40-Point PR Agency Evaluation Checklist: Avoid Crisis Retainer Traps and Team Bait-and-Switch
Score PR agencies on media relationships, crisis infrastructure, and hidden costs. Prevent $25K surprise fees and junior team switches.
Scoring Framework
Score each criterion 1–5 based on evidence quality. Agencies scoring below 3.5 overall lack capabilities for effective PR partnerships. Focus heavily on media relationships and crisis response – these drive 60% of PR success.
Evaluation Criteria
Media Relationships & Placement Capabilities
30% weightEvaluate actual journalist connections, recent placements, and tier-1 publication access. Poor media relationships cost 6–12 months rebuilding connections and missed coverage worth $50K+ in advertising equivalent value.
Sample Questions
- Can the agency name 3 reporters who covered your competitors in the past 60 days?
- Do they show actual email threads or conversations with journalists from the past month?
- What's their pitch response rate and how do they track it?
- Can they explain specific journalist preferences and beat focuses?
- Do they have examples of tier-1 publication placements in your industry?
Crisis Response Infrastructure
25% weightAssess operational crisis management capabilities, response times, and preparedness protocols. Companies without 2–4 hour crisis response lose 15% more brand value during reputation incidents compared to those with immediate response infrastructure.
Sample Questions
- Do they provide named contacts with direct mobile numbers for 11 PM Sunday crisis calls?
- Can they show pre-drafted holding statements for 6 common industry risk scenarios?
- What's their documented response protocol with specific timestamps?
- Do they have examples of successful crisis management from the past 12 months?
- How do they handle legal-PR conflicts during crisis situations?
Team Structure & Account Management
20% weightEvaluate team stability, senior time commitments, and staffing transparency. High turnover costs 2–3 months rebuilding relationships while bait-and-switch tactics mean paying senior rates for junior execution, reducing effectiveness 30–40%.
Sample Questions
- What's the average tenure of account managers on retained clients?
- Can they provide written commitments for specific senior team time percentages?
- What happens if key team members leave mid-contract?
- Will you meet the actual team members who'll work your account daily?
- How do they handle knowledge transfer during team transitions?
Performance Measurement & ROI Tracking
15% weightReview measurement sophistication, business outcome attribution, and reporting integration. Without revenue-tied measurement, companies waste $200K+ annually on coverage generating zero pipeline or customer acquisition while missing optimization opportunities.
Sample Questions
- How do they integrate reporting with Salesforce, HubSpot, or your existing CRM?
- Can they show coverage attribution to specific sales opportunities and closed deals?
- What APIs do they support for automated reporting and dashboard updates?
- How do they track competitive share of voice and provide strategic recommendations?
- Do they measure business outcomes beyond vanity metrics like impressions or reach?
Industry Expertise & Market Knowledge
10% weightTest sector-specific knowledge, regulatory understanding, and competitive intelligence capabilities. Generic approaches without industry depth cost 20–30% message effectiveness and create compliance risks worth $50K+ in potential fines for regulated industries.
Sample Questions
- Can they analyze your top 3 competitors' current PR strategies with specific examples?
- Do they understand disclosure requirements and compliance issues in your industry?
- What trade publications and industry conferences do they actively work with?
- How do they stay current on regulatory changes affecting communications in your sector?
- Can they identify gaps in competitive messaging you could exploit strategically?
Get the PR / Communications Agency evaluation framework
Scoring criteria, weight benchmarks, and sample questions for your vendor evaluation — sent to your inbox.
No spam. Unsubscribe anytime.
Get a complete RFP with these criteria built in — plus requirements, vendor questionnaire, and professional formatting.
Related Resources
Buying Something Else Too?
Generate Your Evaluation with AI
Get a complete RFP with these criteria built in — plus requirements, vendor questionnaire, and professional formatting.