Eight things to check
- Goal: Does it state the outcome you want in your words?
- Scope: Are deliverables listed, such as pitches, content and reporting?
- People: Who will do the work, and how much of their time do you get?
- Fees: Is the fee clear, and what is extra, such as expenses and paid media?
- Term: How long is the minimum, and what is the notice period?
- Reporting: How often, in what form, with live links?
- Promises: Are any outcomes guaranteed? Journalists decide, so be careful.
- Exit: What happens to your assets, accounts and content if you leave?
Questions to ask the agency
- Can I see two examples of similar work and the coverage it earned?
- Which results were earned, which were owned and which were paid?
- What would you do in the first thirty days?
- What would make you recommend we stop or change course?
Questions
Is a long retainer a red flag?
Not by itself. Check the minimum term, the notice period and what you receive each month.
Should I ask for references?
Yes. Speak to a current or past client with a similar need.
Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.