Choosing the right public relations (PR) agency is an important task for any business looking to enhance its marketing strategy, its brand image, its reputation, or its communications with its target audiences. With numerous agencies offering a variety of services, it can be challenging to determine which one aligns best with your company’s needs, goals, and marketing strategy. As a public relations agency with decades of experience in multiple industries, Communications Strategy Group (CSG®) knows — both from being evaluated and from performing our own evaluations — how to evaluate a PR agency.
To make the process easier, we’ve compiled a list of the 10 most important questions you should ask when choosing a PR agency to partner with. These questions will help you evaluate potential agencies, ensuring you can set smart goals, find the perfect match to elevate your brand and marketing strategy, and achieve your business objectives. Read on for insights to guide you when making this crucial business decision.
Why Invest in a Public Relations Agency?
The value that PR agencies offer to businesses is substantial. By leveraging their industry knowledge and media connections, they help businesses gain positive exposure, build credibility, and foster trust with their target audiences. Successful PR campaigns can lead to increased brand awareness, customer loyalty, higher sales and revenue, and a better overall public image.
Industry Expertise
PR agencies often possess specialized expertise within specific industries, allowing them to tailor their strategies to the unique needs and challenges of their clients. This industry-specific knowledge enables them to craft more effective communication plans, leverage relevant media connections, and provide insightful guidance that aligns with their clients’ business goals and market dynamics. See this blog post for more information about PR expertise in specific industries.
Crisis Management
Crisis management is a critical function of PR agencies, involving the swift and strategic handling of unexpected events that could harm a client’s reputation. By proactively addressing issues, communicating transparently, and implementing damage control measures, PR agencies help mitigate negative impacts and preserve public trust.
Resources and Media Relations
Media relations is a core component of PR agencies’ work, focusing on building and maintaining positive relationships with journalists and media outlets. By effectively pitching stories, providing timely information, and facilitating interviews, PR agencies ensure their clients receive favorable coverage and increased visibility.
Measurable Results
PR agencies provide measurable results by utilizing various analytics tools. These results — such as media coverage, social media engagement, and audience reach — allow you to set smart goals for the future and compare against successful campaigns. Data-rich insights enable businesses to assess the effectiveness of their PR strategies, make informed decisions, and show the return on investment.
Ask These Key Questions to Evaluate a PR Agency
Here are the top ten questions businesses need to ask when evaluating a PR agency, ensuring a strategic partnership that will drive brands’ success.
Which Industries Does the PR Agency Specialize In?
When selecting a PR agency, asking about their industry specializations will help you determine if they possess the relevant experience to meet your unique business goals and needs.
What Services Do They Offer in Public Relations?
Do you need media relations? Crisis or reputation management? Other? Figure out what services and tactics potential agencies are well-versed in so you know their skills match your business goals.
Can They Connect with Your Target Audience?
Is your potential PR agency fluent in different tones of voice and different platforms where your audiences congregate?
Does the PR Agency Understand Your Company’s Goals?
Your PR partner should know every detail of what you’re trying to accomplish, and the factors that are helping or holding you back.
Do They Have Success with Other Brands?
Has the prospect done successful work with other companies similar to yours? Does their track record impress you? How deep are their media connections?
How Much Do They Charge for Their PR Services?
It does you no good to engage an agency that won’t fit into your budget. Find out their fee structure and check it against your limits.
How Far Can They Work with You?
Find out if they have the flexibility to work with you as your company grows. Will they be able to adapt to your business’s shifting needs?
How Can They Help with Negative Publicity and Crisis Management?
No matter how well you design your marketing strategy, things are bound to go wrong. Can your potential agency support you when you need to communicate skillfully to target audiences in a crisis?
How Will the PR Agency Integrate with Your Marketing Team’s Efforts?
If you already have a partnership with a digital marketing agency, advertising agency, or other marketing agency, you need to know that your new partner will be able to fit into the broader marketing strategy for your business and collaborate on successful campaigns.
How Will They Measure the Success of Their Public Relations Efforts?
You need to know how your PR agency will determine success, whether that definition works for you, and what specific metrics they will provide as campaigns unfold.
How to Select a Top-Notch PR Agency
Selecting a high-quality PR agency involves a thorough evaluation of their experience, expertise, approach and track record.
Values Data
You want your PR partner to make data and analytics a priority, so you can be confident in your campaign results and tactics. A data-driven agency will find the right channels and platforms for different tactics, know what your target audiences are thinking and be able to broadcast your message better and show their work.
Focuses on Your Best Interests
Simply put, your partner should care about your success and work hard to make it a reality. You want a PR agency that understands your business goals deeply and provides regular feedback and updates on campaign progress as part of your collaboration.
Shares the Same Brand Value
Find a PR agency you trust to represent your brand well and tell your story in the way you want it told. Aligning on core values is a necessary step to ensure effective communication both with each other and your audience.
Consider your Budget for PR Services
The cost of hiring a PR agency can vary widely depending on several factors, including the scope of services, the agency’s reputation, and the industry in which your business operates. On average, small to mid-sized businesses might expect to spend anywhere from $2,000 to $10,000 per month for a retainer-based service, while larger companies with more comprehensive needs might see monthly fees ranging from $10,000 to $50,000 or more.
Project-based pricing can also be an option, with costs typically reflecting the complexity and duration of the campaign. It’s essential to consider the return on investment when evaluating these costs, as effective PR strategies can significantly enhance brand visibility, reputation, and overall market presence. Businesses should budget accordingly and ensure they select an agency that aligns with their financial capacity and strategic goals.
Work with a Trustworthy and Reliable PR Agency
For decades, CSG has been a trusted ally for our clients as they enhance their marketing strategies through public relations. To get started on your first or latest PR campaign, contact us here.
For the full scoop on our unique PR approach, go here.
For more information about who we are and how we can help you, visit our homepage.
Other FAQs About How to Evaluate a PR Agency
What Is a KPI in PR?
PR Key Performance Indicators (KPIs) are measurable values that track performance over time against specific objectives. They set targets for teams, provide milestones to assess progress, and offer insights for informed decision-making. PR KPIs enable every business to operate strategically.
How Do I Get the Best Out of My PR Agency?
Foster an open and transparent relationship with your PR firm, providing them with as much information as possible. The more your agency knows and understands about you and your business, the greater their chances of achieving success, often exceeding your expectations.
How Do You Evaluate PR Agency Performance?
By tracking metrics like media mentions, impressions, traffic and engagement, social media performance, reputational indicators and conversion rates, PR agencies and their clients can gain a thorough understanding of a campaign’s impact. This data-driven approach allows them to make informed decisions to improve future efforts.
How to Calculate PR Value?
You can use various methods to calculate the value of PR. For example, you might track the number and quality of press mentions your brand receives in a campaign. Or, you might track how many times your stories are shared on social media. How you calculate PR value will be decided by your goals and the metrics you’re electing to track.