What should brands look for when choosing a PR agency?
The right agency comes down to sector experience, measurement discipline and reflexes in a crisis.
When choosing a PR agency, the first thing brands usually look at is the client list. Yet what really matters is how long the agency has worked with those clients. Long-term partnerships are the clearest proof of trust.
The second criterion is measurement discipline. Work that doesn’t report on reach, tone, share of voice and message delivery rate measures effort, not results.
The third is crisis reflexes. Ask how quickly the agency steps in during a crisis and whether it has ready-made scenarios and message sets.
Finally, team structure matters. Who will run the work, how senior the assigned team will be and the rhythm of communication should all be clarified before the contract is signed.