How to choose the right PR agency

2 March 2026

Set of five test tubes bubbling with different liquids as part of a chemistry test
Choosing a PR agency can feel a bit like dating. Everyone looks great on paper, they promise the world and say they “really get you” but once the honeymoon period is over, reality can hit fast.

So how do you choose the right PR agency for your business? And spoiler alert, sometimes it’s not the flashiest or even the most expensive one in the room! Here are a few things worth thinking about before you sign on the dotted line.

  1. Do they understand your business?

This sounds obvious, but it’s often overlooked. A good PR agency should take the time to understand what you do, the challenges you are facing, who you’re trying to reach, and what success looks like for you. A PR agency should be curious and be genuinely interested and excited by what you want to achieve.

  1. What’s their experience?

Of course experience is important and many would argue relevant experience also really counts too but sometimes don’t overlook the agencies who you might be ready to discount if they don’t have very specific experience in your industry. Sometimes bringing in an agency who doesn’t have the exact same experience can bring a new and fresh perspective because their approach and thinking is different.

  1. Chemistry is not a nice to have

You’ll be working closely with your PR agency. Speaking regularly, brainstorming ideas and handling tricky moments together. If the chemistry isn’t there from the start, it rarely improves.

You should also feel comfortable asking questions, pushing back and having honest conversations. Trust your instincts, they’re usually right.

  1. Clear strategy beats big promises

Be wary of anyone who guarantees media coverage or a particular type or quantity of media coverage. PR doesn’t work like that. What you should look for instead is a clear, thoughtful PR strategy that links to your wider business goals. The right agency will explain what they’re doing, why they’re doing it and how it all fits together. Transparency beats hype every time.

  1. Ask how they measure success

Good PR is about impact, not just noise. Ask how the agency measures results and reports on progress. And if they can’t explain this clearly, that’s another warning sign.

Summary

The right PR agency should feel like an extension of your team, not an outsourced afterthought. They should challenge you when needed, celebrate the wins with you and genuinely care about your success.

Take your time, ask the awkward questions and choose a partner, not just a supplier.