Choosing a PR agency is a big decision for any institution – and one that should not be taken lightly. It can be challenging to determine what firm is the best fit for you, especially with so many options out there. Because of this wide variety it’s important to know what to look for and what questions may help you narrow down your search.

If you are already thinking of hiring an agency, you will already know the purpose you are hiring them for, but firstly make sure your objectives are clear to others, and detail what you would hope to see as a result of your work together.

So how do you then determine if an agency is up for the job? Here are five questions to help you select your next PR agency.

1. What experience do you have in our industry?

This helps you gauge whether they understand your market, audience, and media landscape.

Understanding the PR agency’s experience in your industry is essential. Knowledge of the trends, dynamics and nuances that run through the sectors in which you wish to build your reputation is key. You want a clear view of whether they have a track record of success and tactics and what outcomes they have delivered.

At BlueSky Education, we’re true experts in the business education market and we know what works and what doesn’t.

2. Can you share examples of past work?

When pitching to the media, there are no guarantees that outlets will cover your institution. After all, PR isn’t paid-for marketing. So how can you really know if an agency will have success in securing earned media and thought leadership opportunities for you?

Look for tangible outcomes like media coverage, brand awareness growth, or crisis management success. Your PR agency should know what success looks like for you and be genuinely interested in your institution – asking further questions to refine what you’re looking for. Understanding what success looks like is critical as you and your agency need to demonstrate the return on your investment.

3. How do you measure success, and what reporting can we expect?

Think about what a successful PR partnership looks like to you and your institution. Odds are, it’s probably not all about KPIs and analytics like impressions and share of voice, and it’s more about whether the work the agency is doing is actually resulting in real business outcomes. Whether it’s gaining new students, increasing brand awareness, attracting faculty talent and corporate partners or something else, a PR agency should know and understand your overall goals and objectives and ensure their communications strategies are driving tangible results for your brand.

Clear objectives and goals should be set, and you should be clear on how you’re going to measure success. For example, you want coverage; all coverage is not equal. For example, trade publications, like Poets&Quants for instance, may have just as much or even more influence for your institution than a national publication.

4. What is your network like?

If you’re hiring a PR agency, you expect them to pitch to the media and drive meaningful results for you. That means you’ll want to know more about their approach to media relations, how they work with journalists, bloggers and content creators and at what publications. Consider asking:

• How do you approach media relations?
• Do you have existing relationships with journalists covering my industry?
• Where do you and your team store media lists?
• Do you use any software or PR tools to build media lists and manage relationships with journalists?
• How do you ensure your media lists are up-to-date?
• How do you and your team collaborate to get the best results for clients?

5. Price?

Cost is always a consideration when choosing a PR agency, especially with budgets. PR agencies offer various pricing models, and the cost can vary widely depending on the scope of work and agency size. Ensure you're clear on what services are included in the fee and how they align with your objectives. Cheaper isn't always better, and investing in the right agency can yield a higher return on investment – especially when you work together long-term.

By asking these questions, you’ll gain valuable insights into each PR firm’s capabilities, approach and compatibility with your institution’s needs and culture. This will help you make a well-informed decision when selecting the right agency for your PR efforts.

Have more questions? We’re happy to connect and show you what a partnership with BlueSky Education looks like.

Author: Kate Mowbray

Having studied business at Hull University Business School in the UK and San Diego State University, California State University in the US, Kate’s insider knowledge means that she really understands the inner workings of a business school. She knows the challenges they face and how effective PR and well-crafted content can make the difference to their brand, student recruitment, alumni engagement and sharing research in a way that makes a genuine difference – used by governments, corporate leaders and key decision-makers.