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How do I choose the right PR agency?

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Short answer

Choose a PR agency that understands your industry, can show recent coverage in outlets your buyers read, explains exactly how often it pitches, reports every pitch and placement, and assigns experienced people to your account. Be cautious of agencies that promise guaranteed placements in top outlets.

How do I choose the right PR agency illustration by Classy Media

What to look for

  1. Relevant experience: recent results for companies like yours, in your industry or with your type of buyer.
  2. Media relationships: people who have worked with or inside the outlets you care about.
  3. Pitching cadence: how many pitches and angles per week. Consistency drives results.
  4. Strategy: a clear view of your story, angles, and target outlets before you sign.
  5. Transparent reporting: regular reports on pitches, placements, and impact.
  6. The actual team: who will work on your account day to day, and how senior they are.
  7. Fit with your goals: fundraising, sales, hiring, search, and AI visibility all call for different targets.

Red flags

  • Guarantees of coverage in specific top-tier outlets.
  • Vague answers about outreach and reporting.
  • Long contracts with no clear plan.
  • Senior people in the pitch, junior people on the account.

Compare how we work: daily media relations, thought leadership PR, and AEO, with weekly reporting.

Related guides

Get help from Classy Media

Classy Media is a PR agency that earns coverage for companies and leaders across every industry, with daily outreach to the journalists who cover your market. See our plans, which start at $4,000/month, or book a free 20-minute consultation.

Related

People also ask.

Should I hire a big or boutique PR agency?

Boutiques often give more senior attention per dollar; large agencies suit global, multi-market programs.

How long should a PR contract be?

Most agencies ask for three to six months minimum, since coverage builds over time.

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