The 6 Questions to Ask When You're Looking for a New PR Agency
Hi all,
Let’s dive right into it this week.
We had a conversation with a potential new client the other day, and they hit me with a question that I thought was incredibly smart: “What should I be asking when looking for a new PR agency?” It got us thinking: What should brands be asking themselves when looking for a new agency — either with us at JBC or elsewhere?
Choosing the right agency is no small feat for any brand, and it can — and honestly, should — feel like there’s a lot of pressure involved. After all, you want to find a partner that truly aligns with your greater vision while sharing your core values. A fantastic agency can help boost your brand’s visibility, handle any sticky situations, and build authentic connections with your audience. But if you end up with the wrong fit, things can go south quickly, and missed opportunities can be tough to recover from.
With all that in mind, we put pen to proverbial paper to put together a trusty cheat sheet, just for you. Armed with these questions, you’ll be better prepared to find the right fit for your brand.
Without further ado:
1. How involved are the founders?
First things first: Ask about the agency’s founder(s) and how involved they will be in your project. Will you ever hear from them again after this introductory meeting, or will you be directed to the next level down? A strong agency should have leaders who are engaged and invested in your everyday success.
2. Can I meet my day-to-day team?
You’ll want to know who’s handling your account on a daily basis, so ask to meet the team that will be your go-to people. This helps you gauge their expertise and ensures that you feel comfortable with the folks who will be representing your brand.
3. How many clients will they be working on?
It’s essential to understand the agency’s workload. How many clients will your representatives juggle? You want to make sure they can devote the necessary time and attention to your brand to achieve your goals — and get the service you’re paying for.
4. How can we be a good agency partner?
Building a successful partnership is a two-way street. Ask the agency in question how you can be an ideal client for them. Partnerships thrive on communication, collaboration, and mutual trust, so it’s vital to understand each other’s expectations from the start.
5. What company do they keep?
In the PR world, the clients an agency represents can say a lot about its values. Ask which brands they currently work with and whether those brands align with your own values. You don’t want to be associated with something that doesn’t complement your image, directly or indirectly.
6. Are their employees happy?
Lastly, look for signs that the agency has a healthy work culture. Are people happy? Is it a revolving door? Employee satisfaction can directly impact the quality of your service. You want the people on your account to feel valued and motivated, so dig into their employee retention rates and culture.
As always, if you have more questions or want to chat about this topic, feel free to drop a comment or reach out!
‘Til next time,
Jenny & Melissa