No more burning cash: ask these questions before hiring a PR distribution service
Hiring a PR distribution service? These 13 questions will help you avoid inexperience, hidden costs, and ineffective strategies.
When considering a PR distribution service—whether as a standalone provider or part of a broader PR agency—the goal is to ensure that your investment delivers results. PR distribution services specialize in getting your message, press releases, and stories to the right media outlets.
However, many PR distribution services are part of full-service PR agencies that offer a range of services beyond just media outreach. Understanding the difference and the overlap between these functions is crucial when hiring.
Before signing any contracts, it’s essential to ask targeted questions to avoid common pitfalls. These questions will help you navigate potential issues like inexperience, ineffective strategies, hidden costs, and poor accountability.
Below are the key questions you should ask before hiring a PR distribution service, with examples of why they matter.
What specific results have you achieved for clients in our industry?
It’s essential to verify whether the PR distribution service has experience in your particular industry. Each industry has its own media landscape, with specialized journalists, publications, and channels. If the agency or service has a proven track record in your field, it’s a sign that they understand your unique needs and challenges.
Without industry-specific experience, a PR distribution service may waste time targeting irrelevant outlets, which leads to poor results. As a hypothetical client might say in frustration, “So you’re using us to learn? Great, we’re a guinea pig.” Avoid this by ensuring that the agency has delivered results for clients similar to your business.
Who will be working on our account?
One common problem with hiring a PR distribution service (or any PR agency) is the bait-and-switch: senior staff show up during the sales pitch, but junior team members handle your account. This can lead to lower-quality work and poor communication if the less-experienced staff don’t have the skills to manage your account effectively.
Asking upfront who will manage your account ensures you’re getting the level of expertise you’re paying for. It also sets clear expectations for the quality of work you’ll receive. If this question is avoided, you might end up discovering too late that your account is handled by someone who lacks experience.
What is your media outreach strategy?
Media outreach is a core function of any PR distribution service. Without a clear, targeted strategy, your press releases may end up in the wrong hands, or worse, ignored. The service should be able to explain how they plan to engage relevant media outlets, how they tailor pitches, and how they leverage existing relationships with journalists.
A generic, untargeted approach—such as blasting press releases to as many outlets as possible—often leads to poor coverage. For instance, when asked why there were no press hits, a PR agency might respond, “We sent out a press release to a broad list, but it didn’t stick.” This is why understanding their approach is critical. You want strategic, personalized outreach to ensure your story gets picked up.
Can you provide case studies and references?
Results speak louder than promises. Case studies and client references show the agency’s real-world achievements. If the PR distribution service can’t provide these, it raises red flags about their ability to deliver on their claims. A reliable service should have a portfolio of past clients who can vouch for their performance.
Asking for case studies or references helps you avoid wasting money on an agency that can’t back up its success claims. If they can’t provide references, it’s reasonable to ask, “So no one will vouch for you? Red flag.”
How do you measure success?
Metrics are the backbone of any PR effort. Without clear success indicators, it’s impossible to evaluate whether your investment is paying off. Make sure the PR distribution service tracks more than vanity metrics like media impressions. You should also look for deeper metrics such as engagement, sentiment analysis, and conversion rates.
This question ensures that the service aligns its success metrics with your business goals. If they only report on surface-level metrics, you might be disappointed to learn that all you’ve achieved is "eyeballs" without any actual business impact.
Atikah Amalia
How do you handle crisis communications?
Every brand faces risks, and you need to know how the PR distribution service will respond in a crisis. Whether it’s negative press or a social media backlash, they should have a strategy in place to protect your brand. Their ability to act quickly and strategically in these situations is crucial.
Without a clear crisis management plan, you could be left scrambling when things go wrong. For instance, if a client is under attack online and the PR agency responds with, “We’ll start drafting something tomorrow,” the damage may already be done.
How will you tailor your services to meet our goals?
A one-size-fits-all PR approach rarely works. Ensure the PR distribution service is willing to tailor their services to align with your business objectives. Customization is key to a successful PR campaign, and a service that simply applies generic strategies may fail to connect with your target audience.
If the service cannot tailor its approach, you risk wasting resources on ineffective campaigns. A standardized approach might lead to generic press releases that do nothing for your brand.
What is your process for developing a PR strategy?
A well-planned PR strategy should cover everything from messaging to media targeting. Ask the PR distribution service to explain how they will build a strategy tailored to your brand. This ensures they are thinking long-term and are prepared to adjust based on changing circumstances.
Without a structured plan, the agency’s efforts could become disjointed. Instead of relying on an ad-hoc approach, you need a clear roadmap for achieving your PR goals.
What are your relationships with key media outlets?
Media relationships are essential to getting coverage. Ask the PR distribution service about their relationships with relevant journalists and outlets in your industry. A service with established connections will have a much easier time securing coverage for your brand.
Without strong media relationships, the service might struggle to gain meaningful attention for your business. If they are still “building relationships,” they may not be the right fit for your needs.
How do you manage media coverage tracking and reporting?
It’s important to know how the PR distribution service tracks and reports on media coverage. Real-time tracking ensures that you can measure the effectiveness of the campaign and adjust strategies if necessary. Without detailed reporting, it’s difficult to assess whether the campaign is meeting its goals.
By asking this question, you can avoid being left in the dark about your PR efforts. Reporting should be transparent and easy to understand, helping you see how the campaign is performing and whether it’s worth the investment.
Atikah Amalia
What PR tools and software do you use?
Agencies should use advanced tools and software to optimize media outreach and tracking. These tools make it easier to monitor results and ensure that your press releases are reaching the right outlets. Make sure the PR distribution service uses up-to-date technology to support their efforts.
Without these tools, the agency might rely on outdated methods, which can slow down the outreach process and limit the accuracy of tracking. For instance, if they tell you they’re relying on Google Alerts, you may want to look elsewhere.
How do you handle conflict of interest?
It’s important to clarify whether the PR distribution service is working with any of your competitors. If so, there could be conflicts of interest that may limit their ability to fully commit to your account. Asking this question ensures that your interests won’t be compromised.
Without addressing this issue upfront, you might find out later that the agency’s priorities are split between you and a direct competitor, which could affect the quality of service you receive.
What’s your experience with digital PR and social media?
Modern PR requires expertise in digital platforms and social media. Ask about the PR distribution service’s experience with these channels, as they are crucial for amplifying your message and engaging with a broader audience.
Without a strong digital strategy, your PR campaign may not reach its full potential. A service that focuses solely on traditional media might not be enough in today’s increasingly digital landscape.
Hiring the right PR distribution service can save you from wasted budgets and failed campaigns. By asking the right questions, you ensure that the agency you choose has the experience, strategy, and tools needed to drive real results. Being thorough in your vetting process helps avoid common pitfalls and ensures you’re investing in a service that will deliver value for your business.
Content Collision provides performance-based digital PR services and B2B content marketing services for tech startups in APAC and beyond. Book a quick call with our team to learn more.
