Hiring a book PR agency is a lot like bringing on a key executive for your company. You wouldn’t hire a CFO based on a flashy resume alone; you’d look for a proven track record, a strategic mindset, and a personality that fits your team culture. The same principles apply here. You’re not just buying a service; you’re entrusting your brand and your message to a strategic partner. To find the right fit, you need a structured process to compare book pr agencies on these deeper qualities. This guide will help you look beyond the sales pitch and evaluate firms on the fundamentals: their industry connections, their communication style, and their ability to build a custom strategy that aligns with your long-term vision.
Key Takeaways
- Look for a strategic partner, not just a publicist: The best results come from a collaborative relationship. Choose an agency with proven experience in your niche that feels like an extension of your team and is invested in your long-term vision.
- Define success by your brand’s growth, not just sales: PR is an investment in your authority. Measure your return by tracking the quality of media placements, growth in speaking inquiries, and increased website traffic—metrics that show your influence is expanding.
- Ask the right questions before you commit: Get clarity on strategy, communication, and reporting from day one. A transparent agency will welcome questions about their process and past results, ensuring you’re both aligned on what a successful campaign looks like.
What to Look for in a Book PR Agency
Choosing a book PR agency is one of the most important decisions you’ll make as an author. This isn’t just about hiring a service; it’s about finding a strategic partner who will champion your work and help you connect with the right audience. The right team can amplify your message and build your author brand, while the wrong one can lead to wasted time and a launch that falls flat.
So, how do you find the perfect match? It comes down to looking beyond the sales pitch and evaluating an agency on a few key fundamentals. You need a team that not only understands the media landscape but also understands you and your unique vision. Think of it as building your inner circle—you want experts who are just as invested in your success as you are. Here are the non-negotiables to look for when making your choice.
Deep Industry Experience and Connections
When you’re vetting a PR agency, start with their experience. You need a team that has deep knowledge of your specific industry and genre. The strategy for a business book is completely different from that of a wellness guide, and an agency that specializes in your niche will already know the most influential journalists, producers, and podcasters to contact.
This is where established relationships become a game-changer. An agency with strong media connections isn’t just sending cold emails into the void; they’re reaching out to trusted contacts who are more likely to open, read, and respond to their pitches. This inside track can significantly improve your chances of securing meaningful press coverage. Ask potential agencies about their experience with authors like you and the specific media outlets they have relationships with.
A Proven Track Record of Results
A great pitch is one thing, but tangible results are what truly matter. Before you sign any contracts, take a close look at an agency’s past work. Any reputable firm should be proud to show you what they’ve accomplished for other clients. Look for a portfolio, case studies, or a “results” page on their website that showcases the kinds of media placements they consistently secure.
Don’t just look at the logos; consider the quality and relevance of the coverage. Are their clients appearing in outlets that you admire and that reach your target audience? Reading client testimonials can also give you a sense of what it’s like to work with them. Seeing a history of success gives you the confidence that the agency can deliver on its promises and generate real momentum for your book.
A Communication Style That Fits Yours
You will be working very closely with your PR team, so a personality and communication fit is essential. From the very first conversation, pay attention to how the agency interacts with you. Do they listen to your goals? Do they seem genuinely passionate about your book? A successful PR partnership is built on trust and collaboration, and that starts with feeling comfortable with the people on your team.
It’s also important to establish clear expectations for communication. Ask how often you’ll receive updates and what those reports will look like. A great agency will be proactive, keeping you in the loop on their progress and strategy. You want a partner who feels like an extension of your own team, not a vendor you have to chase down for information.
Custom-Built Strategies, Not Templates
Your book is unique, and your PR strategy should be too. Be wary of any agency that offers a one-size-fits-all package. An effective PR campaign is tailored to your specific goals, target audience, and the core message of your book. A cookie-cutter approach simply won’t cut it and often leads to generic outreach that fails to capture media attention.
A top-tier agency will take the time to read your book, understand your author platform, and develop a customized strategy designed to meet your objectives. They should be able to articulate a clear plan that outlines the angles they’ll pitch, the media they’ll target, and the timeline for their efforts. This bespoke approach is what separates a good agency from a great one and is key to a successful launch.
Transparent Reporting and Clear Metrics
How will you know if your investment is paying off? A professional PR agency will have a clear answer to that question. Before you begin, you should have a conversation about how success will be measured. While PR isn’t an exact science, an agency should be able to define key performance indicators (KPIs) that align with your goals, whether that’s securing a certain number of podcast interviews, landing a feature in a national publication, or driving traffic to your website.
Ask potential agencies how they track their efforts and what their reporting process looks like. They should provide you with regular, easy-to-understand updates that demonstrate their progress. This transparency is crucial for accountability and ensures that you and your agency are aligned on what you’re working to achieve. If you’re ready to discuss your goals, you can always book a consultation to see how a team would measure success for your project.
Core Services Your Book PR Agency Should Offer
When you partner with a book PR agency, you’re not just hiring someone to send a few emails. You’re investing in a strategic partner who will help you use your book as a cornerstone for building your brand. While every agency has its unique approach, a great one will offer a suite of core services designed to work together. Think of it less like an à la carte menu and more like a comprehensive strategy tailored to your specific goals as an author and entrepreneur.
The right agency understands that your book is more than just pages and a cover; it’s a powerful tool for establishing your authority, sharing your message, and growing your business. Their job is to create a multi-faceted campaign that generates buzz, secures high-value media attention, and builds long-term credibility. From managing the chaos of a book launch to positioning you as a go-to expert in your field, their services should cover every angle. We offer several PR packages that bundle these essential services to fit the needs of our clients, ensuring a cohesive and impactful campaign. Let’s walk through the key services you should expect from any top-tier book PR agency.
Securing Media Relations and Press Coverage
This is the foundation of any solid PR strategy. A great agency doesn’t just blast your press release to a generic list; they leverage their deep industry connections to secure meaningful placements. This means getting your story and your book featured on relevant podcasts, in major online publications, on television segments, and in trade journals that your target audience actually reads and trusts. The goal is to connect you with credible outlets that lend you their authority. Seeing our clients featured in top-tier media shows how the right placement can put your message in front of the right people, creating a ripple effect that goes far beyond a simple mention.
Managing Your Book Launch Campaign
A successful book launch doesn’t happen by accident. It’s a carefully orchestrated event that requires a strategic plan for the periods before, during, and after your book hits the shelves. Your PR agency should act as the project manager for this entire process, building anticipation in the weeks leading up to the release and maintaining momentum long after launch day. This involves coordinating media outreach, scheduling interviews, and creating a timeline of promotional activities to generate sustained excitement. A well-managed campaign ensures your book makes a splash instead of a quiet drop, giving it the best possible chance to find its audience and make an impact.
Building Your Author Platform
For most of our clients, the book is just the beginning. It’s a vehicle for building a larger personal brand and establishing a legacy as a thought leader. A forward-thinking PR agency understands this and focuses on services that build your author platform. This means using media placements and your book’s message to position you as the go-to expert in your niche. Every podcast interview, article, and feature contributes to your professional reputation, creating opportunities that last for years. This long-term vision is what separates a simple book publicist from a true brand-building partner. It’s not just about selling books today; it’s about building a platform that supports your career for years to come.
Finding Speaking Engagement Opportunities
Once your media presence grows, speaking opportunities naturally follow. A proactive PR agency will help you capitalize on this by actively seeking and pitching you for speaking engagements. These can include keynote speeches at industry conferences, guest lectures at universities, corporate workshops, and even book signings. For many authors, especially CEOs and entrepreneurs, speaking is a powerful way to connect directly with an audience, generate leads for their business, and create an additional revenue stream. Your agency should see these opportunities as a direct extension of their PR efforts, helping you turn media buzz into tangible business results.
Creating a Social Media Strategy
While your PR agency may not manage your day-to-day posts, they should provide a clear strategy for how to use your social media channels to support your PR campaign. This means advising you on the best ways to share your media wins, repurpose content from interviews, and engage with the new audience you gain from press features. A cohesive social media strategy ensures your online presence is aligned with your brand messaging and amplifies the reach of every media placement. It’s about creating a seamless experience for your followers and making sure your digital footprint reflects the expert status you’re building through PR.
Generating Authentic Reviews
Positive reviews are social proof that your book is worth reading. A reputable PR agency will help you get your book into the hands of credible reviewers, from established book bloggers and industry influencers to journalists at major publications. Their role is to facilitate opportunities for honest, authentic reviews—not to buy them. This ethical approach builds genuine trust with potential readers and helps your book gain traction on retail sites and platforms like Goodreads. Generating a steady stream of authentic reviews is crucial for building credibility and encouraging organic word-of-mouth, which is often the most powerful marketing tool of all.
Providing Media Training
Securing a major TV interview or a spot on a top podcast is only half the battle. You have to be prepared to deliver your message clearly and confidently. This is where media training comes in. A top-tier agency will prepare you for every appearance, helping you refine your key talking points, practice answering tough questions, and feel comfortable in front of a camera or microphone. This preparation ensures you make the most of every opportunity and represent your brand effectively. With an experienced PR team guiding you, you can step into any interview feeling poised and ready to share your story with the world.
How Much Does a Book PR Agency Cost?
Investing in a book PR agency is one of the most significant decisions you’ll make as an author. The cost can feel like a big question mark, but understanding how agencies structure their pricing will help you find the right fit for your goals and budget. There’s no single price tag for great PR; costs vary widely based on the agency’s experience, the scope of the campaign, and the services you need to make your book a success.
Most reputable agencies use one of two primary models: a monthly retainer for ongoing work or a project-based fee for a specific outcome. Think of it as an investment in your author brand. The right PR strategy doesn’t just sell books—it builds your credibility, opens doors to new opportunities, and solidifies your status as an expert in your field. When you see the pricing, remember to consider the long-term value it brings. Our PR packages are designed to offer clear, comprehensive support tailored to the unique needs of authors and entrepreneurs like you.
Understanding Retainer-Based Pricing
The most common pricing model in public relations is the monthly retainer. This is a fixed fee you pay each month for a set period, typically three to six months, especially around a book launch. This structure allows the agency to become a true partner, dedicating consistent time and effort to building momentum for your book. A retainer ensures you have ongoing access to your PR team for strategy, outreach, and seizing timely media opportunities.
This sustained effort is crucial for building relationships with the media and keeping your name top-of-mind. Retainer fees can range from a few thousand to tens of thousands of dollars per month, depending on the agency’s caliber and the campaign’s intensity. It’s the best model for authors who want a comprehensive, long-term strategy rather than a short-term promotional blitz.
Knowing When to Use Project-Based Pricing
If you have a very specific, short-term goal in mind, project-based pricing might be a better fit. With this model, you pay a flat fee for a clearly defined scope of work. For example, you might hire an agency for a project focused solely on securing placements in a handful of top-tier podcasts or coordinating a virtual book tour. This approach is ideal for authors who don’t need a full-service, ongoing campaign but want to target a particular objective.
Project fees provide cost certainty, as you know the total investment upfront. It’s an excellent way to test the waters with an agency or to supplement your own marketing efforts with professional support for a critical task. You can see examples of the placements we’ve secured for our clients on our results page, which often stem from both project-based and retainer campaigns.
Clarifying Costs for Additional Services
When you’re budgeting for PR, it’s important to remember that the agency’s fee is just one piece of the puzzle. A successful campaign often requires other investments, and you need to know which costs are included in your package and which are not. These additional expenses, often called “out-of-pocket” costs, can include travel and accommodation for a book tour, professional author headshots, graphic design for social media assets, or the production of a high-quality media kit.
Always ask for a clear breakdown of what’s covered. Does the agency fee include the cost of press release distribution services or media monitoring software? Getting clarity on these details upfront prevents surprises down the road and helps you create a realistic budget for your entire book launch.
What Factors Influence the Price?
The cost of a PR campaign is never arbitrary. Several key factors determine the final price, and understanding them will help you see the value behind the numbers. The first is the scope of services you need; a multi-channel campaign with media relations, speaking engagements, and social media strategy will naturally cost more than one focused on a single goal. The agency’s experience and connections also play a huge role. A team with a proven track record and deep media relationships will command a higher fee.
Other factors include your book’s genre, its target audience, and your existing author platform. A niche non-fiction book may require a more targeted and intensive outreach strategy than a mainstream title. Similarly, building a platform from scratch requires more work than amplifying an already established brand.
How to Spot Hidden Fees
Transparency is the hallmark of a trustworthy PR agency. While there shouldn’t be “hidden” fees, there can be misunderstood costs if expectations aren’t set clearly from the start. Before signing a contract, request a detailed proposal that outlines every service and associated cost. Ask directly about potential additional charges. For instance, will you be billed extra for detailed monthly reports, media monitoring tools, or time spent on tasks that fall outside the initial scope?
A great agency will be upfront about all potential expenses. This isn’t just about avoiding surprises; it’s about building a partnership based on trust. Good publicity is an investment, and a clear understanding of the costs allows you to accurately measure your return through increased sales, speaking opportunities, and brand recognition. If you’d like to discuss our transparent pricing, feel free to book a consultation call with our team.
10 Top Book PR Agencies to Consider
Finding the right partner to champion your book is a big decision. Each agency has its own strengths, from deep media connections in specific niches to unique strategies for building an author’s brand. To help you get started, here’s a look at ten top book PR agencies that consistently deliver results for their clients.
Leverage with Media PR
If you’re a non-fiction author, CEO, or entrepreneur, Leverage with Media PR is a boutique agency designed to help you scale your business through targeted media. They specialize in using your book as a powerful tool to build your personal brand and secure high-impact media placements. Their approach is hands-on, creating impactful campaigns that align with your business goals. The team is known for working closely with thought leaders to generate meaningful visibility. Their Book Launch PR Package is a comprehensive six-month engagement, with monthly retainers typically ranging from $7,500 to $10,000.
Smith Publicity
With decades of experience, Smith Publicity is one of the most established and versatile agencies in the industry. They have worked with thousands of authors across nearly every genre, from self-published writers to those with major publishing houses. Their team is known for its extensive media contacts and ability to secure placements in a wide range of outlets, including print, broadcast, and online media. Smith Publicity offers a variety of promotional services tailored to an author’s specific needs and budget, making them a flexible option whether you’re launching your first book or your tenth.
Book Publicity Services
Book Publicity Services focuses on creating custom campaigns for both indie and traditionally published authors. They understand that every book is unique and deserves a strategy that reflects its distinct voice and audience. The agency prides itself on its personal touch and commitment to its clients, offering services that cover everything from media outreach and book tours to social media management. If you’re looking for a firm that provides dedicated, one-on-one attention, their list of author services is a great place to see how they can support your launch and long-term platform growth.
Palamedes PR
Based in the UK, Palamedes PR is an award-winning agency with a strong focus on securing guaranteed media coverage for its clients. They specialize in creating compelling news hooks and stories that capture the attention of journalists. While they work with a variety of clients, their book PR division is known for its success in landing authors in national newspapers and magazines. Their model often revolves around project-based fees with clear deliverables, which can be appealing for authors who want to see a direct and measurable return on their investment. Their case studies showcase a history of impactful placements.
JKS Communications
JKS Communications is a literary publicity firm that has built a strong reputation over 15 years of service. They offer a full suite of services for authors and publishers, including national media campaigns, book tours, and strategic brand development. The agency is known for its work with bestselling authors and major publishing houses, but they also have a passion for discovering and promoting new voices. Their team takes a collaborative approach, working to create campaigns that feel authentic to the author’s brand. You can see the caliber of their work through their impressive portfolio of past projects.
PR by the Book
As their name suggests, PR by the Book is dedicated entirely to literary publicity. Based in Austin, Texas, this female-led agency has a passion for connecting authors with their ideal readers. They are known for their creative, integrated campaigns that blend traditional media outreach with digital strategy, including influencer marketing and social media. The team works with authors across many genres, offering customized strategies that fit different goals and budgets. Their client list features a diverse range of authors, from debut novelists to established non-fiction experts, reflecting their adaptable and energetic approach.
Author Marketing Experts
Author Marketing Experts, founded by Penny Sansevieri, offers a broader scope than many traditional PR firms. While they provide robust media outreach, their services extend deep into the marketing realm, covering everything from Amazon optimization to social media strategy and online advertising. This makes them an excellent choice for authors who need a comprehensive marketing plan, not just press coverage. Their approach is very data-driven, focusing on strategies that directly impact book sales and author visibility. They offer a wealth of free resources that give you a great sense of their expertise and marketing philosophy.
BookSpark
BookSpark is a division of SparkPoint Studio that focuses specifically on book publicity and marketing for fiction and non-fiction authors. They are known for their creative and energetic campaigns that are designed to generate buzz and engage readers. The team is particularly skilled at social media and influencer outreach, making them a strong partner for authors looking to connect with a younger, digitally-native audience. They offer a range of packages that can be customized to fit an author’s platform and goals. Their list of services highlights their modern approach to building an author’s brand in today’s media landscape.
Meryl Moss Media Group
Meryl Moss Media Group is a long-standing and highly respected agency in the publishing world. With over 30 years of experience, they have deep-rooted connections with producers, editors, and other key media figures. The agency is known for its strategic, high-level campaigns that build authors into recognized thought leaders. They work with a wide array of authors, including those in business, health, and lifestyle. Their approach is holistic, focusing on long-term brand building rather than just short-term launch publicity. The agency also runs Book Nook, a platform that helps connect authors with readers through curated content and events.
Black Chateau
Black Chateau is a full-service marketing and public relations agency that specializes in the book industry. They are known for their innovative, multi-faceted campaigns that often include event marketing, such as their signature “Carnival of Books.” The agency offers a wide range of services, from traditional media relations and press kit creation to social media advertising and influencer marketing. They have a strong presence in the California literary scene and are a great choice for authors looking for a firm that thinks outside the box. Their portfolio of work demonstrates their creative flair and ability to execute memorable campaigns.
How to Measure Your PR Agency’s Success
Working with a PR agency is an investment in your brand, and like any investment, you need to know how to track its performance. Measuring the success of a public relations campaign isn’t as simple as looking at a single sales report. PR is about building momentum, credibility, and long-term authority. It’s the foundation that makes all your other marketing and sales efforts more effective. So, how do you know if your agency is delivering?
Success starts with setting clear expectations from day one. It’s a partnership where you define what you want to achieve, and the agency builds a strategy to get you there, showing you the results along the way. While the impact can feel intangible at times, you can absolutely measure it with the right framework. Forget vanity metrics and focus on the indicators that truly signal growth. By tracking the quality of your media placements, managing your campaign timeline, and defining your key performance indicators (KPIs), you can get a clear picture of your return on investment and ensure your agency is aligned with your goals.
Evaluate the Quality of Media Placements
Not all press is created equal. A single feature in a publication your ideal audience reads and trusts is far more valuable than a hundred mentions on irrelevant websites. A great PR agency doesn’t just get your name out there; they connect you with the right people. They work to secure placements in trusted news sites, popular podcasts, and TV shows that speak directly to your target readers and clients.
When your agency sends a report, look beyond the number of placements. Ask yourself: Is this outlet reputable? Does its audience align with mine? Is the placement a feature article, a thoughtful interview, or just a passing mention? Quality placements position you as an expert and build genuine credibility. The goal is to become a go-to source in your field, and that happens when you show up in the right places, not just everywhere.
Manage Your Campaign Timeline
Public relations doesn’t happen overnight. Building relationships with journalists and producers takes time, which is why a well-managed timeline is a key indicator of an effective PR strategy. It’s best to start the conversation with an agency four to six months before your book launch. This gives your team the runway they need to develop a compelling story, pitch it thoughtfully, and secure media opportunities that coincide with your launch week.
Your agency should provide you with a clear campaign timeline that outlines key milestones. This isn’t a black box process; you should have visibility into what the team is working on, from initial outreach to interview scheduling. A proactive agency manages this timeline strategically, ensuring that each piece of press builds on the last to create sustained buzz. If you’re thinking about a future launch, it’s never too early to book a consultation to start planning.
Assess the Author-Agency Relationship
The relationship you have with your PR team is a partnership, and its health is a strong predictor of your campaign’s success. The best results come from collaboration. Your agency brings the PR expertise and media connections, but you bring the story and the industry knowledge. A successful campaign requires you to be involved and responsive. Be prepared to provide materials quickly, make yourself available for interviews, and stay open to your team’s expert advice.
Think about the communication style. Does your agency listen to your goals and concerns? Do they provide honest feedback and manage your expectations? A strong PR team feels like an extension of your own. They should be just as invested in your success as you are, offering transparent communication and strategic guidance every step of the way. This synergy is where the real magic happens.
Measure Your Return on Investment (ROI)
While it’s tempting to tie PR success directly to book sales, it’s a common misconception. A PR agency’s role is to create opportunities and build your brand; they can’t guarantee sales. Instead, a better way to measure your return on investment is to look at the growth of your overall platform. PR is designed to increase your visibility and credibility, which has a ripple effect across your entire business.
Look at the metrics that show your influence is growing. Are you seeing a steady increase in website traffic after a media feature? Is your social media following growing with engaged users? Are you getting more inquiries for speaking engagements or consulting work? These are the tangible results of a successful PR campaign. They demonstrate that your message is reaching the right people and establishing you as an authority in your space.
Define Your Key Performance Indicators (KPIs)
Before your campaign even begins, you and your agency should agree on what success looks like for you. This means setting clear, measurable Key Performance Indicators (KPIs) that are tied directly to your personal and professional goals. PR is a long-term effort, not a quick fix, so your KPIs should reflect the kind of foundational growth you want to achieve.
Your goals will determine your KPIs. If you want to be seen as a thought leader, a key metric might be the number of feature articles secured in top-tier industry publications. If your goal is to drive leads for your business, you might track referral traffic from media placements and the number of inbound inquiries. By defining these targets upfront, you give your agency a clear destination to work toward and give yourself a concrete way to measure progress.
Set Clear Reporting Standards
Accountability is crucial. You need to know what your agency is doing and how its efforts are contributing to your goals. A professional agency will have a clear process for reporting on their progress. Before signing a contract, ask how they measure success and what their client reports look like. They should be able to show you exactly how they track performance and tie it back to your business objectives.
These reports should be more than just a list of links. Look for data-driven insights. A good report will track your KPIs, analyze the impact of key placements, and provide context for the results. It should be a tool for an ongoing strategic conversation, allowing you and your team to see what’s working and adjust your strategy as needed. Clear reporting builds trust and ensures everyone is aligned and focused on achieving the same goals.
Red Flags and Common Myths About Book PR
Choosing a PR agency is a big step, and you want to make sure you’re partnering with a team that truly gets your vision. Unfortunately, the industry has its share of myths and misleading promises. Being able to spot these red flags isn’t about being cynical; it’s about being a savvy author who knows their worth. When you understand what realistic, high-impact PR looks like, you can confidently choose a partner who will champion your book and your brand for the long haul. Let’s clear up some common misconceptions so you can find the right fit.
The Myth of “Guaranteed Sales”
If an agency promises you a spot on a bestseller list or guarantees a specific number of book sales, you should be very skeptical. An honest agency knows that PR is just one piece of the sales puzzle. Our job is to generate buzz, secure media attention, and create opportunities that put your book in front of the right people. These efforts can absolutely lead to more sales, but they don’t directly control them. Factors like your book cover, price, and distribution all play a significant role. Think of it this way: we get you the primetime interview, but the quality of your book and your message is what ultimately convinces someone to buy. A great agency will show you a proven track record of creating opportunities, not a list of empty sales promises.
Unrealistic Timeline Expectations
Effective PR doesn’t happen overnight. One of the most common mistakes authors make is waiting until their book is about to launch before seeking help. To create a truly impactful campaign, we need time to build a strategy, pitch journalists who work months in advance, and coordinate a rollout that builds momentum. We recommend authors start the conversation with an agency at least four to six months before their publication date. This lead time allows us to lay the proper groundwork for a successful launch, from securing pre-release reviews to scheduling interviews that will go live during your launch week. Rushing the process only limits your book’s potential and leads to missed opportunities.
Misunderstanding the Investment
Hiring a PR agency shouldn’t be viewed as a simple expense; it’s an investment in your career as an author and expert. The work we do extends far beyond your book’s launch week. The media placements, articles, and interviews we secure become permanent assets that build your credibility and authority in your field. This enhanced reputation can lead to speaking engagements, new business opportunities, and a stronger platform for your next book. When you see PR as a long-term investment in your brand, the value becomes much clearer. The goal isn’t just to sell this book but to build a foundation for everything you do next. Our customized packages are designed to build that lasting brand equity.
Promises That Seem Too Good to Be True
Be cautious of agencies that make vague, grandiose promises. Some will claim they can get your book featured in hundreds of outlets, but they won’t specify the quality or relevance of those placements. Getting your leadership book mentioned on a niche hobbyist blog doesn’t help you reach your target audience of CEOs and entrepreneurs. A reputable agency will focus on securing strategic placements in outlets that your ideal readers actually trust and consume. Quality always trumps quantity. Instead of being swayed by big numbers, ask for examples of their recent press placements to see if they align with the kind of exposure you’re looking for.
Poor or Inconsistent Communication
Your relationship with your PR agency should be a partnership built on trust and transparency. If an agency is difficult to get ahold of, vague in its answers, or unwilling to share references during the initial conversations, that’s a major red flag. How a firm communicates with you before you sign a contract is a strong indicator of how they’ll communicate after. A great agency will provide regular updates, clear reports, and be happy to connect you with past clients. You should feel like you have a dedicated team in your corner, not like you’re chasing down a vendor for information. Don’t be afraid to ask for references—it’s a standard and essential part of the vetting process.
Key Questions to Ask Before You Sign a Contract
You’ve done your research, shortlisted a few agencies, and you’re feeling good about your options. Now comes the most important conversation—the one you have right before you sign on the dotted line. This is your chance to confirm that an agency is truly the right partner for you. Asking direct, specific questions will help you avoid any future misunderstandings and ensure you’re aligned on goals, process, and what success looks like. Think of it as the final step in your due diligence, setting the foundation for a strong and productive partnership.
Ask About Their Experience and Expertise
Choosing the right PR agency is critical for your brand’s success. You need a team that understands the nuances of your specific industry. PR for a tech founder is vastly different from PR for a non-fiction author, so ask pointed questions about their experience in your niche. A great question to start with is, “Can you share examples of work you’ve done for clients similar to me?” An agency with deep industry knowledge will already have strong connections with the right journalists and producers, which is a huge advantage. Look for an agency whose past results reflect the kind of success you’re hoping to achieve.
Discuss Their Process and Strategy
Before you can evaluate an agency’s strategy, you need to be clear on your own goals. Do you want to attract investors, establish yourself as a thought leader, or drive pre-orders for your book? Once you know what you want, ask the agency, “Based on my goals, what would your strategy look like for the first 90 days?” Their answer should be more than a generic template; it should be a custom plan that addresses your specific objectives. A great partner will listen to your vision and then outline a clear, actionable process for getting there. This conversation is the perfect time to see if their approach aligns with your expectations.
Verify Their Network and Connections
A brilliant PR strategy is only as good as the relationships an agency can leverage. An agency’s network is one of its most valuable assets. Don’t be shy about asking, “What is your relationship like with the media outlets and journalists that matter to my brand?” While they won’t give you their full contact list, they should be able to speak confidently about their connections in your field. You can also review their recent press placements to see tangible proof of their network in action. This shows they can not only pitch stories but actually land them in reputable publications.
Clarify How They Measure and Report on Success
“Success” can be a vague term, so it’s essential to define it with concrete metrics before you begin. Ask the agency, “How do you measure the success of a campaign, and how often will I receive reports?” They should be able to outline the key performance indicators (KPIs) they track, which might include metrics like media impressions, share of voice, website traffic from placements, or the quality of the outlets secured. A transparent agency will provide regular, easy-to-understand reports that connect their activities directly to your business goals. This ensures everyone is accountable and working toward the same definition of a win.
Set Timelines and Expectations Upfront
A successful partnership is built on clear communication and mutual understanding. To ensure you’re on the same page from day one, ask, “What does the communication process look like, and who will be my main point of contact?” This helps clarify how often you’ll meet and how updates will be shared. It’s also important to discuss timelines. While PR doesn’t deliver overnight results, the agency should be able to provide a realistic schedule for key milestones. Finding a team whose work style and values match yours is crucial for building the trust needed for a great long-term relationship.
Always Ask for Client References
Case studies and testimonials on a website are a great start, but nothing beats a direct conversation with a past or current client. A confident agency will be happy to connect you with references. When you speak with them, go beyond “Were you happy with their work?” Ask specific questions like, “How did the agency handle challenges?” or “Can you describe their communication style?” This gives you firsthand insight into what it’s really like to work with them. Seeing an agency’s list of happy clients is one thing, but hearing directly from them provides a level of assurance that will help you make your final decision with confidence.
