5 Questions to Ask a PR Firm Before Hiring Them

posted Monday, April 25, 2011 by Rebecca Brooks

Working with a PR firm is an invaluable way to build your brand.  Do your homework and find an agency that has the capability, demonstrated knowledge and impressive staff to get the job done.  Here’s what you must ask:

Can you show me demonstrated results?  The agency must be able to show you their top tier print, broadcast and online results that are related to your business.  If they can’t, then how are they going to get YOU results? 

Who will work on my account?  I’ve lost track of how many new clients tell me that at their last agency, they met with the high level execs during the new business meeting and they were never seen again.  Since your PR team is like your extended family, it is critical that you trust them, they are seasoned and capable AND that you like them.  Make sure to meet them! 

Can I speak with a client?  A great way to get a true sense of your PR team is to either read testimonials from past and present clients, or by giving them a call on the phone to find out for your self.

Whether you are an individual or a company, if you are looking to build your brand, you want the PR firm to be well rounded in traditional and new media.  Look at their twitter feed and see when they started using it.    Do they effectively tweet about their clients? Do they engage and respond?  

What are their core services?  I’ve noticed that many clients confuse what PR people do vs. agents and managers.  They also at times don’t understand where PR ends and marketing begins.  Make sure your expectations are clear and know what your PR firm does and does not do. 

Feel free to ask questions – I’m happy to answer them anytime.