Key Questions to Ask When Hiring a PR Agency

Hiring the right PR agency can take your brand to new heights. A solid agency won’t just generate buzz; it will amplify your message, strengthen your brand, and help you reach your audience in ways that matter. But finding that right fit? It takes more than just a quick search.

Choosing a PR partner is about asking the right questions. The right questions help you spot an agency that understands your vision, aligns with your goals, and has the expertise to execute. Here’s what to ask when you’re evaluating a PR agency.

What’s Your Experience with Brands in My Industry?

Experience is everything. PR agencies often specialize in certain industries—like tech, fashion, or healthcare. When an agency has relevant experience, they already know your landscape, competition, and audience. They’ll understand what works and what doesn’t.

Ask:

• “Can you share case studies or examples of past clients in my industry?”
• “How do you stay current with trends in this field?”

Agencies with industry experience won’t need a lot of ramp-up time to understand your market. They’ll already have a network, strategies, and insights that can make an impact.

How Do You Measure Success?

Success means different things to different brands. For some, it’s increased media coverage; for others, it’s higher engagement or improved reputation. A strong PR agency will have clear metrics to gauge success and will track these over time to show progress.

Find out:

• “What Key Performance Indicators do you typically track?”
• “How often will we review these results together?”

A good PR agency should be transparent about results and should regularly report on what’s working, what’s not, and how they’re adjusting. They should also align their success metrics with your goals.

What Services Are Included in Your PR Strategy?

PR agencies offer different services depending on their focus. Some are full-service, handling everything from media relations to influencer campaigns. Others might specialize in certain areas like social media or crisis management.

Ask:

• “Which services are included, and which are considered extra?”
• “How flexible is the package if my needs change?”

Knowing exactly what you’re getting will help you avoid unexpected costs and make sure the agency can meet your goals. Look for an agency that can offer the specific services you need and adapt to shifts in your strategy.

Can You Walk Me Through Your Process for Developing a PR Strategy?

The way an agency builds its strategies says a lot about how they’ll work with you. Do they rely on a cookie-cutter approach, or do they start fresh based on your goals? Ideally, they should take the time to learn about your brand and develop a tailored plan.

Ask:

• “How do you go about researching and planning a strategy?”
• “How much input will we have in shaping this plan?”

You want an agency that combines its expertise with your insights. A collaborative approach means your PR strategy will be well-informed and better aligned with your brand’s needs.

Who Will Be on My Account Team?

Who you work with day-to-day matters as much as the agency’s reputation. While you may meet with the agency’s top executives during the pitch, it’s often the junior staff handling your account.

Ask:

• “Who will manage my account, and what’s their experience level?”
• “Will I have direct access to senior team members when needed?”

You’ll want to know if your account will have experienced PR professionals and that you’ll have regular access to the team’s decision-makers. Transparency on this point will help you feel more confident about the agency’s ability to deliver.

6. How Do You Handle Crisis Management?

Every brand faces challenges. A strong PR agency should be ready with a plan for protecting your brand’s reputation if something goes wrong. Crisis management experience is a must in today’s fast-paced, social media-driven environment.

Find out:

• “What’s your experience managing PR crises?”
• “Can you share examples of a time you helped a brand navigate a crisis?”

A prepared agency will have clear protocols for handling tough situations and the experience to guide you through unexpected challenges.

How Do You Approach Social Media and Content Creation?

In today’s PR landscape, social media is essential. Many agencies handle social media strategy, content creation, and community management as part of their PR services. Understanding their approach here is crucial if social is a big part of your strategy.

Ask:

• “What role does social media play in your PR approach?”
• “Do you create content in-house, or do you work with external creators?”
• “Which media contacts and influencers do you regularly work with?”
• “How would you leverage these relationships for our brand?”

An effective PR agency will know how to use social media strategically and will have the expertise to create or guide content that resonates with your audience.

What’s Your Client Communication Style?

You’ll be working closely with your PR agency, so communication is key. Some agencies are highly proactive with regular check-ins and updates, while others may only reach out during monthly reviews.

Find out:

• “How often can I expect updates on our campaign progress?”
• “What’s your preferred method of communication—email, calls, or meetings?”

The right agency will have a communication style that works with yours. You want an agency that keeps you in the loop and is responsive to questions and feedback.

Making the Right Choice

Choosing a PR agency is a big decision. The right agency will be a true partner—one that understands your vision, has the skills to deliver results, and brings creative ideas to the table. By asking these questions, you’ll be able to find an agency that’s the right fit and set the foundation for a successful, long-term partnership.

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