How Brands Can Set Themselves Up for Success Before Hiring a PR Firm

Hiring a PR agency can be one of the best decisions for your brand or one of the most frustrating. Many companies, especially when seeking a lifestyle PR agency to elevate their image, rush the process. They get caught up in promises, fancy proposals, and big names. Later, they realize they didn’t ask the right questions. They didn’t set the right expectations. They didn’t fully understand what PR can and cannot do. The cost of a wrong choice is high: wasted time, wasted money, and damaged reputation. This guide is built to help you avoid those mistakes.

Section 1: The First Step Toward Hiring a PR Agency

Reading a PR agency review is the first thing you should do before hiring anyone. Yet most brands skip it. They choose based on a friend’s advice, a flashy website, or a big name.
 Later, they realize the agency wasn’t the right fit. You need to do your homework. Search for detailed reviews. Ask other brands about their experience.

Look for answers to these questions:

• How responsive was the agency?
• Did they deliver what they promised?
• Were they easy to work with?

A good review will tell you more than a sales call ever could. Also, consider the reviewer’s background. A glowing review from a company much smaller or very different from yours might not apply.

Choosing a PR firm without research is like choosing a restaurant without looking at the menu.
 You might get lucky.
 You might also end up very disappointed. Before you even schedule a meeting, spend time reading reviews. It could save you months of frustration. 

Would you buy a car without reading reviews first?
 Then why risk your brand’s reputation without doing the same?

PR is too important for blind trust.

Section 2: Defining Clear Goals from the Start

Most PR disasters happen before the contract is even signed.

The cause?
 No clear goals.

When you don’t know what you want, no agency can deliver it.

Your goals must be:

• Specific
• Measurable
• Realistic
• Time-bound

Examples:

• “We want three placements in major trade publications within 90 days.”
• “We want to grow our social media following by 20% in six months.”
• “We want to position our founder as an expert in tech innovation.”

Goals like “get us more awareness” or “make us famous” are doomed. Without targets, you won’t know if the agency is succeeding or failing.
 Neither will they. Also, PR is not sales.
 If you measure your agency only by direct sales numbers, you will be disappointed. Focus instead on visibility, credibility, and influence.

Ask yourself:
 What will make this PR partnership a success in your eyes?

If you can’t answer that question clearly, you are not ready to hire yet. The best relationships start with both sides knowing exactly what winning looks like. Brands often think hiring a PR agency is like waving a magic wand.
 Instant fame. Endless press. Overnight success. It doesn’t work that way. PR is a long game. Reporters don’t care about your product just because you do. They care about stories, trends, and relevance. Even the best PR firms cannot guarantee media coverage.
 And when coverage does happen, it often takes months. Think about your own habits.
 Do you immediately trust a brand you just heard about?
 Probably not. The media is the same.
 It takes time to build trust and credibility. If you expect front-page stories within the first month, you will be unhappy.
 If you expect steady momentum over six to twelve months, you are thinking clearly.

PR works through:

• Relationships
• Persistence
• Smart storytelling
• Timing

Would you plant a seed and expect a tree the next day?
 Treat PR the same way. Patience isn’t optional.
 It’s required.

Section 4: Understanding What PR Agencies Really Do

Many brands think PR agencies just “get you articles.”
 That’s a small part of the work.

Good PR firms do much more:

• Craft your brand story.
• Shape your messaging.
• Build relationships with media contacts.
• Train you for interviews.
• Help you during a crisis.
• Protect and grow your reputation.

If you only want press releases, you don’t need a full PR agency.
 You need a freelancer or a basic service. Great PR agencies act like extensions of your team.
 They help you think strategically about how you show up in public. They prepare you for tough questions.
 They guide you when bad news hits.
 They position you where you want to be, not where you are today. Hiring PR thinking you’re buying quick articles will lead to disappointment.
 Expect a real partnership, not a vending machine.

Ask during interviews:

• What services do you offer beyond media relations?
• How do you handle crisis situations?
• How do you measure success?

Clear answers show you’re talking to the right team.

Section 5: Not All PR Agencies Are the Same

Imagine hiring a wedding photographer for a corporate event.
 That mismatch happens every day with PR. Not all agencies fit all brands. Some firms specialize in:

• Consumer products
• Technology startups
• Financial services
• Healthcare
• Entertainment

Some focus on luxury markets, like public relations firms London famous for fashion and finance.

Before hiring, ask:

• What industries do you know best?
• Can you show me work similar to ours?
• Who exactly will be handling our account?

Don’t fall for logos on websites.
 The big-name clients may have been handled years ago by different teams. Also, size matters.
 Big agencies are good for big brands.
 Smaller brands often get lost inside them. You want an agency that fits your current needs, not your dreams. Match expertise with your immediate goals. Don’t assume a generalist firm can handle specialized needs.
 And don’t expect a boutique agency to operate like a global powerhouse. Fit is everything.

Section 6: Budgeting for PR Properly

PR is not cheap. It shouldn’t be. Many brands set unrealistic budgets.
 Then they get poor service or no service at all.

Here’s a rough guide:

• Boutique PR firms: $5,000–$10,000 per month
• Mid-sized agencies: $10,000–$25,000 per month
• Large firms: $30,000+ per month

You are not just paying for media placements.
 You are paying for strategy, creativity, connections, and execution. If you can only afford $2,000 a month, you might need to rethink hiring an agency. You could look into solo consultants or freelancers instead. PR costs are about people and time. Good agencies staff accounts properly. That staffing takes real money. 

When budgeting, consider:

• How long you’re willing to commit
• What specific results you expect
• How flexible you can be

Cutting corners on budget usually cuts results too. If your brand has no marketing budget yet, PR may not be the right move now. Think of PR like building a house. You can’t expect a mansion for the price of a shed. Set a serious, realistic budget before you even contact agencies.
 It saves everyone’s time.

Section 7: Retainers vs. Project-Based Work

Most PR agencies prefer retainers. This means you pay a monthly fee, usually with a six- to twelve-month commitment.

Why retainers?

• PR is not instant.
• Building relationships takes time.
• Ongoing work delivers better results.

Some agencies offer project work too, especially for:

• Product launches
• Event promotions
• Crisis communications

Projects are good when you have a clear, short-term need.
 Retainers are better for brands looking to build sustained momentum.

When discussing agreements, always ask:

• What exactly is included in the retainer?
• What counts as extra work?
• Can we switch from project work to a retainer later?

Avoid agencies that are vague about these details.
 Clarity now avoids conflict later.

Also check:

• How many hours are allocated monthly
• Whether unused hours roll over
• How reporting is handled

Good agencies treat your money responsibly.
 Bad ones hide behind confusing contracts.

Decide early:
 Do you want a partner for the long run, or a helper for a short sprint?

Choose the model that fits your brand’s real needs. And get every detail in writing.

Section 8: Contracts Are Not Just Formalities

Many brands barely glance at the PR contract before signing.

That’s a mistake.

Contracts protect both sides.
 Every word matters.

Before signing, check:

• Scope of work
• Reporting frequency
• Termination clauses
• Crisis support policies
• Payment schedules
• Ownership of content created

Pay close attention to termination terms.
 Some agencies require 60–90 days’ notice to cancel.
 If you miss that detail, you could pay thousands for unwanted months. Also, look for hidden fees. Some agencies charge extra for travel, additional hours, or third-party vendors.

Ask questions like:

• What services are outside the standard scope?
• What happens if we need crisis PR?
• How are overages billed?

If anything sounds vague, push for clarity.
 A good agency will welcome smart questions. Don’t be afraid to negotiate.
 Agreements should be fair and clear, not stacked in one party’s favor. And never rush signing under pressure. Your brand’s reputation is on the line.
 Take the time to get the deal right. Once signed, both sides should know exactly what to expect.

Section 9: PR Is a Partnership, Not a Hand-Off

Some brands think hiring a PR firm means handing off all responsibility. That mindset kills results. PR works best as a true partnership. You must be involved in:

• Approving messaging
• Providing news updates
• Offering fast feedback
• Making leadership available for interviews

Without your input, your agency can’t tell strong, timely stories. Delays kill momentum. Missed interviews kill opportunities. Silence kills relationships. Imagine hiring a fitness coach and never showing up for training.
 You can’t blame the coach when you stay out of shape.

Ask yourself:

• Are we ready to collaborate weekly?
• Can we respond quickly to agency needs?
• Will our leadership prioritize PR activities?

Good agencies will push you to be better.
 They will demand participation.
 That’s a good sign. If you want to be completely hands-off, PR might not be the right tool for you yet. Partnership is the price of great PR. And the brands that lean in always win bigger.

Section 10: Media Training Is Not Optional

Getting media coverage is only half the battle. Handling the coverage well is the other half. Many brands ignore media training. They pay the price with embarrassing interviews or lost opportunities.

Good media training covers:

• How to stay on message
• How to handle tricky questions
• How to avoid common interview mistakes
• How to project confidence and credibility

Your spokesperson must be prepared.

Simple mistakes reporters hate:

• Long, rambling answers
• Overly promotional language
• Saying “no comment”
• Getting defensive

If your leadership team is camera-shy or unprepared, the best PR strategy in the world won’t help.

Ask your agency:

• Do you offer media training?
• Can you simulate real interviews?
• Will you provide feedback after interviews?

The best PR agencies insist on training before any major media push.

It’s not an insult.
 It’s smart preparation.

Think of media training like rehearsal before a big concert.

You wouldn’t walk onto a stage blind.
 Don’t walk into a live interview unprepared.

Media success is earned, not lucked into. Invest in getting it right.

Section 11: Storytelling Wins, Not Features

Your product’s features are not news. Your company’s story might be. Reporters want human interest, big trends, conflict, and change.
 Not technical specs. Good agencies know this.
 They will push you to think bigger than your product sheet.

When shaping your story, think about:

• Why does this matter to the public?
• What problem are you solving?
• How are you different from everyone else?
• Why now?

If you can’t answer these questions, media won’t care.
 And no PR magic can save you.

Strong stories often come from:

• Founder journeys
• Customer success
• Big milestones
• Bold predictions
• Social impact

Ask your agency during onboarding:

• What angles do you see in our brand?
• What stories do you think are most newsworthy?

The best PR work comes from brands willing to be bold.
 Safe stories often die quietly.

If you want attention, you need a real story.
 Not just another product announcement.

Be memorable.
 Be human.
 Be brave.

Storytelling beats selling every time.

Section 12: Set Expectations Around Metrics Early

What does PR success look like to you?

You need to define it early, or frustration will follow. Common PR metrics include:

• Number of media placements
• Quality of media outlets (Tier 1 vs niche)
• Share of voice compared to competitors
• Website traffic from earned media
• Social media engagement on published stories
• Audience reach and impressions

Beware vanity metrics.
 Ten mentions on unknown blogs mean less than one feature in a major outlet.

Also, understand that PR results vary month to month.
 Some months will be packed with wins.
 Others might be quieter.

Ask your agency:

• How will we measure success?
• How often will we review metrics?
• What counts as a major win?

Good agencies won’t promise exact article counts.
 PR depends on the news cycle, journalists’ interest, and timing. But they should promise effort, creativity, and communication. Setting realistic, shared expectations is critical.

You’re not buying ads.
 You’re earning trust.

That takes different tools and different timelines. Measure smartly, not emotionally.