7 Critical Questions Every Founder Must Ask Before Hiring a PR Agency

Hiring a PR agency is a major investment of your time, trust, and capital. The right partnership can change the trajectory of your business. The wrong one can be a costly mistake that leaves you frustrated and behind.

So how do you tell the difference?

It comes down to asking the right questions during the vetting process. Don't be swayed by a flashy presentation or a big agency name. Get to the heart of what really matters. Before you sign any contract, make sure you get clear, confident answers to these seven critical questions.

1. "How will you measure success, and how does it tie to my business goals?"

This is the most important question you can ask. If the agency's answer is filled with vague vanity metrics like "impressions," "buzz," or "brand awareness" without a clear connection to your business, be wary. A billion impressions are worthless if they don't help you sell more products, attract investors, or get into more retail stores.

A strong partner will start by asking you about your business goals. They will be obsessed with understanding what you need to achieve this quarter and this year. Their success metrics will be tied directly to those goals. They will talk about how media placements can be used as assets in retail conversations, how thought leadership can attract investor interest, and how targeted features can drive real sales.

2. "Can you show me 3 recent, relevant placements for a brand like mine?"

Every PR firm will tell you they have "great relationships." A great partner will show you. Ask for specific examples of recent work for a brand in your industry.

"Recent" is key because the media landscape changes incredibly fast. A big win from three years ago is ancient history. You need a partner who knows what is working right now. "Relevant" is also crucial. If you're a CPG brand trying to get into Whole Foods, a feature in a tech journal isn't very helpful. You need to see that they can land coverage in the outlets that your specific target audience actually reads and trusts.

3. "Who will be working on my account day-to-day?"

This is the classic "bait and switch" question. At many large, traditional agencies, you will be sold by a senior partner, only to be handed off to a junior account coordinator who will be doing the actual work.

You need to know who will be crafting your story and pitching it to journalists. What is their level of experience? Do they have a deep understanding of your industry? Your brand's reputation is in their hands, so it's essential to have confidence in the team that will be representing you every single day.

4. "What is your process if a pitch isn't getting traction?"

This question reveals an agency's strategic depth. A lazy or inexperienced firm will tell you they will just "send more emails." This is a huge red flag.

A true strategic partner doesn't just send and pray. If a pitch isn't working, they have a process. They analyze the angle, they reach out to their trusted journalist contacts for honest feedback, and they work with you to pivot the story. They are problem-solvers who are relentlessly focused on finding the angle that will cut through the noise.

5. "How do you approach storytelling for a purpose-driven brand?"

For a brand with a mission, this question is everything. You need a partner who understands that your "why" is your most powerful asset. A generic agency will pitch your product's features. A great partner will pitch your purpose.

For example, when we worked with Mission Cocktails, the story wasn't just "a new ready-to-drink cocktail." It was about a brand that gives back to food banks with every purchase. That purpose-driven narrative is what made journalists care. Ensure your potential partner is excited about your mission. If they are not, they will never be able to get the media excited about it.

6. "What does your communication and approval process look like?"

As a founder, your time is your most valuable resource. You need a partner who respects that. The last thing you need is to be bogged down in endless meetings and confusing, 50-page reports.

Ask for specifics on their process. How often will you meet? How do they handle approvals? What do their reports look like? Look for a firm that values efficiency and has a streamlined process that gives you clarity without creating more work for you.

7. "What do you need from my team to be successful?"

A great PR relationship is a partnership, not a one-way street. A confident and experienced agency will be clear about what they need from you to succeed.

This could be timely access to your founder for interviews, a system for sending out product samples, or key data to support your story angles. When an agency is upfront about what they need, it is a sign that they are serious about delivering results and are invested in a collaborative, successful engagement.

Final Takeaway

Hiring your next PR agency is one of the most important investments you'll make as a founder. Don't be swayed by a big name or a slick sales deck; use these seven questions as your critical filter.

The answers will reveal everything you need to know, separating the vendors who will waste your time with vanity metrics from the true strategic partners who will obsess over your business goals. They expose the "bait and switch" and highlight the teams that are genuinely invested in your mission.

Be patient, be thorough, and do not sign a contract until you have clear, confident answers. The right partner will welcome these questions—the wrong one will deflect them.