Hiring a PR agency? Look for these 7 things

The media is fast-moving, and managing PR can quickly become overwhelming.

From drafting press releases to pitching stories, securing interviews, arranging speaking opportunities, and more, there’s a lot to juggle. Partnering with an expert PR agency can be a great option. However, picking the right one can be a daunting task. 

Knowing exactly what to look for can help you select the partner who will get your company the attention it deserves. Here are some key factors to consider:

1. Expertise in your industry 

Each industry has its own media landscape. While some PR expertise carries over across sectors, it’s important to pick an agency that has experience in your area. They should have a deep understanding of the media, outlets, top voices, trends, and conversations that matter most in the industry. This is vital knowledge that will help them develop the most effective materials and reach out to the most relevant media. 

Industry expertise also means that the agency understands your customers, their pain points, and what gets them excited. Your agency shouldn’t have to spend time valuable time learning the ins and outs of your sector, but should be ready to hit the ground running.

2. Proven results

A great PR agency should be able to back up its claims of success with real results. Beyond a list of clients, you should be able to access coverage and media highlights. It’s even better if they have case studies demonstrating the impact of this press. 

Every business has different PR goals, so be sure to pick an agency that has examples of success in your target areas. If you’re looking for thought leadership, check out the top placements of other guest post articles. If sharing a funding announcement is a priority, check for similar coverage examples. Proven results show that the agency can deliver on its promises. 

3. Quality over quantity

When reviewing an agency’s work, don’t focus on the numbers alone. It’s not just about how much coverage was secured; one feature in a respected industry publication can often be much more valuable and impactful than a long list that doesn’t reach your target audience.

When researching an agency, it’s important to have in mind what your dream publications are. If you aren’t sure which outlets would be ideal for your business and industry, an agency that is an expert in your sector can help explain the media landscape and which publications are most influential. 

4. Strong media relationships

Successful PR is built on relationships and trust. Great agencies take time to develop meaningful relationships with industry journalists, editors, and producers. They understand what each contact covers, the types of stories they're interested in, and how they prefer to work. 

Journalists receive hundreds of pitches a day, so standing out is no easy task. Pitches from a known and respected PR professional are more likely to be considered, as journalists can expect relevant and timely content. Combined with a compelling angle, these connections can make all the difference in securing valuable coverage.

5. Creative thinking

The best PR agencies don’t just share news. They take the time to understand your goals and put together original angles. There is no one-size-fits-all strategy in PR. The right agency will develop creative campaigns and story ideas that will resonate with the media and your audience.

You can get an idea of this from coverage examples. Are there only traditional news articles, or does coverage also include popular podcast placements, spicy thought leadership pieces, and news woven uniquely into media trends? In today’s competitive media landscape, creative thinking is more important than ever. 

6. Great storytelling

When journalists are being bombarded with pitches every day, it’s not enough to have big company news to share. The media needs to know why it matters. How will this story bring value to their readers? 

News needs to be expertly shaped and presented to catch the media’s attention. It should draw the reader in, cause them to think, and spur additional questions. The best PR agencies know how to turn complex topics, technical products, and business updates into clear, engaging narratives. 

7. Client references 

You also want to be sure there are happy clients recommending the agency’s services. Check on review hubs like Google Reviews, G2, and Clutch to see what past clients have to say about their work with the agency. Together, these reviews can paint a clearer picture of the agency’s strategy, communication, and reliability. 

You can ask for a call with their clients in your industry to get more details. Think back to those elements that matter most to you – announcements, thought leadership, podcasts, etc. – and discuss how the agency handled them. You can get a good feel for how the company collaborates through these conversations.

Building a lasting partnership  

Choosing a PR agency is about more than finding someone to send out press releases. A great agency like SlicedBrand is a long-term partner that understands your industry, business, goals, values, vision, and story. The right agency will take the time to understand who you are and what you want the world to know about you. 

Take time to pick a strong partner, and you'll have a trusted team that helps build your reputation, amplify your message, and support your business as it grows.