Selecting a PR and crisis communications firm should strengthen your reputation, not put it at risk. But with thousands of agencies making similar promises, how do you distinguish which one will truly protect and advance your brand, especially when facing a crisis?

Since most organizations only evaluate PR partnerships occasionally, they often lack the framework to thoroughly assess potential partners before signing a contract. That’s where this guide comes in.

Why Picking the Wrong PR Partner Is Damaging (and Avoidable)

The global PR market is set to reach $134 billion by 2027. That’s billions of dollars flowing through agencies, with significant variation in their capabilities and approach. The best firms create lasting reputation value, while others deliver only tactical outputs.

The right PR firm will serve as strategic communicators and relationship builders, not just press release distributors. They’ll bring established connections with key journalists, editors, and political stakeholders that can be the difference between your message being heard or ignored. These relationships—built on years of credibility and mutual respect—allow them to effectively shape narratives around your organization, even during challenging circumstances.

A strong PR partner also offers comprehensive communication capabilities: from crafting compelling stories that resonate with your audiences to providing thoughtful counsel during sensitive situations. They’ll train your leadership team on media engagement, prepare your spokespeople for high-pressure interviews, and can even step in as your Public Information Officer during critical moments. The best firms seamlessly integrate with your team, enhancing your internal capabilities while providing the external expertise needed to elevate your communications across all channels and stakeholders.

How do you identify such a partner? It starts with asking the right questions before you commit—questions that go beyond glossy case studies and assess their real capabilities, connections, and strategic approach.

Smart Organizations Ask PR Firms These Questions First

• Crisis Response: What is your rapid response protocol in a crisis situation? How quickly can you mobilize a team and provide support?
• Media Relations: How do you leverage your media relationships throughout our region to shape narratives for your clients, both during crises and for proactive reputation building?
• Political Influence: Can you provide examples of successful advocacy campaigns you’ve managed, particularly those involving policy influence or navigating complex political landscapes?
• Measurement Strategy: How do you measure the success of your PR and crisis management efforts? What metrics do you use to demonstrate the impact of your work?
• (See the complete list of 10 must-ask questions here – no email required)

Most organizations don’t think to ask these penetrating questions before signing on the dotted line. That’s why we created a guide to walk you through the evaluation process.

Before You Sign That Contract…

Choosing a PR partner is one of the most important communications decisions you’ll make. The right one will protect your reputation during crises, secure valuable media coverage, and build genuine stakeholder trust. The wrong one could cost you public confidence, market opportunities, and potentially significant revenue.

Whether you’re seeking a PR and crisis communications agency in Oregon, elsewhere in the Pacific Northwest, or anywhere across the nation, following this guide will help ensure you select a partner capable of protecting your reputation and advancing your brand when it matters most.

That’s why we put together a free guide with 10 must-ask questions—so you can make this critical choice with confidence. Download the Guide: 10 Questions to Ask Before Hiring a PR & Crisis Management Firm

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