When choosing a PR agency you need to do a bit more than just tick boxes. It’s not only about who has the biggest client portfolio or the flashiest website. The right PR partner should be a genuine extension of your team: a group of people who understand your culture, challenge you when necessary, and bring fresh ideas to the table. Here are eight tips to guide you when making that decision, each one designed to look beyond the obvious and focus on what truly matters for a long-term partnership.
1. They take the time to understand your culture
Every organisation has its own rhythm. If your team works remotely, in a hybrid setup, or together in an office, culture shapes the way you communicate. A great PR agency will invest time in understanding this, because when culture is ignored, messages fall flat. Recent research shows that only 25% of remote or hybrid workers feel connected to their company’s culture. That makes cultural alignment not a “nice-to-have,” but a necessity.
2. They work with you, not just for you
PR isn’t about outsourcing. The best agencies act as partners, not suppliers. They collaborate with your team, adapt to your working style, and share both the victories and the challenges. When you find an agency that works with you, the relationship feels less like a transaction and more like a shared mission. Over time, this sense of partnership builds trust, ensures ideas flow both ways, and creates PR strategies that grow stronger the longer you work together.
3. They aren’t afraid to be bold
Safe messaging can feel comfortable, but it rarely makes an impact. The right agency will encourage you to push boundaries and take calculated risks, helping your brand stand out in crowded conversations. Bold doesn’t mean reckless, it means creative, confident, and willing to try new approaches. The most memorable PR campaigns in recent years succeeded because they dared to be different. Ask potential agencies about campaigns they’re most proud of; the bolder the work, the more likely they are to deliver results that truly resonate.
4. See how they tell their own story
An agency’s own brand is often the best example of their work. If their website feels dated, or their social media presence uninspired, that’s a red flag. Agencies that can clearly and creatively market themselves are more likely to do the same for you. Their storytelling style also reveals how they think, how consistent they are, and whether they understand how to capture attention in a noisy world, all qualities you’ll want applied to your own brand.
5. Look for chemistry, not just credentials
Credentials and experience matter, but chemistry matters more. You’ll be working closely with your agency, often in high-pressure situations. If you don’t feel a natural connection, even the most impressive case studies won’t compensate for poor collaboration. PR is a people business, and the foundation of any strong relationship is trust. Do you feel like you can have honest conversations with them? If the answer is yes, that’s a good sign.
6. Watch how they handle change
The PR landscape moves quickly. From sudden news cycles to shifting social media algorithms, an agency’s ability to adapt can make or break a campaign. When you’re evaluating options, ask how they’ve pivoted under pressure. Did they help a client turn a potential crisis into an opportunity? Were they able to capitalise on a trending conversation at short notice? Their stories of agility will tell you whether they can keep your brand relevant in a fast-moving world.
7. Ask how they measure success
A stack of media mentions might look impressive, but does it really move the needle? A strong PR agency should go beyond vanity metrics, focusing on meaningful outcomes like engagement, reputation, and long-term growth. As one industry expert put it; “Demonstrating real PR value requires moving away from impressions and toward outcome-based measurement”. The way an agency answers this question will tell you whether they’re focused on short-term appearances or long-term value.
8. Ask for a failure story
No agency is perfect. In fact, the best ones will openly share times they’ve failed and, more importantly, what they learned from it. An agency that can’t admit to mistakes may struggle with transparency. Look for humility and growth; those are the indications of a partner you can trust. Vulnerability in business doesn’t show weakness; it shows maturity, accountability, and a willingness to do better next time, exactly what you want in a long-term partner.
Choosing a PR agency is about more than credentials and case studies. It’s about finding a team that aligns with your culture, challenges you to be bold, and measures success in ways that truly matter. The right agency won’t just represent your brand, they’ll amplify it, stand with you during challenges, and celebrate with you when the wins roll in. With these tips in mind, you’ll be better equipped to choose a partner that feels less like a service provider and more like a long-term ally.