Seven Questions to Ask When Hiring a PR Agency

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.