Questions to ask potential PR agencies

Here are some questions you might want to ask potential agencies to help you make a decision.

• What charities have you worked with before?
• What work did you do for them?
• What projects have you worked on that are similar to this one?
• What ideas do you have for promoting our charity/campaign?
• What do you think are the main challenges we face in getting publicity?
• Who will be doing the work for us within the agency? (It's always worth asking this question as sometimes senior consultants attend the sales pitch, but then the work is handled by junior employees)
• How much do you charge? (see Tips on finding a good charity PR agency for more information on costs)
• Do you charge a retainer?
• Is there a minimum length contract? Do you ask for a minimum spend?
• How much will it cost to write a press release? Who does the leg work for press releases, such as obtaining quotes and sourcing photos from case studies (us or the agency)?
• Will you share the contact details of journalists? (Many agencies avoid sharing this information as a way of locking you in. See Tips on moving PR agency for more information)
• Can you provide a couple of references within the charity sector? (Contact these directly rather than relying on pre-written testimonials)

For information on Acorn PR's approach, visit our About us page.