Tag Archive for: how to hire an agency

How to Evaluate Integrated PR Agencies

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Maybe you just fired a bad integrated PR agency, or maybe you want to avoid that mess.

Could it be the monthly report that counted impressions and left you feeling empty? Maybe it was watching your PR team and your SEO team operate like strangers, each one claiming credit for the same traffic spike. Maybe you signed a year-long contract for “integrated” services and got three account managers who never once compared notes.

“Integrated” gets used a lot in public relations now, and most PR agencies apply it the way software companies apply “AI”: as a label stapled onto the same process that existed five years ago. Real integration isn’t three departments sharing a Slack channel. It’s a single narrative strategy that produces earned media, ranks in organic search, and creates the authority for ChatGPT or Google’s AI Overviews. One asset, three outcomes. If an agency can’t explain how those three connect, it isn’t integrated. It’s bundled.

Here’s the advice I would give a colleague on what to look for when hiring an integrated PR agency.

What “Integrated” Is Supposed to Mean

An integrated PR agency is supposed to run earned media, digital PR, and search strategy off the same narrative instead of three separate ones. In practice, most “integrated” shops just co-locate a PR team and an SEO team under one invoice. You can tell the difference in about five minutes: ask how a single piece of coverage is supposed to perform across earned media, search visibility, and AI-powered PR results, and watch whether you get one answer or three.

At Avaans, we call the connective tissue a narrative fingerprint: the specific set of positioning, proof points, and language a brand needs repeated across every channel so search engines and AI models recognize it as one consistent authority instead of noise. Without that consistency, you get what I call narrative leakage. Good placements happen, but they don’t build on each other. Every month starts from zero.

The Red Flags, If You’ve Already Been Burned

If you’re evaluating a new agency because the last one didn’t work, you already have the pattern-matching. A few things I’d flag immediately:

Reporting that leads with impressions or clip counts instead of anything tied to revenue, capital, or pipeline. Activity-based PR creates noise, and noise costs the same as authority, so if the invoice is the same either way, you want the version that compounds.

A media outreach process that reads like a spray list. Fifty pitches to fifty outlets with the same three sentences swapped in is not a strategy, it’s volume, and volume without relevance rarely produces coverage that search engines or AI models treat as credible.

Junior staff running the actual account after a senior team closed the deal. This one matters more than people think. Executive-level relationships get executive-level placements, and those are exactly the sources AI platforms weight most heavily.

No answer when you ask how they measure search visibility beyond a rank tracker. If “SEO public relations” is the phrase you typed into Google to find this article, you already sense that traditional rank tracking doesn’t capture whether your brand shows up when someone asks an AI assistant a question instead of typing a query.

Six Things I’d Actually Check

1. Does their earned media strategy connect to search, or just to backlinks?

This is the one most agencies get backward. Muck Rack’s Generative Pulse research, which analyzed 25 million links in May 2026, found that earned media accounts for 84% of all AI citations, while paid and advertorial content sits at 0.3%. So is there a role for paid and advertorial content? Yes. But it isn’t backlinks and an agency still selling you backlink volume as the endgame doesn’t understand this nuance.

2. Can they show AI-powered PR results, not just a Google ranking?

Ask them directly: has coverage they’ve placed shown up as a cited source in ChatGPT, Perplexity, or AI Overviews, and can they show you the query? Separate research from 5WPR, drawn from 680 million citations tracked between August 2024 and June 2025, found that brand-search volume correlates with AI citation likelihood at 0.334, a materially stronger relationship than backlinks carry. That’s the purpose of narrative consistency over link volume, and it’s the conversation we have with all new and existing clients.

3. Is their media outreach built on relevance, authority, and narrative consistency, or on volume?

Those three criteria (not outlet count, not impressions) are what actually separate coverage that creates authority from coverage that disappears. An agency should be able to tell you why that placement specifically reinforces the narrative instead of just adding a logo to a slide.

4. Do they have a repeatable strategic framework, or is every campaign built from scratch?

This is the difference between a firm that diagnoses your specific market position before pitching anyone and one that starts writing pitches on day one. At Avaans, that diagnostic is our Fingerprint Strategy: a regulatory, media, and competitive audit that produces a blueprint before a single reporter gets an email. You don’t need our framework specifically. You need proof they have one at all.

5. Is the work executive-led, end to end?

Not just at the pitch meeting. Ask who is actually drafting the narrative, briefing the reporters, and making the judgment calls about which three placements matter more than the other twelve. If the answer changes after the contract is signed, that’s the actual red flag, not the sales conversation.

6. Can they point to search visibility results in a category that’s actually hard?

I worked with a global e-commerce client last year whose competitive AI search visibility analysis showed something uncomfortable: their existing coverage barely showed up in the answers AI platforms were actually generating for their category, no matter how it ranked on page one of Google. We shifted the entire program away from tactical backlink generation and toward building brand authority that AI models would recognize as a primary source. That shift moved the needle and now their AI reputation matches their Google visibility and growth is up 50% year over year.

Why This Matters More Than It Did Two Years Ago

Digital PR used to mean link building with a press release attached. Search visibility used to mean a rank tracker and a monthly report. Both of those definitions are already out of date. The 5WPR citation research found that only 11% of sites get cited by both ChatGPT and Perplexity, and just 12% of AI-cited URLs overlap with Google’s own top-10 organic results. Fewer deeper strategies built around a consistent narrative outperform broad, generic listicle content, because AI platforms are pattern-matching for authority, not counting mentions.

That’s the actual argument for integration. Earned media, SEO, and AI visibility aren’t three line items anymore. They’re three readouts of the same signal. An agency that treats them separately is measuring last decade’s internet.

The Standard I’d Hold Any PR Agency To

Ask one question before you sign anything: if a placement runs next month, how does it move your position in earned media, in organic search, and in the answer an AI model gives when someone asks about your category, and can they show you that math from a past client? If they can only answer for one of the three, you’re buying activity. If they can answer for all three from a single strategy, you’re buying authority, and authority is the only version of this that compounds instead of resetting every quarter.

I have that exact conversation in every Assessment I run. It’s usually the fastest way to tell whether an agency is actually integrated or just says so on their homepage.

 

Frequently Asked Questions

What does “integrated PR agency” actually mean?

An integrated PR agency runs earned media, digital PR, and search strategy off one consistent narrative instead of siloed teams. The output should move your position in press coverage, organic search visibility, and AI-generated answers simultaneously, not as three separate reports.

What’s the difference between digital PR and an integrated PR strategy?

Digital PR typically refers to earning links and coverage to support SEO. Integrated PR strategy goes further: it aligns that same coverage to build authority that shows up consistently in organic search and in AI-powered PR results like ChatGPT and Google AI Overviews.

Does earned media still matter if AI platforms are answering the questions now?

It matters more, not less. Research from Muck Rack’s May 2026 Generative Pulse study found earned media accounts for 84% of AI citations, compared to 0.3% for paid or advertorial content. AI models are citing journalism and third-party coverage at a higher rate than they cite brand-owned content.

How do you measure ROI from an integrated PR agency?

Measure it where the business is measured: capital, revenue, and valuation, not impressions or clip counts. A useful proxy is whether coverage improves brand-search volume, since that metric correlates more strongly with AI citation likelihood than backlink volume does.

What’s the biggest red flag that an agency isn’t actually integrated?

Separate teams, separate reports, and no single person who can explain how a placement is supposed to perform across earned media, search visibility, and AI answers at the same time. If nobody owns that full picture, nobody is actually managing it.

 

The Invisible Asset, written by Avaans Media founder Tara Coomans, is the PR ROI framework that builds brand equity, drives valuation, attracts capital, and wins high-stakes moments. It’s built for CMOs defending budgets, CEOs preparing for a capital event, and operators in regulated categories. Get the book →

 

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How Important Is Finding a PR Firm Near Me

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Key Takeaways

  • Local Advantage in PR: Partnering with a local PR agency can provide significant benefits for businesses targeting a local market. These agencies have a better understanding of local dynamics, consumer behavior, and media connections, allowing for tailored strategies that resonate with the community.
  • Cost vs. Access: While major city PR firms offer extensive networks and resources, they often come with higher costs. Local agencies can be more budget-friendly, enabling businesses to invest more efficiently in their PR efforts. Boutique agencies also offer a balance of personalized service and access to larger city resources.
  • Aligning PR with Business Goals: Choosing the right PR firm involves aligning with your business objectives, audience, and budget. Defining measurable goals and ensuring that PR efforts support key business milestones are crucial for maximizing the impact of public relations on growth and visibility.

Have you ever wondered how some businesses seem to get all the press? While quality services and products matter, often, it’s not just about what you offer but how you present it to the world. That’s where a PR agency plays a crucial role. Especially for local businesses, the notion of “finding a PR firm near me“ can be a game-changer in your communication strategy. But what does proximity have to do with public relations, and why should “a PR firm near me” be a consideration in your search criteria?

The Significance of Location in Your Choice of PR Agency

It’s common to think, “Why should I focus on finding PR agencies near me?” Stop scratching your head; here’s when proximity is a factor worth considering.

The Local Advantage

If your business primarily serves a local market partnering with a local public relations agency in your vicinity can be advantageous. For instance, these agencies have a deep understanding of the local market dynamics, media outlets, and consumer behavior, which is invaluable for crafting personalized strategies that resonate with your local audience. They’re in tune with what’s on the community’s mind, ensuring your message isn’t just heard, appreciated, and understood.

Access to a Thriving Local Network

Local PR firms often have robust networks within your local community, including connections with local journalists, social media influencers, and stakeholders. These relationships can be leveraged to get your business featured in local media, participate in community events, and collaborate with other local entities. This kind of exposure is crucial for businesses that thrive on local customers’ support.

Cost Considerations and Your PR Budget

Your PR budget is also an essential factor in this decision. While you might dream of hiring top-tier PR agencies from major cities, the reality is they often come with a price tag to match the reputation. Local agencies may be more budget-friendly, allowing you to allocate resources efficiently.Agencies in media centers like Los Angeles and New York are likely to charge more as well, and it’s not just because their expenses are higher, but these agencies are naturally closer to media and have closer access.

Navigating the Landscape of PR Agencies in Major Cities

When it comes to PR prowess, it’s hard to ignore the influence and resources available to PR agencies in Los Angeles, New York, and D.C. These agencies are the epicenters of media, culture, and innovation, providing them with an edge in public relations especially in high-stakes scenarios. In the way local agencies have closer local connections, agencies in larger cities tend to have their finger on the pulse of national media in a more organic way, which is advantageous if your company is seeking investment or on the pre-IPO path.

The Pull of Major Cities

Big city proximity gives PR agencies in those locations unparalleled access to top-tier media outlets, influencers, industry leaders, and trendsetters. For businesses looking to make a mark on a national or international level, these agencies can be the catapult that propels them into the limelight.

Weighing the Costs

With the pull of major cities, it’s important to note that this access and prestige come with higher PR costs. PR Agencies in these cities tend to charge premium rates that reflect their exclusive resources and brand name. This aspect is crucial to consider within your PR budget, especially for smaller businesses or those focusing primarily on a local market seeking cost-efficient yet impactful solutions.

Hire The Case for Boutique Agencies

Amidst these industry giants, top boutique PR agencies in Los Angeles carve a niche. These smaller agencies offer a middle ground, balancing cost with access to the resources of a major city. They tend to provide more personalized services, adapting to your business’s changing needs, and often give direct access to seasoned professionals. Their size allows for flexibility, making them an excellent option for companies seeking the resources of a big city without the colossal agency approach.

Local or National: Making the Strategic Choice for Your Business

Understanding the offerings of various public relations companies in Los Angeles or your local area is just the starting point. The crucial part is deciding which aligns best with your unique business objectives, audience, and overall strategic vision, ensuring a partnership that drives growth.

Assessing Your Business Needs

Are you a local brand seeking dominance in your community market, or are you looking to expand nationally or even globally? Know that your PR firm’s location should effectively align with these goals. A national brand can benefit significantly from a PR firm in a major city, while a locally-focused brand might gain more from an agency with deep community ties and understanding. National agencies hyper focused on a national and international press may not be as good a fit if you’re business is local – because in many cases, local relationship matter, ALOT.

Consider the Nature of Your Audience

Who are you trying to reach? If your audience is localized and niched, a community-rooted PR firm might be more beneficial. They will understand the local sentiments, trends, and preferences, crafting messages that resonate on a more personal level. Conversely, if your audience is widespread, PR agencies from major cities might provide the broad media reach you need, ensuring national engagement.

Budgeting for Success

Be realistic about your PR budget. Investing in a big-name agency doesn’t make sense if it leaves little room for other critical business functions. Thus, remember to carefully assess what you can afford to spend on PR, considering not only the initial outlay but also the length of the campaign, potential additional costs, and ensuring financial balance across your operations for sustained growth.

Understanding What a PR Firm Represents in Your Business Journey

Before diving into the importance of locality in selecting a PR firm, it’s crucial to understand what is a PR firm. In simple terms, a PR firm is an organization dedicated to managing your company’s public image and relations with your target audience. They are your advocates, promoting your interests through various channels and ensuring your key messages reach the right ears and eyes.

The Essence of a Modern PR Firm

Gone are the days when PR was all about press releases. A modern PR firm doesn’t just communicate your news; they craft your narrative. These agencies delve deep into your business’s essence, capitalizing on what makes your brand unique. They then take this core narrative and weave it into every interaction or piece of communication associated with your company, from major announcements to the way employees talk about your brand, ensuring a cohesive presence.

So, What Does a PR Firm Do Exactly?

If you’re wondering “what does a PR firm do in its day-to-day functions?” They work tirelessly behind the scenes to ensure your business maintains a positive, authoritative presence in the public eye.PR functions will vary, but you can expect your PR firm to provide strategic advice about reputation and services like media outreach, content production, awards, social media, and product placement. To do this, PR agencies use assets like events, PR stunts, pre-IPO PR and post-IPO PR (and investor relations), and corporate storytelling to accomplish goals like improved reputations, thought leadership, and crisis management.

 

 

The Allure of Recognition: The Inc. Power Partners Awards

Competing in bustling markets means seeking not only effective representation but also agencies recognized for their prowess. Awards like the Inc. Power Partners Awards highlight agencies making significant impacts through client success stories. Being represented by an award-winning agency can enhance your brand’s credibility, positioning you favorably in the competitive landscape.

What Recognition Means for Your Business

When an agency receives accolades like the Inc. Power Partners Awards, it’s an external validation of their expertise, creativity, and results. Aligning with such an agency can position your brand on a similar pedestal, implying a level of quality and success in your initiatives. It reflects well on your business, showing stakeholders that you invest in top-tier representation known for fruitful results.

Beyond the Trophy: Real-World Impact

Awards aren’t just about bragging rights. They indicate an agency’s ability to perform at high levels, often involving innovative strategies or successful campaigns. This experience is invaluable for your business, as these agencies bring tested tactics, creative problem-solving, and forward-thinking approaches to your brand’s unique challenges, enhancing overall market presence and perception.

Integrating PR into Your Overall Business Strategy

Public relations shouldn’t operate in a silo. Instead, it should be an integral component of your overarching business strategy. This integration means your choice of a Public Relations Agency isn’t merely about managing press releases or social media campaigns. It’s about choosing a partner that will advance your business objectives, drive growth, and enhance your market positioning.

Understanding Your Brand Narrative

Your brand narrative is the story that sets you apart from the competition. Finding a PR firm near me may be very important if your brand is tied to a specific location or culture. It’s what makes you memorable and relatable to your audience. Your chosen PR firm should clearly understand this narrative deeply and be skilled at incorporating it into all communications. This strategy ensures consistency, which is key to building brand recognition and trust, crucial for long-term success.

Setting Measurable Goals

What do you aim to achieve with your PR efforts? Are you looking to boost sales, increase online engagement, or establish authority in your industry? Define measurable PR goals before you even begin discussions with a potential PR partner. These objectives will guide your strategy, ensure focused efforts, and provide a benchmark for evaluating success and facilitating effective collaboration.

Aligning with Business Milestones

Your PR activities should also align with significant business milestones. Are you launching a new product, targeting an entirely new market segment, or aiming for a specific sales benchmark? Your PR firm’s initiatives should support these endeavors, ensuring your business milestones are publicized and celebrated, creating momentum, and garnering public support and awareness.

The Future Horizon: Modern Trends in Public Relations

The world of public relations is ever-evolving, mirroring the pace and dynamism of the industries it represents. As we look ahead, it’s evident that the role of a modern PR firm will transform, encompassing much more than traditional media relations and reputation management.

The rise of digital platforms has already shifted the PR paradigm to a 24/7 engagement cycle, emphasizing real-time responses and transparent communication. But what’s next for PR? The answer lies in a blend of technology, data-driven insights, and personalized storytelling.

AI and Machine Learning: Future PR strategies will increasingly rely on artificial intelligence to gather insights from vast amounts of data, enabling firms to make informed decisions swiftly. AI can also help in predicting trends and potential crises, allowing businesses to stay one step ahead.

Virtual Reality (VR) and Augmented Reality (AR): These technologies are opening new avenues for brand engagement. Imagine a new product launch where stakeholders can virtually experience the product that overlays digital information onto the real world, enriching the user experience.

Personalization at Scale: With advancements in data analytics, PR campaigns of the future will be highly tailored. Brand messages will be crafted to resonate deeply with specific audience segments, ensuring higher consumer engagement and fostering more meaningful, lasting connections.

Sustainability and Social Responsibility: The next generation is more socially conscious than ever. PR agencies will need to guide businesses in communicating sustainability efforts genuinely, ensuring actions match the narrative, thereby building credibility and deepening public trust.

By embracing these forward-looking trends, you can ensure that your PR strategies remain effective and relevant during all seasons. But beyond tools and technologies, the heart of PR will always be about building genuine, trustworthy relationships. It’s this delicate balance between cutting-edge innovation and timeless relationship-building that will define the thriving future of PR.

As you explore the possibilities with PR firm near you, or PR agencies in Los Angeles or wherever your search might take you, ensure they’re not only rooted in the now but are also gearing up for what’s next.

So, How Important is Finding a ‘PR Firm Near Me’?

The answer lies not just in geography but in aligning your business needs, audience, and goals with the right PR partner. Whether it’s the vast network and resources of PR agencies in Los Angeles, the personalized touch of top boutique PR agencies in Los Angeles, or the community-focused approach of a local agency, the right match is about finding a PR firm that understands your unique story, shares your vision, and has the skills and resources to bring that narrative to life in the public sphere.

At the end of the day, in a world where your public image is your business currency, investing in the right PR partnership is not just beneficial; it’s a strategic imperative. It’s about creating a voice that resonates, a presence that commands attention, and an image that drives your business forward, if hiring a PR agency near me is important, then make that a priority in your search.

Are you ready to elevate your public relations strategy and propel your business into its next growth phase? At Avaans Media, we pride ourselves on being a top-rated PR agency providing exceptional results for emerging industries and hyper-growth companies. Our executive-level team is dedicated to delivering innovative PR solutions tailored to your unique business needs. Contact us today to discover how we can partner in crafting a public image that accelerates your success.

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There are 500 Ways to Screw Up PR – Here’s 3

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Key Takeaways

  • Agency Fit is Essential: A mismatch between your company’s needs and the PR agency’s experience, ambitions, and budget can lead to poor results. It’s crucial to choose an agency that understands your industry and can align with your goals to ensure effective communication and execution.
  • Beware of Misleading Claims: Not all agencies claiming to provide PR services are genuinely equipped to do so. Agencies that offer a broad range of services may lack the necessary focus on media relations and outreach, which are critical for successful PR campaigns.
  • Importance of Collaboration: Effective PR relies on strong communication and collaboration between the client and agency. Any breakdown in this relationship—whether due to personality clashes or lack of availability—can significantly hinder PR efforts and limit opportunities for media engagement.

Over the years, I’ve learned there are over 500 ways to screw up PR. I’m going to be honest with you – I have a lot of conversations with people who say they hired an agency and got nothing, or not what they were promised. The consistent takeaway for these folks is often “PR doesn’t work.” You can imagine my skepticism when people say that because, without exception, we know it does. We have launched brands, driven record sales for brands, and sent them through IPO. But it’s totally worth diving into a few of the reasons PR doesn’t work, with one caveat, it’s RARELY just one of these things.

 

PR Agency Mismatch

Perhaps one of the most important keys to success is agency fit. The most successful relationships align on experience level, ambitions, and cost. Let’s dive into that a little more.
Experience level. Some stories, some products, and some movements are just harder to pitch. If you’re one of those companies, you probably know it deep in your heart. Does that mean you won’t get any PR? No, it means you need to find agencies who either have direct experience telling stories like yours, OR you need to have an agency whose storytellers are seasoned enough to know what lessons they’ve learned and how to apply them now.

Ambitions. If your ambition is to double your sales, then the brand commitment needs to match that, and no single one lever can change sales overnight. It’s also important that you weigh the time-money continuum here. The faster something gets done, the more upfront work it takes.

Yet, if you say “we want to double our sales in 3 years,” it could cost you more than 3X, even if it feels cheaper on a monthly basis. So be clear on what it will take to meet your objective and be sure you’re attacking that aim from all fronts which you control.

If you’re a DTC brand, make sure your SEO and PR teams are operating together. If you’re a consumer tech brand, make sure you’re tapping into trends with your social media. If you’re a CPG brand, make sure the rest of your branding (internal and external) matches the values your product projects.

Cost. PR cost and ambitions are closely tied, because time and cost are deeply connected. There are PR agencies that are cheap, and you will find that some PR agencies are extraordinarily expensive. I would say if saving money is your biggest ambition, then maybe PR isn’t right for you. PR is a lot like building a house and no one ever advises you to pick the cheapest contractor.

If your budget for PR is less than you would pay an executive assistant, then you’re probably undershooting your goals. Whenever someone tells me they hired a firm and got nothing, I usually find that they hired a firm and were the cheapest client that the firm had, OR they hired a scary cheap firm. There’s value-driven pricing and then there’s scary cheap. Learn the difference.

There are only two ways to get scary cheap: hire inexperienced people, or spend no time on the account. That’s it. That’s the only way scary cheap PR agencies work. You’ll get a sense of which one you’ll experience when you meet the team. A seasoned team won’t be spending a lot of time on the account. If the team is inexperienced, then they’ll spend a lot of time learning on your dime. That’s a signal you should watch for.

Your Agency isn’t REALLY a PR Agency

Sometimes agencies try to be all things to everyone and offer every marketing, branding, advertising, and PR service under the moon. That’s a REALLY difficult thing to do.

PR agencies absolutely overlap with other agencies regularly.

There are parts of what we do that a branding agency will also do – like planning word-of-mouth opportunities or creating publicity stunts. Sometimes a branding agency will also create content for their clients, or surveys. That’s also something that PR agencies do-both can usually do them equally well depending on the purpose of the content. But where branding agencies and PR agencies are separate is media outreach, journalist relations, and understanding of the media. And candidly, very few PR agencies have the talent to develop a well-rounded brand from a visual standpoint.

Unbelievably, I’ve seen “entrepreneurial coaches” pitch themselves as PR experts. I think these people understand a lot about self-promotion, and believe me, that’s a true skill, but they rarely really understand media relations outside of sending a press release. Which isn’t the reason you send a press release.

Ad agencies and PR agencies have very little in common. If your ad agency says they can also handle your PR (or vice-versa), that’s typically a red flag.

SEO agencies aren’t PR agencies either. Now, as a digitally savvy PR agency, for our bespoke clients, we absolutely dive into the SEO of our clients so we can incorporate keywords and important links. But let me assure you, we are NOT an SEO agency. Nor is your SEO agency a PR firm. Don’t confuse the two. Unless you’re working for one of the world’s largest agencies, there are very few exceptions to the fact that the two rarely go together.

 

Collaboration or Miscommunication

The root of this is usually either the personalities just didn’t fit, or there wasn’t bandwidth for consistent communication on either side. A truly bespoke PR program is highly intimate and collaborative. If that isn’t happening, you will find results suffer. Another aspect of this is executive or spokesperson availability – when the executives aren’t making time for journalists on deadline, then the success rate falls dramatically, AND your PR team is reluctant to pitch him/her to their best contacts because relationships matter and no one client is worth burning a long time media partner over. Sorry, but that’s the truth.

The media, and especially journalists, are under extreme stress these days. When clients don’t get back to us immediately about opportunities, that makes it really difficult for us to take advantage of the most interesting and timely media opportunities. PR agencies often receive inquiries from the media, but those inquiries have tight deadlines, sometimes even less than a day. So if your PR team is promoting you 2-3 times to get back to them for a query, that’s a red flag.

 

Since there are over 500 ways to screw up PR, that’s the reason we structure our programs the way we do. If you’ve ever talked to us, you know, we take our partnerships exceptionally seriously – our bespoke PR results and client reviews prove it. If you’re in the middle of hiring a firm, and you’re having a hard time differentiating, call us. We’ll give you our unbiased opinion of the top PR agencies you’ve identified.

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