Public relations
Find the right PR agency.
Public relations builds reputation through other people telling your story. The right PR agency will understand your audience, have realistic expectations about coverage and be honest about what makes your story newsworthy.
What a PR agency does
PR agencies manage how your business is seen by the media, your industry and the public. Work can include media relations, press releases, story development, spokesperson training, issues and crisis management, awards, events, thought leadership and, increasingly, creator and influencer relations.
Common ways to work together
- Retainer. Ongoing media relations and communications support.
- Campaign or launch. A defined push around a product, announcement or event.
- Crisis and issues support. Advice and handling when something goes wrong.
Budget considerations
PR is usually priced by time. The cost depends on how much proactive outreach you need, whether you want national or local coverage, how many spokespeople are involved and whether events or content creation are included. Ask how hours are allocated and reported.
Questions to ask
- What makes our story newsworthy, in your view?
- Which publications and journalists are realistic for us?
- How will you report on activity and results?
- Who will actually pitch our stories?
Red flags
Be cautious of anyone guaranteeing specific coverage — journalists decide what they publish. Also question reports measured only in advertising-equivalent value, and agencies that don't ask what you want people to think, feel or do.
Agencies
PR agencies.
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Common questions.
Can a PR agency guarantee media coverage?
No. Editors and journalists decide what to publish. A good agency will improve your chances with a strong story and the right contacts, and be honest about what is realistic.
Is PR the same as advertising?
No. Advertising is paid placement you control. PR earns coverage and reputation through third parties.
Do I need a PR agency for a launch?
Not always. If you have a genuinely newsworthy story and a specific window, a short campaign can help. Tell us about your launch in your brief.
Not sure which pr agency is right?
Tell unpitch about your goals, budget and preferences. We'll research suitable options and help arrange introductions.
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