How to Pick the Right PR Agency for Your Business

By Lydia Oakes, COO and co-founder

Choosing a PR agency is one of the most important decisions a business can make when it comes to shaping its brand, building reputation and driving meaningful awareness. As someone who has worked in B2B PR for over two decades, I’ve seen firsthand how the right agency partnership can elevate a brand to new heights — and how the wrong one can lead to frustration, missed opportunities and wasted budget.

If you’re considering bringing a PR agency on board, here are some key factors to consider to ensure you find the right fit for your business.

1. Define your goals clearly

Before you even start speaking to agencies, take the time to clearly define what you want PR to achieve for your business. Are you looking to raise brand awareness, launch a new product, enter a new market, attract investors, position for acquisition or manage reputation? Each goal requires different skills and approaches.

When you know your goals, you can better evaluate whether an agency has the experience and capabilities to deliver against them.

2. Look for relevant sector experience

Every industry has its own media landscape, challenges and opportunities. Working with an agency that understands the complexities of your sector can dramatically cut down the learning curve and ensure they hit the ground running.

Look at the agency’s current and past client list. Do they have experience with companies of your size or stage of growth? Have they worked in your industry or adjacent ones? Ask them for examples of campaigns they’ve run in similar spaces and the results they achieved.

3. Think about the size and structure that suits you

There are brilliant agencies of all sizes, from boutique specialists to global networks. The key is to find the one that matches your needs and working style.

Larger agencies may offer breadth and international reach, but you could find yourself working with junior team members day-to-day. Smaller agencies often provide more senior counsel and agility and may value your business more. They also allow you to tap into networks to offer international expertise.

Ask who will be on your account team and what their roles are. Make sure you meet the people who will be doing the work, not just the senior team pitching to win your business.

4. Chemistry matters PR is a people business.

You’ll be working closely with your agency, often on fast-moving or sensitive issues. It’s essential that you feel comfortable with the team and trust their judgement.

During the pitch process, pay attention to how well they listen, how they respond to your brief, and whether they bring fresh ideas to the table. Do they ask insightful questions? Do they understand your business? Do you feel like they genuinely care about your success?

5. Don’t just buy the brand

A slick website and a big name are no guarantee of good service. Focus less on the logo and more on the team, the thinking, and the results.

Ask for client references and find out how long their relationships typically last. Longevity is often a good indicator of a strong, trusted partnership.

6. Be honest about budget and expectations

Transparency from the start leads to better outcomes. Be upfront about what you can invest and what you expect in return. A good agency will tell you honestly what’s realistic within your budget and how to get the most value from it.

Avoid agencies that overpromise or guarantee media coverage. PR is not advertising, and no reputable agency will promise front-page headlines. Absolute guarantees of coverage can actually involve the placement of paid content.

7. Measure what matters

Finally, agree on how success will be measured. Whether it’s media coverage, share of voice, website traffic, lead generation, message impact or reputation metrics, ensure clear KPIs are in place from the outset.

Good agencies will work with you to track impact and continuously refine strategy to meet your evolving goals.

So what now?

Choosing the right PR agency isn’t about finding the biggest name or the slickest pitch. It’s about finding a team that understands your business, shares your values, and has the creativity and expertise to help you grow.

At Bluestripe, we’re passionate about building lasting partnerships and creating meaningful conversations. Our Q4 2024 client survey found that 100% of Bluestripe clients would be highly or extremely likely to recommend working with us.

If you’re exploring agency support, we’d love to hear about your ambitions and discuss how we can help bring them to life.