Executive Summary
- PR works best when your agency is a strategic partner, not a transactional vendor.
- Look for alignment on business outcomes, not just coverage.
- The strongest results come from integrated PR, reputation support, content and social working together.
Why vendor-style PR underperforms
What to look for in a PR firm
1) They start with business goals
A strong firm asks what you are trying to achieve and translates PR activity into measurable outcomes like qualified inquiries, credibility signals and share of voice.
2) They build a clear plan and cadence
You should know what is happening weekly and why. PR momentum is built through consistent execution, not occasional bursts.
3) They protect reputation, not just visibility
The right firm anticipates risk, builds response readiness and understands how trust affects conversion.
4) They can explain their process
If you cannot understand how they work, you will struggle to approve, collaborate and move fast.
Questions to ask before you hire a PR firm
What does success look like in 90 days, six months and one year?
How will you measure progress beyond placements?
What will you need from us to move quickly?
How do you handle approvals and internal alignment?
How do you handle crisis or negative attention?
Red flags to avoid
Guaranteed coverage promises
One-size-fits-all packages
Vague reporting with only impressions
A plan that ignores owned content and social distribution
A team that cannot explain how they will protect your reputation
