Over the years, I’ve had hundreds of conversations with business owners who are thinking about hiring a PR agency. Some know exactly what they need. Others have been burned before. Many are unsure what PR even is these days.
So here’s my honest take, based on decades in journalism, corporate comms and now running Briscoe PR: You should expect more from a PR agency than most people realise.
And you should expect the right things.
1. A proper understanding of your business
When you are hiring a PR agency, if questions aren’t being asked – something’s wrong. They need to understand:
- your goals
- your customers
- your pressures
- your opportunities
- your reputation
- and your voice
A good PR partner will spend as much time listening as they do talking.
2. Strategy first, tactics second
I always tell clients: a press release without strategy is just noise.
You should expect your PR agency to help you shape your story, your positioning and your priorities. Tactics only work when they’re part of a bigger plan.
3. Ideas you haven’t thought of
If your PR support consists of “We’ll write you a press release” and not much else, that’s not PR – that’s admin.
You should expect creative thinking, campaign concepts, thought-leadership development, stakeholder engagement ideas and proactive suggestions.
4. Consistency and reliability
PR is a long game. It’s about building trust, credibility and familiarity.
That means your agency needs to show up consistently, report regularly, adapt their plan and stay close to your business.
5. Honesty
I always give clients straight advice — even when it’s not what they want to hear.
Sometimes a story isn’t strong enough. Sometimes timing is wrong. You should expect your agency to be honest, not agreeable.
6. A partnership, not a supplier
When a PR relationship really works, it’s because the agency feels like an extension of the team. Not a vendor sending documents. A partner invested in your success.
Hiring a PR agency – My recommendation
If you’re choosing a PR agency, don’t start with price or deliverables. Start with chemistry, strategic thinking and the questions they ask you. That will tell you more about the value they’ll add than any proposal ever will.
Want to find out which questions we might be asking you? Get in touch.