Every company audits the services they receive. Your executive team regularly reviews your 401(k) plan, health benefits, and policies to ensure all vendors and partners deliver value. The same must be true for your public relations (PR) partner. These questions will help you evaluate the effectiveness of your PR strategies and team.
1. Will your PR partner guarantee earned media?
Most PR agencies can’t or won’t guarantee news coverage. It’s frustrating because companies deserve better. I spent 12 years as a working journalist, and my hot take is the reason PR agencies won’t guarantee news coverage is because they don’t fully understand what the media is looking for.