Each time someone asks me this, dozens of answers flutter to the forefront of my mind, but I always choose two fairly tangible criteria: fit and experience.
On the surface, it can be easy for all agencies to sound similar, which makes fit and experience crucial. You need an agency that understands your audience and your market, and the reporters you need to reach. Fit is equally important. You’ll be working closely with the PR agency every single day (and many evenings), so you’ll need to be able to work well with the assigned account team.
However, fit and experience alone will not make your agency successful on your behalf. Here are some important qualities you should expect form an agency that is committed to your success. You need an agency that:
1. Owns the process. You want an agency that will never say, “Well, we sent you the guidelines for the Forbes contributed article three months ago and never heard back.” Your agency should be a professional nagger—they should never let you be the reason for a missed deadline.