brand:

1. Focusing too much on cost: It’s tempting to go for the cheapest option, but if the agency isn’t experienced, it can cost you way more in the end with weak strategies and poor results. This is one of those times where it isn't worth skimping on the price tag
2. Not having clear company goals: If you don’t know where you want to get to, it’s hard to plan a way to get there, never mind knowing whether you're even staying the course. Figure out what you want to aim for and look for an agency whose approach matches your business plan
3. Ignoring brand fit: The best PR agencies know your industry, your audience, and your vibe. They should be able to speak your brand’s language and keep everything aligned
4. Not checking their track record: Always ask for case studies and references to see if the agency has worked successfully with other clients in your space
5. Not thinking about communication: You need a PR team that communicates well. Make sure their style and how they report to you match what you’re looking for so you’re always in the loop
6. Thinking that you know better: If you're taking the time to hire an agency, you need to acknowledge that it's because they know what they're doing. That becomes pointless if you then go on to micromanage their every move. Evaluate your options, pick an agency, and then trust them to do their job

Choosing the right PR agency can make all the difference in how your brand is perceived. Use this checklist to evaluate agencies and find the best fit for your needs.

To objectively compare PR agencies, rate each one on the factors below and total the scores. The highest-scoring agency is likely the best fit for your needs.

Agencies with sector-specific experience will already understand your industry's challenges, key players, and media landscape.

• Tech brands should look for agencies experienced in launching startups, securing coverage in tech media, and handling digital PR.
• Healthcare companies need PR professionals who understand regulations and have connections with medical journalists.
• Consumer brands should work with agencies skilled in influencer marketing, brand partnerships, and social media-driven PR.

✅ Do they have a track record of success?

Ask for case studies that demonstrate measurable results, such as:

• Press coverage in top-tier publications relevant to your industry
• Increases in brand awareness, website traffic, or media engagement
• Successful crisis management stories

✅ Do they have connections with the right media outlets?

One of the biggest advantages of a PR agency is their network. The best agencies will have existing relationships with journalists, editors, and influencers in your industry.

Ask for:

• A list of media outlets they regularly work with
• Recent examples of earned media coverage they’ve secured
• Success in placing thought leadership pieces or securing interviews

✅ Do they balance traditional & digital media?

Your PR efforts should include both:

• Traditional media (TV, newspapers, trade publications) for credibility
• Digital PR (online articles, podcasts, influencers, social media) for reach & engagement

Pro tip: If an agency only focuses on traditional media but lacks digital expertise, you may miss out on key online visibility opportunities.

✅ Do you need a full-service or specialized agency?

• Full-service agencies handle everything: media relations, crisis management, influencer outreach, event PR, and digital marketing.
• Specialized agencies focus on a specific niche, like B2B PR, startup PR, or crisis management.

If you’re a startup looking for funding, for example, an agency with investor relations experience might be more valuable than a generalist firm.

✅ Do they clearly outline costs?PR agencies typically charge:

• Monthly retainers (for ongoing PR support)
• Project-based fees (for a single campaign or launch)
• Hourly rates (less common but sometimes used for consulting)

✅ Are there hidden fees? Before signing, ask about:

• Extra charges for press release distribution, influencer outreach, or crisis response
• The length of the contract – is there a minimum commitment?

✅ Do they have experience handling PR crises?

A strong PR agency won’t just help in good times – they’ll be prepared when things go wrong. Ask for examples of how they’ve managed crises like:

• Negative press coverage
• Social media backlash
• Product recalls or legal issues

✅ Do they have a proactive crisis strategy?

• Do they offer media training to help your team handle tough interviews?
• Can they prepare a crisis communication plan before issues arise?

✅ Do they integrate SEO & social media into PR?

Today’s PR isn’t just about press releases – it also involves digital PR strategies that improve your online presence. Ask if they:

• Optimize press releases for search engines (SEO)
• Work with bloggers, influencers, and podcasters
• Track social media sentiment and brand mentions

✅ Do they have experience with influencer marketing?

Influencer partnerships can be a powerful PR tool. A good agency should have relationships with influencers who align with your brand and audience.

✅ Do they provide regular updates & reports?

A great PR agency will keep you informed with:

• Monthly or biweekly PR reports showing media coverage & campaign performance
• A dedicated point of contact for quick communication

✅ Do they use tools like Prezly to streamline PR?

Agencies that use PR software like Prezly can:

• Manage media contacts in one place
• Publish and distribute multimedia press releases
• Track PR campaign performance

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Not all PR agencies are created equal. A great PR agency should not only meet your expectations but also exceed them, building a partnership that benefits your brand in both the short and long term.

By being aware of these red flags and taking the time to assess each agency carefully, you’ll be better equipped to select a PR partner who can deliver meaningful, measurable results.

No agency can promise specific media placements or instant results. PR is a long-term process that requires relationship building and strategic planning. Agencies that over promise may lack realistic expectations or use aggressive sales tactics. Look for agencies offering transparent, achievable goals and a focus on sustainable growth.

Avoid agencies that don’t offer clear metrics to track PR success. Successful agencies should report on media impressions, audience reach, social media engagement, and media placements. Ask for examples of their reporting process to ensure they measure success and adjust strategies based on data.

Clear pricing models and transparent contracts are essential. Agencies should explain their fees upfront, including potential additional costs for services like media outreach, content creation, or influencer partnerships. Always review the fine print to avoid unexpected charges and ensure you’re getting value for money.

A high quantity of placements is meaningless if they don’t reach your target audience. Choose agencies that focus on securing meaningful, high-quality media coverage in relevant publications and outlets that align with your goals.

Industry expertise is crucial for crafting relevant PR strategies. Agencies unfamiliar with your sector may struggle to deliver effective messaging. Ensure they have experience with clients in your field and can demonstrate their knowledge of your industry’s unique challenges and opportunities.

Choosing a PR agency is a big deal, and it’s all about finding the right match for your brand. Keep your eyes on key factors like industry expertise, media relationships, service range, clear pricing, and strong communication. By taking the time to compare agencies and ask the right questions, you’ll find a partner who’ll help your brand shine.

And hey, if you want to make managing your PR campaigns even easier, check out Prezly. This tool keeps everything organized, from media outreach to tracking campaign success. Here's a little intro to what you can expect from your 14-day free trial:

Book a friendly demo today, and gain real insight into how to more effectively collaborate with PR firms.