How to hire a pr agency: updated for 2026 (UK). To hire the right PR agency, define your target publications and business outcome first, shortlist 3-5 agencies with existing coverage in those publications, run paid-trial engagements rather than long contracts, and measure results against pre-agreed KPIs tied to your commercial goals. Here is a step-by-step process used by UK in-house comms directors.
Step 1: Define the outcome you actually want
“Get more press coverage” is not a goal. “Get our founder profiled in Forbes and Entrepreneur before our Series A fundraise in 6 months” is. The more specific your brief, the more useful the agency conversation.
Step 2: Shortlist agencies with existing coverage in your target publications
Ask each candidate for 5 recent placements their team personally secured at the specific publications you care about. If they cannot produce named placements within 90 days, they do not have the relationships you need.
Step 3: Run a paid-trial engagement
Instead of a 12-month retainer up front, pay for a specific project: one campaign, one launch, one founder profile. Measure delivery. If it works, then consider a longer relationship. Agencies that insist on 12-month minimum contracts before proving themselves are protecting their revenue, not yours.
Step 4: Agree KPIs that tie to commercial outcomes
- Not just “placements secured” — require domain authority of placement, expected traffic, and link presence.
- Referral traffic to your website from coverage.
- Branded search lift month-over-month.
- Inbound sales enquiries citing the coverage.
- Fundraise, hiring, or partnership outcomes within the campaign window.
Step 5: Questions to ask every candidate agency
- Who specifically will be working on my account? (Junior account handlers? Senior advisors?)
- What is your most recent placement in each of my target publications?
- What is the exit process if this does not work?
- What is your position on paid placements, contributor networks, and wire-only coverage?
- Can you walk me through one PR campaign that did not work and what you learned?
How to hire a PR agency: the contract
- Scope: what the agency will deliver each month or for the project.
- Fees and expenses: what is included and what costs extra.
- Approvals: who signs off content and how quickly.
- Reporting: how often and in what format.
- Notice period: how either side can end the agreement.
- Ownership: who owns the content, media lists and creative work.
Our PR agency agreement template covers these points in more detail.
The first 90 days after you hire a PR agency
- Onboarding and research.
- Agreed plan and priority stories.
- First outreach and early coverage.
- A first review against the KPIs set at the start.
FAQs
How long does it take to hire a PR agency?
A simple selection can take a few weeks; a formal tender with several agencies usually takes longer.
Should I check an agency’s professional memberships?
It is a useful sign of standards. The Chartered Institute of Public Relations and the PRCA both publish codes of conduct for members.
Related UK PR services
- PR Agency London — our flagship UK PR service.
- PR Agency Manchester — Northern press coverage.
- PR Agency Edinburgh — Scottish media.
- PR Agency Birmingham — West Midlands press.
- Crisis PR Agency UK — 24/7 rapid response.
- Digital PR Agency UK — earned links that support SEO.
- SEO PR Services UK — editorial link-building.
- Online Reputation Management UK — ORM services.
- Press Release Distribution UK — UK wire services.
- Fintech PR Agency — FCA-compliant fintech PR.
- B2B Public Relations Agency — trade press specialists.
- PR Agency for Startups — Seed to Series B.
Book a PR strategy call in 2026
30-minute call, free, no pressure. We will review your current positioning, give an honest read on whether PR is the right lever for your stage, and walk you through three specific stories we would pitch for you. Email strategy@unitedpress.uk or schedule a meeting.
