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Advertising and media
PR agency checklist: what to ask and what to watch for
| Area | Ask the agency | Red flag |
|---|---|---|
| Scope | Describe a typical month on our account: who, how many hours, what deliverables? | Vague answers like "we will be your extended team" |
| Media relationships | Which journalists in our sector have you worked with recently, and on what? | A long media list with no named, recent examples |
| Crisis capability | Walk us through the first 24 hours of a crisis. | "We will handle it" with no process or after-hours contact |
| Measurement | How will you show outputs, outcomes and business impact? | Clipping counts and AVE figures presented as results |
| Chemistry | Who exactly will work on our account day to day? | Senior people pitch, then disappear after signing |
| Area | Ask the agency | Red flag |
|---|---|---|
| Scope | Describe a typical month on our account: who, how many hours, what deliverables? | Vague answers like "we will be your extended team" |
| Media relationships | Which journalists in our sector have you worked with recently, and on what? | A long media list with no named, recent examples |
| Crisis capability | Walk us through the first 24 hours of a crisis. | "We will handle it" with no process or after-hours contact |
| Measurement | How will you show outputs, outcomes and business impact? | Clipping counts and AVE figures presented as results |
| Chemistry | Who exactly will work on our account day to day? | Senior people pitch, then disappear after signing |