By Paola Iuspa-Abbott, President of Top of Mind Public Relations
Hiring a public relations firm can be a turning point for a business looking to increase visibility, build credibility, and manage reputation. But with so many agencies to choose from, how can companies identify the right media relations partner?
The best approach is to ask the right questions up front. This guide outlines the five most important questions to ask before hiring a PR firm, along with tips that help businesses evaluate potential agencies.
1. What Experience Do You Have in My Industry?
Every industry has a unique media ecosystem. A technology startup, a law firm, a healthcare provider, and a real estate developer will each require different strategies.
When evaluating a media relations company or public relations firm, ask about past clients in your sector and whether they have established relationships with relevant journalists and publications. Industry experience can reduce onboarding time and improve results.
2. What Is Your Process for Developing a PR Strategy?
A structured process is a hallmark of a strong PR agency. Look for firms that include:
- Research on competitors and market trends
- Audience segmentation and targeting
- Clear messaging development
- Timelines with measurable goals
Understanding how a firm develops strategy helps ensure you’re not just getting press releases, but a tailored approach aligned to your business goals.
3. What Is Your Fee Structure?
PR pricing typically falls into two categories:
- Retainers: A fixed monthly fee covering a set number of hours, usually for ongoing support
- Project-based fees: A flat rate or hourly charge for specific campaigns or one-time needs
Clarify how billing works, whether retainers include unused hours, and how the agency demonstrates ROI.
4. Can You Provide References or Case Studies?
Reliable PR agencies should be able to share references or case studies. Speaking directly with a past or current client can provide insights into:
- Responsiveness
- Quality of media placements
- Ability to pivot strategies when needed
Case studies also highlight how an agency approaches challenges and measures success.
5. What Are Your Availability and Response Times?
Media relations often runs on breaking-news timelines. Ask how quickly you can expect responses, what communication channels the firm uses, and whether they have processes for urgent requests.
Clear expectations prevent gaps during critical moments, especially in crisis communications.
Additional Tips for Choosing a PR Firm
Beyond these five questions, businesses should also:
- Seek referrals from industry peers
- Review independent rankings and online feedback
- Meet with the agency team to assess cultural fit
- Request a detailed written proposal
- Pay attention to how well the firm listens and communicates during the pitch process
FAQs About Hiring a PR Firm
Q: How do I know if a PR firm is the right fit?
Look for alignment between their track record and your goals, plus transparent communication about process and costs.
Q: How long does it take to see results from PR?
While some opportunities may appear quickly, sustained visibility and reputation growth usually require consistent effort over three to six months.
Q: What counts as success in public relations?
Success varies by business goals, but common metrics include earned media placements, stronger online visibility, and improved brand perception.
Key takeaway: Choosing the right public relations company or media relations agency starts with asking smart questions about industry experience, process, costs, references, and responsiveness. These insights can help businesses identify the best partner to support long-term growth and credibility.
About the Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today.
