5 Things to Look For in a Modern Communications Partner in 2025

When you’re a founder looking for public relations help, your first instinct is probably to Google "best public relations firm near me." It makes sense. You're looking for a trusted, local partner. But in 2025, that's the wrong first question to ask.

In today's digital world, the best partner for your brand is almost never chosen based on their zip code. They're chosen based on their expertise, their results, and their alignment with your mission. The old-school agency model of long retainers and vague promises is broken. A modern communications partner thinks and acts differently. They are a strategic ally, not just a vendor.

So, how do you find one? Forget proximity. Instead, use this checklist to find a partner who will be a genuine extension of your team and a true driver of your brand's growth.

They Focus on Business Outcomes, Not Just "Buzz."

The first and most important question to ask any potential PR partner is: "How do you measure success?"

If their answer is filled with vanity metrics like "impressions," "mentions," or "generating buzz," you should be cautious. While these numbers can look impressive on a report, they often have no real connection to your bottom line. A million impressions are worthless if they're in front of the wrong audience.

A modern, results-driven partner understands that media placements are a means to an end. The real goal is to support your most critical business objectives. Are you trying to get into more retail stores? Attract a round of funding? Drive high-ticket client leads?

A true partner will be obsessed with these outcomes. They will want to know your sales goals. They will ask for your retail pitch deck. They will build a PR strategy where every action is designed to achieve a specific business result. For example, a single feature in a key trade publication that gets the attention of one target buyer for your CPG brand is infinitely more valuable than a dozen random mentions in outlets your audience doesn't even read.

At PFG, every partnership starts with one question: "What is the single most important business goal we need to support?" That answer becomes our North Star.

They Have Proven, Recent Results in Your Space.

"We have great relationships with the media."

Every PR firm says this. A modern partner proves it. When you're vetting a potential firm, don't just ask to see their logo slide. Ask for specific, recent case studies that are relevant to your brand and your goals.

The media landscape changes incredibly fast. A big win from three years ago is ancient history. You need to know that your partner understands what is working right now.

Ask them to walk you through a recent success story for a brand similar to yours. They should be able to clearly articulate:

• What was the brand's specific business challenge?

• What was the strategic media angle they developed?

• What were the key media placements they secured?

• Most importantly, what was the tangible business result?

For example, we don't just tell our potential clients that we helped Flying Embers. We explain how our strategic, 16-month campaign was a key factor in helping them capture an incredible 84% of the hard kombucha market. We don't just say we got NATPAT on TV; we explain how landing on Good Morning America and The Today Show created a massive surge in sales and retailer interest.

That is the level of detail and proof you should expect.

They Understand Your "Why."

This is especially critical for purpose-driven brands. Your mission isn't just a marketing angle; it's the soul of your company. A great communications partner understands this and knows how to make it the heart of your story.

A traditional firm might pitch your product's features. A modern partner pitches your purpose.

Think about the difference. A product-only pitch sounds like this: "We're launching a new organic coffee in a recyclable pod." It's okay, but it's not a story.

A purpose-driven pitch sounds like this: "This brand is on a mission to solve the single-use plastic problem in the coffee industry while supporting farming communities." That is a story a journalist wants to write. It has stakes, it has a mission, and it has a hero.

Your partner should be genuinely curious about your "why." They should ask about your founder's journey, your commitment to your values, and the impact you want to make. If they're not excited about your mission, they will never be able to get the media excited about it.

Their Process is Transparent and Efficient.

As a founder, your time is your most valuable asset. The last thing you need is a partner who adds more complexity to your life with endless meetings, confusing reports, and a "black box" process where you're never quite sure what you're paying for.

A modern communications partner is built for efficiency and transparency. They respect your time.

Look for a firm that has a streamlined process for onboarding, communication, and approvals. Do they use modern tools like Slack or a shared project management board? Are their reports concise and focused on the metrics that actually matter to your business goals?

You should feel like you have a clear, real-time view of the work being done and the results being generated, without having to constantly ask for updates. This isn't about micro-managing; it's about having a partner who values clarity as much as you do.

They Feel Like a Strategic Ally.

Ultimately, this is about the human connection. You are not just hiring a service; you are bringing a key partner into your inner circle. A true partner is not just a "yes man." They are a strategic ally.

A strategic ally challenges you. They push back on a bad idea or a weak story angle. They bring new, proactive ideas to the table that you haven't even thought of. They are as excited about your wins as you are. They are invested in your success on a personal level, beyond just cashing the monthly retainer.

You will feel this in the first conversation. Do they speak with conviction? Do they ask smart, tough questions? Do they seem genuinely passionate about what you are building?

When we get on a call with a founder, we are not just trying to sell a service. We are determining if we can be the strategic ally that helps them achieve their biggest goals. It is a partnership, or it is nothing.

Final Takeaway.

The search for a communications partner in 2025 shouldn't end with a "near me" search. It should end with finding a true strategic fit, regardless of zip code. The old model of PR is broken.

Stop paying for "buzz" and start investing in a partner who is as obsessed with your business goals as you are. When you vet a new firm, use this checklist as your guide. Demand a focus on business outcomes, ask for recent and relevant proof, ensure they are passionate about your "why," and look for the transparency and strategic conviction that signals a true ally.

This is the new standard for communications. Don't settle for a vendor; find a partner who will be a genuine extension of your team and a powerful engine for your growth.