These days, thousands of PR agencies seem to pop up overnight. From boutique and experiential shops to solo practitioners and legacy firms, it can be overwhelming for brands to figure out which one is the right fit. As one of Los Angeles’ most established PR firms, we’ve spent over a decade navigating the ever-changing communications landscape. Over the years, we’ve heard countless stories of agencies that overpromised and underdelivered. No two firms are exactly alike, but knowing what to look for can help narrow your search. Here are a few key factors to consider when choosing the best PR agency for your brand.
Agency Size & Structure
It’s not always easy to gauge an agency’s size or setup just from their website or Instagram, but the size of the team you work with can have a huge impact on your results. That said, bigger isn’t always better.
Large legacy firms with global offices often come with hefty overhead costs — expenses that are passed on to clients without necessarily translating to more hours or better results. We call it “small fish, big pond” syndrome. Many clients come to us after working with large agencies, drawn in by name recognition, only to find they didn’t get the time, attention, or care a smaller team can provide.
On the flip side, a team that’s too small or stretched thin can also be risky. Freelancers and solopreneurs can be fantastic for brands seeking a highly personalized, boutique approach – we know plenty who are amazing. But depending on your goals, you might need more support and capabilities than one person can realistically offer, and that’s perfectly okay.
Agency Culture & Client Relationships
This is often what makes or breaks success. The way an agency manages its client relationships can completely shape your experience and results. Just like hiring for your internal team, you want to ensure your PR partner aligns with your values, communication style, and company culture.
As you evaluate firms, pay attention to how they share information, how quickly they respond, and how they approach challenges or celebrate wins. At BLND, we pride ourselves on maintaining a healthy, transparent culture that extends directly to our client relationships. We see ourselves as a true extension of our clients’ teams: flexible, understanding, and always leading with empathy.
And it’s worth noting: you can often tell if a PR team is happy where they work. We firmly believe a happy team is an efficient team. As such, culture matters, both internally and externally.
Tactics in Their Toolbox
No two clients are exactly alike. That means the best PR firms are agile, versatile, and capable of crafting custom strategies that fit your goals. Some agencies rely on rigid rate sheets and package structures, while others (like us) build tailored proposals designed around your specific needs.
A strong PR partner should understand and utilize a full range of tactics: earned media strategy, influencer partnerships, advertorials, social content, and beyond. The most effective campaigns integrate earned and organic media with paid channels, creating a cohesive strategy that drives real results.
