Useful Questions to Ask PR Agencies - Taking Up References

User notes: This crib sheet is designed to help you deal with an important stage in choosing you PR supplier - taking up references

Firstly, some questions to put to the candidate agencies:

• Ask for a press release and the coverage they got from it.
• Ask for a feature article and the coverage they got from it

Ask for two references that you can call. Also ask them to provide for each:

• Length of time they have worked for the client.
• Whether it is a small/medium/large client. How they would compare in size with your business if you hired them.
• What is the best thing they have done for the client?

And then some questions to ask when you call the references:

• How long have you worked with the agency?
• Why did you hire them?
• What is the make-up of the team they provide (number of people/experience)?
• Roughly how much do you pay them (or are you a small/medium/large client)?
• What are their strengths?
• And weaknesses?
• How does your media visibility compare to your rivals?
• If you moved to another company, would you re-hire them?
• What's the best thing they have achieved for you?
• Do they consistently provide value for money?

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The next article in the "Questions For PR Agencies" section is
Questions to Consider When Choosing a PR Agency - Does it Matter Where They are Located?

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