1. Sector experience
Ask for work in your sector or with similar stakeholders. Experience shortens the learning curve and brings relevant media relationships.
PR guide
How to choose a PR agency: 8 criteria that matter.
The right PR agency understands your business, has real media relationships in your market, works with a clear strategy and measures results transparently. Use these eight criteria and questions to compare agencies with confidence.
The criteria
Eight criteria for choosing a PR agency.
2. Real media relationships
An agency should know which journalists and outlets matter for you — and be able to explain how it earns coverage, not just send releases.
3. A strategy process
Look for a clear process: listening, diagnosis, message architecture, planning and execution. Tactics without strategy rarely build reputation.
4. Integrated capabilities
Media relations, corporate communications, events, crisis and leadership communications should work under one message architecture.
5. Crisis readiness
Ask how the agency prepares for crises: risk maps, scenarios, pre-approved statements and spokesperson training.
6. Transparent measurement
Request a sample report. Good agencies measure reach, quality, sentiment, share of voice and reputation — not only the number of clippings.
7. The team you will work with
Meet the people who will actually run your account and understand how senior involvement is organized.
8. Chemistry and values
PR is a long-term partnership. Shared values, honest advice and clear communication matter as much as credentials.
Questions to ask
Questions to ask a PR agency before you sign.
- Which similar brands or sectors have you worked with, and what changed as a result?
- How would you position our story for the media in our market?
- Who will work on our account day to day?
- How do you measure success, and can we see a sample report?
- How do you prepare for and handle a crisis?
- How do you work with our in-house, digital and global teams?
Red flags
Warning signs to watch for.
Be cautious of agencies that guarantee specific coverage, promise results without understanding your business, report only the number of clippings or cannot tell you who will work on your account. Earned media depends on news value and credibility; honest agencies explain what is realistic.
Choosing a PR agency in Turkey
If you are hiring a PR agency in Turkey.
For international brands, also check the agency’s understanding of Turkish media dynamics, its ability to localize global messages and its experience with trade fairs, chambers and B2B audiences. Brandworks has supported brands in more than 50 sectors since 2015 from its office in Istanbul.
About Brandworks
Recognition for our PR work.
- 2026Brandverse Awards — Gold: CSR Project Development and Communications ManagementBambi Yatak Sanatı
- 2026Yıldız İş Dünyası Ödülleri — Best Communications Agency of the YearBrandworks
- 2025Brandverse Awards — Bronze: Employer Brand Communications, Young Talent CommunicationsGeberit
- 2025Brandverse Awards — Silver: Employer Brand Communications, Young Talent CommunicationsİTÜ Arı Teknokent
- 2022PR Felis — First Place: Social Media and Digital Community Management#RengimizBelliOlsun, World Down Syndrome Day (March 21)
- 2022Brandverse Awards — Bronze: Social Media and Digital, Social Responsibility CommunicationsDown Syndrome Association of Türkiye
Frequently asked questions
Questions and answers
What should I look for in a PR agency?
Look for relevant sector experience, real relationships with the media that matter to you, a clear strategy process, integrated capabilities, crisis readiness, transparent measurement, and a senior team you trust.
How do I compare PR agencies?
Give each agency the same brief, ask for a short strategic approach, relevant case studies and a sample report, meet the team who will work on your account and compare how clearly each explains what is realistic to achieve.
Can a PR agency guarantee media coverage?
No credible PR agency guarantees earned media coverage, because the publishing decision belongs to editors. A good agency increases the likelihood of coverage by finding real news value and building relationships.
What is a PR retainer?
A PR retainer is an ongoing monthly agreement in which an agency provides a defined scope of PR services, such as media relations, content and reporting. It suits brands that want continuous visibility and reputation building rather than a single project.
Keep reading
Related guides
Let’s get in touch
Let’s write your brand’s future together.
Tomorrow’s brands are built with the steps taken today. Let’s prepare a transparent proposal that sets out the scope and goals.