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Looking to hire a public relations agency? Here's what to look out for. 

Finding a public relations agency that matches your needs AND produces results on a consistent basis can be a tough endeavor for any company, person or cause looking to amplify their messaging. 


As someone who has worked in both industries (journalism and PR), I have some tips on what to look for:


  1. Find an agency that regularly lands media coverage but RUN if they guarantee any sort of coverage. There’s a saying that if you want guaranteed coverage, buy an ad. There’s really no other way to know that something is going to run for sure. There are too many variables when it comes to earning coverage. There’s the fact that journalists and editors leave roles, get laid off, change beats, etc., But having worked in the journalism industry for years, I know sometimes I got pitched stories by publicists that I wanted to cover, started researching but simply got pulled into too many breaking news stories to ever cover the event or cause. With the number of journalists dwindling every day, it’s becoming increasingly hard to land stories, but the key is to find a story worth sharing, make it a seamless process for the journalist, and work with their schedules as best as possible. Still, if an agency guarantees they can get a story published in a particular outlet, RUN. 

  2. Find an agency that knows how the industry works. I find that former journalists are the best PR pros, but I don’t think it’s a requirement to have been a journalist to be a good publicist. What I think is necessary is understanding how the journalism industry works: Trying to pay journalists for placement? BIG NO. Asking to see a story before it’s published? Also a no. Asking for a correction on a factually inaccurate sentence? That’s OK. Knowing how the industry works will help land stories, build relationships, and make the process easier and more fun all around. 

  3. Find an agency that knows how to tell stories. At the end of the day, journalists want a good story. Yes, they may come to you for a quick quote from an expert source, but if you want the feature stories and regular coverage, being able to find the nuggets of stories in the work being done is important. 

  4. Find an agency that will move the needle. I can’t tell you how many times as a journalist I had to nudge PR pros about my deadline and ask when I’d be able to speak to a source. For an agency, it’s not just getting a journalist interested in a story, it’s seeing the story through to publication, and doing it in a timely manner that fits the journalist’s schedule. A reputable and worthwhile agency will move the needle and stay on top of making sure a story gets to completion in a timely fashion. 

  5. Find an agency with people who you’d want to have a beer with. Again, having worked on both sides of journalism and PR, I can say that friendliness and courtesy go a long way. Journalists are not beholden to PR reps. And they don’t owe publicists anything. Journalists are trying to do their jobs just like everyone else. I have seen PR people yell at journalists for not publishing a story. I have personally been yelled at by a PR rep who - against rule No. 1 - guaranteed coverage to his client. Unfortunately, I wasn’t able to make the story work with my editor and the PR rep got ANGRY, berating me on the phone in the newsroom. Did I ever answer an email or phone call from that publicist again? Nope. Remember that journalists are people too, and they are working under increasingly tough conditions. It’s paramount to work with an agency that understands the importance of landing coverage. But not at the expense of being a decent human. 


What other guidelines should people look for when looking to hire a PR agency or consultant? Please comment below. 


Hi! I’m Kristi. I spent 20 years in journalism working for outlets including The Associated Press, The New York Times, Fast Company and the Washington Post before starting my own PR agency, ke comms. Now, I work with purpose-driven brands and causes to amplify their messaging and share their stories. Want to learn more? Visit kecomms.com or email me at kristi@kecomms.com.

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