The average client-agency relationship has decreased to less than half of its length from 20 years ago. To have a successful relationship from the start, it is important to find an agency that aligns with your goals and measures success accordingly. When vetting and interviewing an agency, one should consider their industry experience, how they can help your business, their understanding of both PR and marketing, how they measure success, who will be on your team, and what their business philosophy is.
When looking for an agency, it is important to look for one that has quality storytelling abilities and strong relationships with the right reporters. It is beneficial if they have knowledge of the industry trends that are influencing, or will influence, your business, and can suggest the right shows, speaking engagements, awards programs, etc. It is also important for the agency to understand where you are in your lifecycle in order to help you achieve your next wave. Additionally, look for an agency that understands the convergence of PR and marketing tactics, and has the ability to measure their success.
When interviewing an agency, it is important to ask about their team and turnover rate, as well as their references. Understanding their business philosophy and how they manage their business is also key in assessing their ability to service your business. Ultimately, one should think through their strategic objectives and provide a clear picture of how their team can work with an agency to build a successful relationship.
Seven Questions to Ask When Hiring a PR Agency
Don't worry ... it's FREE!
AI accelerates content creation, but credibility still depends on strategy, expertise, and earned media. Learn how to build authority that both audiences and AI recognize. Read more.
Generative AI rewards credible, corroborated content over traditional search rankings. Learn how thought leadership, earned media, and syndication help build lasting AI visibility and authority. Read more.
Fintech PR is more than media coverage. Learn how reputation, compliance, proprietary data, and targeted media relations help fintech companies build trust, attract partners, and support growth. Read more
PR impact is no longer just awareness. Learn how to amplify coverage, connect it to attribution, and prove revenue impact with integrated strategies across marketing, sales, and analytics. Read more.
Discover why local and trade publications can build deeper brand trust, stronger relevance, and better long-term visibility than national outlets while supporting your PR strategy for future top-tier coverage. Read more.
PR and marketing teams are discovering AI's power to streamline workflows and automate repetitive tasks, giving marketers more time to focus on strategy and storytelling. Read more.