How to pick a PR agency

Choosing the right PR agency is a big decision that can shape the way your business is perceived. Public relations is not just about getting your name mentioned in the media. It’s really about building meaningful connections, shaping stories that resonate, and helping audiences understand the value of your brand.

When selecting a PR partner, you need someone who shares your vision and has the skill to communicate it with honesty and clarity. This choice can have lasting effects, both good and bad, depending on whether the agency fits well with your goals. That’s why it's key to think about the right factors before jumping in.

Beware of Guaranteed Coverage Promises

One common warning sign to look out for is the promise of guaranteed media coverage. While it might sound attractive, it’s usually not a good sign. PR professionals work hard to find and pitch stories that outlets find relevant, but there’s no way to predict or promise how the media will respond.

Any agency offering a guarantee is either unaware of how PR really works or simply leading with unrealistic promises. Strong agencies focus on building real relationships with journalists and editors. They craft compelling and timely stories but will be upfront about the variable nature of results.

That kind of transparency helps to build trust. You want an agency that explains the process well and gives practical advice about what to expect. This kind of honest communication is far more useful than lofty promises that never deliver.

The Steady and Reliable Agencies

Not all successful agencies are loud or flashy. Some of the most effective ones work quietly behind the scenes, focusing on results rather than buzz. They may not post about every campaign on social media or splash their names across every event, but that doesn’t mean they aren’t making an impact.

In fact, steady agencies often have clients who stick around for years. That’s usually a reflection of trust, reliability, and performance. These agencies know how to build strong, long-term relationships instead of chasing every trend or spotlight.

If you want to gauge an agency’s reliability, ask about past and current partnerships. Have their clients stayed for the long haul? Do they speak positively about their experience? Reputation and longevity often say more than any awards or press releases.

Here are a few things to watch out for:

1. Client Tenure: Look into how long clients work with them. Long-term clients suggest satisfaction.

2. Agency Reputation: Seek consistent and genuine feedback.

3. Visibility vs Substance: Avoid being swayed by shiny presentations. Look at their foundation and values.

You want to find an agency that quietly gets the job done and puts your goals first.

Longevity and Stability of Clients and Staff

Another useful measure of a great agency is how long people stay. This matters both for their clients and their staff.

If clients seem to join and leave quickly, it could mean they’re not getting what they need. Long-standing clients show that the agency delivers value—consistently.

Employee turnover matters too. An agency filled with fresh faces every few months likely has deeper issues with culture or leadership. On the other hand, if you notice the same team members sticking around, that’s often a sign of a strong internal environment. A stable, experienced team is more likely to understand client needs and provide reliable service.

Ask how long staff have been with the company. A balanced and long-tenured team indicates stability and often translates into better results for you.

Diversity of Industry Experience

The communications and marketing space shifts all the time. From digital platforms to the role of influencers to new ways audiences consume content—things move fast. That’s why having a PR agency with experience across different industries is a smart choice.

Agencies that have worked with a wide range of clients are often better equipped to think creatively. They’ve seen what works across sectors and can bring cross-industry learnings to your brand. That kind of exposure helps in spotting trends early and offering strategies that are both fresh and effective.

Instead of sticking to just one approach, agencies with broad experience can adjust their style to your needs. If they’ve worked with retail, tech, hospitality, or others, they’ll be able to combine these insights for your benefit. It also shows that they’re flexible and not locked into a one-size-fits-all model.

This variety keeps their ideas fluid and the work relevant.

PR Beyond Media Relations

Gone are the days when PR was just about working with journalists. Today, a good PR agency needs to handle far more than just media coverage.

Modern PR blends many different communication tools. Think influencer engagement, brand storytelling, content creation, social media strategy, and even internal communications. All of these areas shape how people perceive your brand.

A strong agency looks beyond press releases and understands how everything fits together. Your social channels, blog content, thought leadership, and interviews—these are all pieces of the bigger picture. The agency you work with should know how to pull these elements together into a clear message.

If your agency only focuses on traditional media, they might not be serving the full needs of your business. Make sure they are comfortable working across platforms and formats to keep your brand in front of the right audiences consistently.

Ready to Make Your Choice?

Choosing a PR agency may seem overwhelming at first, but asking the right questions and paying attention to long-term patterns will help.

Don’t fall for over-the-top promises like guaranteed coverage. Look for substance, not just style. If an agency has kept clients over several years and retained a stable team, that speaks volumes.

Diversity matters too—a wide range of industry experience brings new ideas and adaptability. And with PR covering more ground than ever, your agency should support you far beyond just media relations.

In the end, the best PR agency for your business is one that shares your values, has proven reliability, and understands the full landscape of communication. They’ll help you bring your brand story to life in ways that count.

Selecting a public relations partner who truly understands your needs can make all the difference in telling your brand's story effectively. From managing diverse industry experiences to embracing all facets of PR, it’s important to choose a partner dedicated to your success. Explore how Blue Totem Communications can support your goals as a trusted communications agency that adapts to the needs of every client. Connect with us to ensure your brand's communications are in expert hands.