5 questions Q’s to ask before hiring youra PR agency


Hiring a public relations agency can be a difficult decision, and it’s important to find one that suits your team, your business and your goals. You need to be clear about what you’re looking for from the agency (digital, mainstream, niche?) and choose one that will be able to meet these expectations.

Not sure what to ask? Here are five questions to ask from the public relations experts at Adoni Media.

  1. What experience does the team have?

Effective PR requires an in-depth knowledge of the media, including how journalists work, the types of angles they want and what they need to tell their story. Ideally, you’ll want a PR agency which has a thorough understanding of journalism, and with an extensive contact list.

Find out what media experience and contacts your prospective agency has. Also ask if the PR agency has specific experience in your field. For example, if you’re a medical company, have they worked with other medical organisations? If the answer is yes, find out what results they achieved in the past. If previous campaigns have been successful, it’s likely they’ll have contacts in the relevant publications you’ll want to target, and pre-existing relationships with journalists which you can leverage.

  1. What media will you be reaching out to?

The PR agency you hire needs to know which media platforms will reach your target demographic most effectively. Make sure they understand your business and who your target market is and quiz them on which media contacts they will reach out to. You may already have an idea of which media you want coverage in, so have a discussion with the PR agency to see if this aligns.

  1. How will you measure success?

Setting early expectations in regard to measuring success is vital. Find a PR agency that looks beyond just ‘likes’ on social media to help your business grow. Ask how often they will report back to you, how the results will be delivered, and how you will receive a copy of any media coverage.

  1. Who will be working directly on my account?

It’s important to find out who you will be working with day-to-day. If you’re hiring a large PR agency, you may initially meet with a senior account manager however, day-to-day operations will be with someone different. Knowing exactly who you’ll be communicating with will enable you to get to know them and determine whether their skills and experience will deliver the results you’re looking for.

  1. What are the terms of contract?

This covers everything from cost, flexibility of services to invoicing and length of contract. It’s essential to know exactly what you’re getting into and how that particular PR agency operates.