Any business that hopes to find a trustworthy PR partner knows the process can be long and exhausting. As a business, you start sending out RFPs, looking at agency websites, and querying internal partners for connections.
It can be an overwhelming process to know what exactly to look for or avoid. On paper, many firms offer similar services, use the familiar language, and promise strong results. It can be difficult to tell what sets apart the good from the great.
When preparing to partner with a PR firm, it’s important to discern beyond the noise of attractive proposals. Not all PR firms are the same and there are some major red flags you should be vigilant for when deciding who to partner with.
Here are the top 5 ways to see through the smoke and mirrors when searching for your next PR business partner:
- They Position Reporter Relationships As The Main Value
Some agencies will say they have “relationships” with reporters in your industry or at specific publications to sound more appealing. The truth is, most established PR agencies operate with similar access to reporters. Plus, reporters are always changing publications and coverage areas so staking your reputation on working with a specific reporter is not a recipe for long term success. What matters is how well an agency can position your story and whether it aligns with what reporters are actually covering. Having a story to tell is what always stands out.
- They Guarantee Coverage
Unless you’re planning to purchase advertisements or sponsorships, no credible PR team can guarantee earned media coverage. PR relies on strategy, timing, and relevance. If an agency guarantees coverage, it may be worth asking how they plan to execute. A strong agency will focus on building the right angles and looking for the right publications instead of making empty promises.
- They Don’t Have Any Case Studies Or Client References To Share
A reputable agency should be able to share examples of their work that include past placements, campaign overviews, or general results achieved. Although some information can be private, they should be able to demonstrate what successful PR looks like for them. Additionally, if they are to become your business partner, asking how previous clients worked with them is important. Without that level of transparency, it becomes difficult to understand what they actually bring to the table.
- Always Say “Yes” With No Feedback
No one likes to be told “no,” but working with an agency that agrees with everything you say is not always a good sign. Working with a PR firm is a business relationship where ideas should be bounced back and forth with real discussion and strategy. You are paying for their expertise, and they are experts in this field. Strong partners will set realistic expectations and guide you toward results. The best partnerships come with collaboration.
- They Promise Fast Results
The truth is PR takes time. Building momentum, refining messaging, and earning meaningful coverage doesn’t just happen overnight. It takes strategy, and while early wins can happen, to see meaningful industry change, it takes time. Agencies that promise immediate results are setting unrealistic timelines. If something sounds too good to be true or easy, it most likely is. Setting up a realistic timeline and long-term plan is what will lead to success.
Choosing a PR partner can already be a difficult decision, but making sure you work with the right agency that is upfront and honest will always be the way to go. Don’t get caught up in the smoke and mirrors, and remember, if you’re not sure where to go next, send us a message.
