Start With What You’re Actually Trying to Achieve
Before evaluating any agency, get specific about the outcome you need — a funding announcement covered on schedule, ongoing journalist relationships in a specific vertical, crisis-readiness, or simply consistent press mentions to build credibility. “Getting press” is not a strategy; it’s a byproduct of one. The clearer you are about the outcome, the easier it is to tell whether a given agency is actually built to deliver it or is just promising to.
Evaluation Criteria That Actually Matter
Relevant outlet relationships
Ask which journalists and outlets the agency has placed stories with recently, in your industry specifically. A general list of “outlets we’ve worked with” over five years tells you less than three recent placements in publications your actual customers read.
Transparent reporting
You should get a clear link report showing exactly where your coverage ran, not a vague “impressions” number. If an agency can’t show you a real, checkable placement, be skeptical of what they’re billing for.
Realistic promises
No agency can guarantee earned media coverage — a journalist decides what they cover, not the agency pitching them. Anyone promising a guaranteed Forbes feature for a fixed fee is either describing paid/contributor placement (which is a different, disclosable thing) or overselling.
Industry experience
An agency that already understands your category needs less ramp-up time and has existing journalist relationships that transfer directly to your pitch.
Pricing structure
Understand whether you’re paying a retainer for ongoing relationship-building, a project fee for a specific announcement, or a distribution fee for guaranteed wire placement — these are different products with different expectations.
Red Flags to Watch For
Be cautious of agencies that quote coverage purely in “Advertising Value Equivalency” (AVE) — a metric most credible PR practitioners have moved away from because it doesn’t reflect real value. Be equally cautious of anyone guaranteeing placement in a specific named outlet for earned (unpaid) coverage, or who can’t explain, in plain terms, what they’ll actually do in month one.
Questions to Ask Before You Sign
A short but revealing list: Which journalists do you already have relationships with in my space? What does a typical first 30 days look like? How do you report results, and can I see a sample report? What happens if a pitch doesn’t land — is there a backup plan? Is distribution (guaranteed) separate from media relations (earned), and which am I paying for?
Local vs. National vs. Global Agencies
A locally based agency often has stronger relationships with regional and national Indian outlets and a better read on domestic news cycles, while a global agency may have deeper reach into international press. Many growing companies need both — domestic credibility and international reach — which is why it’s worth asking any agency directly whether they can cover both, or only one.