How to build and screen a PR agency shortlist
By Joel Andren · Published by PressFriendly, a PR agency · Reviewed July 15, 2026 · 3 of 8 in this section
Build an agency list from several sources, then screen every candidate against the same brief. Referrals, prior work, professional networks, directories, awards, search results, and inbound introductions can all surface candidates. None proves fit by itself. Verify the proposed team, reasoning, work, measurement, conflicts, and commercial terms before selecting finalists.
Start with the work and constraints
Write a short selection brief before collecting names:
- business and communication objectives;
- priority audiences, markets, and languages;
- required services and specialist risks;
- available proof, spokespeople, and internal owner;
- timing, budget range, and preferred operating model;
- legal, security, procurement, and conflict requirements; and
- decision criteria and selection date.
This prevents a familiar agency name or publication logo from becoming the strategy. The RFP template provides a fuller version.
Use several sourcing paths
Peer referrals. Ask founders or communications owners what scope they bought, which team performed it, what changed during the work, and whether they would use that team for your assignment. A good experience under a different scope is useful context, not proof of fit.
Investor and adviser networks. Ask for both names and engagement context. Portfolio support teams, counsel, recruiters, and marketing leaders may have observed different parts of an agency's work.
Work you respect. Identify companies with communications relevant to your objective, then ask the company who supported the work. Published coverage rarely identifies the external operator, and several teams may have contributed.
Professional communities. Industry associations, communications peers, local networks, and specialist communities can surface independent operators and agencies that rank poorly in broad web searches.
Directories, awards, and search. Use them for discovery, then inspect the methodology, sponsorship, entry fees, judging criteria, date, and category. A listing or award is one data point.
Inbound introductions. Evaluate them with the same brief and evidence requirements. The source of the introduction should not raise or lower the standard.
Screen before requesting a proposal
Confirm that the candidate serves the required market, accepts the budget shape, has capacity near the start date, can meet security or procurement requirements, and has no unresolved conflict. Ask which people would join the work and whether affiliates or subcontractors provide any service.
Review a relevant sample, the team's exact role, a redacted report, and an explanation of how the work changed after feedback. Then use the pitch questions, case-study review, and reference guide consistently across finalists.
Keep the list small enough to give each candidate the same context, access, and evaluation effort. Record why each candidate advanced or left the process.