"If you want PR that actually moves the business, you need a selection process that rewards execution, and here's how you can do just that. If you are hiring PR because you want "more visibility," stop. Visibility is not the goal. The goal is trust at scale. The right PR partner earns you credibility you cannot buy with ads, and the wrong one turns your story into noise. Your job is to choose an agency that builds equity, not one that chases attention."
"Reset your baseline before you start Most bad PR experiences are not proof that PR does not work. They happen because expectations were vague, the agency was running too many accounts, the retainer did not cover actual labor, or the agency could not show what it was doing week to week. Stop looking for "creative partners," and start looking for an operating system."
"Cut the list fast Do not collect a pile of proposals. That is how you end up choosing based on writing style and big promises. Narrow to two or three agencies before you ask for a full proposal. The proposal should confirm how you will work together, not try to hypnotize you with a dream outcome. If an agency cannot earn a top-three spot after one or two calls and a basic review of their recent work, they are not your agency."
PR should aim for trust at scale rather than mere visibility. The right PR partner earns credibility that ads cannot buy and avoids turning stories into noise. Poor PR outcomes usually stem from vague expectations, overworked agencies, underfunded retainers, or lack of transparency. Seek an operating system: standardized workflow, measurable results, and strategic counsel that identifies failing narratives. Narrow candidates to two or three before requesting full proposals. Require proof of process, recent relevant wins, named account leads, honest budget disclosures, and preference for agencies that will challenge assumptions rather than only agree.
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