Start with the problem, not the service list
A strong agency should ask what the organisation is trying to change or achieve before recommending tactics.
If the answer immediately becomes ‘more press releases’, the strategy may be too narrow.
Check whether the team understands your sector
Industry knowledge helps an agency recognise risk, find useful story angles and understand which stakeholders matter. The team does not need to know everything on day one, but it should know how to learn quickly.
Ask how success will be judged
Coverage volume can be useful, but it is not the only measure. Agree what successful communication should look like for the business before the campaign begins.
Look for consistency
PR is built over time. Choose a partner that can maintain quality, judgement and responsiveness after the launch meeting, not only during the pitch.