Choosing the Right PR Agency: What Matters Most

Choosing the right public relations agency is one of the most important decisions a brand can make. Whether you're launching a product, navigating a rebrand, putting together a pop-up, or seeking consistent media coverage, the right PR partner is key to building brand equity, telling your story in a compelling way, earning credibility, and driving long-term momentum.

Why the Right PR Firm is a Strategic Partner

Choosing a PR agency isn’t just about media placements—it’s about finding a long-term partner who understands your brand, is invested in your goals, speaks your language, and knows how to turn that into influence, visibility, and trust. The right agency becomes an extension of your internal team—and a catalyst for growth. The best PR partners also demonstrate flexibility and strategic thinking in an ever-changing marketplace.

Clarify Your Goals Before You Start

First and foremost, before starting conversations with any potential agency partners, it’s essential to outline your goals. Do you need celebrity seeding to boost brand cachet? Are you aiming to grow your reach through influencer relations or land features in top beauty and lifestyle PR outlets? Having this clarity will help you evaluate agencies whose capabilities align with what you're trying to achieve.

Look for Niche Expertise

Agencies are not one-size-fits-all. The most successful ones are laser-focused on specific industries or verticals. Seek out firms that specialize in your category—whether that’s beauty, lifestyle, wellness, travel, or hospitality. It's even better if they bring outside-the-box thinking and a record of earned placements. Bigger and bolder ideas are often what land with the press.

Look for agencies that demonstrate strength in media relations and offer access to press contacts that matter in your niche. It’s also a plus if they can connect you to strategic partnerships that elevate your credibility and open new doors.

Also look for experience with brands similar to yours—whether they’re emerging, indie, female-founded, or mission-driven. Bonus points for agencies that show familiarity with celebrity seeding strategies or high-visibility brand collaborations.

Ask for Case Studies and Real Results

Proof matters. Any agency worth considering should be able to show:

• Case studies with measurable results
• Testimonials and client reviews
• An explanation of how their services impacted the brands they’ve worked with

Be sure they’re transparent about what they can deliver—and just as honest about what they can’t promise. At Intersection The Agency, for example, we prioritize honest conversations, strategy-first planning, and consistent execution over hype.

Understand the Process and the People

Ask the important questions. What does success look like? What are the KPIs? Who will be on your account team? How long does it usually take to gain traction? How do they handle press events and potential crisis communications?

These insights reveal not just the agency’s approach—but whether they’re truly equipped to support your brand’s specific needs.

Watch for Red Flags

If something feels off, trust your gut. Red flags may include:

• Agencies who overpromise media coverage
• Long timelines with no clear rollout strategy
• Vague pricing or hidden fees
• Poor communication or inconsistent responsiveness

At Intersection, we take pride in underpromising and overdelivering, with proactive communication and full transparency every step of the way.

Reputation, Chemistry, and Fit

Finally, chemistry matters. You’ll be working closely with this team—so you want to feel energized, not micromanaged. Take time to evaluate both the agency’s reputation and the people you’ll be collaborating with.

Ask for references from past and current clients. If possible, speak with members of the media who’ve interacted with the agency. Look at their social media and website. While a huge following isn’t everything, a consistent tone, strong content, and genuine engagement speak volumes about how they operate.

Final Thoughts

Selecting a public relations partner is about more than visibility—it’s about strategic storytelling, brand alignment, and credibility in the eyes of your audience.

Whether you're preparing for a high-profile launch, nurturing an emerging brand, or seeking to deepen your impact, make sure the agency you choose is equipped to amplify your message through meaningful, lasting connections.

Looking for a PR firm that delivers real results? Reach out to Intersection The Agency to learn how we combine:

• Media Relations
• Press Events
• Celebrity Seeding
• Strategic Partnerships
• Influencer Relations
• Beauty and Lifestyle PR

…into a customized strategy that puts your brand where it belongs—front and center.