6 Questions to Ask Before Hiring a PR Agency
- McRae Agency Blog Team
- May 28
- 3 min read
If your brand is looking for PR support and strategic guidance, it’s important to remember that not all PR agencies are the same. Choosing the wrong agency can cost your brand valuable time, budget, and growth opportunities. Before signing with any team, brands should ask thoughtful, strategic questions to ensure the agency aligns with their goals, audience, and long-term vision.
A good PR agency should feel like a strategic partner — not just another vendor.
“What Industries or Brands Have You Previously Worked With?”
When it comes to finding the right PR support, experience matters. Your agency should understand your audience, industry, and media landscape, and align with your brand’s goals and positioning. Not every agency is the right fit for every brand, which is why reviewing case studies, past campaigns, and niche expertise can help you determine whether the partnership makes sense for your business.
Key takeaway: Look for alignment, not just big names.
“What Does Your PR Strategy Actually Look Like?”
This is one of the most important questions brands can ask. Many agencies promise “visibility” without explaining how they plan to achieve it. Any agency promising instant virality or overnight success should be considered a red flag.
A strong PR strategy should include clear tactics such as:
media outreach
storytelling
content strategy
brand positioning
measurable KPIs and goals
Your agency should be able to clearly explain how its strategy supports your overall business objectives.
Key takeaway: PR should never be random pitching without direction.
“How Will Success Be Measured?”
No brand wants to invest in services without understanding how success will be tracked. A strong PR agency should clearly communicate how they measure progress through meaningful metrics such as:
brand awareness
media placements
backlinks
website traffic
engagement
audience growth
There is a major difference between vanity metrics and measurable impact. While follower counts may look impressive, real PR success comes from visibility, credibility, and long-term growth.
Key takeaway: Good agencies track impact, not just mentions.
“How Do You Handle Communications?”
A successful client-agency relationship depends on strong communication. Brands should understand how often they’ll receive updates, reports, strategy calls, and campaign insights. Transparency and collaboration are essential for ensuring everyone stays aligned throughout the partnership.
Clear communication also shows that an agency values your brand and prioritizes your goals.
Key takeaway: Strong communication builds stronger client-agency relationships.
“How Does Your Agency Adapt To Modern PR?”
The PR landscape is evolving faster than ever. Today’s agencies should understand how PR connects with social media, digital marketing, AI, GEO, podcasts, creator partnerships, and online visibility.
Ask how the agency stays current with changes in media, technology, and audience behavior to ensure your brand never falls behind. PR today is no longer limited to traditional media coverage alone.
Key takeaway: Modern PR requires a multi-platform mindset.
“How Do Your Values Align With Ours?”
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