As an agency specializing in small to mid-sized businesses, we receive inquiries daily from marketing professionals and small business owners seeking to retain our services. One of the first questions I always ask is, “How did you hear about us?” The responses vary—from Google searches to referrals and even articles I’ve written. As someone on the receiving end of these inquiries, I find it interesting to hear the questions people ask about us. Based on those inquiries and my own experience, here are a few key things to keep in mind when you’re evaluating a PR agency:
1. Do You “Gel” with the Agency?
Perhaps the most critical question: do you feel comfortable with the agency team? When you get on the phone, does the conversation flow easily? Do you feel heard? This relationship is crucial because you’ll likely have frequent calls with your agency—possibly weekly. You need to like and connect with the people you’re working with. Chemistry matters for long-term collaboration.
2. Who Will Be on Your Account Team?
It’s common for agencies to bring in senior-level team members for the pitch. They’re experienced and can present the agency well. However, they may hand your account to junior team members once the contract is signed. While junior employees can manage accounts, you should know who your day-to-day contacts will be upfront. At Segal Communications, we have a range of staff, from interns to senior management. While I can’t be on every client call, I am responsible for staying updated on all client activities through ongoing discussions with my team.
3. Where Is the Team Located?
This is especially important for businesses that need regional support. For example, if you’re a restaurant opening a location in San Francisco, you may not want the additional cost of flying in an out-of-town team for your grand opening. On the other hand, if your work doesn’t require local support, having a team spread across the country might be beneficial. Either way, it’s a question worth asking.
4. How Does the Agency Track Work?
Most agencies track the hours spent on client work each month. Some agencies have a cap on how many hours they’ll work for a client per month and will notify you if you’re nearing that cap. Understanding how the agency logs time and what that means for your business is important to ensure you’re getting value.
5. Is There an Out Clause?
Whether you’re signing up for a project or a retainer, knowing if your contract has an out clause is essential. Most agencies, including ours, have a 30 to 60-day out clause that allows clients to end the contract if necessary. A flexible contract is especially important for small businesses, which can be sensitive to economic shifts and may need flexibility when paying monthly retainers.
6. Can They Guarantee Coverage?
Beware of agencies that guarantee media coverage. Coverage guarantees usually mean paid placements, which are more in the realm of advertising, not PR. If that’s what you’re expecting, you should consider hiring an advertising firm instead of a PR agency.
These are just a few things to consider when choosing an agency to hire. There are other factors and red flags to watch for, but these should give you a good starting point for your discussions. Remember, the right agency should be a true partner, helping your business grow and succeed.