How to Hire the Right PR Agency

Before contacting any agency, clearly articulate what you want PR to accomplish. Are you launching a product and need media buzz? Building thought leadership for your CEO? Managing a reputation issue? Entering a new market? Your goals determine what type of agency you need. Write down three to five specific, measurable objectives with timelines. "Increase brand awareness" is too vague. "Secure 10 placements in industry trade publications within six months" is actionable. This clarity helps you evaluate whether agency proposals actually address your needs.

PR agency retainers typically range from $5,000 per month for boutique firms to $25,000 or more for large agencies. Project-based work can range from $10,000 to $100,000 depending on scope. Determine your budget before starting the search — it dramatically narrows your options and prevents wasted conversations with agencies outside your range. Consider the total investment including your internal time for approvals, content creation, and spokesperson availability. Factor in additional costs for media monitoring tools, event attendance, and content production.

Compile a list of 8 to 12 agencies through referrals from peers, industry awards lists, media database agency directories, and online research. Narrow based on industry expertise, geographic focus, client size alignment, and service offerings. Check agency websites for case studies in your industry. Review their own media presence — agencies that cannot generate coverage for themselves may struggle with your brand. Look at their team bios to confirm they have senior practitioners, not just junior account executives.

Request detailed case studies from each shortlisted agency, specifically asking for examples relevant to your industry and goals. Look beyond impressive client logos. Evaluate the actual results: what coverage was secured, in which outlets, what business impact resulted, and over what timeframe. Ask about the specific team members who worked on those results and whether they would be assigned to your account. Past performance on similar accounts is the single best predictor of future results for your brand.

Provide each shortlisted agency with a brief that includes your goals, budget range, timeline, and key challenges. Give them two to three weeks to prepare a tailored proposal. Strong proposals demonstrate understanding of your business, present a clear strategic approach, outline specific tactics and deliverables, include realistic timelines, and address how results will be measured. Be wary of proposals that focus heavily on their agency credentials instead of your specific needs. The best proposals show how the agency will solve your problems, not how impressive they are.

Schedule in-person or video meetings with your top three agencies. Pay close attention to who shows up: are senior leaders present, or just the new business team? Ask to meet the actual people who will work on your account daily. Chemistry matters enormously in PR because you will be collaborating closely, often under pressure. Assess their communication style, responsiveness during the pitch process, and whether they ask smart questions about your business. An agency that listens more than it talks during the pitch meeting is usually a stronger partner.

Ask each finalist for three to five client references, including at least one former client. Call every reference and ask specific questions: What results did the agency deliver? Were they proactive or reactive? How did they handle setbacks or missed targets? Would you hire them again? What surprised you about working with them? Former client references are especially valuable — the reasons a client leaves an agency often reveal issues you would never discover otherwise. Ask specifically about team turnover and how the agency handled transitions.

Negotiate terms that protect both parties. Key contract elements include retainer amount and payment schedule, scope of work with specific deliverables, performance metrics and reporting frequency, termination clause with notice period (30 to 60 days is standard), intellectual property ownership, confidentiality provisions, and any out-of-scope fees. Push for a three-month trial period or a six-month initial term rather than a full year. This protects you if the fit is wrong while giving the agency enough runway to demonstrate results.

Before work begins, align on communication cadence, reporting format, approval processes, and escalation procedures. Schedule a comprehensive onboarding session where the agency learns your brand voice, messaging framework, spokesperson availability, and internal approval workflow. Define success metrics together and agree on how and when they will be measured. Establish weekly or biweekly check-in calls. The first 90 days set the tone for the entire relationship — invest time upfront in clear communication to prevent misunderstandings later.