Tag Archive for: public relations

You’re More Ready for Press Than You Think

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The hardest part of PR isn’t getting the interview. It’s the forty-eight hours between “yes, we’d love to talk to you” and actually sitting down for the conversation.

That’s when the spiral starts. What if I say something stupid? What if they ask me something I don’t know? What if I come across as arrogant? What if I come across as boring? What if I’m just… not ready?

Founders will land a great opportunity — a podcast they actually listen to, a reporter at a publication they’ve wanted to be in for years — and instead of being excited, they’re quietly panicking. Some of them ghost the reporter. Some show up so over-rehearsed they sound like they’re reading from a script. Some actually ARE reading from a script (yep, I’ve seen it happen).

Some turn the opportunity down entirely, telling themselves they’ll “do it when they’re ready.”

Here’s the thing: you’re already ready. You’re a founder who’s earned the attention of a reporter. You’ve done the hard part: founding a company, probably a round of fundraising or two, hiring a team, and building a product.

The only difference between doing all of those things and doing a media interview is that you had some guidance for those things. You had a mentor or a coach. You read some books. You felt like there was a process, and you followed it.

This post is the process for media interviews. It’s how I prep my clients so they walk in knowing what to expect, what they want to say, and, maybe most importantly, walk out feeling proud of how they showed up.

How to Prepare for a Media Interview

First, a reframe

You are the expert in this conversation.

Not the reporter. Not the producer. Not the host. You. They’re calling you because you know something they don’t, and their job is to translate it to their audience.

Reporters aren’t trying to trip you up (most of them, anyway — more on the exceptions later). They’re trying to get a clear, useful story out of you before their deadline. When you stop thinking of an interview as a test you might fail, and start thinking of it as a conversation where you’re the one with the information, the whole thing gets easier.

Okay. Now the tactical stuff.

Before you even say yes

When a reporter reaches out, the worst thing you can do is immediately say yes and panic later. The second worst thing is to say no out of fear. The right move is to ask a few questions first — and I mean this literally, as in: questions you ask the reporter before you agree to the interview.

Here’s what to ask:

What outlet is this for? For some reporters, it might be obvious, but in a world where every reporter has a Substack and every TV journalist is an influencer, it’s worth making sure.

What’s the format? Again, when every newspaper also has a TikTok and every TV station has podcasts, is this interview for print, audio, video, or all three? Is it live, live-to-tape, or edited? Is this a quick quote for a roundup, or an in-depth profile? How long will it run? These answers shape everything about how you prepare.

What’s the story? Keep it open-ended. Let them talk. The more they say, the more you learn about what they actually need from you. Don’t interrupt. Don’t pitch. Just listen.

Is there anything I should prepare? Don’t ask them for questions in advance. I’m going to repeat this: Do not ask them for questions in advance. It’s bad form. At the very least, it will earn you an eye roll from the reporter, but at worst, they will call off the interview entirely. However, it is entirely fair to ask them if they’re hoping you’ll bring a certain data set with you, or have something ready to present.

You’re not being difficult by asking these questions. You’re being a good source. Reporters appreciate it — it tells them you take the conversation seriously.

What to expect from each type of interview

Different mediums have different rules. A podcast is not a TV hit. A print interview is not a radio spot. Here’s what I tell clients about each one.

Print / Online

This is where most founder PR happens, and it’s usually the lowest-stakes format to start with. A print journalist is writing a story; they need quotes, context, and facts. They may talk to you for forty-five minutes and use two sentences.

What to expect: An interview that feels more like a conversation than a performance. They’ll take notes, likely record the call, and ask follow-up questions. Expect them to push on specifics — numbers, dates, examples — because that’s what makes their story credible.

How to prep: Write out three things you want to make sure you say. Know them cold. Have specific examples and numbers at the ready. Be prepared for them to use anything you say — including the casual aside at the end of the call. There is no such thing as off the record unless you’ve established it explicitly, in advance, and even then, I wouldn’t bet on it. An interview starts the moment the reporter says hello and ends when you hang up. Act accordingly.

Podcasts (Audio Only)

Podcasts are usually the friendliest format, which is exactly why founders get into trouble on them. They’re long, conversational, and the host often wants you to succeed. That’s great. It’s also how you end up thirty minutes in, feeling relaxed, saying something you didn’t mean to say.

What to expect: Anywhere from twenty minutes to two hours. The host has probably done some research on you, but may not be a deep expert in your space. They’ll want stories, not press-release language. They’ll want you to be a real person.

How to prep: Listen to at least two or three recent episodes before you record. Get a feel for the host’s cadence, what kinds of questions they ask, and how long their tangents run. Prepare three to five stories you can tell — founders often underestimate how much of podcast prep is just having good stories ready. Have your key messages, but don’t force them in unnaturally. Podcast audiences can smell rehearsed talking points.

One warning: the longer the conversation goes, the more comfortable you’ll feel, and the more tempted you’ll be to drop your guard. Despite the friendly demeanor, podcast hosts are not your friends (this goes for any member of the media). Stay warm, stay engaged, but remember the microphone is still on.

Radio

Radio is weird because it’s fast. It’s also becoming less and less likely you’ll ever get a radio interview. But just in case, know that you might get ten minutes, you might get three, and the host is almost always working within a tight format with breaks and transitions.

What to expect: Short segments. Crisp questions. A host who needs you to answer in tight, quotable chunks. If it’s live, there’s no editing, so what you say is what airs.

How to prep: Practice giving your key messages in fifteen to thirty seconds. Seriously, out loud, with a timer. Short answers feel abrupt when you’re not used to them, but on radio they sound confident and clear.

Video

Video is the format that makes founders the most nervous, and fair enough. It’s visual, it’s usually live or lightly edited, and you have roughly zero room for a false start. But video is also the format where preparation makes the biggest visible difference.

What to expect: A short segment — usually three to five minutes for a morning or local news spot, maybe seven to ten for something more in-depth. But it could be as long as a few hours if the podcast you’re booked on also posts on YouTube. Usually, there will be a pre-interview call to make sure you’re a real person, can show up on time, and have the appropriate setting (no distractions, decent audio, etc.)

How to prep: Watch the show. Multiple episodes. Get familiar with the set, the hosts, the pacing. Know whether it’s a friendly vibe or a more serious tone.

Practice your key messages out loud until you can deliver them in fifteen-second chunks.

Dress for the camera. This means: pastel colors (blue works well), no white, no black, no bright red, no busy patterns (checks, herringbone, and small stripes all “wave” on camera). No big jewelry. No tinted glasses. If you wear glasses, get the glare-proof kind. Keep your hair off your face. If you’re shiny-foreheaded, powder it. All this will keep you from getting distracted just as much as the audience.

Drink water beforehand so you don’t lick your lips on camera (it reads weird).

If you’re on Zoom at home, make sure your background is professional and distraction-free. If you don’t have an external microphone, make sure you have headphones. If you’re planning on doing more than one podcast, it’s time to invest in a $100 mic that will seriously up your game. Make sure you’re in a quiet space and you won’t be interrupted. During the pandemic, it was cute when small children and pets showed up unexpectedly on screen. Now, it’s just kind of annoying.

If you do happen to be in a studio with a live interviewer, look at them, not the camera. Always. Unless you’re specifically told to address the camera, your eye line should be on the person asking you questions.

The three things that matter in every interview, regardless of medium

Okay, this is the part I’d tattoo on every founder’s forearm if I could.

1. Know your must-airs. Before any interview, write down the three things you absolutely want the audience to walk away knowing. Not ten. Three. These are your key messages, and your job in the interview is to communicate the central idea of at least one of them in every answer you give.

I’m not going to tell you this is easy. It’s not. If you need some inspiration, go watch the last few interviews of your favorite (or least favorite) politician. You’ll notice that no matter what question the reporter asks, they always return to a few key issues.

If the interview ends and you didn’t get your points across, that’s on you, not the reporter.

2. Bridge from their question to your message. This is how the politicians do it, and you can do it too. You will absolutely get asked things that don’t line up neatly with what you want to say. So you bridge back to your message. Useful phrases:

“The most important thing to remember is…”
“What we’re actually seeing in our industry is…”
“That’s part of a bigger shift, which is…”
“Let me tell you a quick story about that…”

You’re not dodging. You’re translating their question into territory where you can give a useful answer.

3. Don’t bury your lead. When you answer a question, start with the most interesting part of your answer. Then add the context, the background, the nuance. Most founders do it backwards — they set up the context first and then get to the point, and the reporter cuts them off before they land it. Start with the punchline. You can always fill in the rest.

A quick word on tough questions

You will eventually get a question you don’t love. A question with a negative framing, a false premise, or just something you’re not prepared to answer. Here’s what to do:

Don’t repeat negative language. If a reporter asks, “Isn’t it true that your industry is failing to innovate?” do not start your answer with “Well, our industry isn’t failing to innovate…” Now that phrase is in the story. Instead, reframe it: “The innovation I’m seeing is…”

Don’t say “no comment.” It sounds like you’re hiding something, because usually you are. Better options: “I’m not in a position to speak to that, but what I can tell you is…” or “That’s outside my expertise — what I do know is…”

Don’t answer hypotheticals. If a reporter asks, “What would you do if X happened?” — don’t. Just pivot. “I can’t speculate, but here’s what we’re actually doing right now…”

Don’t guess. If you don’t know the answer, say, “I don’t know, but I can get back to you with that.” Then actually get back to them. This is not a weakness — it’s a mark of a credible source.

Don’t fill the silence. Reporters will sometimes go quiet after your answer, hoping you’ll fill the space with something unplanned. You don’t have to. Let the silence sit. Your key message can stand on its own.

How to walk out proud

Here’s my actual test for whether an interview went well:

Did you communicate your key messages?
Did you avoid saying things you didn’t want to?
Did you stay true to who you are?
Did you treat the reporter with respect and professionalism?

That’s the scorecard.

You cannot control what quote they pull. You cannot control the headline. You cannot control whether the piece runs at all. What you can control is whether you showed up prepared, stayed on-message, and acted like yourself. If you did those things, the interview was a success — even if the final piece doesn’t turn out the way you hoped.

The founders I work with who end up loving press are the ones who stop thinking of interviews as tests they might fail and start thinking of them as conversations they’ve been preparing for their whole career. Because you have been. You know your company. You know your industry. You know the problem you’re solving. Nobody is going to ask you a question about your own work that you can’t handle — and if they do, “I don’t know, let me get back to you” is a perfectly respectable answer.

The insecurity is real. I’m not going to tell you it isn’t. But the insecurity is about the unknown, and everything I just walked you through is the known. Prep the knowns, and the unknowns get a lot smaller.

You’re ready. Go do the interview.

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PR Doesn’t Fail in the Pitch. It Fails Before That.

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Key Takeaways

  • PR challenges are usually clarity problems, not distribution problems

  • One-size-fits-all angles are convenient for brands, not suitable for journalists

  • Strong stories are tailored to the lens of the person receiving them

  • PR is 1:1—your research and pitching should be too

PR Pitch Fail: It’s Not What You Think

When PR isn’t working, the first instinct is to fix the pitch—tighten the subject line, refine the angle, add more reporters to the list, and push harder on outreach. Sometimes that helps. Most of the time, it doesn’t. Because PR rarely fails in the pitch. It fails earlier than that.

We were reminded of this in a recent conversation with a client. They had put real thought into a set of angles based on our initial thinking and came back with a fair question: would their preference – which was a mixture of two pitch angles – land with all the reporters we were targeting? The collaboration was exactly what you want, but the question itself revealed the underlying issue. They were seeing if we could make one story (of course the one story they wanted to tell) work for everyone.

That’s where things start to break down.

There’s a natural tendency, especially on the brand side, to look for efficiency. One clean, uniform angle that can be applied across a shortlist of media feels aligned and manageable. But in practice, it’s often a version of forcing a round peg into a square hole. What works for one reporter won’t necessarily work for another, not because the story is wrong, but because the lens is different.

What AI Pitches Get Wrong

One reporter might be drawn to growth—data, traction, something new in the numbers that hasn’t been covered before. Another might not care about that at all and instead focus on the human side—how a founder thinks, or the one principle they operate by every day. Same company, same underlying story, but two completely different entry points depending on who’s on the receiving end.

This is where PR often gets misdiagnosed as a distribution problem, when it’s actually a clarity and alignment problem. It gets treated like a volume exercise instead of a relationship-driven one. But PR has always been one-to-one. The outreach is, the relationships are, and the research has to be as well.

That research goes beyond simply looking at what someone covers. It’s about understanding how they cover it—what catches their attention, what makes them decide something is worth sharing, and how your angle fits within that context. If that step is skipped or generalized, the result isn’t a tailored story. It’s a broadcast.

Most teams do come up with good ideas. They’re thoughtful, well-articulated, and directionally right. But that’s not the bar. The real question is whether the story actually does something—whether it gives a specific person a reason to care, fits how they already think and write, and meets a moment they’re paying attention to. If it doesn’t, no amount of pitch refinement will change the outcome.

We see this same dynamic outside of PR, especially in thought leadership. Content can sound polished and correct, but if it isn’t clearly attributable to a specific point of view, it ends up feeling interchangeable. It could have been written by anyone, which means it’s remembered by no one.

At the root of all of this is a simple but often overlooked disconnect. Many brands spend their time thinking about what they want others to say about them, without first getting clear on what they actually need to say and show themselves. That clarity has to come first. Without it, everything downstream, angles, pitches, outreach, becomes harder than it needs to be.

Because by the time we’re writing the pitch, we’re revealing the outcome rather than creating it.

 

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What Is Purpose-Driven PR?

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Key Takeaways

  • Internalization of Purpose: A truly purpose-driven brand integrates its values into all levels of the organization, from leadership to employees. This internal commitment ensures that decisions, hiring practices, and daily operations align with the brand’s purpose, creating an authentic and cohesive culture.
  • PR as a Supportive Tool: While PR can amplify a brand’s purpose-driven initiatives, it should be rooted in genuine actions rather than serve as the primary driver. Effective storytelling is essential to highlight the real impact of a brand’s choices, making it crucial for purpose-driven brands to collaborate with experienced PR agencies to share their ethos.
  • Authenticity Over Appearance: Brands can either be born with a purpose or develop one over time, but authenticity is key. Consumers are increasingly adept at detecting insincerity, so brands must carefully craft their purpose-driven initiatives to avoid disingenuous efforts that can lead to distrust or backlash.

Purpose-driven public relations means the brand proactively builds and incorporates values that impact social, cultural, and environmental issues. A true purpose-driven company makes corporate choices within its purpose framework, even when it means purpose over profits.

Truthfully, public relations aren’t purpose-driven — a brand is purpose-driven. Public relations is simply a lever a purpose-driven brand can use to improve the world around them.

Building a purpose-driven brand is an inside-out job. These aren’t PR campaigns or PR ideas; they are a cultural way of thinking that’s internalized by everyone in the company.

[3 minute read]

The Importance of Internalizing Purpose

There are lots of ways a brand can support its customers, community, and the globe meaningfully. Cause partnerships and donation campaigns are relevant PR tactics, but they aren’t purpose-driven.

Purpose-driven companies take the long view on impact.

Internalization is what distinguishes purpose-driven brands. When everyone—from the Board to the CEO to the janitor—walks the talk, a brand has authentically implemented a purpose-driven culture.

This means employees incorporate purpose into everyday decisions. That can include hiring, internal programs, purchasing, and product development.

It also means employees feel safe making purpose-driven choices because they know they are acting within the company’s ethos—and that those decisions will be supported.

Should Purpose-Driven Initiatives Even Have a PR Component?

The deciding factor is the “why” behind the initiative.

Every day, businesses—from Fortune 500 companies to emerging brands—make decisions that have a social impact. Most of the time, these decisions don’t get the credit they deserve.

But purpose isn’t one decision, one campaign, or one person. It’s people moving in unison and making decisions that can impact millions.

What Actually Becomes News

Take something simple like eggs.

At the grocery store, you’re faced with choices: cage-free, organic, local, inexpensive. Producers are constantly balancing product, purpose, and price.

Even though organic or cage-free eggs are more expensive, margins are often lower than mass-produced options. These producers are likely making additional costly decisions—better feed, renewable energy, more humane practices.

These are meaningful, purpose-driven choices. But they don’t always make news.

What may become news is the broader impact, the cumulative effort, or the story behind the people making those decisions.

That’s where PR comes in.

There are opportunities—but they require real storytelling. This is why it’s important to work with experienced purpose-driven PR agencies that can translate ethos into compelling narratives.

Brands should have PR at the table when developing purpose-driven initiatives, but PR should be part of the purpose, not the purpose of the purpose.

Are Purpose-Driven Brands Born or Made?

Both—and neither.

Some brands are founded with purpose. Others grow into it over time. Both approaches are valid, but only if they remain consistent.

A brand founded on purpose can lose its way. A brand that evolves into purpose is not automatically forgiven for its past.

Authenticity is what matters.

Consumers are increasingly skilled at identifying insincerity. They can quickly detect when a mission is disingenuous, and that can lead to distrust or backlash.

In many cases, a brand is better off doing nothing than pursuing a purpose-driven initiative that isn’t genuine.

Final Thought

If your company is considering a purpose-driven plan, download our guide and contact us.

We can help you navigate the opportunities—and avoid the pitfalls—for purpose-driven brands.

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Questions to Ask Top Cannabis PR Firms

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You may be at the beginning of your search, or you may have narrowed down your choices, but wherever you are in your cannabis PR firm search, you should know that the top cannabis PR firms should all have these skills. Notice these skills may differ from PR services and that’s because what separates an outstanding PR firm from the average PR firm is the ability to understand how social, cultural, and business changes will affect their clients. We’re providing you with 3 questions to ask your top cannabis PR firms to help you differentiate them from one another.

 

Key Takeaways:

  • Assess Emotional Intelligence: Choose a PR firm that demonstrates high emotional intelligence. This includes understanding the broader context of your business and media landscape, being solution-oriented, and fostering strong collaborative relationships. Ask them how they would have advised a client at the beginning of the COVID pandemic to gauge their emotional intelligence and adaptability.
  • Evaluate Digital and Social Media Expertise: Ensure the PR firm has a forward-thinking approach to social media, which is crucial for cannabis companies. They should provide strategic oversight and guidance on social media and influencer engagement, understanding the unique challenges and opportunities for cannabis brands. Ask for their perspective on social media strategy for your company.
  • Consider Specialization vs. Broader Perspective: Determine whether you need a PR firm with deep cannabis industry specialization or one with a broader consumer PR perspective. A specialized firm offers industry-specific insights, while a broader firm may provide valuable strategies for reaching new markets. Ask how their experience aligns with your growth stage and business goals.

Emotional Intelligence

We’re living in dynamic times. Top cannabis PR firms can understand your company, its goals, and how media shifts will change your reputation and media outreach strategies. That’s right; outstanding PR means you have a team that has their pulse on the big picture – they know when to raise the red flag and when to take a breath and let the moment pass. Emotional intelligence also means your PR team continues to learn from itself. You’ll find emotionally intelligent teams hold themselves accountable, are solution-oriented, and are easy to collaborate with. Emotional intelligence isn’t necessarily a feature of maturity, but the two do often go hand in hand. Be sure you meet your team and understand who you will be working with before you sign on the bottom line. To get a sense of your PR team’s emotional intelligence, ask your top cannabis PR firm: what advice would they give you at the beginning of the COVID pandemic? 

Digitally Forward Perspective

Social media has been a sub-section of PR for a decade, and yet, many PR professionals don’t consider social media part of the PR landscape. Ask yourself why you’d want a PR agency that doesn’t concern itself with your most visible and accessible communication channel? No doubt about it – social media is an important player in your cannabis company’s reputation. You may not choose to have your PR DO your social media, but a top cannabis PR firm should absolutely provide guidance and oversight. Your cannabis PR firm should also know the current perspective platforms are taking around cannabis products and companies. This is a moving target, changing regularly, but being banned or kicked off social media is still a thing for cannabis companies. This is also true for choosing influencers. Ask your cannabis PR firm for their perspective on cannabis influencers. It will tell you something about how they approach your media strategy. Question to Ask cannabis PR firm: what’s your perspective on social media for my cannabis company? 

Cannabis PR Specialty or Specialization?

The cannabis industry, though still an emerging industry, is past its most nascent stages. Cannabis PR firms that only work in cannabis have advantages and disadvantages. The advantage is extreme specialization; the disadvantage is their perspectives might be myopic. Ask yourself which is more important for your business objectives? You want a top cannabis PR firm that can provide content and insights into the industry, but is it also important that your strategy reflects audiences that aren’t specific to the cannabis industry? For example, if you’re looking to attract an untapped market of cannabis customers, then having a cannabis PR firm that has a broad perspective on consumer PR might be helpful. If you’re a cannabis B2B company, then you may want a PR agency that’s able to cross over into national media outlets, understands the cannabis tradeshows and expos, along with cannabis-focused publications for your cannabis business stories. A top cannabis PR firm should be able to review with you how your competitors are doing in the media and recommend some strategies to position your company based on your stated cannabis business goals. Question to Ask cannabis PR firm: what advice do they have for a company at your stage of growth?

What Is Your PR Plan?

Every top PR cannabis agency has a distinct approach to achieving your business goals. It’s important for you to know whether that approach suits the rest of your overall strategy. Many PR firms provide you with a plan based on one or two conversations. But is that realistic? This is the exact reason Avaans Media offers a proprietary approach to working together. Ask us about our discovery process and what it means to your PR campaign. Question to Ask cannabis PR firm: what research do they do in advance of providing you a proposal?

How Will You Measure PR Success?

Cannabis PR is still different. There are avenues of collaboration and marketing that are still closed to cannabis companies. So measuring cannabis PR success might look different. For example, it might be about establishing a digital presence, because the traditional methods are less available or effective for cannabis companies. Branding is an area that many cannabis companies don’t take seriously, but today’s branding will make a difference if the plan is to sell the business or secure funding for expansion. Question to Ask Cannabis PR firm: How do they see thier metrics fitting into your business objectives?

Since 2015, Avaans Media is one of the top cannabis PR firms (previously Primo PR). We’re based in Los Angeles and we work with emerging industries like cannabis. If you’d like to ask US these questions, please reach out.

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How to Hire a Publicist

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Key Takeaways

  • Understand the Role: A publicist manages your brand’s public image, crafts messages, and helps you navigate media relations to enhance your visibility and reputation.
  • Follow a Strategic Hiring Process: Define your goals, research potential PR firms, assess their expertise and fit, review their portfolios, and discuss strategies and budgets before making a decision.
  • Avoid Common Pitfalls: Clearly define your objectives, conduct thorough research, ensure industry experience, evaluate their network, and maintain good chemistry to avoid mismatches and ensure a successful partnership.

Ever wonder why some brands are all over the news, their stories are shared far and wide, and names drop into conversations so effortlessly? It’s like they have a secret weapon. Well, in a way, they do – it’s called a publicist. You might think, “Is that something I need?” or “Sounds fancy, but what do they actually do?” Knowing the hows and whys of hiring a PR firm could be the game-changer you’ve been looking for if you want to get your brand into the spotlight.

Who is a Publicist, Really?

Imagine you’re planning a huge party. You want everyone to know about it, talk about it, and show up. But you’re just one person, and spreading the word is a bigger job than you realized. That’s where a publicist comes into play. Think of them as your ultimate party promoter, but instead of parties, they’re all about promoting you, your brand, or your business.

Understanding the Role of a Publicist in PR

Understanding the role of a publicist in public relations (PR) is essential for anyone looking to elevate brand presence or public image. A publicist is a professional in charge of managing the public image and communications of individuals, companies, or organizations. Their work involves crafting and disseminating messages through various media outlets to shape public perception positively.

When considering hiring a PR firm, it’s crucial to look for an experienced PR firm that understands your niche and can effectively communicate your brand’s messages to your target audience. These firms employ skilled publicists who specialize in creating strategic PR campaigns, handling media relations, and navigating crisis communications to protect and enhance clients’ reputations.

For businesses or individuals unsure of where to start, how to find a great PR agency becomes a pertinent question. The key is to research and identify Top PR Firms with an established track record in your industry. Look for award-winning PR firms recognized for their innovative campaigns and successful outcomes – a testament to their ability to deliver exceptional results.

Step-by-Step Guide to Hiring a Publicist for Your Business

Hiring a publicist can be a game-changer in getting your business the attention it deserves. Here is a step-by-step guide to ensure you find the right fit for your business needs.

Step 1: Determine Your Goals

Knowing what you want to achieve is crucial before reaching out to an experienced PR firm. Are you launching a product, seeking media exposure, or looking to enhance your reputation? Clear objectives guide your search and conversations with potential agencies. This ensures that you and the PR firm are on the same page from the get-go, making it easier to assess whether they can meet your expectations.

Step 2: Research Your Options

How to find a great PR agency involves thorough research. Start by looking for top PR firms with specific expertise. Check out past campaigns, client reviews, and any award-winning PR firm’s accolades. This step involves creating a shortlist of agencies whose work resonates with your goals. Don’t rush; take your time to delve into what each firm offers to ensure they align with your needs.

Step 3: Assess Expertise and Fit

Hiring a PR firm is about track record and how well they understand your industry. During initial discussions, gauge their knowledge of your market, challenges, and competitors. This is also the time to see if the company culture and approach align with yours. A great fit goes beyond capabilities; it’s about ensuring they’re the kind of partners you can see your business working with.

Step 4: Review Portfolio and Case Studies

When you’re considering top PR firms, it’s imperative to review their past work. Look for award-winning PR firms that have handled campaigns similar to what you envision. Their portfolios and case studies can give you insight into creativity, strategy, and effectiveness. This is about visualizing your brand in their hands, ensuring they have the experience to elevate your business.

Step 5: Discuss Strategies and Expectations

A pivotal part of hiring a PR firm is understanding how they plan to achieve your goals. During meetings, discuss potential strategies and what they believe is achievable. This conversation should include timelines, KPIs, and how they report progress. Clear communication at this stage sets the foundation for the partnership, ensuring both parties have a shared vision for success.

Step 6: Talk Budget and Contracts

Finding a great PR agency also means finding one that fits your budget. Be completely upfront about what you’re willing to spend and discuss what’s possible within that price range. Understand the contract details, including the commitment length, services provided, and terms for ending the partnership if necessary. This step is about ensuring there are no surprises down the line.

Step 7: Make Your Decision

After thorough research, discussions, and deliberation, it’s time to choose the PR firm that best suits your business needs. This decision should be based on their expertise, proposed strategies, budget alignment, and how comfortable you feel working with them. Trust your gut; the right agency should seem capable and inspire confidence in their ability to represent and grow your brand.

By following these aforementioned steps, you’re well on your way to hiring a PR firm that can help you achieve your business goals and take your brand to new heights in your target market.

Tips to Find the Right Publicist

Hiring the right publicist is like finding the perfect pair of shoes. It might take some time, but when you find them, you know they’ll take you places. Here are some tips to help you find the right one:

Know What You Need

First, before you even start looking for a publicist, have a clear idea of what you want to achieve. Whether it’s getting your brand in the news, handling a crisis, or building your online presence, knowing your aim will help you narrow down the search for an experienced PR firm.

Do Your Homework

When it comes to finding a great PR agency in the overcrowded market, doing your homework is key. Start by searching for top PR firms or award-winning ones specializing in your specific industry. Read client reviews, check out portfolios, and see previous clients.

Look for Experience

An experienced PR firm that has been around the block several times is quite valuable. They’ve seen it all and can provide insights and strategies that only come with years of experience in the game. This doesn’t mean ruling out the new kids on the block, but the experience can often give you a head start.

Assess the Firm’s Network

Hiring a PR firm is also about leveraging your network. A great publicist has connections with journalists, influencers, and other media professionals. Ask about their connections that are relevant to your industry. It’s like having a friend who can get you into exclusive parties; it’s all about who you know.

Communication Is Key

Great communication is the cornerstone of any successful relationship, and it’s no different when working with a PR firm. They should be responsive, listen to your needs, and clearly explain ideas and strategies. Think of it as finding a partner who talks, listens, and understands you.

Consider Their Reputation

A firm’s reputation can tell you a lot. Look for award-winning PR firms and read up on any news articles or accolades they’ve received. Pay attention to how they handle themselves publicly and online. A good reputation is like a seal of approval; others trust and respect them.

Trust Your Gut

Finally, after all your research and meetings with shortlisted agencies, trust your gut feeling. You want a publicist who ticks all the boxes and feels right. Someone you believe can take your brand to the next level. It’s like choosing a co-pilot; you need to trust them completely.

By following these tips, you’ll be well-equipped to find the right publicist for your business. It might take some time, but the right partnership can make all the difference in reaching your goals.

Common Mistakes to Avoid

When it’s time to launch your brand, bringing a publicist on board can make all the difference. But it’s easy to slip up in the quest to find the perfect match. Here, we’ll walk through some of the most common mistakes to dodge when you’re on the hunt for that dream team.

Not Defining Your Goals

Before considering hiring a PR firm, you must know what you want to achieve. Are you aiming to manage a crisis, boost your brand’s visibility, or launch a new product? Without clear goals, you could end up with a mismatched PR strategy that doesn’t quite hit the mark.

Skipping the Research

The urge to jump at the first PR firm that comes your way can be tempting, but hold up. Skipping the homework on how to find a great PR agency can lead you astray. It’s about more than just googling top PR firms; delve into their past campaigns, their industry expertise, and if they’re award-winning.

Ignoring Industry Experience

Only some experienced PR firms will be the right fit for your niche. Hiring a PR firm with a weak track record in your industry is like trying to fit a square peg in a round hole. They might be great at what they do, but the hiring will only be useful if they speak your industry’s language.

Overlooking Their Network

A key part is the PR firm’s network. How connected are they? If you pay attention to this step, you might miss out on a firm that has the right media contacts and industry connections to get your brand the attention it deserves. The strength of their network can be a game changer for your PR efforts.

Forgetting about Chemistry

Even if you find the best out there, you need to click with them on a personal level to work with them. This is a partnership, and you’ll be working closely with them; thus, it’s important that you gel with them and can trust them with your brand’s image. Remember to consider the value of good chemistry.

Not Discussing Strategy Upfront

It’s a pitfall to get swept away by a firm’s past successes without discussing how they plan to tailor their strategy to your needs. Look for one that will craft a strategy that aligns with your brand identity. Ensure they’re not just applying a one-size-fits-all approach to your unique situation.

Ignoring the Fine Print

Excitement about hiring a PR firm can sometimes lead to glossing over the nitty-gritty details of the contract. What are the terms? What exactly are you being billed for? How long is the commitment? Failing to scrutinize the fine print can lead to surprises you’re unprepared for.

Choosing on Price Alone

Budget is important, but it shouldn’t be the sole factor. Going for the cheapest or, conversely, assuming the most expensive firm is the best can lead to disappointment. You want value, which means finding a PR Firm that can deliver at a reasonable PR budget.

In conclusion, finding the right publicist for your business can be manageable for both B2B public relations and consumer PR.  By avoiding common mistakes, following the step-by-step guide, and considering the tips for finding the best PR support, you’re well on your way to making your brand stand out.

If you’re looking for a top-rated PR agency with unparalleled expertise, consider Avaans Media. With our executive-level team, we offer exceptional boutique PR services for emerging industries and hyper-growth companies. So, why wait? Contact us today to elevate your brand to its full potential.

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How Much Does It Cost to Hire a PR Firm? Budget Planning Tips

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How Much Does it Cost to Hire PR Firm? PR Agency Pricing Guide & What to Expect

Looking for a straight-up breakdown of what PR agencies charge today? Here’s our current pricing overview.

Budgeting for PR can feel opaque. What affects price and how can you get a handle on how you can impact your PR budget before you ever even call a PR firm.

If you’ve ever typed “how much is PR” or “PR firm near me” into a search engine, you’re not alone. Businesses of all sizes—from startups to Fortune 500s—recognize the value of public relations in shaping reputation, generating visibility, and building trust. But before you hire a PR firm, it’s important to understand what impacts pricing, what services you’re really paying for, and how to find the right partner who can deliver measurable results.

This guide breaks down what affects PR pricing, how to find a PR firm that aligns with your goals, and what you can expect whether you’re hiring a PR agency near you or working with a remote team.

Get a PR ROI Assessment for Your Brand

Key Takeaways

  • Cost & Budget Alignment: PR agency fees typically range from $5,000 to over $28,000 per month, based on experience, scope, and market demands.

  • Transparency & Ethics: Always ask how fees are structured and watch out for unethical pay-to-play practices masked as legitimate coverage.

  • Experience Matters: A seasoned PR team offers strategic planning, better media relationships, and higher ROI through tailored outreach and messaging.

What Influences PR Firm Costs and What to Expect from a PR Agency

The cost of working with a PR firm varies widely. Your PR goals and company goals, the timeline, industry, and agency expertise all impact pricing.

1. Your Goals Should Drive Your Budget

Are you in growth mode? Launching a new product? Preparing for an IPO? Your goals should directly influence how much you invest in a PR agency.

Here’s a rough guide:

  • Basic maintenance & support: $5,000–$10,000/month

  • Fixed Scope PR Campaigns: $10,000-$15,000/month

  • Campaign-driven or proactive strategies: $13,000–$27,000/month

  • Pre-IPO, international, or complex messaging: $20,000+/month

💡 Pro Tip: If your goal is aggressive growth, don’t expect huge ROI from minimal investment. Match your PR budget with the scale of your ambition.

2. PR Fee Structures: Hourly, Retainer & Project-Based

PR agencies may charge by:

  • Retainer: A flat monthly fee for ongoing support

  • Hourly: Ideal for small projects or short-term consulting

  • Project-Based: Great for one-off launches or crisis situations

Ask for a sample quarterly PR plan if working on retainer. This helps set expectations for deliverables like press releases, thought leadership, or media outreach.

3. How to Choose the Best PR Agency Near You (Or Not)

If you’re searching for a PR firm near you, you’re likely interested in local media relationships, community events, or in-person collaboration. Local PR agencies often offer market-specific insights that national firms may lack.

However, for businesses with a national or international audience, geography matters less than expertise. Many companies benefit from PR firms that have national media connections and can operate virtually with equal effectiveness.

🌍 Whether local or remote, choose a PR agency that aligns with your industry, goals, and communication style.

Why Hire a PR Firm Instead of Managing PR In-House?

The answer to this question could be different for every company, depending on many of the questions to ask before hiring a PR firm listed here. Ideally, an in-house person would work symbiotically with an agency.

In-House PR Teams Are Better At:

  • Deeply understanding the brand, it’s history and internal priorities
  • Recognizing assets and opportunities early in the planning process
  • Identifying cross-functional opportunities for PR to support the organization as a whole

PR Agencies Are Better At:

  • Developing and maintaining media relationships
  • Strategic messaging that can see the “forest through the trees” and maintain a third-party perspective
  • Crisis management and urgent outreach opportunities such as newsjacking
  • Keeping the company in the media consistently

What to Ask Before Hiring a PR Firm

Ask these questions during your PR agency interviews:

How Much Is PR

Monthly fees may also be impacted by agency size and breadth or services offered as well as team experience.

  • Solopreneur or freelance PR consultant: ~$5,000/month

  • Boutique PR firm: $13,000–$27,000/month

  • Large or premium PR agency: $28,000+/month

Costs are largely driven by people—nearly 60% of agency costs go toward staffing. You’re paying for their time, judgment, relationships, and results.

Pay-to-Play vs. Placed Content: What’s the Difference?

Understanding the difference between ethical placed content and unethical pay-to-play is essential.

  • Placed Content is paid media (like sponsored posts or advertorials) disclosed transparently. It’s a legitimate marketing strategy.

  • Pay-to-Play involves undisclosed payments to journalists or media outlets. It’s unethical and can damage both brand trust and media credibility.

A credible PR agency will always disclose what’s earned media and what’s paid placement. If you’re unsure, ask.

The PR Cost Factors Within Your Control

1. Timeline

Need quick media coverage or crisis management? Urgent turnarounds cost more. PR is most cost-effective when it’s proactive and planned—not reactive.

2. Industry Complexity

Regulated industries like HealthTech, CleanTech, or Cannabis require extra care due to regulation, which can raise costs.

3. Scope of Work

Product launches, thought leadership programs, and international media campaigns all demand different levels of intensity—and investment.

4. Strategic Impact

PR Campaigns for IPO, or acquisitions, or mergers or venture funding are high stakes and may increase PR cost.

5. Stage of Growth

If you’re in hyper growth mode and need an agency to be very proactive and aggressive and available, that’s very different from a defined product launch project.

Why Experience Matters When Choosing a PR Firm

What are you really buying when you hire a PR agency?

  • Access to media and industry relationships

  • Expertise in message development and storytelling

  • Judgment to navigate crises or sensitive campaigns

  • Strategy to guide your visibility long-term

An experienced PR team knows what resonates with journalists, how to pitch stories that land, and how to ensure your message stands out in a crowded media landscape.

Whether your business needs a sharp press release or strategic long-term storytelling, experienced PR pros are masters at navigating nuance and driving visibility. Hiring seasoned professionals who understand the media landscape and possess strong communication skills can significantly enhance your PR outcomes.

Final Thoughts: Finding the Right PR Firm Near You (or Nationwide)

Investing in a PR firm isn’t just about cost—it’s about value. Whether you’re looking for a PR agency near you or a remote firm with national capabilities, find a team that understands your business and your goals.

Don’t be afraid to ask detailed questions. Knowing what questions to ask is as important as knowing what questions not to ask when hiring a PR agency. Your company’s reputation is on the line. Hiring the right PR partner will act as an extension of your team—and could become your most powerful growth asset.

💬 Need Help Choosing a PR Firm?

Whether you need local market expertise or national reach, Avaans Media can help you evaluate the best path forward. Contact us to learn more about our PR services tailored to your business goals.

 

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