While numbers do matter, the best PR relationships extend beyond media impressions. Our own Senior Account Manager, Maddy Spellerberg, notes that finding an agency that demonstrates “buy-in of your vision.” She poses the question, “numeric results are obviously great, but does your partner really understand and champion where you want your business to grow?” 

This understanding often involves qualitative work that cannot be easily quantified but informs the foundation of authentic brand storytelling. Look for agencies that ask thoughtful questions that define your brand's identity and potential—long-term goals, company culture, and brand values—not just your financial targets.