Hiring a PR agency is a milestone for some business owners. It highlights who they are, what they do and the type of stories the media wants from them. Before you get too excited, take a moment to ask yourself or your board if PR is actually what you need at the moment. Outside of it being an investment, your company also has to provide key essentials to ensure success.
Here are 5 questions business owners should ask themselves before engaging a PR agency:
1. What are my specific PR goals and what does success look like? Before hiring an agency, you need clarity on why you want PR. Is it brand awareness, crisis management, a product launch, investor relations, or media coverage? Vague goals lead to wasted budgets and misaligned expectations. Define measurable outcomes upfront.
2. Do I have the budget for a meaningful, sustained PR effort? PR is not a one-time transaction — it’s a long-term investment. Agencies typically work on retainers ranging from a few thousand to tens of thousands of dollars per month. Ask yourself whether you can commit for at least 6–12 months, since PR results rarely happen overnight.
3. Is my business truly ready for public attention? PR can amplify both the good and the bad. Before inviting scrutiny, honestly assess whether your product, service, customer experience, and online presence can withstand increased visibility. A poorly timed PR push can backfire if your house isn’t in order.
4. Do I have the internal bandwidth to support an agency relationship? A PR agency is only as effective as the client relationship allows. They’ll need your time for briefings, approvals, interviews, and content reviews. If you or your team are too stretched to be responsive and collaborative, even the best agency will struggle to deliver results.
5. Have I done enough due diligence on the right type of agency for my needs? Not all PR agencies are created equal. Some specialize in consumer brands, others in B2B, tech, healthcare, or crisis communications. Ask yourself whether you’ve researched agencies with proven experience in your industry, checked their track record, spoken to their past clients, and understand exactly what’s included in their scope of work.
Getting honest answers to these five questions will save you time, money, and frustration — and dramatically increase your chances of a successful agency partnership.
