Top Questions to Ask a PR Agency Before You Sign!
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What Does “Top Questions to Ask a PR Agency Before You Sign!” Talk About?
This episode of the James Dooley Podcast features Kasra Dash and James Dooley walking listeners through the essential questions every business owner should ask before signing with a PR agency. They cover the significance of contract structures, explaining how a rolling monthly agreement signals that an agency is confident in its ability to deliver results, whereas pressure to sign a long-term contract can indicate insecurity. The conversation also digs into how to define and track KPIs from the very first day of engagement, including metrics like email signups, qualified leads, brand impressions, and views, so that businesses can objectively measure whether their PR spend is generating real value.
Kasra and James also discuss channel strategy in depth, breaking down the differences between digital PR, billboards, TV, radio, print, and blended campaigns. They note that consumers typically need to encounter a brand five or more times before taking action, which is why multi-channel approaches involving bus stop ads, train ads, and digital touchpoints can be more effective than a single-channel push. The episode wraps up with guidance on evaluating case studies, checking for video testimonials, assessing agency longevity and reputation, and ensuring there is a dedicated account manager for consistent communication. They also raise the possibility that some businesses may benefit more from hiring a fractional CMO than a PR agency outright.
“If they push a long contract it signals insecurity because good agencies rely on results, not lock-ins.”
— Kasra Dash
Who Are the Guests on “Top Questions to Ask a PR Agency Before You Sign!”?
Kasra Dash is a digital marketing strategist and co-founder associated with FatRank, known for his expertise in SEO, paid media, and integrated marketing strategies. He brings a practical, results-focused perspective to marketing decisions, including how businesses should approach channel selection, budget alignment, and agency accountability. In this episode, Kasra draws on his hands-on experience to help business owners avoid costly mistakes when evaluating PR agencies.
James Dooley is an entrepreneur, SEO expert, and host of the James Dooley Podcast, where he regularly interviews and collaborates with leading figures in digital marketing and business growth. James is widely recognised for his ability to break down complex marketing and business processes into actionable frameworks. Together, Kasra and James combine their complementary expertise to deliver a thorough and candid guide to PR agency vetting.
What Are the Key Takeaways From “Top Questions to Ask a PR Agency Before You Sign!”?
Here are the key points discussed in this episode:
- Contract length is a meaningful signal of agency confidence, with rolling agreements indicating that an agency trusts its ability to deliver measurable results without needing to lock clients in.
- Defining clear KPIs such as impressions, email signups, and qualified leads from day one is essential to objectively measuring whether a PR campaign is generating real business value.
- Blended multi-channel campaigns that combine digital PR, billboards, and traditional media are often more effective because consumers typically need multiple brand exposures before taking action.
- Reviewing detailed case studies with real numbers including spend, impressions, and leads is one of the most reliable ways to verify that a PR agency has genuine expertise in your industry or niche.
- Some businesses may be better served by hiring a fractional CMO rather than a PR agency, as a CMO can assess whether PR is even the right channel before any budget is committed.
“A good agency tells you upfront when the budget is too small.”
— Kasra Dash
Is “Top Questions to Ask a PR Agency Before You Sign!” Worth Listening To?
This episode is worth listening to because it provides a structured, no-nonsense framework for one of the most overlooked stages of marketing investment: properly vetting a PR agency before signing anything. Rather than offering vague advice, Kasra and James get specific about what to look for, from the type of contract being offered and how KPIs are tracked, to whether the agency has verifiable case studies in your niche and a dedicated account manager who will actually pick up the phone. These are questions that most business owners simply do not know to ask, and the episode fills that gap clearly and efficiently.
What makes this episode particularly valuable is the honest acknowledgement that PR is not always the right solution. The discussion around fractional CMOs as an alternative is a refreshing departure from typical marketing content that assumes every business needs the same approach. Whether you are a brand considering your first PR push or a marketer trying to hold agencies more accountable, the practical checklist format of this conversation gives you tools you can apply immediately in your next agency meeting.
Who Should Listen to “Top Questions to Ask a PR Agency Before You Sign!”?
This episode is ideal for:
- Business owners and entrepreneurs who are considering hiring a PR agency for the first time and want to avoid common pitfalls.
- Marketing managers responsible for evaluating agency partnerships and ensuring campaigns deliver measurable ROI.
- Startup founders working with limited budgets who need to determine whether PR, paid media, or a hybrid strategy is the right investment.
- Brand directors and senior marketers who want a structured framework for holding PR agencies accountable through KPIs, reporting, and transparent communication.
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What Are Listeners Saying About This Episode?
“This episode gave me a checklist I wish I had two years ago before signing a six-month PR contract that delivered almost nothing. The point about rolling contracts signalling agency confidence completely changed how I think about vetting suppliers. Practical and straight to the point.”
“Kasra and James are brilliant at cutting through the fluff. The discussion about blended campaigns and why consumers need to see a brand five times before acting was a real eye-opener for me. I had never connected bus stop ads and digital retargeting in that way before.”
“The part about case studies and checking real numbers like spend, impressions, and leads is something every business owner needs to hear. I also appreciated the honest mention that some businesses actually need a fractional CMO rather than a PR agency. That kind of transparency is rare in marketing content.”
Kasra Dash: If I want to hire a PR agency for more brand exposure I start by asking about contracts. I check if they want a one month, three month, six month or twelve month commitment. If they push a long contract it signals insecurity because good agencies rely on results, not lock-ins. A rolling contract lets you test the first piece of PR work and judge value before spending more.
James Dooley: You also need KPIs. ROI from PR could be mailing list subscribers, leads generated or pure brand impressions. You need tracking set up from day one. If your goal is five million views you ask the agency exactly how they plan to deliver them. You need clarity on whether they use digital PR, billboards, TV, radio or print so you know where the money goes.
Kasra Dash: A strong PR agency often pushes blended campaigns. People usually need to see a brand five times before taking action so bus stop ads, train ads and billboards can all help. But you still need a clear cost plan. If they quote forty thousand and your budget is fifteen then it will fail. A good agency tells you upfront when the budget is too small.
James Dooley: Case studies matter. You want to see previous results in your industry. If you are a fashion brand and want London billboards you ask for similar work. If they do not have that you check the closest thing they have. You check real numbers such as spend, impressions, signups and leads.
Kasra Dash: The strategy itself matters. PR covers digital PR, SEO, PPC, Facebook ads and traditional media. If they claim to do everything you risk hiring a jack of all trades who cannot execute properly. You want proof they understand your niche and the right channels for it.
James Dooley: Testimonials confirm trust. Video testimonials are better because they are harder to fake. You also want to know how long they have been operating, whether they are reputable and whether they understand the long term plan for your brand.
Kasra Dash: Communication is another key point. I want a dedicated account manager. When ideas need testing you need someone to call. Big agencies often bounce you between staff members who are on holiday or out of the loop. A steady contact keeps campaigns consistent.
James Dooley: Reporting comes next. You want transparent data. For digital PR you track impressions, clicks, enquiries, emails and calls. For offline channels it is harder but online you should have retargeting pixels and remarketing set up. Good reporting proves whether the PR is working.
Kasra Dash: Before hiring a PR agency some businesses actually need a fractional CMO instead because PR might not be the right channel. A CMO can tell you whether you should shift budget to Facebook ads, Instagram ads, SEO or a hybrid model. If you want that guidance you can hire either of us through FatRank by filling in the contact form.
Creators & Guests
Host
James Dooley is a UK entrepreneur.