How to choose a PR agency?

How to choose a PR agency?

Claire Walker

Claire Walker

I’ve sat in a lot of pitches over my career,  possibly over 500! I’ve already suggested how I’d choose an agency if I were a client but maybe try this approach instead, or a mix of both.

I believe there are four key areas you should probe: market knowledge, creativity, strategic approach and the people who will really be on your team.

That means you need to do some homework, look around at the kinds of agencies that might be appropriate and make a shortlist of the most likely candidates. Then you need to ask them lots of  questions. We recommend the following as a minimum:

1. What's the agency’s experience and expertise? Does it match what you need?

2. Does the agency understand your business' current situation and future direction?

3. Does the agency team take a creative and intelligent approach? Do you feel they'd give you honest advice?


4. Are its people effective communicators? Are client campaigns efficient, coordinated and targeted?


5. Does the agency have excellent understanding of both traditional PR and also digital PR?


6. Can the agency plan strategically and act tactically? Does it integrate with other marketing disciplines?


7. What's the agency’s track record? How long do clients and staff stay with the company?


8. Does it have a reputation for integrity and professionalism? Is it a member of the PRCA or the CIPR ?


9. Will its senior people be available to offer value-add consultancy?


10. Would you like to work with them?

I suggest you ask the last question first and perhaps save yourself a lot of time if the answer is ‘no’!

Share this story:

Read more from the blog


Is VR growing up?

There was a time when it looked like virtual reality (VR) would never be able to shake its clunky image. From the release of Nintendo’s Virtual Boy in 1994 to Google’s low-price headset, Google Cardboard, it was hard to hear about a new iteration of VR without the additional point of ‘unfulfilled expectations’. Despite numerous […] ...Read more

Matthew Healey
Matthew Healey

PR and Communications in the run up to a rebrand

Effectively managing PR and communications during a rebrand involves maintaining continuous engagement, understanding the transition process, focusing on consistent messaging, and preparing the audience for the upcoming brand identity change. ...Read more

Charlotte Stoel
Charlotte Stoel

Why we know everything – and nothing – about the Met Gala

The Met Gala cultivates a reputation of exclusivity and mystique while showcasing avant-garde haute couture creations enhanced by cutting-edge technology on the iconic red carpet. ...Read more

Alexandra Kourakis
Alexandra Kourakis

Add a comment

Time limit exceeded. Please complete the captcha once again.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information