“All PR firms are the same. I can just give them direction and get what I need out of them.” A client who has never worked with an agency might think that.

Guess what? It’s not true.

Budgets are tight and expectations are high especially during the COVID-19 pandemic. In-house communications pros and other clients of PR services should select agency partners carefully.

But, how can they sort out which agencies may be a good or bad match? Effective vs. ineffective?

A few weeks ago, I advised PR firms what kinds of clients they should seek and avoid. In this second installment of Consumer RePRts, I again polled my expert network of PR pros for their views on the characteristics of the best and worst PR firms. Here’s their take.


What’s been your experience? Do you have any words to the wise? Please share in the comments below!

Also, what topic do you want to learn about for the next blog in our Consumer RePRts series?

With assistance from Liam Davitt