10 Questions to Ask a PR Agency Before You Hire Them

The right PR agency can elevate your brand, amplify your story, and break through the noise in today’s (wildly) complex media landscape.

Orso’s Director of Public Relations, Carly Kuikman, shares her perspective on why it’s important to find the right PR partner for your needs:

“There are so many options out there, so finding a good cultural match is one of the most important things you can do. The better the fit, the better the results. As a client, you know your brand inside and out, but you don’t know what you don’t know about PR. The more comfortable you feel with your publicist, the better you’ll be able to collaborate on ideas that resonate with the media. You might mention something on a call on a random Tuesday that’s really interesting. A good publicist will translate that into media conversations, which will then translate into PR coverage for your brand.”

But how can you be sure you’re hiring the right team? In this post, we’ll help answer that question, and offer 10 key questions to ask a PR agency to determine if they’re a good fit for you.

10 Questions to Ask Before Hiring a PR Agency

Not all PR agencies are created equal. Asking the right questions during the vetting process can help ensure you’re choosing a partner that understands your business, aligns with your goals, and can deliver real results.

Here are 10 smart questions to ask a PR agency before you hire them: 

• What services do you offer?
• How is your approach different from other PR agencies?
• What’s your experience in our industry?
• What key media relationships do you have?
• How do you manage client communication and collaboration?
• Can you share case studies or success stories?
• How do you measure success?
• Do you offer crisis communications?
• How do you stay current with media trends?
• What’s your pricing structure?

---

Now let’s break down what to look for in each of these areas.

1. What services do you offer?

“People often think public relations just covers media outreach, but it can also include services such as social media management, content creation, and securing and negotiating influencer partnerships,” Carly explains. Another thing to consider: how a publicist speaks about your brand to the media. “To ensure that communication is clear and consistent, a publicist will often start by developing a media kit, including team bios and core messaging.”

2. How is your approach different from other PR agencies?

“Many agencies can seem similar at first glance, so it’s important to know what a publicist is going to do for you that’s unique,” says Carly. “In today’s (very!) rapidly changing news cycle, breaking through the media clutter is difficult, so publicists need to be more creative than ever.” PR approaches can range from pitching low-hanging fruit, like listicles, to bringing more creative ideas to the table, using approaches like authentic storytelling (which earned our client Red’s a Forbes placement) or “news hacking” (recognizing and reacting to a media opportunity by being prepared with the right expertise and knowledge).

3. What’s your experience in our industry?

While a great PR agency can adapt to different industries, having experience in your niche can fast-track success. “A good publicist can always go out and make new media friends,” says Carly, “but finding someone who already understands your industry gives you a head start. They can tap into their Rolodex for quick wins with publications that already know and trust them.”

4. What key media relationships do you have?

A PR agency’s network is one of its most valuable assets. “Understanding their media connections can help you gauge their ability to secure press coverage that’s relevant to your business,” says Carly. “In addition to the names of various publications, consider what types of press and platforms you’re most interested in, from trade and consumer press to podcasts and digital outlets.” Not sure if a potential PR agency will work effectively on your behalf? “ Pay attention to whether the publicist you’re vetting references specific reporters in your industry vs. just naming publications,” Carly advises. “If they don’t know specific names, do they at least know which features and columns the publications carry or the people who regularly write for them? In short, make sure they’ve done their research.”

5. How do you manage client communication and collaboration?

A smooth working relationship with a public relations firm helps build a strong partnership. To get a handle on how a PR agency typically works with clients, ask how they gather brand information, define goals, and establish a strategy during the kick-off phase. And don’t be afraid to ask who will be working on your account day to day, how they plan to communicate with you, and how often. Getting clear, regular updates from your PR team ensures you have insight into any progress they’re making (or not making) on behalf of your brand.

6. Can you share case studies or success stories?

Look for real-world examples of a PR agency’s work. “Ask about their past clients, successful campaigns, and how they’ve handled challenges specific to your industry,” recommends Carly. “Strong PR agencies will have case studies or a proposal tailored to your brand, highlighting relevant press placements, brand impact, and creative problem-solving.”

7. How do you measure success?

PR isn’t just about media mentions—it’s about brand building, brand reputation, and tangible business results. Ask how an agency tracks and reports success in a way that aligns with your goals, whether that’s through media reach, audience engagement, or conversions.

8. Do you offer crisis communications?

It’s important to expect the unexpected, and no business is immune to reputational challenges. A good PR agency will be able to develop a crisis communication strategy to protect your brand in case of an emergency or negative event. A thorough plan will include ways to communicate in an honest, consistent manner with stakeholders, media, and the public across all your channels.

9. How do you stay current?

PR is constantly evolving with new media trends, digital strategies, and emerging platforms. A proactive agency stays ahead of the curve to keep your brand relevant. “If it hasn’t already come up when an agency discusses their approach, ask what they are doing to stay up-to-date,” says Carly.

10. What’s your pricing structure?

PR services vary in cost depending on scope, retainers, and project-based fees depending on who you’re talking to. Get clarity on pricing up front to make sure it aligns with your budget and expectations.

---

Hiring a PR agency is an investment in your brand’s future, and finding one that’s a great fit can deliver real results for your business. Choose your questions carefully and take time to reflect on an agency’s answers before making a final decision.

Curious if public relations is the right move for your business? Let’s connect and explore what’s possible.