Selecting the right PR agency is critical for any organization. Here’s a simple guide to help you filter your choices and ensure the perfect fit.

1. Responsiveness

PR isn’t a 9-to-5 job. Your firm should be available nights and weekends to respond to significant developments and meet deadlines. You want senior consultants to be accessible and involved in all aspects of your program. It’s not uncommon for large firms to have the individuals who pitch their services disappear after you’ve signed the contract.

2. Honesty to Speak the Truth and Disagree

A PR firm should not hesitate to challenge its clients. You are not hiring someone just to endorse your plans or reinforce your self-image. In fact, objectivity—and even a basic understanding of your business—can be valuable assets, allowing your agency to concentrate on the most important issues without becoming bogged down in the details.

3. Integrity

One of the best ways to describe what a PR firm does is that it can serve as the conscience of your organization. You should not expect your agency to lie for you or to cross ethical and moral boundaries to achieve your goals. Most of the time, an effective communications program confronts difficult issues directly—honestly, thoughtfully, and sincerely. While this may be challenging for any organization, choosing the right action is always the best approach.  

4. Creative Thinking

A great PR firm will continuously generate fresh ideas related to your communications program. Significant news developments or cultural events often influence the relevance and approach taken. Your firm should consistently offer new perspectives, challenges, and opportunities.

 5. Experience + Ability to Deliver

Ensure you are not hiring a PR marketing firm to handle a public affairs issue. Various types of agencies specialize in different disciplines and industries. Verify that your agency has the necessary experience, connections, and understanding of the environment where you aim to communicate. The best way to assess whether a firm can deliver is to review case studies and talk to organizations that have previously collaborated with them. A referral from a trusted individual is often the most reliable reference you can receive.

6. Chemistry

Like many aspects of life, some intangibles are hard to quantify – yet you recognize them when you experience them. They may meet all the criteria, but the team leader may rub you the wrong way. Or the firm may seem too focused on money. Conversely, you might feel that an agency aligns with your style – hard-charging, methodical, and conservative. While making sure a firm fulfills all your criteria, remember to trust your instincts.

Hector Barajas is one of the nation’s top political strategists and a trusted political and legislative analyst for Univision and Telemundo. He is the CEO and President of Amplify360 Inc., a nationally recognized public affairs and public relations firm. Learn more at www.Amplify360inc.com.