How to vet a digital PR supplier before you sign

What to take away

Should you keep digital PR in-house or buy it in?

An in-house team keeps control of the story and the relationships. It also carries hiring risk. A desk can sit idle between campaigns.

Buying in shifts the risk to a supplier. You lose some control and pay a margin on every hour.

The common middle path in England is hybrid. Keep the press office in-house and buy outreach for sectors you cannot reach.

If your sector needs specialist contacts, an agency that already knows the beat is usually faster than a generalist hire.

A practical test: list the five outlets you want, then ask each supplier which named journalists they have placed with in the last year.

What should a digital PR supplier comparison cover?

Build a scorecard before you speak to anyone. Score named agencies and freelancers against the same test.

Weights are illustrative. A regulated client might move measurement up. A startup might favour cost.

Ask each for scope, reporting and exit terms.

Procurement teams often need a partner ecosystem view when the supplier also runs paid social. The LinkedIn Marketing Partners directory is a sensible start for checking platform credentials.

Check credentials before the pitch. The Public Relations and Communications Association's membership includes 400 agency members, including most of the top 100 UK consultancies, while the CIPR registers individual practitioners. Ask which bodies a supplier belongs to and verify the claim.

For link building, compliance matters as much as contacts. Google's link spam policies expect paid links to carry a sponsored or nofollow attribute, and the Advertising Standards Authority's CAP Code requires advertisers to disclose the commercial intent of advertorial content. A supplier that cannot explain how it marks paid placements is a risk, whatever it charges.

How do you judge whether the supplier's approach is sound?

Ask how they will find the story, not just place it. A supplier that starts with the client's product usually produces coverage nobody reads.

Request the raw data behind one recent campaign. A supplier that can show its source and sample size is easier to audit than one that only sends clippings.

Ask who wrote the story and who pitched it. The name on the pitch is often the person you will work with.

Public attitudes to AI-shaped content keep shifting. Suppliers now pitch data-led stories about it. Pew Research Centre's AI research covers those attitudes, so cite it only when the figures are current and named in the release.

The Chartered Institute of Marketing's articles and reports carry practitioner commentary on campaign strategy. That helps a buyer frame the brief before comparing quotes.

Ahrefs and Semrush are paid backlink tools with monthly tiers. CoverageBook and Muck Rack handle reporting and media databases; Muck Rack is quote based. ResponseSource sells UK journalist request access on subscription.

Which model fits which buyer?

A retainer suits a business with a steady news pipeline. For a one-off launch or seasonal push, a project fee is easier to justify. A freelance bench suits a buyer who can manage the work internally.

Trial one campaign before you commit to a year. A single project shows real placement rates and how the team behaves under a deadline.

Agree reporting before the first invoice. Ask for placements, links, referral sessions and a note on what did not land. If the supplier resists, treat it as a signal.

Glossary

Common questions

How long should a digital PR supplier contract run?

Six months is a common starting point because it covers one full planning cycle. Shorter terms suit a single launch.

What should a supplier report each month?

Placements, links, referral sessions and a short review of what worked and what did not. Keep the same format every month so comparisons stay fair.

Can a small business use the same scorecard?

Yes. Use fewer criteria and simpler weights, but score every supplier the same way. A two-person team can run the same process as a large procurement function.

Where does tool selection fit in the comparison?

Tools support the work but do not replace judgement. Read the selection guide for England before you sign, so the supplier's stack matches your reporting needs.