Before You Hire a Marketing or PR Agency

image by Oleg Laptev (@snowshade)

Hiring an agency can feel daunting, particularly if you have never worked with one before. Taking time to explore and ask the right questions early on is critical to minimizing the risk of choosing the wrong partner. Before proposals, timelines, or deliverables are discussed, the first conversation already offers meaningful context. Early discussions can be helpful when evaluating fit and alignment.

There are a few aspects worth paying attention to at this stage.

Preparation and familiarity

An agency does not need full context in the first meeting. However, a baseline understanding of what your company does and why the conversation is taking place should already be present. This level of preparation often reflects the seriousness with which the engagement is approached.

The questions being asked

Effective marketing and public relations begin with clarity. Early discussions should explore business objectives, target market, and expectations. Without this foundation, recommendations tend to rely on assumptions rather than insight.

Willingness to challenge assumptions

A capable agency is not there to agree by default. They should be prepared to assess whether goals are realistic, aligned, and achievable. Thoughtful challenge at this stage is a sign of strategic maturity.

Clarity in the conversation

A productive first meeting is focused and purposeful. Strategic thinking tends to simplify complexity rather than add to it. When discussions become unnecessarily long or unfocused, it often indicates a lack of clear direction.

A strong agency relationship is built on clarity, preparation, and honest dialogue from the outset. When these elements are present early on, the partnership is more likely to progress with confidence and intent.