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Digital PR selection checklist without the sales pitch
A digital PR selection checklist for England: how to score suppliers on evidence, data protection, named roles and fees before you commit the budget.
What to take away
- If a Manchester or London supplier sends a deck full of coverage logos, ask for the underlying data rather than treating the logos as proof.
- Score every candidate on evidence you can verifynamed clients, dated results and a contactable reference.
- Check how the supplier handles personal data before you share a media list, because electronic marketing in the UK sits under ICO rules.
- Use the rubric below to compare two or three suppliers on the same scale rather than on charisma.
- Keep the checklist short enough to complete in one sitting.
Start with the brief, not the pitch
Write down what the campaign must achieve before you speak to anyone. A consumer brand in Leeds chasing national coverage has different needs from a B2B software firm targeting trade titles.
State the sectors, target publications, number of campaigns, reporting cadence and a budget band.
This follows the discipline in Digital PR: reviews and comparison methods for 2027, where the comparison method is fixed before candidates are scored.
Campaign evidence to request
Ask for two recent campaigns with dates and client names you can check, then look at the story angle, data source and resulting links.
Rise at Seven in Sheffield and Impression in Nottingham publish dated case studies, so ask a candidate to match that detail.
The LinkedIn ad tips and best practices page is useful when a supplier claims paid amplification will carry a weak organic story.
Data protection questions to ask
Any supplier handling journalist contacts or subscriber lists is processing personal data. Ask who is the controller and what lawful basis applies.
For sole traders and partnerships, PECR treats the contact like an individual, so consent is the basis. Limited companies can be approached under legitimate interests with an opt-out.
The ICO hub for direct marketing and PECR sets out the UK rules on electronic marketing. A supplier who cannot describe their approach plainly is a poor bet.
Ask how long contact records are kept and how suppression requests are handled. Opt-in wording must be a positive choice, and a consent record should show the wording seen, the date, the source and how the person withdrew.
Set a retention period you can justify under the storage limitation principle, review consent at that point and delete records that fail the check.
Specialist roles and capability
You need media relations, data journalism, content production and reporting.
Ask which roles sit in-house and which are freelancers, and which named person will run your account and for how long.
The CIPD on the people profession is a useful reference when you assess whether a supplier's stated roles reflect genuine professional standards or marketing labels.
Scoring rubric
Use the same table for every candidate and record the evidence beside each score. A total out of 50 keeps the conversation factual.
Digital PR supplier scoring rubric
- Named evidencetwo dated campaigns
- Data handlingcontroller and consent
- Team rolesnamed lead, time
- Reportingfixed cadence, raw data
- Referencestwo contacts willing to speak
- Contract termsexit and IP ownership
- Pricing clarityitemised fees, no day rates
| Criterion | Evidence to record | Score (1-5) |
|---|---|---|
| Named evidence | Two dated campaigns with checkable clients | |
| Data handling | Controller role and consent records | |
| Team roles | Named lead with time allocation | |
| Reporting | Fixed cadence, raw data supplied | |
| References | Two contacts willing to speak | |
| Contract terms | Exit terms and IP ownership | |
| Pricing clarity | Fees itemised, no vague day rates | |
| Sector fit | Relevant titles and prior coverage | |
| Measurement | Metrics agreed before launch | |
| Escalation | Named contact for problems |
A score below 30 across the ten rows means the supplier needs a second conversation before any contract.
A completed example scores 34 out of 50. Named evidence 4, data handling 3, team roles 4, reporting 3, references 4, contract terms 3, pricing clarity 3, sector fit 4, measurement 4, escalation 2.
The total clears the threshold, but escalation scored 2, so ask for that contact in writing before you sign.
On fees, typical UK retainers for a digital PR programme run from about £2,000 to £6,000 a month. Smaller campaigns are priced per project. Treat those as typical bands, not quotes, because scope, sector and reporting depth decide the figure.
An itemised quote should separate strategy hours, media list build, outreach, content production, data costs, reporting hours and tool licences. Paid amplification budget sits outside the fee.
Normalising fees before you compare
Once scores are in, compare candidates side by side rather than judging them in isolation. The Digital PR product comparison in England article explains how to normalise different fee structures before you rank suppliers.
Agree a 90 day review date and what happens if scores stall.
Common questions
How many suppliers should I score?
Three is usually enough. Two rarely gives a baseline, and five or more slows the decision.
Do I need a reference call every time?
Yes, unless the supplier is already known to you. A short call with a past client reveals more than a written case study. Ask:
- Did the work land on time?
- Did the named lead stay on the account?
- Was reporting raw data or a summary?
- How were missed targets handled?
- Would you hire them again?
What if a supplier refuses to name clients?
Treat it as a failing score on the evidence row. Confidentiality is legitimate in some sectors, but ask for a reference under NDA.
How often should the rubric change?
Review it once a year, or after a campaign where performance surprised you.
