When to Switch PR Agencies

Is your PR agency the right fit for your business now and going forward? This checklist will help you decide if it’s time to switch.

Have you recently felt your current public relations agency isn’t the right fit for your brand anymore?

This guide will help you assess if it’s time to move on from your current PR agency or stick with them. We’ll also suggest what to do next.

Revisit your PR goals

Before diving in, let’s revisit the reasons you initially outsourced PR.

Chances are your business has started with a PR freelancer, then a consultant before signing on to a PR agency. As you shifted to the latter:

• Did their budget and performance metrics align with your needs back then?
• Why did your current agency initially seem like the perfect choice?
• What were your expectations, and were they clearly communicated?
• Have you been able to adjust the agreement as your needs evolved?
• How does your agency track and report on its progress toward your goals?

To help you stay up to date on the latest insights of the PR industry, read this recent survey provided by IBIS World.

Reasons to Consider a PR Agency Switch

Several factors can prompt a brand to ditch their PR agency:

Missed Goals

Consistent failure to meet campaign goals suggests a need for a new approach.

Lack of Proactivity

Your agency should actively monitor your industry and the media, and identify opportunities for exposure.

Communication Issues

Are you chasing your agency for communication materials, results, replies to emails, or updates on projects? this could point to a breakdown in communication.

Bait and Switch:

Losing access to the experienced point of contact who sold you on the agency is a red flag.

Unproductive Meetings

Meetings should be focused and result in actionable plans. they should also present impromptu opportunities to upskill and cross-skill your experts in how to do media interviews well.

Missed Deliverables

Skipped deadlines and lost opportunities are unacceptable.

Handballing Work Back to You

Good PR agencies aren’t overwhelmed if you give them lots of content changes, including conflicting ones. they’ll be experienced enough to balance the opposing views.

Evolving Needs

As your business grows, your PR needs may change, requiring a new agency with a better fit.

Weak Performance Incentives

Long contracts driven by fees without strong performance incentives can be problematic.

Stagnant Skills

An agency lacking skilled writers across content areas you need can hinder your brand awareness efforts.

Limited Journalistic Insights

Staff without journalistic experience may struggle to secure media coverage and build a contact network you can leverage off.

Desire for Freshness

You might be ready for a new perspective on your PR strategy.

Consolidation Needs

If you have multiple agencies for different aspects of marketing and public relations, include crisis and reputation management, for instance, consolidating might be beneficial. A drawcard, too, is if an agency can do data collection, analysis and interpretation in house or has a reliable contact to do this week.

Even a couple of those points above could be a deal breaker, nudging you to test the water with a different agency.

What if you stay the course; do nothing? As New York Times bestselling author Ryan Halliday writes in his book Courage is Calling: Fortune Favors the Brave, “You’ve still made a choice; you’re opting for the status Quo”. Is that good enough for your business or organisation?

How to Choose the Right PR Agency

They Have a Deep Understanding of Your Business

Find an agency that takes the time to gain an in-depth understanding of your specific needs, industry, and business challenges. This ensures that the PR strategy is tailored to address your unique concerns and goals.

Proven Methodology

Look for an agency with a refined and tested PR methodology. This includes market and competitor research, original content strategies, detailed PR production plans, and effective media pitching strategies that deliver measurable results.

Strong Results Track Record

Select an agency that has a history of delivering strong PR outcomes for a diverse range of clients, from digital disruptors to global companies and local service providers. Their ability to drive successful campaigns across various industries is a key indicator of their expertise.



Dedicated Client Focus

Opt for an agency that works with a limited number of clients at a time. This ensures they have the resources and attention necessary to achieve outstanding results for your brand.

For further information on keeping up with current PR and media trends, take a look at the following research conducted by Australian Communications & Media Authority.

Get Under the Hood of Your PR agency

If you’re ready for a new agency, it is time for due diligence. Refine your agency selection criteria and approach. Here’s a quick checklist as an overview:

• What success stories can the agency demonstrate?
• Do they have data to back up their claims?
• Search a couple of the agencies across Google News: has the agency achieved good media coverage for them?
• Review the agency’s staff profiles.
• Request details on the metrics they use and how they will report on their progress for you.

Be sure to partner with a PR that’s a right fit now and going forward.

Reach out to us today to get started.



Our founder/director, Julia Nekich, who still takes a hands-on role with her boutique team’s work since establishing The Ideas Suite shingle more than 17 years ago, is here to make your business a real brand.

The Ideas Suite ranks among the top Sydney PR agencies

The Ideas Suite has partnered with DesignRush, a globally recognised platform that connects brands with leading agencies. 

The Ideas Suite ranks among DesignRush’s top PR agencies in Australia (see our listing on DesignRush), showcasing our commitment to delivering tailored, high-impact public relations strategies, and our strong results.