After Coronavirus: What to Look For in a PR Agency

Choosing a PR agency for your organization is no easy task, especially in the aftermath of a pandemic, but knowing what to look for can make the process a lot simpler.

Public Relations has always been one of the most important marketing tools for any organization or business, but effective PR has never seemed as critical as it does right now. As we navigate the uncertain aftermath of this first wave of coronavirus, businesses are beginning to reopen and organizations of all kinds are inching toward a return to "normalcy". And to do so successfully, they will be looking for a PR agency to raise awareness about their company, organization, product or public persona. With PR and marketing professionals of all sorts coming out of the woodwork — technically, out of cyberspace, to be more precise — it’s likely that the available options will increase exponentially.

While variety is a good problem to have, it can also mean you’re more inclined to make a mistake because you haven’t thoroughly examined the seemingly endless possibilities.

In this article, we’ve assembled a list of what you should look for in a public relations agency in order to find the one that's just right for you.

At AWAKEN PR, our team of diversified experts has worked in a range of media specialties, digital marketing spheres and industry sectors. As a result, we have acquired a vast spectrum of knowledge and experience, and an unparalleled level of expertise that can be tailored to fit any client’s needs. Learn more by visiting our site or getting in touch today.

What To Look For In A PR Agency:


Services and Specialties

Company Size

Passion for PR


CTA 1.png


Whether it’s a marriage or a business transaction, compatibility is the most important feature of any relationship. The same goes for your relationship with a PR firm. If you don’t think the company culture fits with your personality, or you hate the idea of communicating with some or all of the agency’s employees, then you definitely need to keep looking.

You’ll know you’ve found a PR firm that’s a good fit when your needs are not only being heard, but met in measurable ways. When working with a legitimate PR professional, you should receive valuable feedback. Every collaboration between your organization and your media specialist should center around identifying the best solutions for your unique goals and objectives. What often makes partnerships successful, after all, is success itself.

Marketing Services & PR Specialties

Just because a PR firm claims to specialize in a wide variety of services doesn’t necessarily mean that their marketing and PR services will measure up. In other words, it’s better to find an agency that really owns the industry in just a few specific areas rather than a jack-of-all-trades, master-of-none. AWAKEN, for instance, capitalizes on its expertise in media relations, content development, digital marketing, and socially-driven public relations tactics.

Start by asking yourself what kind of specific services you need for your business or organization. Is it Brand Management? Reputation control? Crisis Communications? Perhaps a stronger Social Media presence? The list goes on and on, but your specific goals are undoubtedly unique and may not align with a cookie-cutter PR strategy. So look for those firms that have a track record in delivering results for the services you need most.

For more information on how to maximize the effectiveness of your digital media and communications strategies in the aftermath of COVID-19, please reach out to AWAKEN PR today. We specialize in public relations, digital marketing, content creation, and SEO solutions, developing personalized strategies to AWAKEN the world to your mission.

Company Size

If you run a business with less than a dozen workers, it doesn’t make much sense to hire a huge PR agency with 1000-plus employees. A corporation of that scale won’t be able to empathize with your struggles and aspirations as a small business owner, especially given the turmoil that you have likely endured over these past few months of the coronavirus pandemic and ensuing financial chaos.

As you navigate the professional landscape in the shadow of a global crisis, look for PR agencies whose size enables them to provide the kind of attention and service your business or organization needs.

Strong Passion for PR

Be sure that the agencies you’re considering have management and staff who are truly passionate not only about public relations but about your business or organization. If you settle for an organization that isn't enthusiastic about their work, they certainly won’t care enough about the marketing goals you’re striving to accomplish.

Seek out PR representatives and experts who exude energy, zeal and excitement about their work and your mission. Search for those agencies that aspire to make a meaningful change in the world and spread the positive power of innovative visions. They’ll exert the same enthusiasm about the amazing marketing and publicity they can achieve for you.

Company Location

As the saying goes in real estate, it’s all about “location, location, location.” The same holds true for working with a PR firm: it makes the most sense to choose an agency that’s either located near you or in a relevant location. AWAKEN PR, for instance, is based out of New York City.

Many public relations firms can and will work remotely with a wide range of clients, often on a national or international level. The degree of face-to-face involvement and participation you desire with a PR firm will influence whether a particular agency is a viable contender or not. In the age of COVID-19, it is fortunate that nearly all PR and digital marketing work can be done from a laptop just about anywhere.