How To Choose a PR Agency That Delivers Real Value

14. 3. 2025

 

Choosing a PR agency can be a crucial decision for the successful communication of your brand. In today’s landscape, where competition happens not only at the level of products and services but also in public perception, a quality PR agency is often an indispensable partner. So how do you select the right one? Here are some proven tips to help you make an informed decision.

 

1. Expertise and Industry Experience

Every PR agency specializes in certain areas. Experience in your market segment can play a crucial role in how effectively the agency will be able to tell your story and reach relevant media. Be sure to check the client portfolio and case studies that demonstrate how the agency has worked with brands similar to yours.

2. Flexibility and Approach to Work

Business is dynamic, and PR strategies must be able to adapt to unexpected events. A good PR agency will help you not only with long-term strategy but also with crisis communication or reactive campaigns. Ask how the agency approaches planning and whether they offer the ability to quickly scale up the team when needed.

 

3. Transparency and Measuring Results

The success of PR activities should be measurable. PR agencies often use various metrics, including media reach, social media engagement, or the number of mentions in relevant media. Before signing a contract, ask them to explain how they will evaluate the effectiveness of their work and what KPIs they propose for your project.

 

Photo by Freepik.

 

4. References and Successful Campaigns

A good PR agency is not afraid to showcase its past successes. Request references and case studies to help you understand how the agency approaches different challenges. In addition to their portfolio, check if the agency has received industry awards, which can be a good indicator of the quality of their work.

 

5. Membership in Professional Organizations

PR agencies that are members of professional associations, such as APRA (Association of Public Relations Agencies), commit to adhering to ethical standards. This includes rules such as ensuring that the agency does not work for two competing entities simultaneously. Or they may be part of global PR networks, such as Worldcom PR Group or others.

 

6. Who Will Work on Your Project?

During the selection process, you will often meet senior members of the agency, but it is important to know who will be your day-to-day contact. Request a meeting with the team responsible for your project and ensure that their experience and working style align with your needs.

 

7. Media Access and Network of Contacts

One of the key values of a PR agency is its media contacts. A good agency should have established relationships with journalists, influencers, and other key industry figures. Also, don’t hesitate to ask about the procedures and tools the agency uses when communicating with journalists.

 

8. Price vs. Value

Price is always an important factor, but when choosing a PR agency, focus more on the price/performance ratio. The cheapest offer may not necessarily be the best if the agency does not provide a corresponding level of service. Always assess whether a lower price also reflects quality and efficiency. Good PR is an investment in your brand’s future success.

 

Photo by Freepik.

 

9. Specialization vs. Full-Service Agency

Consider whether you need a highly specialized agency (e.g., focused on technology, healthcare, or finance) or whether you are looking for a full-service agency that covers all aspects of communication, including social media and event management.

 

10. What Is Their Perspective on Your Brand?

One of the best tests of an agency’s quality is seeing how well they understand your brand and what ideas they bring to the table. If the agency comes up with creative suggestions even in the first meeting, it’s a good sign of their engagement and strategic thinking abilities.

 

Conclusion

Choosing a PR agency is not a decision to rush. Take your time to compare options, meet the teams, review references, and set clear expectations. The right PR agency will not only help with communication but can also be a key partner in building your brand and reputation in the market.

 

 

All photos and pictures in this article are downloaded from Freepik.