PR Agency Selection: Criteria and Questions Before Signing a Contract

Choosing the right PR agency is crucial to a company’s success. So far, so obvious.

But what should you actually look out for to find the “perfect fit”? What needs to be in place before you can confidently sign a PR contract?

We’ll tell you.

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A little bummer to start with:

Finding the right agency isn’t all that easy, because, logically, most agencies go all-in on their own PR, too. They know how it’s done, after all. And yet, there are a few indicators that can help you filter your options — even without any particular expertise.

Preparation: The agency has already done its homework before the initial meeting and knows things about your company that can’t even be found on your website.
Clarity: The agency gives you a price range from the get-go. Even if a lot is still vague, you should at least get some ballpark figures to work with.
Openness: The agency readily provides a few client references you can speak to directly.
Transparency: The agency is upfront about things it can’t do or hasn’t done very often yet.
Integrity: The agency is willing to advise you against certain measures you’ve suggested — even if it could make good money from them.

As you can see, the initial meeting is already crucial: it’s where you can tell what interests the agency represents — and whether they align with yours. Of course, you shouldn’t go into the meeting unprepared either. Better yet, take the lead in the conversation so you can address and assess the points above.

Here are the questions you should definitely ask before signing:

1) Which companies in our industry have you worked with before?

The rule of thumb here: The more experience the agency has with your industry (or related topics), the better.

2) What kind of results did you achieve, and over what period of time?

As a rough benchmark for an ongoing collaboration, you could aim for at least one solid media placement per month — and by that, we don’t mean a mere mention. “no mere mention” example

Simply sending out press releases isn’t good PR. Another important point: PR without news separates the wheat from the chaff. Ask to see articles that aren’t based on a news story, too.

3) Who at the companies you mentioned can I speak to about their experience working with you?

Trust is good, but double-checking is better — at least when it comes to this call. Talk to the references. And if the agency dodges the question or starts making excuses: stay away!

4) Which target media outlets do you see as the right fit for us, based on our goals — and which journalists do you have a good relationship with?

Listen carefully: What’s the mix of A-, B-, and C-tier media? Are small blogs being sold to you as a great outcome? Hopefully not.

5) What story angles would you use to get us featured?

You should hear a few good ideas coming up naturally here. But be careful: check whether they’re actually realistic. This is where agencies sometimes build castles in the air with flattering headlines that sound great but are unlikely to fly journalistically.

6) Who will be handling the day-to-day operations on your side? Can I meet that person beforehand?

The people “at the front” are crucial to the outcome — not some leads or directors showing up for the kickoff.

7) Are there any hidden additional costs?

For example, for tools, workshops, content, and so on? The agency should make sure you’re aware of all potential additional costs upfront.

All Questions Answered?

Okay, if the initial meeting went well, you’re ready to sign the PR contract. Congratulations! Party! Champagne! Yay!

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Still not enough?

No problem. We’ve taken a deeper dive into the topic and created a complete whitepaper here.

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Want to sign a contract with us?

We’d love that. Just drop us a few lines via our contact form — and maybe we’ll already be sitting down for a consultation tomorrow.

Business Insights: What do I need to look out for when signing with a PR agency?