How to choose a PR agency in India: 9 questions to ask before you sign

Most bad PR relationships could have been avoided with a few blunt questions in the first meeting. Agencies in India range from one-person outfits to large networks, and the pitch decks all look similar. The answers to these questions won’t.

1. What would you pitch about us, specifically?

A good agency should leave the first call with at least one or two story ideas. Not “we will increase your visibility”, but “your founder’s background plus this trend in your industry could work for a business daily”. If they can’t name an angle, they will probably send a generic press release to a generic list.

2. Which journalists and publications would you approach?

You don’t need a full media list on day one, but you should hear names of publications that make sense for your customers. A B2B software company and a wedding planner need completely different outlets. If every client gets the same list, that’s a warning sign.

3. How much of the coverage is earned, and how much is paid?

This is the question most people forget. Indian media has editorial coverage, decided by journalists, and sponsored or advertorial content, which is bought. Both can be useful. The problem is when an agency sells you a “guaranteed feature” and you only learn later that it was a paid placement. Ask them to label every item in their proposal as earned or paid.

4. Can you guarantee coverage?

For editorial coverage, the honest answer is no. A journalist decides what to write. An agency that guarantees front-page editorial coverage is either selling paid content or overpromising. What they can promise is effort, quality and transparency.

5. Who will actually work on our account?

In bigger agencies, the senior people often pitch the business and junior staff run it. That isn’t always bad, but you should know who writes your pitches, who talks to journalists, and who you call when something goes wrong.

6. What will you report every month?

Ask to see a sample report. Look for:

• A list of what was pitched and to whom
• Links to every piece of coverage
• Notes on what happened next, like search visibility or enquiries
• Plain language, not a wall of “impressions” and “reach” figures

Be careful with “advertising value equivalent” numbers. They make reports look impressive and tell you very little.

7. How do you handle a crisis?

Even if you don’t expect one, ask. A negative review that goes viral, a product issue, an employee complaint. You want an agency that has a plan for the first 48 hours, not one that goes quiet.

8. Do you also handle digital?

Press coverage fades from the news within days. What lasts is how it shows up on Google, your website and social media. An agency that understands SEO, content and social can make every article keep working. If they don’t, you’ll need someone who does.

9. What does it cost, and what exactly is included?

PR in India is usually priced as a monthly retainer for ongoing work, or a project fee for a launch or press release. Either is fine. What matters is a written scope: how many press releases, how much outreach, whether distribution costs are included, and how long the contract runs. Ask about the notice period before you sign, not after.

A simple test

After the first meeting, ask yourself whether you learned something about your own business. The best PR people notice stories you walk past every day. If you leave the call with a new angle in your head, that’s a good sign.

If you would like to put these questions to us, book a call with MP Media Promotion. We’ll answer every one of them.