Hiring a Public Relations firm to represent your brand? Here’s our team’s advice.
Choosing the right public relations agency can make or break your brand’s marketing and communications strategy. With multiple firms in your ear promising results if you work with them, how do you know which will actually be the one to champion your vision and provide meaningful outcomes? The key isn’t finding the places with the flashiest portfolio, but focusing on brand fundamentals that match your values in creating a lasting partnership.
Looking Beyond the Numbers
While numbers do matter, the best PR relationships go deeper than 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 that “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 the thoughtful questions that make your brand what it is and what it could be—long-term goals, company culture and brand values—not just your monetary targets.
Courtney & Natalie with our clients Mariee Ami and Matilda Reuter Engle of Middleburg Hospitality at a recent wedding industry FAM trip we organized. Photo by Heather Waraksa of The Wedding Artists Co.
The Exclusivity Factor
A critical consideration that many brands overlook is exclusivity. Senior Communications Manager, Carly Long, points out it's super important to ask: “Do they represent a bunch of other brands that are competitors of mine? Will I be lost in the shuffle? Or receive their full attention when a fitting opportunity comes across your desk?”
Exclusivity could be a really big differentiator when evaluating potential partners. Looking at the size of a team’s client load tells you a lot about how much focus your account is really getting. Smaller teams usually take in around five clients monthly whereas larger teams can have up to eight to ten. An agency juggling multiple competing clients may struggle to provide the focused attention and strategic thinking your brand deserves. Natalie Denyse, our Founder and Director, notes “understand how they’re going to serve you day to day, and who will be touching each part of your programming.” A client who trusts each and every player on the field will succeed faster and go farther because everyone will be working towards a shared, unified objective.
References and Real Results
A moment with Nick Daddona, Director of Wine and Beverage Services for the Boston Harbor Hotel, during a special event we produced for them in Fall 2024, shot by Elizabeth LaDuca.
Something we do in real life is ask our trusted friends and family for recommendations—a recipe they like, which shirt you should buy at the store or ideas for vacation itineraries—do the same with business decisions. Don’t settle for case studies alone. Look for direct references from trusted sources when deciding who to work with. Utilize your network to see who you would work well with and who they work well with to gauge goal similarities. Request testimonials from your potential partner. Ask them for three clients who have worked with the firm for various reasons and lengths of time, giving you a comprehensive view of how the agency performs across different relationships and scenarios.
Understand how the agency qualifies and measures performance - and what key indicators contribute to the overarching vision of success. PR is used to create long-term, sustained positive perception for a brand and if your expectations are that press and financial ROI will happen overnight, you’re mistaken. That’s what advertising is for - and there are many other efforts that contribute to overarching growth. Are you pulling the right levers at the right time? Identifying these needs and acting swiftly is the moniker of a great PR team and true partner.
A Passion to Build with you
When evaluating potential agency partners, prioritize those that demonstrate genuine passion, aptitude and investment in your brand’s success beyond the contract. As Natalie emphasizes, you should “look for a PR firm that will advocate for your brand regardless of whether they are on a retainer. Someone who will champion what you have out there in the world freely and abundantly or else it will start to feel very transactional.” This authentic advocacy translates into strategy that goes beyond the generic approaches. As Account Manager, Mary Collins Bugg, notes, “The best PR agencies don’t rely on cookie-cutter campaigns or recycled ideas. Instead they take the time to understand your brand’s identity, audience and market position before crafting a bespoke strategy that aligns with your short-term objectives and long-term vision.”
Equally important is finding an agency that demonstrates agility and scalability. PR operates in an ever-evolving landscape where opportunities and challenges can emerge without warning, requiring quick and effective adaptability. Mary Collins explains that “your PR agency should have the flexibility to pivot strategies quickly—whether that means capitalizing on a trending topic, responding to unexpected press, or shifting focus due to market changes. Just as importantly, they should be able to grow alongside you, expanding their efforts, team involvement, and outreach capabilities as your brand scales.” This combination of personalized attention and adaptive capability ensures your partnership’s value lifespan without expiration remaining relevant with the ebbs and flows of the industry.