How (and When) to Hire the Right PR Agency
Trying to decide if you should hire a PR agency? So many questions to answer – what exactly IS PR? Should you sign on with a PR agency or work with influencers? If PR, WHEN should you hire a PR agency? And how do you pick the right agency – what questions should you ask to find the right fit (spoiler alert: there’s a bonus gift for you at the end of this that will help with that!)? This is Part II in our two-part series on Hiring a PR Agency. Click here to read Part I, “The Perfect Pair: How PR and Influencer Marketing Work Together for CPG Success.”
When Should I Hire a PR Agency?
We’re often asked: “How do I know when it’s the right time to hire a PR agency?” The broadstroke answer is: whenever you need help building or managing relationships with media, influencers, or strategic partners in your industry.
Whether you’re a small, medium, or large company, here are some great reasons to find the right PR partners:
- Need a Hand:
- You’re struggling to get media and/or influencer coverage on your own, or your internal team is stretched thin.
- Rising Star:
- Your brand is gaining traction and you want to amplify that momentum.
- Big News:
- You have a compelling brand story, product differentiation, or upcoming launch that needs media and/or influencer visibility.
- You are entering new retail partnerships or expanding distribution and need to build consumer awareness.
- You are preparing for a funding round or acquisition and need to build your brand profile.
- Content Boost
- You’re looking for social media content
- You need to grow your SEO, web traffic and domain authority
- You want the third-party credibility to tout on your website, social media and newsletter
How to Hire the Right PR Agency
The right PR agency will amplify your story, build brand awareness, and help drive sales. Choosing the wrong agency can lead to wasted time, budget, and missed opportunities. Here are some insider tips on what to look for when hiring a PR agency that aligns with your brand’s goals and values:
1. Industry Expertise Matters: When selecting a PR agency, prioritize those with a deep understanding of the natural products industry and CPG landscape. This sector is unique, with specific media outlets, trends, and consumer preferences. An agency familiar with this ecosystem is better equipped to position your brand effectively.
Questions to ask:
- How many years have you been involved in the natural products industry?
- Which natural products CPG brands have you worked with?
- What media outlets and influencers do you regularly read and follow that are relevant to the natural products and CPG industry?
- What trends are you pitching to media and influencers for your current clients – where have you seen interest and success?
2. Relationships That Open Doors: Connections are everything in PR. An agency with strong relationships with media, influencers, trade organizations, nonprofits and potential brand partners in the natural products and CPG space can unlock valuable opportunities for your brand.
Questions to ask:
- What recent media hits have you helped your clients achieve in industry media outlets (e.g. WholeFoods Magazine, Natural Products Insider, Progressive Grocer, Well+Good)?
- Who are some of your top natural products media contacts – who regularly responds to your emails? Who have you worked with on a story recently?
- Describe your influencer network and share examples of past collaborations.
3. Understanding of Retail and Trade Media: In CPG, getting on shelves and growing retail partnerships is crucial. Your PR agency should understand how media coverage can influence retail buyers and be adept at securing coverage in trade publications.
Questions to ask:
- What trade media outlets do you regularly pitch to?
- How have you helped brands secure media coverage that supported their retail expansion?
4. Holistic Marketing Perspective: While PR is a powerful tool, it should complement your broader marketing strategy. Your agency should understand how PR fits into your overall growth plan, including digital marketing, social media, and retail partnerships.
Questions to ask:
- How do you typically collaborate with a brand’s internal marketing team and other external partners?
- Can you give an example of a successful integrated campaign you executed that combined PR, social media, and other marketing channels?
- How would you ensure that PR efforts align with our brand’s broader marketing objectives?
5. The Right-Sized Team for Your Budget: Bigger isn’t always better. A small but experienced and well-connected PR team can often outperform a large agency with high overhead costs. Consider your budget and find an agency that offers senior-level attention without excessive fees.
Look for a team that balances efficiency and expertise, ensuring you get maximum impact from your investment. A boutique agency that prioritizes personalized service can often deliver more value than a larger firm juggling multiple big-name clients.
Consider an agency that works with (remote) freelancers – less overhead, and the agency is able to pick and choose talent based on expertise and suitability for the client, as opposed to being restricted to their limited team of employees.
Questions to ask:
- Who is likely to be on my team? Who will be my day-to-day contact(s)? Tell me about their level of expertise (and make sure you’re able to meet them as well!)
- How often will we meet? What can I expect from you each month?
- How much will you need/expect from me time-wise in order for you to succeed?
- How will we measure success?
- Share examples of media coverage or influencer collaborations you’ve secured
6. Cultural Fit and Passion for Your Brand: We know the reason you’re in the natural products industry is that you have a deeper purpose tied to health, sustainability, and social impact. Your PR team should genuinely care about this and align with your brand’s mission and values.
Questions to ask:
- Why are you interested in working with our brand, specifically?
- In your research before this meeting, what did you learn about us that you found particularly interesting? Did anything surprise you – do you have any questions about us?
- Describe a time you helped a natural products brand communicate its values effectively.
7. Crisis Communication Capabilities: The natural products space can be vulnerable to supply chain issues, ingredient controversies, or recalls. Ensure your agency has experience handling crisis communications and can act swiftly and effectively if issues arise.
Questions to ask:
- Have you handled a PR crisis for a natural products or CPG brand before? What was your approach and outcome?
- How do you proactively prepare clients for potential crises?
8. Ability to Tell a Brand Story: Consumers are increasingly driven by narratives around brand origin, sustainability, and transparency. Beyond securing coverage, your agency should be skilled at crafting and amplifying your brand story in a way that resonates with your consumers.
Questions to ask:
- How do you approach crafting a brand story that resonates with both media and consumers?
- Can you share an example of a storytelling campaign you developed for a brand?
9. Transparency on Fees and Scope of Work: PR retainers can vary widely, and hidden costs can quickly add up. Clarity upfront ensures you stay within budget and know exactly what you’re paying for.
Questions to ask:
- Can you break down exactly what is included in your monthly retainer?
- Are there any additional costs we should anticipate (e.g., travel, media events, product mailers)?
- What happens if we need additional support beyond the agreed-upon scope?
Questions Specific to Your Current Need
There’s a reason you’re looking for a PR agency right now. Here are some great questions to ask a potential partner to make sure they’re the right fit for your current needs:
- We are launching a new product – how have you helped other brands successfully launch in the natural products space?
- We are entering new retailers – how have you worked with PR to build consumer demand around new distribution?
- We need to build media relationships – what is your process for introducing emerging brands to the right media contacts?
- We are preparing for investment – how have you supported brands in raising their profile with media and investors?
Finding the right PR partner will be a key piece in the success of your natural products or CPG brand. By focusing on industry expertise, meaningful relationships, and the right-sized (and more importantly, passionate) team, you can ensure your PR investment drives lasting results. With over 25 years of experience, we’re ready to help your team take that step. Drop us a line or give us a call. We’d love to answer these questions for your team!
We also have created a (free!) handy dandy tool with all of these interview questions in it – just let us know if you’d like us to share that with you.
