Choosing a PR agency isn’t just about media hits or press releases. It’s about finding a true partner who can elevate your brand’s story and reputation across every audience that matters: customers, investors, candidates, and more.
Whether you’ve gone through the agency RFP process before or are diving in for the first time, asking the right questions will help you find the best fit. Start with these five:
1. Have you worked with companies like ours before? If so, who?
Your agency should know your industry inside and out. While generalists can bring value, your ideal team will have specific experience in your space—from understanding the daily news cycles to knowing the language and landscape in your vertical.
This speeds up onboarding, uncovers potential conflicts, and ensures long-term strategic alignment. Ask for examples. Look for proof of performance. And don’t be afraid to get specific.
2. What media relationships do you bring to the table?
Relationships matter—a lot. Especially in PR.
The right agency will already have active connections with the outlets that matter to you (both top-tier and niche trade). Even better? They’ll use those relationships to leverage your team, offering both digital and in-person opportunities to connect when the timing’s right. When reviewing proposals, look for named examples and proof points—not just promises.
3. How do you track and measure success?
Good PR is creative. Great PR is measurable. Your agency should have a clear, structured process for reporting progress. Think:
- Quantitative deliverables (e.g. media coverage, press releases, contributed content)
- Shared campaign trackers
- Dedicated Slack channels
- 90-day reviews packed with wins, learnings, and forward-thinking ideas
No transparency? No thank you. If they can’t speak confidently to how they report results, consider it a red flag.
4. What's your team structure? Bonus: What’s your average employee retention?
You deserve to know who’s working on your account! Ask who will be your day-to-day contact, who’s managing them, and how often you’ll interact with each.
A clear team structure and an average tenure of four years or more is a major green flag. It signals strong internal collaboration and long-term relationship building with media. Turnover is a reality in agency life, but excessive churn can disrupt momentum and cost you time. Don’t be afraid to ask early and directly.
5. Can you share two client references?
References are your secret weapon. They give you a real look at how an agency operates—not just what they say they do. Bonus points if the agency offers these upfront and handles the intro.
When chatting with references, consider asking:
- What does a typical week look like working with this agency?
- What’s been your biggest challenge—and how did the agency help solve it?
- How has the agency supported your business goals overall?
- Would you recommend them?
Ask better questions. Get better partners.
Hiring a PR agency is a big investment—and it should be intentional. The clearer you are about your goals, needs, and expectations, the easier it is for your agency to deliver real impact. Use these five questions to narrow down your top two contenders, and lean on references to make that final decision.
Looking for a PR partner who gets your industry and goals? Let us know.
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