How to choose a PR agency: 10 questions to ask
The questions to ask before hiring a PR agency, red flags, pricing models, and how to measure whether PR is working, including its effect on search and AI answers.
Hiring a PR agency means lending your brand’s voice to someone else for a while. A poor choice can cost reputation, not just budget. Ask these ten questions.
Ten questions to ask
- Which outlets and editors do you work with? Even without names, they should describe outlet types and countries clearly.
- What does my audience read? A good agency recommends the outlets your customers read, not just famous ones.
- What is the news value of my story? An honest agency also tells you the weak points.
- Press release or personal pitch? Top-tier coverage usually comes from a short pitch written for one journalist.
- Editorial or paid? Paid content is legal, but it must be disclosed to readers and to you.
- Who answers the phone in a crisis? You should know who to call at midnight.
- How do you report? Placements, reach, message accuracy and search visibility, on a regular schedule.
- Which countries do you cover? International PR needs a different angle and language for each market.
- How will PR affect my search results and AI answers? Independent coverage feeds Google Knowledge Panels, Wikipedia and ChatGPT answers.
- What are the contract and exit terms? Minimum term, notice period and content rights in writing.
Red flags
- “Guaranteed Forbes feature.”
- Hidden paid placements.
- Screenshots instead of reports.
- The same release template for every client.
- Vague answers about crisis experience.
How we work
We start with positioning and message architecture, build a separate angle for each country, write releases and personal pitches, and report placements. We never guarantee editorial coverage; we tell you up front which route fits your story. See our global PR service.
Frequently asked questions
Can a PR agency guarantee coverage?
No agency can guarantee editorial coverage; editors decide. Guaranteed placements are usually paid content, which should be disclosed.
How do PR agencies charge?
Usually a monthly retainer or a project fee. Some charge per placement; in that model, always ask whether coverage is editorial or paid.
How do you measure PR success?
By placements in target outlets, their audience, how accurately the message came through, changes in search results and AI answers, and business impact.