What to Ask a PR Agency Before Hiring Them as a Consultant or Coach

Hiring a PR agency can feel difficult if you are a consultant, coach or expertise-led service provider.

You may know PR could help you build credibility, visibility and trust, but you may not know how to judge whether an agency is right for you.

That matters because not every PR agency understands expertise-led businesses.

Some agencies are good at product launches. Some are strong on corporate communications. Some focus on consumer publicity. Some are better suited to celebrity, events, crisis communications or big-brand reputation work.

Consultants and coaches usually need something more specific.

They need PR that understands trust, positioning, thought leadership, founder or expert visibility, podcast opportunities, business press, LinkedIn proof, and how people buy expertise before they ever book a call.

The right agency should not simply ask, “Where do you want coverage?”

They should want to understand what you want to be known for, what you can credibly talk about, what your audience cares about, and how media coverage could support your wider commercial goals.

A good PR agency should make you feel clearer, not just impressed.

Before you engage a PR agency, here are the questions worth asking.

1. Do you understand businesses that sell expertise?

This is one of the most important questions for consultants and coaches.

You are not selling something simple, obvious or instantly comparable. You are often selling judgement, perspective, experience, problem-solving ability, trust and a way of thinking.

That means PR for consultants and coaches should not be treated like basic brand awareness.

Ask:

• Have you worked with consultants, coaches or expert-led businesses before?

• How would you approach PR for someone who sells expertise rather than a physical product?

• What kinds of media opportunities tend to work best for consultants and coaches?

• How do you help prospects trust someone before a sales call?

A strong agency should understand that your credibility is part of the product.

They should talk about authority, trust, expert commentary, thought leadership, founder or expert positioning, business relevance, proof points and long-term visibility.

A weaker agency may talk vaguely about “getting your name out there” without explaining how that visibility supports trust or commercial goals.

For a consultant or coach, visibility alone is not enough.

Being seen by the wrong people, in the wrong places, for the wrong topics, does not build authority. It can simply create noise.

Useful PR should help the right people understand what you know, what you stand for and why you are credible.

2. How would you position me?

This question is extremely revealing.

A good PR agency should not just take your current description and pitch it as-is. They should be able to look at your expertise and identify stronger, sharper, more media-friendly positioning.

Ask:

• Based on what you know so far, how would you position me?

• What do you think I could credibly become known for?

• Is my current positioning too broad?

• What would make my expertise more media-friendly?

• What parts of my story, background or work feel strongest?

For example, “executive coach” is broad.

A sharper positioning route might be:

• a leadership coach helping first-time managers handle difficult conversations

• a workplace consultant focused on burnout, trust and team behaviour

• a business coach helping founders make better decisions under pressure

• a consultant helping expert-led businesses turn authority into enquiries

The agency does not need to have the perfect answer immediately, especially before a proper onboarding process.

But they should be able to think beyond your job title.

If they cannot explain what makes you interesting, useful or credible to the media, they may struggle to pitch you effectively.

A useful agency will often challenge your positioning.

That is a good thing.

If they instantly agree with everything you say, that may feel flattering, but it is not always a sign of strong strategic thinking.

Good PR people should be able to say:

• “That angle is too broad.”

• “Journalists are unlikely to care about that framing.”

• “This part of your expertise is stronger.”

• “That topic is oversaturated.”

• “This story needs a sharper hook.”

• “You need a clearer point of view here.”

That kind of pushback is not negativity. It is editorial judgement.

3. What thought leadership themes would you build around me?

For consultants and coaches, thought leadership should not be vague.

It should be specific, useful and grounded in real expertise.

Ask:

• What thought leadership themes do you think could work for me?

• What topics might journalists want from someone with my experience?

• Which opinions or viewpoints could help me stand out?

• Are there any themes you think are too generic or overused?

• How would you turn my expertise into media-friendly commentary?

A strong agency might identify themes such as:

• leadership pressure

• decision fatigue

• workplace trust

• burnout

• pricing confidence

• business growth without overwork

• founder identity

• client boundaries

• communication breakdowns

• why strategies fail in practice

• the mistakes leaders repeat under pressure

• the gap between visibility and trust

• what clients misunderstand before they hire support

They should not simply say “leadership”, “mindset”, “growth” or “confidence” and leave it there.

Those topics can work, but they usually need sharper angles.

Good PR turns expertise into usable commentary.

Weak PR turns generic themes into generic pitches.

If you are a consultant or coach, your strongest thought leadership may come from patterns you see repeatedly in your work.

For example:

• what clients keep getting wrong

• what advice you disagree with

• what your industry oversimplifies

• what your clients blame themselves for when the problem is structural

• what you have changed your mind about

• what trend you are sceptical about

• what people do not understand until they are already in trouble

Those are often more interesting than polished, motivational opinions.

A good PR agency should be able to extract that kind of thinking from you.

4. What types of media opportunities would you prioritise?

Not every media opportunity has the same value.

For consultants and coaches, the most useful opportunities are often not random lifestyle mentions. They are usually opportunities that support trust, authority and expertise.

Ask:

• What types of media would you prioritise for someone like me?

• Would you focus on business media, trade media, podcasts, national press, local media, lifestyle press or a mix?

• How do you decide which opportunities are worth pursuing?

• Would you use proactive pitching, reactive journalist requests or both?

• Do you think podcasts should be part of the strategy?

Depending on your niche, useful PR might include:

• expert commentary in business or workplace articles

• podcast interviews

• leadership features

• trade media commentary

• founder profiles

• advice-led articles

• quotes in national lifestyle or business press

• opinion-led commentary

• articles linked to timely trends or workplace issues

A good agency should be able to explain why certain media formats matter for your goals.

For example, podcasts can be useful for coaches because they help people hear how you think. Business press may be useful for credibility. Trade media may be better for niche authority. National press may help with broader recognition.

The right mix depends on your positioning and audience.

If an agency talks only about “getting you in the biggest publications”, ask why those publications matter for your actual business.

A smaller but highly relevant podcast, trade article or expert quote may support your authority more than a broad mention that has no connection to your work.

Good PR is not just about reach.

It is about relevance.

5. What results should I realistically expect?

This is where you test honesty.

No reputable PR agency should guarantee specific editorial coverage in specific publications. Journalists decide what they publish.

But a good agency should still be able to explain what realistic progress could look like.

Ask:

• What should I realistically expect in the first month?

• What might progress look like by month three?

• What does a good six-month campaign usually look like?

• How many pieces of coverage might be realistic for a suitable campaign?

• What factors could affect results?

• What would make my campaign harder or easier?

You want an answer that balances ambition with honesty.

For example, a good agency might say:

“The first month is often about onboarding, positioning, building expert profiles, testing angles and starting outreach. Some campaigns see early coverage, but PR usually becomes more consistent over months three to six. Results depend on the strength of the angles, media fit, responsiveness, timing and journalist interest.”

That is a better answer than:

“We’ll get you in national press straight away.”

PR should be optimistic, but not magical.

For consultants and coaches, strong PR often builds through repeated visibility around clear themes.

One article can help. But the bigger value often comes when people start to see you repeatedly connected to the right topics.

That is why timelines matter.

You are not only trying to get coverage. You are trying to build a media footprint that makes you easier to trust over time.

6. How do you measure whether PR is working?

For consultants and coaches, PR should not only be measured by article count.

Ask:

• How do you measure PR performance?

• Do you look at quality and relevance, or just volume?

• How do you judge whether coverage supports positioning?

• Will you help me understand how to reuse coverage?

• What should I track on my side?

A useful agency answer might include:

• coverage secured

• publication relevance

• journalist responses

• expert comments submitted

• recurring themes gaining traction

• media quality

• quote strength

• podcast or interview opportunities

• backlinks where they naturally appear

• brand mentions

• stronger search presence

• assets created for LinkedIn, proposals and website proof

• client-side signals such as warmer calls, referral confidence and prospects mentioning coverage

This matters because PR often influences trust before it influences enquiries.

A prospect may see an article, check your LinkedIn, visit your website, mention the coverage on a sales call and then enquire later.

Not all of that appears neatly in analytics.

The agency should understand that PR supports the wider buyer journey.

A good question to ask is:

“How would you help me judge whether coverage is commercially useful, not just nice to have?”

That answer will tell you whether the agency understands PR as a business asset or just a publicity exercise.

7. How much will I need to be involved?

Some consultants and coaches want PR, but they do not want to contribute any insight.

That can be a problem.

If you sell expertise, the PR agency needs access to your thinking.

Ask:

• How much input will you need from me?

• How quickly do I need to respond to journalist opportunities?

• Will you draft comments for approval?

• Can I send voice notes or bullet points?

• What happens if I am too slow to respond?

• What information do you need from me to make the campaign stronger?

A strong agency should make the process manageable, but they should not pretend they can build genuine expert PR with no expert input.

You may need to provide:

• opinions

• quick comments

• approvals

• examples from client work

• credentials

• case studies

• proof points

• media preferences

• topics to avoid

• availability for interviews

• feedback on positioning

If an agency says they need nothing from you, be cautious.

That may mean the commentary will become generic.

The best expert PR usually comes from a combination of your real insight and the agency’s media judgement.

You do not need to write everything yourself. But you do need to provide the substance.

Your PR team can shape, polish and pitch your thinking. They should not have to invent it.

8. Who will actually work on my account?

This is especially important if you are paying a lower or mid-level retainer.

You need to understand who is doing the thinking, who is doing the pitching and how senior input is used.

Ask:

• Who will manage my account day to day?

• Who develops the strategy and angles?

• Will senior PR people be involved?

• How much journalist or senior strategist input is included?

• Who writes the comments and pitches?

• How many clients does each account manager handle?

• What happens if the campaign needs repositioning?

You do not necessarily need a senior person doing every task. That would usually be expensive.

But you do want senior thinking where it matters: positioning, campaign direction, difficult angles, story shaping and reviewing what is or is not working.

A good answer might sound like:

“You will have a main account manager, but the campaign is supported by senior PR oversight, writers and media outreach specialists. Senior input is used around positioning, strategy, complex angles and campaign direction.”

A weak answer may be vague about who is doing what.

For consultants and coaches, this matters because the details are subtle.

A generic PR assistant may be able to send pitches. But they may not be able to sharpen your positioning, challenge weak thought leadership, identify a stronger authority angle or understand why your current framing is too broad.

Ask where the senior judgement sits.

9. How do you find and pitch journalists?

This question helps you understand whether the agency has a real media process or just sends generic emails.

Ask:

• How do you decide which journalists to pitch?

• Do you use existing media relationships?

• Do you pitch relevant contacts directly?

• Do you use journalist request platforms?

• Do you build media lists around each angle?

• How do you avoid irrelevant mass pitching?

• Do you follow up?

A good PR agency should talk about relevance.

They may use media databases, journalist relationships, live requests, previous contacts, research and editorial judgement. The key is that they should be matching angles to journalists who are likely to care.

For consultants and coaches, targeted pitching matters.

A leadership angle should not be sent randomly to every business journalist. A workplace burnout comment should go to people writing about work, wellbeing, HR, leadership or employment. A founder story should be matched to media that actually runs founder interviews or business journey features.

The agency should know that relevance protects both your credibility and theirs.

Mass pitching weak angles can damage trust with journalists.

Good outreach should feel considered.

It should be based on:

• the journalist’s beat

• the publication’s audience

• the timing of the story

• the usefulness of your comment

• your credibility on the topic

• whether the angle fits what that outlet actually publishes

A good PR agency should be able to explain that.

10. What happens if the first angles do not land?

This is one of the best questions to ask.

Not every angle works. That is normal.

The issue is whether the agency learns and adapts.

Ask:

• What happens if the first few angles do not land?

• How do you decide whether to adjust the strategy?

• Will you tell me if my positioning is too broad?

• Will you push back if my preferred angle is not media-friendly?

• How do you test new themes?

• How often do we review what is working?

A strong agency should be comfortable saying:

“If something is not landing, we review the angle, timing, target media, comment quality, positioning, assets and proof points. We may test broader hooks, sharper opinions, different media formats or more timely angles.”

A weak agency may just keep doing the same thing and hope for different results.

PR is partly judgement, partly testing, partly timing and partly persistence.

The learning loop matters.

Slow results are not always a red flag.

No learning is.

11. What do you need from me to make this work?

This question is useful because it shows whether the agency understands PR as a partnership.

Ask:

• What would make me easier to pitch?

• What assets should I prepare?

• What proof points would strengthen the campaign?

• What should I avoid doing?

• What would make results slower?

• What can I do to help you get better media opportunities?

A good agency may ask for:

• clear positioning

• quick approvals

• strong opinions

• professional photos

• useful credentials

• case studies

• client examples

• product or service details

• story background

• founder biography

• LinkedIn profile updates

• website clarity

• media room assets

• availability for interviews

This is a good sign.

It means they are thinking about what makes journalists trust you and use you.

If an agency asks thoughtful questions before you start, they are more likely to produce thoughtful work once you become a client.

12. Will you help me reuse coverage?

This is often overlooked.

For consultants and coaches, coverage is most valuable when it becomes part of your wider authority system.

Ask:

• Will you help me understand how to use coverage after it lands?

• Should I add coverage to my website?

• Can media mentions support LinkedIn?

• Should I include articles in proposals or sales follow-ups?

• Can coverage support podcast or speaker pitches?

A strong PR agency should understand that media coverage is not the finish line.

A quote can become a LinkedIn post.

A podcast appearance can support a speaker bio.

A feature can strengthen your website.

A media logo can support proposals.

An expert comment can make a sales conversation easier.

If an agency only sends you a coverage link and moves on, you may miss a lot of the value.

PR creates the external proof.

Your wider marketing keeps that proof alive.

13. What contract terms do you offer?

This matters commercially.

Consultants and coaches should be careful with long contracts if they are new to PR or still testing positioning.

Ask:

• What is the minimum term?

• What notice period is required?

• What happens after the initial term?

• Are there setup fees?

• What is included in the monthly fee?

• Are there any extra costs?

• Do you charge for media placements?

• Are backlinks guaranteed?

• What happens if I pause or cancel?

There is nothing wrong with an agency having a minimum term. PR usually needs time to build momentum.

But you should understand what you are committing to and why.

A fair agency should be clear about pricing, timelines, notice periods and what is included.

Avoid signing anything you do not understand.

Also be careful of comparing agencies on price alone.

Cheap PR can become expensive if it produces irrelevant coverage, weak angles or generic activity that does not support your positioning.

Equally, expensive PR is not automatically better.

The question is whether the model is commercially sensible for your goals.

For consultants and coaches, fair pricing, clear expectations and a realistic commitment period can matter just as much as big-agency polish.

14. How does your pricing affect what I should expect?

Pricing should shape expectations, but it should not lower the standard of thinking, honesty or professionalism.

A consultant or coach paying £697 per month should not expect the same operating model as a brand paying £5,000 to £15,000 per month.

But that does not mean they should accept weak PR.

At any price point, you should still expect clear strategy, relevant pitching, honest communication, strong media angles, thoughtful PR judgement and a proper understanding of what journalists are likely to use.

The difference is usually not whether the agency “does strategy” or “does PR properly”. It is how the service is structured.

Some traditional agencies charge more because they provide large account teams, frequent senior advisory time, extensive brand workshops, crisis support, corporate communications, events, stakeholder management, media training or multi-market reputation campaigns.

A more commercially sensible PR model may work differently.

For example, a focused journalist-led PR plan can still include strategic thinking, media positioning, expert commentary, thought leadership, founder visibility, press release development, pitching, reporting and senior input where it strengthens the campaign. The difference is that the model is built to avoid unnecessary overhead, agency theatre and bloated retainers.

That can be especially effective for consultants and coaches, where the goal is often not a huge corporate communications programme. The goal is usually to build trust, authority, visibility and credibility around genuine expertise.

The question is not simply:

“Is this PR expensive enough to be good?”

It is:

“Does this agency have a model that can deliver the kind of PR I actually need?”

Ask:

• What is included at this price point?

• What is not included?

• How is the service structured?

• How much strategic thinking is included?

• When is senior input involved?

• How much pitching happens each month?

• How are angles developed?

• How often will I receive updates?

• What would a higher-budget agency offer that this model does not?

• What kind of client is this pricing model best suited to?

A good agency should be comfortable answering these questions.

They should not pretend every PR model is the same.

But they also should not use lower pricing as an excuse for weak strategy, vague reporting or poor-quality outreach.

The best answer is usually something like:

“Our model is more focused and efficient than a traditional agency retainer. You are not paying for a large account team, unnecessary meetings or agency theatre. You are paying for journalist-led strategy, strong angles, media outreach, expert commentary, thought leadership support and consistent PR activity designed to build authority over time.”

That is the distinction.

The point is not that lower-priced PR should be less strategic.

The point is that a smarter model can make strategic, journalist-led PR more commercially viable.

A £697 per month PR plan may be a good fit if you want:

• journalist-led angle development

• expert commentary and media outreach

• thought leadership support

• founder or expert visibility

• credibility-building coverage

• commercially sensible PR

• clear pricing and honest advice

• a focused alternative to traditional retainers

• relevant coverage that supports authority over time

A higher-budget agency may be more suitable if you need:

• crisis communications

• corporate affairs

• investor relations

• major event PR

• extensive media training

• high-touch executive advisory

• large multi-market campaigns

• complex stakeholder management

• constant senior consultancy across several departments

Neither model is automatically better.

For many consultants and coaches, a focused, journalist-led PR model may be more commercially sensible than paying thousands more for a bigger agency structure they do not actually need.

The important thing is transparency.

A good PR agency should be clear about what is included at your price point, what is not included, and whether its model is right for your goals.

Fair pricing should mean a smarter, more focused way of delivering useful PR.

It should not mean careless PR, generic activity or poor communication.

15. Do you guarantee coverage?

This is a trick question, really.

The answer should usually be no, unless the agency is selling paid placements, advertorials or a guaranteed publishing product.

For earned media, guarantees can be a red flag.

Ask:

• Do you guarantee editorial coverage?

• Do you guarantee specific publications?

• Do you guarantee backlinks?

• If not, what do you guarantee?

• How do you explain the difference between earned media and paid placements?

A good earned PR agency should say something like:

“We cannot guarantee specific editorial coverage because journalists decide what they publish. What we can guarantee is consistent outreach, strong angles, clear communication, regular activity and experienced PR judgement.”

That is honest.

If someone guarantees top-tier press without explaining the mechanism, be cautious.

A paid advertorial is not the same as earned editorial coverage.

A press release uploaded to a low-quality site is not the same as journalist-led PR.

A guaranteed backlink is not the same as credibility-building press.

Make sure you understand what you are actually buying.

16. What industries or clients are not a good fit for you?

Good agencies know what they should not take on.

Ask:

• Are there any clients you would not work with?

• What makes a client a poor fit?

• What would make you advise against PR right now?

• Would you tell me if I am not ready?

A strong agency may say PR is not right if:

• your offer is unclear

• your website is not ready

• you have no clear expertise

• you cannot respond quickly

• your expectations are unrealistic

• your industry is difficult for editorial coverage

• you want guaranteed sales immediately

• you only care about backlinks

• you are not open to media-friendly positioning

That honesty is valuable.

An agency that accepts everyone may not be selective enough to protect quality.

Good PR depends on fit.

If the agency cannot see a credible route into the media, they should tell you.

What good answers sound like

When you ask these questions, you are not looking for perfect certainty.

You are looking for evidence of thought.

Good answers often sound like:

• “This is the angle I’d test first.”

• “That positioning may be too broad.”

• “Your strongest media route is probably expert commentary.”

• “Podcasts could work, but only if we sharpen your themes.”

• “You’ll need to respond quickly for reactive opportunities.”

• “I wouldn’t lead with that part of your offer.”

• “This topic is more journalist-friendly than that one.”

• “We can’t guarantee coverage, but we can explain the process.”

• “Here’s what we’d need from you to make this stronger.”

• “This may take a few months to build properly.”

• “At this price point, our model is focused on the PR activity most likely to create momentum.”

• “You are not paying for unnecessary agency layers or bloated retainers.”

• “You still get strategic thinking, but the model is more efficient.”

• “Senior input is used where it strengthens positioning, story development or campaign direction.”

• “If you need crisis comms, corporate affairs, events or constant senior advisory, a higher-budget agency may be more appropriate.”

• “This model works best when clients are responsive and have genuine expertise to work with.”

Those answers show judgement.

They show the agency is thinking about your media fit, not just trying to close the sale.

Red flags when speaking to a PR agency

Be cautious if an agency:

• guarantees national press without context

• promises instant results

• cannot explain what angles they would test

• seems uninterested in your positioning

• focuses only on “awareness”

• does not ask about your commercial goals

• cannot explain how journalists would use your expertise

• talks only about volume, not relevance

• gives vague answers about who will work on your account

• cannot explain their reporting process

• treats backlinks as the only measure of PR

• has no clear view on thought leadership

• does not ask for your opinions or insight

• seems to agree with everything you say without challenge

• pushes a long contract before understanding fit

• cannot explain what happens if angles do not land

• talks about “getting you exposure” but not credibility

• sends you a proposal before understanding your expertise

• cannot explain the difference between earned media and paid placement

• claims a lower-cost PR plan is identical to a £10,000 per month agency retainer

• cannot explain how the service is structured

• hides extra costs or placement fees

• uses affordability as an excuse for poor communication

• suggests strategy is only available at expensive retainers

• promises luxury-agency service without explaining how delivery works

• cannot explain where senior input is used

The biggest red flag is not a lack of guarantees.

The biggest red flag is a lack of strategic thinking.

If an agency cannot explain why journalists would care about you, they probably are not ready to pitch you.

Green flags when speaking to a PR agency

Good signs include:

• they ask what you want to be known for

• they challenge vague positioning

• they explain how journalists think

• they talk about relevance, not just reach

• they understand thought leadership

• they can explain what makes a good expert comment

• they ask about your proof points and credentials

• they are honest about timelines

• they explain how PR supports sales conversations

• they care about how coverage will be reused

• they discuss both proactive and reactive opportunities

• they explain what they need from you

• they are clear about pricing and terms

• they can say when PR may not be the right move

• they understand that expertise businesses need trust before enquiries

• they make you feel clearer after the conversation

• they are clear about what pricing includes

• they explain how their model stays commercially sensible

• they can explain where senior strategy is involved

• they focus on useful PR work rather than agency theatre

• they are honest about when a higher-budget agency may be better

• they still hold a high standard for angles, pitching and communication

The right agency should make you feel clearer, not just flattered.

A simple checklist before you hire a PR agency

Before signing, make sure you understand:

• what you are paying

• what is included

• who will manage the work

• how strategy is developed

• how angles are chosen

• how journalists are pitched

• what reporting looks like

• how often you will communicate

• what results are realistic

• what happens if results are slow

• what the agency needs from you

• how coverage can support your wider authority

• what the notice period is

• whether senior thinking is involved

• how your thought leadership will be shaped

• how your coverage can be reused after it lands

• how the pricing model affects delivery

• what would require a higher-budget agency

If you cannot answer those questions, ask more before committing.

Copy-and-paste enquiry message

If you are approaching PR agencies and want to quickly understand whether they are a good fit, you could send something like this:

I’m a consultant/coach looking for PR support focused on thought leadership, expert commentary, podcast opportunities and authority-building media coverage.

Before booking a call, I’d like to understand how you would approach positioning, what kind of media opportunities you think would be realistic, how senior strategy is involved, what you need from me, and what results or progress I should expect over the first three to six months.

I’m not looking for vague exposure or guaranteed press claims. I’m looking for commercially useful PR that helps build credibility, trust and authority around my expertise. I’d also like to understand what your pricing includes, what it does not include, and how your model differs from a traditional higher-retainer agency.

That message does two things.

It tells the agency you are serious.

It also filters out agencies that are not comfortable talking about positioning, realism, pricing and commercial usefulness.

Final thought

For consultants and coaches, PR should not be about chasing attention for the sake of it.

It should help the right people understand your expertise, trust your judgement and remember what you stand for.

That means the best PR agency is not always the one with the flashiest promises.

It is the one that understands how expertise becomes authority.

Ask good questions before you engage.

Listen carefully to how the agency thinks.

Do they understand your positioning?

Do they know how journalists would use your expertise?

Can they explain what they would test?

Are they honest about what PR can and cannot do?

Do they care about commercial usefulness, not just coverage?

Can they explain how their pricing model works without pretending every agency service is the same?

The right PR support should not leave you confused, flattered or pressured.

It should make you feel clearer about what you know, what you stand for, what journalists are likely to care about and how earned media could help build trust around your expertise.

If the answer is yes, you are much more likely to find a PR partner who can help you build credibility, visibility and authority in a way that actually supports your business.

FAQs

What should consultants and coaches ask a PR agency before hiring them?

Consultants and coaches should ask how the agency would position them, what thought leadership themes they would build around, what media opportunities are realistic, who will work on the account, how results are measured, what input is needed, what contract terms apply, how pricing affects delivery and what happens if the first angles do not land.

How do I know if a PR agency understands consultants and coaches?

A PR agency that understands consultants and coaches should talk about expertise, trust, positioning, thought leadership, authority-building, podcast opportunities, business relevance and how PR supports sales conversations. If they only talk about exposure or brand awareness, they may not understand expertise-led businesses properly.

Should a PR agency be able to tell me how they would position me?

Yes. A good PR agency should be able to give an initial view on what makes you credible, what you could be known for and which parts of your expertise may be most media-friendly. They may refine this during onboarding, but they should be able to think beyond your job title from the start.

Should PR agencies guarantee coverage?

For earned editorial PR, agencies should not usually guarantee specific publications, fixed article numbers or backlinks. Journalists decide what they publish. A good agency can guarantee consistent outreach, strong angles, clear communication, experienced PR judgement and regular activity, but not specific editorial outcomes.

Does a more expensive PR agency always get better results?

Not necessarily. A more expensive PR agency may offer more senior time, deeper strategy, larger teams, broader campaign planning, more bespoke support or specialist services such as crisis communications, events, corporate reputation or investor relations. But higher fees do not automatically mean better media coverage.

For consultants and coaches, a focused, journalist-led PR service can work well if the positioning is clear, the expert has useful insight, the outreach is relevant and the client is responsive. The best question is not simply how much the agency costs. It is whether the model matches your goals, budget, expectations and stage of business.

What should I expect from a £697/month PR service?

A £697/month PR service should be focused and efficient, not careless or generic.

At this level, you should not necessarily expect the same operating model as a large traditional agency retainer with multiple senior consultants, extensive workshops, crisis support, event PR, corporate affairs or constant executive advisory.

But you should still expect proper PR thinking.

A good service at this level can include journalist-led angle development, media positioning, expert commentary, thought leadership support, founder or expert visibility, press release development, media outreach, reporting and clear communication.

The difference is usually in the structure. A commercially sensible PR model should focus budget on the work that creates momentum: strong angles, relevant pitching, useful commentary, follow-up, coverage monitoring and honest advice.

For many consultants and coaches, that may be exactly what they need.

When should a consultant or coach pay more for PR?

A consultant or coach may need a higher-budget PR agency if they require extensive senior strategy, multiple spokespeople, media training, crisis support, corporate reputation work, events, international campaigns, major launches or very hands-on executive positioning.

If the goal is consistent authority-building, thought leadership, expert commentary and credibility-building press, a more focused and commercially sensible PR model may be enough.

The right budget depends on the complexity of the campaign, not just the ambition of the client.

What are red flags when hiring a PR agency?

Red flags include guaranteed national press without context, vague answers about strategy, no interest in positioning, generic promises about exposure, unclear reporting, long contracts pushed too early, no explanation of who works on the account, no thought leadership strategy, hidden extra costs, and no plan for what happens if angles do not land.

What are green flags when hiring a PR agency?

Green flags include clear questions about what you want to be known for, honest feedback on your positioning, strong understanding of journalist needs, realistic timelines, clear pricing, senior strategic input, relevance over volume, and practical advice on how to reuse coverage across LinkedIn, your website, proposals and sales conversations.

How much should consultants and coaches be involved in PR?

Consultants and coaches should expect to provide insight, opinions, approvals, examples, credentials, proof points and quick responses when journalist opportunities arise. The agency should handle writing, pitching, follow-up and media outreach, but strong expert PR usually needs real input from the expert.

Is PR worth it for consultants and coaches?

PR can be worth it for consultants and coaches when there is clear expertise, strong positioning and useful insight behind the campaign. It can help build credibility, trust before sales calls, LinkedIn authority, podcast opportunities, stronger search presence and proof that supports wider marketing and business development.

What should I avoid when choosing a PR agency?

Avoid choosing an agency purely because it promises big media names, guarantees instant results or offers the cheapest price. Instead, look for clear thinking, realistic expectations, relevant experience, strong media judgement, transparent terms and a proper understanding of how your expertise can become authority.

Should I hire a PR agency if my positioning is unclear?

If your positioning is very unclear, you may need strategy or positioning support before or alongside PR. Some agencies can help with this. PR usually works best when there is already something clear, credible and specific to amplify.