Series B PR Agency Checklist: 15 Questions to Ask

Key Takeaways

• Choose a PR Agency with Relevant Series B Experience: It’s crucial to select a PR agency that has proven success in handling the unique challenges of Series B companies, particularly in your industry. Look for agencies with measurable results, industry knowledge, and a strategic narrative that resonates with investors, customers, and the media.

• PR Should Integrate with Growth Strategy: A strong PR agency should not only secure media coverage but also align with your company’s broader growth objectives. This includes collaborating with marketing and sales teams, amplifying media wins across digital channels, and ensuring scalability as your company grows toward Series C and beyond.

• Measure PR Success Beyond Media Impressions: Evaluate potential PR agencies based on their ability to demonstrate real business impact. This includes tracking metrics such as sentiment analysis, lead attribution, and SEO performance, as well as providing transparent, customized reporting that ties PR efforts directly to business goals.

Securing Series B funding is a major milestone, bringing investor confidence and rapid scaling—but also greater scrutiny. At this stage, PR isn’t just about visibility—it’s about building credibility, refining your positioning, and crafting a strategic narrative that resonates with investors, customers, and the media.

However, not all PR firms are equipped to meet the demands of a Series B company. That’s why we’ve created this Series B PR checklist, featuring 15 must-ask PR agency questions to simplify your PR firm evaluation process. From industry expertise to crisis communication, this guide will help you choose a PR partner that drives real growth and positions your company for long-term success.

Let’s dive into the essential PR agency questions and Series B PR checklist to ensure you make the right choice.

Key PR Agency Questions to Ask During Your Series B PR Firm Evaluation

Choosing the right PR agency is a critical decision for your Series B company. To simplify your PR firm evaluation, start by asking these strategic PR agency questions:

1. Do They Have Proven Series B Experience in Your Industry?

Not all PR agencies understand the unique challenges of Series B companies. Early-stage startup experience doesn’t always translate to success at this level. A PR firm with industry-specific Series B experience understands your competitive landscape, regulatory challenges, and key media outlets.

How to Verify Expertise:

• Case Studies & References – Ask for measurable results from past Series B clients.
• Industry Knowledge – Ensure they understand your sector’s trends and media landscape.
• Proactive Insights – A strong PR partner offers strategic recommendations upfront.

2. Can They Craft a Narrative That Appeals to Investors, Customers & Media?

Your early-stage scrappy startup story won’t cut it anymore. Series B requires a scalable, differentiated narrative that resonates with investors, customers, and the media. A great PR agency won’t just “get you press”—they’ll help define your company’s long-term identity.

How to Assess Their Storytelling Ability

• Messaging Audit – Ask for feedback on your current narrative.
• Thought Leadership – Have they positioned executives as industry voices?
• Brand Positioning Work – Review their success in rebranding Series B companies.

3. What Is Their Media Strategy for Securing Tier 1 Coverage?

In Series B, not all press is equal. A niche blog mention won’t have the same impact as a feature in TechCrunch, Forbes, or Bloomberg, but a targeted industry publication may be more valuable than them all. Your PR agency should have a strategic, relationship-driven approach to securing high-impact media coverage.

How to Evaluate Their Media Strategy

• Track Record with Tier 1 Outlets – Ask for concrete examples of Tier 1 media placements.
• Pitching Process – Do they have real journalist relationships or blast press releases?
• Quality Over Quantity – A few well-placed features > dozens of low-impact mentions.

4. How Do They Integrate PR with Your Growth Strategy?

PR should directly support business growth, not operate in a silo. PR should fuel demand, build trust, and drive retention at Series B. It should also attract enterprise clients, investors, and top talent. More than just press, PR is a growth enabler—positioning you as an industry leader.

Signs of a PR Agency That Aligns with Growth

• Collaboration with Marketing & Sales – Do they sync with your teams?
• Digital & Content Strategy – Are they amplifying media wins across SEO and social?
• Scalability – Can they evolve with you toward Series C and beyond?

5. How Do They Measure PR Success Beyond Media Impressions?

Media impressions and potential reach don’t always translate to real business impact. A strong PR agency will track metrics like sentiment analysis, domain authority, and lead attribution to demonstrate ROI.

How to Evaluate Their PR Measurement Approach

• Sentiment Analysis – Do they assess whether media coverage is positive, neutral, or negative?
• SEO Impact – Ask how PR efforts contribute to domain authority and backlinks.
• Lead Attribution – Can they show how PR drives inbound leads or partnership opportunities?
• Reporting Transparency – Do they provide customized reports that tie PR to business goals?

6. What Crisis Communication Strategies Do They Offer?

With increased visibility comes increased risk. Your PR agency should have a proven crisis communication plan that includes media training, simulations, and rapid response protocols.

How to Gauge Crisis PR Capabilities

• Crisis Case Studies – Have they successfully managed reputational threats for other Series B or growth-stage companies?
• Proactive Planning – Do they offer media training and crisis simulations before an issue arises?
• Response Speed – How quickly can they mobilize? Do they have direct media relationships for rapid corrections?
• Social Media Strategy – Can they handle real-time crisis management across digital platforms?

7. Can They Secure Speaking Engagements & Industry Awards?

PR at this stage should elevate your leadership team’s visibility. A strong PR agency will secure speaking engagements, award submissions, and thought leadership opportunities.

How to Assess Their Ability to Elevate Executive Visibility

• Speaking Engagements – Have they placed executives at TEDx, Web Summit, or industry-specific events?
• Award Submissions – Do they have a track record of securing Fast Company’s Most Innovative, Forbes 30 Under 30, or similar awards?
• Thought Leadership Support – Do they help executives craft op-eds, LinkedIn content, or podcast pitches?

8. Do They Offer Social Media & Digital PR Integration?

A great media placement doesn’t reach its full potential without strategic amplification. Your PR agency should integrate earned media with social media, SEO, and content marketing.

How to Evaluate Digital PR Expertise

• Social Media Strategy – Do they help amplify media wins on LinkedIn, Twitter, and company blogs?
• SEO Optimization – Can they turn press coverage into long-term search visibility?
• Influencer & Journalist Engagement – Do they help executives connect with key voices in the industry?
• Crisis Management Online – Can they guide real-time messaging on social media during crises?

9. How Proactive & Transparent Is Their Communication?

PR is a fast-moving game, and your agency should keep you informed with real-time updates, proactive insights, and full transparency into its efforts. The right agency doesn’t wait for you to ask—it actively seeks opportunities, flags potential risks, and refines strategies based on evolving trends.

How to Evaluate Their Communication Style

• Proactive Updates – Are they consistently bringing media opportunities, or do you have to chase them?
• Crisis & Issue Monitoring – Do they alert you to potential risks before they escalate?
• Strategic Recommendations – Are they offering brand positioning insights or just executing tactics?
• Accessibility & Responsiveness – Do they provide frequent check-ins and real-time communication?

10. What Level of Executive Involvement Is Required?

A fast-growing company must balance PR impact with leadership bandwidth. The best PR agencies act as strategic partners—taking the initiative while respecting your time.

How to Find the Right Balance

• Onboarding Process – Do they require weeks of immersion, or can they ramp up quickly?
• Leadership Involvement Expectations – Will they need frequent executive interviews, or can they execute independently?
• Strategic Initiative – Do they actively drive PR efforts or rely on leadership for direction?

11. How Do They Handle Pivots, Product Launches & Rebrands?

Startups evolve. Your PR agency should be agile enough to adjust messaging, launch campaigns quickly, and manage transitions seamlessly. Whether it’s a new funding round, a product release, or a sudden market shift, they should anticipate change rather than react to it.

How to Assess Agility

• Fast-Turnaround Capabilities – Can they quickly mobilize around product launches or major announcements?
• Narrative Adjustments – Are they flexible in refining brand messaging as your company evolves?
• Cross-Functional Collaboration – Do they integrate seamlessly with marketing, sales, and leadership teams?

12. What Is Their Pricing Model, and Is It Scalable?

PR pricing varies widely, and understanding an agency’s fee structure is crucial for avoiding budget surprises. Ask about retainer vs. project-based pricing and hidden costs like crisis management fees.

Retainer vs. Project-Based Pricing

• Retainer Model: This model offers ongoing PR support, ensuring consistent media outreach and long-term strategy. It helps build strong journalist relationships and maintain brand positioning but often requires a 6-12 month commitment, limiting flexibility.
• Project-Based Model: This model is ideal for short-term needs like product launches or funding announcements. It provides cost control and flexibility but may lack continuity, making it harder to build sustained media credibility.

Hidden Costs to Watch Out For in PR Contracts

• Crisis Management Fees – Some agencies charge separately for crisis PR, so clarify this upfront.
• Media Training & Content Creation – Some firms charge extra for press releases, messaging workshops, or thought leadership content.
• Overage Fees for Media Outreach – Some agencies limit media pitches per month and charge extra beyond that cap.

Pro Tip: Seek a clear breakdown of what’s included in their pricing and whether costs increase as you scale.

13. Do They Have Flexible Contract Terms?

Avoid rigid contracts that lock you in. Look for agencies that offer 30- to 60-day termination clauses and scalability options.

Key Clauses to Negotiate Before Signing

• Termination Clause –  A 30- to 60-day notice period is reasonable.
• Performance Review Checkpoints – Request an opt-out clause after three or six months if KPIs aren’t met.
• Scalability Terms – Can you increase or decrease PR services based on evolving business needs?

14. What Is Their Track Record for ROI on PR Investments?

A strong PR agency should demonstrate ROI beyond media placements—it should translate to real business impact. Understanding qualitative vs. quantitative PR ROI will help you evaluate their effectiveness.

Understanding PR ROI: It’s More Than Just Press Hits!

• Qualitative PR ROI: Strengthens brand credibility, positioning your company as a trusted leader among investors, customers, and industry peers. It also enhances executive thought leadership and attracts top talent.
• Quantitative PR ROI: Drives real impact through inbound leads, higher traffic, better SEO, and stronger conversion rates than paid marketing.

How to Ask for Past Client Results & Verify Effectiveness

• Request Case Studies – Look for PR firms that show real data, such as a 40-50% increase in inbound leads or earned media placements leading to partnerships or funding rounds.
• Ask for Specific Media Wins – Have they secured coverage in TechCrunch, Forbes, WSJ, or Bloomberg?
• Look for Client Testimonials & Referrals—A strong agency should have long-term clients willing to vouch for it. If an agency can’t provide concrete examples of past success, it may not be results-driven.

15. Can They Scale With You Through Series C and Beyond?

Your PR partner should fulfill your current needs and be able to support your future growth stages. You don’t want to outgrow your PR agency and have to start over at Series C.

Signs That an Agency Can Support Long-Term Growth

• Experience With Late-Stage Startups – Have they worked with Series C, Series D, or pre-IPO companies?
• Expanded Services – Can they provide crisis PR, international media outreach, or IPO communications as you scale?
• Strong Investor & Analyst Relationships – Investor relations become more critical as you grow. So, make sure your PR agency can handle that.
• Long-Term Approach – Do they discuss media strategy beyond the next 6-12 months?

Success Indicators: How to Know If Your PR Efforts Are Paying Off

Once you’ve hired a PR agency, how do you know they’re driving real impact? Look for these key success markers:

• Consistent Tier 1 Media Coverage – Features in top outlets like TechCrunch, Bloomberg, and WSJ indicate strong industry credibility. Thought leadership placements show deeper influence.
• Strong, Evolving Messaging – Your narrative should mature post-Series B, shifting from disruptor to established market leader.
• Executive Thought Leadership – Your leadership team should be visible through speaking engagements, podcasts, and bylined articles.
• PR-Driven Business Growth – A measurable increase in website traffic, investor inquiries, and brand perception should follow media exposure.
• Proactive, Not Reactive PR – A strong agency anticipates opportunities and manages crises effectively, positioning you ahead of competitors.

If your PR efforts are not translating into real business results, it may be time to reassess your agency’s approach.

Ready to Find a PR Partner Who Gets It?

Choosing the right PR partner is critical in your Series B journey. By asking these PR agency questions and following this Series B PR checklist, you’ll simplify your PR firm evaluation and choose a partner that drives credibility, investor interest, and long-term growth. If you’re looking for a PR agency that understands high-growth startups, let’s talk.

 

For a deeper framework, check out Tara Coomans’ insider questions to ask