Ask your PR firm these questions for best results

You’re not looking for a new public relations firm, you’re looking for fewer headaches. If you’re considering a switch, chances are it’s not because you’re eager to start over, but because something isn’t working with your current agency.

At Axia Public Relations, we focus on asking the right questions to uncover what’s really going wrong and how to make it right.

This approach helps companies understand exactly where their current efforts may be falling short. It also brings focus to what they actually need to meet their goals. Interestingly, we’ve found that many of these situations are solvable through open, honest conversations with the current agency. When issues can’t be resolved despite those conversations, knowing what to ask a potential new PR firm becomes very important. If you’re considering a change, take a moment to look at your situation carefully before making that next move.

Assess your current PR situation

Before jumping into a new PR relationship, take time to evaluate your current setup. Start by asking yourself one simple question: What isn’t working?

Identify frustrations with your current partnership

Here are a few quick ways to pinpoint problem areas:

• Are they meeting your expectations?
• Do they provide strong communication or often leave you in the dark?
• Are you seeing results that reflect the goals and strategies they laid out initially?

You might be frustrated by vague updates, last-minute scrambling, or feeling like your agency doesn’t truly understand your industry. Misalignment is common, especially if clear expectations and KPIs weren’t agreed upon from the beginning.

Identifying those gaps helps you figure out whether the partnership is simply lost in translation or if the agency isn’t the right fit after all.

Pinpoint specific needs and goals

Once you’ve recognized your areas of frustration, shift focus to what you truly need from your PR efforts:

• What do you want the PR program to accomplish?
• Are there specific services or expertise you feel are missing?
• Do you have clear business outcomes tied to your media presence or thought leadership?

Take a moment to write your goals down. Whether it’s better earned media coverage, crisis communications, contributor articles, or industry recognition, being clear will help you communicate your needs effectively to any agency, current or future.

Key questions to ask a prospective PR firm

If a new direction is best, your next step is finding a team that can actually do what you need. That starts with asking the right questions.

Understanding their approach and strategy

PR is not one-size-fits-all. A top PR firm will adapt based on your industry, goals, and audience. Ask them:

• How do you approach developing a PR strategy?
• How do you tailor media outreach or campaigns based on the type of company?

For example, their approach for a SaaS company should differ from how they handle retail or healthcare clients. This step helps you understand how strategic they really are — or whether they rely on canned solutions.

Evaluating their track record

You deserve to work with someone who has actual success stories. Request details like:

• Can you walk me through recent campaigns with measurable results?
• Do you have experience in my industry?

The best firms will provide examples of real long-term wins, not just vanity placements. This will also help you assess how proactive they are about measurement, which is an afterthought for many agencies.

Communication and reporting practices

Communication is often a pain point. It either feels too sparse, too dense, or not relevant. Before you commit to working with someone, ask:

• What is your process for regular updates?
• What kinds of reports will we receive and how frequently?

These answers will give you confidence in their ability to stay on track and keep you informed. Frequent check-ins and clear reporting help everyone stay aligned.

Aligning expectations and building trust

Trust doesn’t happen overnight, and it certainly doesn’t happen without setting clear ground rules.

Setting clear objectives and success metrics

PR goals are easy to generalize but hard to pin down. Work together to define:

• What are our main objectives over the next three, six, and 12 months?
• What KPIs will we use to measure progress?

It could be increased media coverage, improved share of voice, or more inbound interest from thought leadership. Whatever the goals, you must agree on what success looks like.

Establishing open lines of communication

Transparency keeps everyone grounded and prevents little issues from turning into bigger ones. Consider agreeing upfront on:

• What platforms will we use to share updates?
• Who will be the point of contact on both sides?

Consistency builds trust. Whether it's weekly calls or monthly recaps, steady contact ensures that no one is guessing. If disputes or misunderstandings arise, they can resolve quickly with minimal friction.

Start your PR journey on the right foot

Switching PR firms is a big move that requires clarity, not just urgency. Before making a decision, take time to evaluate why you’re dissatisfied in the first place. Then, get clear on what you need and want from your next agency relationship.

The more aligned your expectations and communication style are with your next PR firm, the better shot you have at building a successful long-term partnership. Start with the questions that unpack strategy, reporting, true past performance, and team structure. Then determine if their answers line up with your goals.

Choosing the right agency means less stress and better outcomes. When you're prepared, you'll make a smarter hire and create a working relationship built on trust and accountability.

Earn the visibility you deserve – contact us today at 888-PR-FIRM-8 for an obligation-free consultation.

Photo by KATRIN BOLOVTSOVA