How Should a Company Hire a PR Agency?


6 min read

How Should a Company Hire a PR Agency?

Table of Contents

How Should a Company Hire a PR Agency?

To help you navigate the process of hiring a PR agency, we’ve gathered insights from eight industry leaders, including CEOs and Founders. Their advice ranges from matching the agency’s expertise with your business to making sure they understand your industry and audience. Dive into these invaluable tips to make an informed decision before signing an agreement.

  • Match Agency Expertise with Business
  • Leverage Media Relationships
  • Research and Align with Company Values
  • Assess Track Record and Abilities
  • Prioritize Consumer Market Knowledge
  • Align Budget with PR Goals
  • Consider a Comprehensive Evaluation
  • Ensure the Agency Understands Industry and Audience

Match Agency Expertise with Business

Hiring a PR agency is a significant decision that can shape your company’s public image. One crucial factor to consider before signing an agreement is the alignment of the PR agency’s expertise with your industry and business goals.

When seeking a PR partner, it’s important to find an agency that deeply understands your industry and the unique challenges you face. It’s not just about their general PR expertise, but their ability to apply that knowledge in your specific context.

Remember, a PR agency becomes an extension of your team and will be communicating your brand to the world. So, it’s vital to ensure they have a solid grasp of your business, your industry, and your vision.

simon brisk
Simon Brisk, Director, Click Intelligence Ltd

Leverage Media Relationships

When hiring a PR agency, one crucial consideration for companies is the agency’s media relationships. A reputable PR agency will have established connections with various media outlets, granting you access to opportunities that would otherwise be difficult to obtain. Strong relationships with reporters and journalists increase your chances of securing coverage in high-profile publications.

Additionally, a skilled PR agency will also have relationships with influencers in your industry, enabling effective promotion of your products, services, or crisis management. It’s essential to assess the agency’s media network to ensure they can provide the desired exposure and impact for your business.

Matias RodsevichMatias Rodsevich

Research and Align with Company Values

When it comes to hiring a PR agency, it’s crucial for companies to do their homework. One important consideration is ensuring that the agency aligns with your business goals and values.

Did you know that 72% of consumers trust a company more if it has positive press coverage? That’s where a PR agency comes in. But finding the right fit requires more than just swiping right.

Research their track record and case studies—are there any success stories in your industry? Check their media connections and see if they’ve scored coverage in prominent publications.

Just like a great first date, chemistry and open communication are essential. Schedule an interview and see if their team truly understands your brand voice and vision. Remember, you’re in this for the long run, so make sure to find an agency that sparks joy and PR success!

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Assess Track Record and Abilities

While hiring a PR agency, any company should check the agency’s abilities and previous work. It is very important to assess the PR agency’s past client work, testimonials, and reputation before you actually hire it. This will help you to thoroughly understand whether the agency can handle your work or not.

Additionally, understanding capabilities will serve the company with a successful collaboration and increased return on investment. You can also justify the decision to hire a PR agency by arranging a meeting with the managers and team leaders so that there is a mutual understanding of all the expectations and requirements.

Faizan KhanFaizan Khan
Public Relations and Content Marketing Specialist, Ubuy UK

Prioritize Consumer Market Knowledge

An essential qualifier in hiring a PR agency is the team’s in-depth knowledge of your consumers. This will be critical to your own team’s strategic pursuit for your brand and organization.

When your PR agency has proven knowledge of your market, it helps you produce a more beneficial program overall—from image-building to media and stakeholder relations. As you operate for your consumers, it is imperative that you share the same vision and dedication of delivery with your partners and service providers.

It is also important to remember that a PR agency should function as your consultant. The one who truly understands your relevance to the market is poised to catapult your brand growth to a phenomenal trend, industry best practice, or best of all, making a difference in the society through your program initiatives.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Align Budget with PR Goals

Identifying the PR budget is just as important as outlining the PR goals. Remember to outline your budget first to be aligned with your goal. Knowing how much you are willing to spend on your public relations needs is critical, since it serves as a guideline for determining the quality and volume of work required from the agency.

For most agencies, the “retainer model,” which entails paying a certain amount of money each month for the duration of the contract, is the usual PR model used. However, while retainers are the industry standard, if you’re not ready to commit over the long term, you can also employ agencies to work on a project basis.

For early-stage startups that cannot afford the investment required to hire a full-time PR agency, they can consider PR consultants who can work with the business for a set length of time or on a project basis.

Samantha HawrylackSamantha Hawrylack
CEO, SJ Digital Solutions LLC

Consider a Comprehensive Evaluation

A company should follow a disciplined and rigorous approach when selecting a PR agency to guarantee they find the best fit for their needs. Here are some actions to consider:

  • Start by investigating PR firms with experience in your sector and target market. Seek out agencies with a track record of success and a portfolio of those campaigns.
  • To evaluate the agency’s trustworthiness and professionalism, look at its reputation, client endorsements, and industry recognition.
  • Make sure the PR agency understands your unique requirements by outlining your goals and expectations in clear terms.
  • Consider how well the agency communicates and relates to the culture and values of your business.
  • Discuss the agency’s pricing model and make sure it fits within your budget.

Clarifying the task scope and deliverables prior to signing an agreement is essential. Make sure the contract outlines the success criteria, including explicit KPIs and performance measures.

Michael CallahanMichael Callahan
Founder and VP, The Callahan Law Firm

Ensure the Agency Understands Industry and Audience

In the process of hiring a PR agency, one of the critical considerations for a company is to ensure the agency understands the company’s industry and target audience. This is essential because a firm grasp of the industry’s nuances and the audience’s preferences and pain points can significantly impact the effectiveness of the PR strategies implemented.

A company should assess the PR agency’s past work, particularly within its industry. This assessment should consider the agency’s success in generating media coverage, handling crisis communications, and achieving other PR goals for clients in the same sector. The company should also ascertain if the PR agency has connections with relevant media outlets and influencers in the industry.

By ensuring the PR agency understands its industry and audience, the company can optimize its public relations efforts.

Curran  Van Waarde 
Curran Van Waarde, Founder, CallScaler

Submit Your Answer

Would you like to submit an alternate answer to the question, “How should a company hire a PR agency? What is one consideration a company should have before signing an agreement to work together?”

Submit your answer here.

Related Articles

Up Next