Choosing the Right PR Partner
Selecting the right public relations agency can be one of the most important decisions for your brand. The right partner becomes an extension of your communications team; advocating for your story, protecting your reputation, and supporting you through both opportunity and crisis.
But how do you know if an agency is truly the right fit for the long term?
While no one can predict every challenge ahead, asking the right questions can help you choose a partner who aligns with your values, goals, and working style. Here’s where to start:
What is their approach to client partnerships?
Ask how the agency manages client relationships day to day: who they report to, how they communicate progress, and how they respond to feedback. Request examples of how they have adapted to client needs or recovered from setbacks. Speak directly with past or current clients to get a candid view of what collaboration looks like in practice.
Do they have relevant industry experience?
An agency’s value often lies in its network. Probe for examples of prior work within your sector, the journalists or influencers they know, and their familiarity with key issues and competitors. Deep understanding of your space can save valuable time during onboarding and ensure more targeted, high-impact outreach.
Who will actually work on your account?
The people you meet in a pitch may not be the ones handling your business. Ask for clarity on the full team including senior leads, account managers, and junior staff and how much time senior leadership will dedicate to your work. Strong oversight from experienced professionals is essential for strategy and quality control. You might even make final approval of the account manager a condition of engagement.
What is their internal culture and does it align with yours?
Culture is easy to describe but harder to fake. Observe how team members interact in meetings: Do senior leaders invite input from colleagues? Is collaboration visible? Do they show mutual respect and energy? You will learn a lot about how they will engage with your CEO and internal team once the partnership begins.
How will they add long-term value?
A strong agency will have already done its homework. Listen for evidence that they understand your brand’s positioning, challenges, and audience. Their ideas for adding long-term value, beyond short-term media wins, should reflect both strategic thinking and a genuine investment in your success.
How do they measure success?
Clear metrics matter. Ask what tools or analytics they use to track results quarterly and annually, and how they define impact. Measurement should map directly to your communication goals, not just vanity metrics. Every member of the account team should be able to explain how success is evaluated and reported.
There is no perfect agency. Like any new partnership, it takes time to find rhythm and alignment. Expect a few months of onboarding, collaboration, and mutual learning. With the right agency, that effort pays off. Their success will ultimately be your brand’s success.
Need guidance choosing a PR partner? Let’s discuss how to align communications strategy with your goals. Book a consultation or contact us.