How to choose a PR agency in Australia
Nine questions, and what a good answer sounds like. Reviewed 3 October 2026.
Reviewed 3 October 2026
The short answer
Choose by fit, not by fame. Name the outcome you need, match it to an agency built for that job, meet the people who will do the work and check results you can verify. Agree scope, fee and measures in writing. Our field of agencies is organised by need to help.
- 1
What do I actually need?
Name one outcome: a profile, a launch, a crisis plan, a reputation clean-up. Agencies are built for different jobs, and the field changes by need.
- 2
Is this agency the right size?
A global network will treat a small budget as a small account. A boutique may lack depth for a regulated brief.
- 3
Who will do the work?
Meet the people who will be on your account, not only the people who pitch.
- 4
Can I verify the results?
Ask for coverage and references you can check yourself. Clients and outcomes should be real and nameable, where confidentiality allows.
- 5
Is the coverage earned, owned or paid?
Earned means a journalist chose to run it. Owned means the agency or client published it. Paid means money changed hands. All three are valid when labelled.
- 6
What is in the scope and the fee?
Get hours, deliverables, reporting and exclusions in writing. See the cost guide for market ranges.
- 7
Are there conflicts?
Ask about competing clients and about any ownership ties, including to the lists that recommend agencies.
- 8
How will we measure it?
Agree measures before work starts: placements, search results, enquiries. Avoid vanity numbers.
- 9
How do we exit?
Know the notice period, what you own at the end and who holds the media contacts and assets.
Choosing questions
How do I choose a PR agency?
Start with the outcome you need, match it to an agency built for that job, meet the people who will do the work, and verify results you can check. Agree scope, fee and measures in writing before you sign.
Should I pick a big agency or a boutique?
Pick the one whose size matches the brief. Global networks suit complex corporate stakeholders. Boutiques and independents suit focused media relations, personal brands and smaller budgets.