These 4 questions will help you evaluate your PR agency

In the ever-evolving landscape of communication strategies, the enduring reign of PR services remains steadfast. While no-so-new-on-the-block avenues like digital marketing and social media management capture attention, PR's prominence endures due to its unique blend of authenticity and lasting, meaningful reputation management. 

PR's ability to cut through the noise of information overload, shape narratives, and build enduring credibility makes it an essential cornerstone for leading brands’ comprehensive communication strategies. As a market consultant and a professional with years in financial PR, I put together a well-tried list of criteria to guide companies in assessing their existing PR agency or selecting one to work with. So, these are the absolute must-questions to ask.

1. How proactive is your agency?

Being proactive to the core proves to be the most effective approach in the work of a #PR agency. It shows how interested they are in you. How many questions do they ask? Are they willing to delve into product details, seeking clarification when necessary? It's only through a profound understanding of your product that PR experts can shape a unique positioning strategy, yielding tangible results and fresh ideas for captivating media publications. This approach also implies generating pinpoint news breaks and active pitching to journalists to get the most out of PR.

2. Is your agency mass market or niche?

Choosing a niche PR agency proves beneficial if you have a specific product. Going mass-market might not serve your needs even with a top agency, as understanding and effectively promoting your product could be a challenge. This is crucial since your agency manages your reputation, and a non-expert can't do justice. A niche agency likely takes a meticulous deep-dive approach and has experience with similar campaigns, ensuring a portfolio aligned with your goals. They won't experiment with your #reputation, as PR errors are hard to rectify—it's wiser to avoid missteps than fix them later, which can be time-consuming and costly.

3. How do you measure the success of your campaign?

Assessing the outcomes of a PR campaign is both feasible and necessary. While measuring PR might be trickier than marketing, it's achievable with the right tools. PR yields long-term effects, as seen when a speaker skips introductions at an event or when sales improve due to a well-known brand. That’s when your company name becomes an asset. Although not all aspects are quantifiable, precise measurements are possible. The agency can gauge impact by analysing the media and considering traffic and #SEO metrics.

4. Is there a culture fit?

This aspect might not be widely discussed, but it's vital. Signing a contract with a PR agency is like hiring an entire team of professionals you have to work with on a daily or weekly basis. Your choice extends beyond the expertise or agency’s niche—it involves individuals fitting your work culture. Like at an HR interview, ensure comfort in communication and collaboration as you seek a team that aligns with your preferences and ways of working.

Selecting the right PR agency can make or break your brand's reputation and communication strategy. By asking the four key questions outlined above, you can ensure that your agency is the right fit for you. With these criteria in mind, you can select an agency that will not only promote your brand but also become an extension of your team and deliver tangible results.