Hiring a PR Agency: What’s Holding You Back?

August 11, 2026

Have you been on the fence about hiring a PR agency?

We get it. As with any industry, there are the great agencies that deliver and the ones that simply don’t.

Last week, we shared our top recommendations of questions to ask prospective agencies to Find the Right PR Agency Partner.

So this week, we’re sharing our recommendations of questions to ask yourself so you can overcome - or confirm - the objections that may be holding you back.

How will I know if I’m getting my money’s worth?

At spark*, we tie our work to outcomes you actually care about, not vanity metrics. So before you engage a PR agency, be sure you’ve done your side of the work too. What’s important to the growth of the business? How will you measure success? This can range from target revenue growth to share of voice, message pull-through, or coverage in the outlets your buyers read. Then you and your agency can agree upfront on what success looks like and build a custom PR program based on your goals and budget. PR can be a long game, but "long game" isn't an excuse for vague results.

Can I just do PR in-house?

If you can and firmly believe that, then you absolutely should. But if you’re not quite sure, consider this: what you're usually buying with an agency isn't just more able bodies to deliver on a high volume of opportunities. You’re also buying a range of critical skills and expertise: a team that already has the media know-how, creative bent, editorial instincts and calendars, and the bandwidth to run campaigns while your in-house team keeps the day-to-day business moving. Plus, a great agency will keep a steady pulse on opportunities and be proactive in bringing you new ideas and recommendations.

A single hire is rarely a strategist, a writer, a media relations pro, a social media integrator, an SEO expert, and a senior thought partner all at once. We slot in around the talent that already exists within your team, rather than replacing it.

What am I willing to be locked into?

Know what you’re comfortable with, and then be upfront with a potential agency partner.

The real answer from the agency side is this: at spark*, we scope engagements clearly, build in review points, and keep the relationship going because the work is landing, not because a contract says you're stuck. If it's not working, a long agreement won't fix that, and we're not interested in coasting on one.

Am I committed to making this a success?

That means putting in the work on your side too - the willingness to meet, to be open and honest about where the business is today, and the challenges you’re facing to get it to where you want it to be. It also means committing your time to provide ongoing reviews, participate in interviews and opportunities, and provide meaningful feedback to keep the partnership moving in the right direction.

If you’re willing to uphold your side of the relationship, then the right agency partner can transform a business’ trajectory. We’ve done it many times over - from selling out products and delivering triple-digit growth to positioning for expansions years ahead of projections.

But to achieve results like this, you’ll have to be honest and clear with yourself about what you really want for your business. And expect the agency to be equally honest and clear about what they can deliver for your brand.

If you’re on the fence about hiring a PR agency, let’s talk about the PR and marketing expertise you need to achieve your business goals: ignite@thesparkteam.com