Get Better at PR Agency Selection

Choices, choices, choices. With so many PR agencies across the country specializing in several industries, the choices can be as overwhelming as the contact and interview process. Time is a commodity, and we will break down the contact and selection process so you can return to your day job.

Let’s narrow it down for you. We assume by doing a quick Google search, reading reviews, and looking at ratings and reading about leadership that we have found the right PR agency fit. Not true. Visit the agency website and pay close attention to the language, website style and brand narrative. Like meeting people for the first time, you will determine if the agency ‘feels right’ for your brand.  Trust your instincts.

Does the agency align with your brand's voice and goals? Remember, a PR agency will be your representative and responsible for communicating on the brand’s behalf. It’s crucial to select an agency that feels like an extension of the brand.

Is your target audience Gen Z consumers? Find an agency that can directly relate to this specific age group and has Gen Z team members that speak the same language as your consumers. An agency team should be representative of the target audience.

Is your audience B2B? Find an agency that has mastered the language of business and understands the nuances of your industry, including key stakeholders. It might seem obvious and that’s not always the case when engaging PR firms for the first time. We will guide you on agency selection that not only amplifies your brand voice but also helps you achieve your communication objectives with finesse and expertise.       

1. Define Your Objectives: Clearly outline your PR objectives. Knowing your immediate and long-term goals will guide and streamline your search.

2. Scope of Work: Will the scope of work require several PR professionals working on your account? Can a mid to smaller sized PR agency offer the same support?

3. Research Thoroughly: Look for PR agencies that specialize in your specific industry and have experience working with similar brands. Consider factors like the size of the agency, client portfolio and case studies.

4. Assess Expertise and Services: Maybe you have a lot of PR needs that extend beyond the traditional approach. In this case, you’ll need an agency offering a full suite of services, all under one roof. 

5.  Review Creative Capabilities: Your brand voice is unique, so find an agency that can creatively communicate it across different channels.

6.  Cultural Fit: Assess the agency's culture and values to ensure they align with yours. A strong cultural fit fosters better collaboration and understanding, leading to more successful PR campaigns.

7. Meet the Team: Gauge their enthusiasm, creativity, and strategic thinking. Ensure there's chemistry and open communication between your team and theirs.

8. Transparency and Communication: Ensure the agency is upfront about their processes, timelines, and fees. Clear and open communication channels are essential for a successful partnership.

9. Consider Budget and ROI: While cost shouldn't be the sole deciding factor, look for agencies that are flexible with pricing and deliver “actual” measurable results. We often hear about agencies struggling to share real, measurable results regardless of budget, leading to a negative experience. Let’s avoid that.  

10. Understand fee schedules and average PR spend. What are you looking to spend? According to 2024 industry data, here is what to expect as you shop around:

• Large international agency budgets are approximately $380,000 or more annually       
• Mid-range agency budgets are approximately $156,000-$180,000 annually      
• Smaller agency budgets are approximately $120,000 annually       
• A mid-range freelancer is approximately $36,000-$100,000 a year   
• Most PR budgets are either increasing (45%) or staying the same (50%)     

The bottom line is this: Have clear objectives, get a sense of the agency vibe as shown on their websites, find an agency representative of your target audience(s), meet the team, and don’t allow budget to be the determining factor in the selection process. You get what you pay for.