Top Questions to Ask Before Hiring a PR Agency in 2026
A practical guide to the most important questions founders and CMOs must ask before hiring a PR agency in 2026—covering narrative strategy, media intelligence, digital PR, and ROI.
The PR Challenges Unique to Fintech
Role of a Specialized Fintech PR Firm
Building Investor Confidence Through PR
Choosing a PR partner in 2026 isn’t just another marketing decision — it’s a long-term reputation investment. With media landscapes shifting, AI-powered newsrooms rising, and digital trust becoming a brand currency, the wrong PR partner can slow your growth, dilute your story, and cost you valuable time in a competitive ecosystem.
At Wing Communications, we’ve worked with startups, scaleups, and enterprises that switched agencies because they didn’t ask the right questions in the beginning. The truth is simple:
Great PR doesn’t begin with deliverables — it begins with alignment, clarity, and strategic questioning.
Before signing a PR retainer, here are the most important questions you must ask a PR agency in 2026.
1. How Will You Shape Our Narrative, Not Just Pitch It?
Most agencies still operate like pitch machines — they write press releases, blast stories, and share coverage reports. But in 2026, PR has evolved into a narrative design function.
A strong PR partner should explain:
- How they shape your category positioning
- How they craft founder narratives
- How your messaging will align across media + LinkedIn + search
- How they’ll evolve your narrative quarterly
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2. What Is Your Media Strategy Across Traditional + Digital Platforms?
If an agency talks only about journalists and not digital channels, that’s a red flag.
A 2025 Kantar Trust in Media Report highlighted that over 72% of users cross-verify brand claims through digital sources before trusting media coverage.
A 2026-ready PR partner must:
- Build visibility in Tier-1 business media
- Align digital PR with SEO + backlinks
- Create LinkedIn founder leadership
Use data tools to track digital authority
3. How Do You Measure PR ROI Beyond Coverage?
Coverage counts are vanity.
Perception change is impact.
Ask the agency:
- How do you measure share of voice?
- How do you track brand sentiment?
- How do you analyze keyword impact from backlinks?
- Do you provide monthly narrative health reports?
Strong agencies will show dashboards, not PDFs.
4. Who Will Actually Work on Our Account?
Many brands sign with a senior partner only to be handed over to inexperienced executives later.
Ask directly:
- Who is the account lead?
- What are their years of experience?
- How many clients do they currently manage?
- How does leadership stay involved?
5. How Do You Handle Crisis & Reputation Risk?
Fintech, healthtech, mobility, D2C, SaaS — every sector now carries reputational risk.
A PR agency must explain:
- Their crisis escalation process
- Who handles media reactions
- How quickly they draft official responses
- Examples of crisis managed previously
Deloitte Global Risk Report 2025 – highlights how fast misinformation spreads
6. What Are Your First 90 Days of Execution?
If their answer is “We will pitch the media,” walk away.
A real PR roadmap includes:
- 0–30 days → Narrative discovery + messaging workshop
- 30–60 days → Journalist mapping + thought leadership drafts
- 60–90 days → Cross-platform amplification + SEO PR rollout
- Quarterly → Narrative evolution + category positioning
PR without structure is noise.
7. How Do You Build Founder & Leadership Visibility?
According to the LinkedIn B2B Thought Leadership Report 2024,
77% of decision-makers trust companies more when their founders actively share insights.
Your PR partner must have:
- Founder interview frameworks
- Executive ghostwriting capability
- Social amplification playbooks
- Speaker opportunity mapping
8. Can We Review Case Studies With Proof & Outcomes?
A solid PR agency shows results — not promises.
Examples of what you should request:
- Funding announcement outcomes
- Share of voice jump after campaigns
- Founder positioning improvement
- Media footprint expansion
- Crisis turnaround timeline
If an agency is hesitant to share case studies, that’s a clear signal.
9. What Is Your Sector Expertise?
Generic PR firms may secure coverage —
but sector-focused PR firms secure credibility.
Whether you’re in Fintech, SaaS, D2C, HealthTech, or ClimateTech, ask:
- How many clients they’ve handled in your industry
- Their understanding of regulations, competition & narrative gaps
- Editors they frequently work with in your sector
Publications where your story needs to appear
10. How Do You Align PR With Business Outcomes?
The final and most critical question.
PR must align with:
- Investor communication
- Hiring goals
- Enterprise sales trust-building
- Category leadership
- Brand recall in competitive markets
A PR agency that doesn’t ask about revenue goals or hiring objectives can’t build the right narrative.
Final Thoughts
Hiring a PR agency in 2026 isn’t about choosing the biggest name or the flashiest deck — it’s about selecting a communication partner who understands your sector, your story, your ambition, and the multi-platform nature of reputation today.
Ask the right questions, and you won’t just hire a PR partner —
you’ll unlock a reputation engine that drives visibility, trust, and category leadership.
Proof & Outcomes
A 360° PR + LINKEDIN EXECUTIVE VISIBILITY STRATEGY BOOSTED LEADERSHIP RECALL BY 3X AND ACCELERATED ENTERPRISE DEAL CONVERSIONS.
Enterprise IT Solutions Company (Delhi NCR)
INTEGRATED MEDIA + DIGITAL STORYTELLING LED TO A 190% RISE IN BRAND AWARENESS WITHIN FOUR MONTHS ACROSS BUSINESS AND STARTUP MEDIA.
Fintech Startup (Mumbai)
WING'S NARRATIVE REPOSITIONING HELPED A D2C BRAND ACHIEVE 60% HIGHER PR PICKUP AND SECURE KEY PLACEMENTS IN TOP TIER DIGITAL PUBLICATIONS.
D2C Consumer Brand (Gurugram)
FAQs: Choosing the Right PR Agency in 2026
Why do I need to ask questions before hiring a PR agency?
Because PR is no longer about coverage alone. Asking the right questions ensures the agency can handle narrative creation, media alignment, digital storytelling, and reputation management.
How do I know if a PR agency is right for my industry?
Check their sector experience, past clients, media relationships, and thought leadership examples. Specialized agencies perform better in complex spaces like fintech, SaaS, and healthtech.
What should I look for in a PR strategy presentation?
Look for narrative clarity, multi-channel alignment, crisis readiness, content capabilities, and a clear 90-day rollout plan — not just a media list.
How important is digital PR when hiring an agency?
Critical. In 2026, digital authority, LinkedIn leadership, SEO PR, and cross-platform amplification define long-term trust and visibility.
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Tell us a bit about your brand and goals. We’ll share a tailored press plan and timeline.
