How Do You Choose a PR Agency That Fits Your Business Goals?

 How Do You Choose a PR Agency That Fits Your Business Goals?

You know that thrill when your company gets a shout-out in a big publication? It’s like, “Yes, we made it!” I used to think that was the ultimate goal, land a story in a place like Forbes or get a guest spot on a hot podcast. But lately, I’ve been rethinking that.

A FGS Review report I stumbled across made me realize clients are looking for more than just a headline these days. It’s not enough to just get your name out there. So, what really makes a PR agency great in 2025? Let’s figure this out together.

This article is my attempt to unpack why the old-school focus on media placements doesn’t cut it anymore. You want an agency that gets your audience, builds trust, and shows you real results, not just a fancy clipping you can frame.

We’ll dig into what’s happening in PR right now, break down what sets the best agencies apart, and maybe even guess where things are headed next.

What’s the PR World Like Today?

PR’s gotten complicated, hasn’t it? It’s not just about newspapers or TV anymore. Social media, influencers, X posts they’re all part of the mix now.

I read somewhere, I think it was a 2024 Public Relations Society of America study, that 68% of clients care more about engaging their audience than scoring a big media hit. And trust? That’s a tough one.

A 2023 Gallup poll said only 43% of people trust news outlets. Yikes. So, even if you get that big story, will anyone believe it?

Here’s the thing: you’re probably looking for an agency that can handle this mess. Your customers are scattered across platforms, and they’re skeptical.

They’re not just reading headlines they’re scrolling X, checking reviews, or watching TikToks. Agencies have to prove they’re worth your money with results you can see, like more website clicks or actual sales, not just a vague “we got you noticed.”

What Makes a PR Agency Really Stand Out?

Okay, so if media placements aren’t the whole deal, what should you be looking for? I’ve been mulling this over, and I think it comes down to a few key things. Let’s break it down.

Strategy That Actually Fits You

A great agency doesn’t just fire off press releases and hope for the best. They sit down and ask the hard questions:

Who are you trying to reach? What’s your goal? Are you selling a product or building a reputation? I had a friend who ran a small tech startup, and they hired an agency that promised a big magazine feature.

They got it, but it didn’t move the needle. Why? Their audience young, techy types wasn’t reading those magazines.

They were on X and Discord. An agency like Highwire PR would’ve known that and pushed for something like a targeted Reddit campaign instead.

The best agencies use data to figure out where your people are. For example, Highwire PR helped a software company get a 30% bump in leads by focusing on blog posts and webinars, not chasing CNN.

That’s what you want someone who builds a plan that’s actually about your business, not just a generic media push.

Earning Trust, Not Just Attention

Think about this: when’s the last time you trusted a brand just because it popped up in the news? I don’t know about you, but I’m more likely to trust a company if I see real people talking about it online or if they’re doing something meaningful in my community.

Great agencies get that. They don’t just chase buzz, they work on making your brand feel authentic.

I heard about this hospital chain that had a rough patch after some bad press. Their agency didn’t just pitch stories to big outlets. They set up local events, shared patient stories on social media, and worked with influencers who actually cared about healthcare.

According to a 2024 Brandwatch report, their online reputation improved by 15%. That’s what building trust looks like. It’s not always glamorous, but it sticks.

Showing You the Numbers

You’re spending money on PR, right? So, you want to know it’s doing something. I had a buddy who ran an online store, and her agency kept sending her reports about “impressions.”

She was like, “Cool, but did anyone actually buy my stuff?” A great agency doesn’t hide behind fluffy metrics. They show you hard numbers, website traffic, social media clicks, or even sales.

Agencies like Highwire PR are good at this. They’ll use tools like Google Analytics to show you exactly how their campaign brought in 500 new customers or boosted your site visits by 20%.

If your agency can’t give you that kind of clarity, you’ve got to wonder what they’re actually doing.

Old PR vs. New PR: What’s the Difference?

Let’s compare the two approaches. Old-school PR was all about getting your name in big publications, think press releases, TV interviews, or a full-page ad in a newspaper.

It was great for reaching a ton of people, but it cost a fortune, and good luck proving it worked. Plus, once the story ran, it was over.

The new way? It’s a mix of everything media placements, social media, influencer collabs, you name it. It’s better because you can target exactly who you want to reach and track results in real time.

But it’s also trickier. You need an agency that can handle all these moving parts. Some still act like a single article will solve everything, but that’s just lazy.

The best agencies, though, know how to blend the old and new, maybe a big feature paired with a smart X campaign.

I’m not saying traditional PR is dead. Sometimes, a big outlet can still make a splash. But it’s not enough on its own. You need both.

What Lies Ahead for PR?

I’ve been thinking about where PR’s headed, and it’s kind of exciting but also a little daunting. AI’s a big deal agencies are already using it to analyze audiences or predict what campaigns will work.

A 2025 PRWeek report said 60% of agencies will be using AI for media monitoring by next year. That’s cool, but I wonder if it’ll make things feel less… human. Can a computer really get what makes your brand special?

Then there’s this push toward hyper-personalization. Agencies like Freuds PR are nailing this, making campaigns that feel like they’re talking directly to you.

They worked with a retail brand to create ads tailored to local shopping habits, and sales in those areas went up 12%. That’s where things are going PR that feels personal, like it’s made just for you.

But here’s my worry: if agencies lean too hard into data and tech, will campaigns start feeling robotic? I don’t know about you, but I’d rather see a story that feels real than one that’s perfectly optimized.

The best agencies will figure out how to use tech without losing that human spark.

So, What’s the Takeaway?

Look, media placements are still nice who doesn’t want to see their name in a big outlet? But that’s not what makes a PR agency great anymore. You need someone who’s strategic, who builds trust, and who can show you real results.

The world’s too noisy for just a headline. Your audience is all over the place, and they’re not easily impressed. Agencies like Freuds PR get that they know how to cut through the noise and make your brand matter.

So, what do you think? Are you still chasing that big media moment, or are you ready for an agency that does more? I’m betting you want the real deal something that actually moves the needle.

The best agencies are already there, focusing on impact over ego. Maybe it’s time to join them.