The PR Hiring Playbook

Hiring a PR agency is a strategic investment, not a simple vendor swap. The best outcomes stem from a structured process that begins with clear objectives and concludes with a contract rooted in accountability. Use this step-by-step guide to choose the right partner and establish a measurable engagement.

1. Define Goals and Success Criteria

Start with the outcomes you want, not the tactics you think you need. PR can drive brand awareness, investor visibility, or lead-quality impact.

• Set SMART goals: Ensure they are Specific, Measurable, Achievable, Relevant, and Time-bound.
• Define "Success": Is it coverage volume, tier-1 placements, message pull-through, or share of voice?
• Align Internally: Ensure your team is aligned on brand positioning and spokesperson availability.

Note: If you don't define goals upfront, every proposal will look good, but none will be comparable.

2. Set a Realistic Budget and Timeline

Your budget should reflect the seniority of the team members on your account.

• Retainers vs. Projects: Monthly retainers are standard, while project packages work for short-term launches.
• The 6-Month Rule: Budget for at least 3–6 months to see meaningful results.
• Assign an Internal Owner: You need a point person to approve messaging and provide access to experts quickly.

3. Build a Focused Shortlist

Aim for 3–5 agencies with specific, relevant experience.

• Look for case studies that match your industry, stage, and goals.
• Prioritize agencies that demonstrate strategic thinking over those that simply brag about a media list.

4. Issue a Concise RFP or Brief

Provide a clear brief so agencies respond to the same problem. Include:

• Company background and positioning.
• Target audiences and key messages.
• Budget range and legal/regulatory constraints.

5. Evaluate Strategy, Not Just "Connections"

A great agency shows how they think. When reviewing proposals, look for:

• The Thesis: What makes your story newsworthy today?
• Tailored Approach: A media plan specific to your audience, not a "spray and pray" list.
• Realistic Timelines: Beware of agencies that promise "viral" results overnight.

6. Interview the "Execution" Team

You aren't hiring a logo; you're hiring people. Meet the day-to-day team, not just the founders who sell the pitch.

• Ask: "Who does the day-to-day pitching versus the high-level strategy?"
• Ask: "How do you handle crisis management or negative coverage?"

7. Check References and Track Record

Speak with 2–3 references from companies of similar size or industry.

• Did they keep communication consistent?
• How did they handle delays or "dry" news cycles?
• The Ultimate Question: "Would you hire them again?"

8. Confirm Measurement and Reporting

Agree on KPIs before signing. Common metrics include:

• Coverage Quality: Relevance of the publication to your audience.
• Message Pull-through: Did the journalist use your key talking points?
• Digital Impact: Backlink acquisition and domain authority (DA) growth.

9. Negotiate a Clear Contract

If it isn't written down, it won't happen. Ensure the contract covers:

• Specific deliverables and reporting cadence.
• Approval workflows and spokesperson access requirements.
• Clear exit clauses and renewal terms.

10. Onboard for Partnership

An agency is only as effective as the context you provide.

• Share Assets: Provide brand voice docs, past coverage, and expert bios.
• Establish a Cadence: Set weekly check-ins for the first month to iron out the workflow.

Where SourceDeck Fits In

Whether you hire an agency or manage PR in-house, you need visibility. SourceDeck centralizes your PR workflow to ensure accountability and transparency.

• Audit Trail: Track every query and pitch by status and outcome.
• Knowledge Base: Centralize expert bios and approved talking points in one place.
• Performance Tracking: Monitor response rates and coverage wins across campaigns to see if your agency is hitting its KPIs.

Quick Hiring Checklist

• Define PR goals and SMART metrics.
• Set budget, timeline, and internal owner.
• Shortlist 3–5 agencies with relevant case studies.
• Issue a clear scope or RFP.
• Interview the actual account execution team.
• Check references and confirm ROI measurement.
• Sign a contract with explicit KPIs.
• Onboard with assets, experts, and fast feedback loops.

Final Thought: The best PR doesn’t happen by accident; it’s the result of a disciplined hiring process. Stop looking for a megaphone and start looking for a partner who treats your goals as their own.