What questions should you ask in an agency pitch?

Use the meeting to find out whether the agency understands your business, has a sensible approach, and would be good to work with. Give each serious candidate the same short brief, then spend most of the conversation on the questions that could change your choice.

Ask what they think you need

“What audience should we be trying to reach, and what would you work on first?”

A useful answer connects the audience, your available stories, and the business goal. The agency should ask questions and be willing to challenge an unrealistic expectation. A list of impressive publications tells you little about why those outlets would care.

For example, a fictional startup wants national coverage for a small product update. A thoughtful agency might recommend using it to reconnect with a few relevant trade reporters while developing a stronger customer story. You can assess that judgment without asking for a complete unpaid campaign.

Meet the people who would do the work

“Who would be our regular contact, and how would the rest of the team be involved?”

Include the delivery lead in a conversation before deciding. Ask how senior staff contribute and who covers an absence. Junior staff are not automatically a problem; you want suitable experience, good supervision, and access to someone who can make decisions.

Notice whether the team explains itself clearly, listens, and disagrees constructively. Those qualities matter after the pitch meeting ends.

Discuss relevant work, including a difficult stretch

“Can you walk us through one or two similar assignments? What did your team do, and what did you learn?”

Look for a comparable audience or challenge rather than the biggest client logo. Ask what the client contributed and how the team responded when an approach did not work. Public examples or redacted material can be enough when client confidentiality limits what they can share.

The case-study guide helps you interpret results. A reference is useful when you are close to choosing.

Find out what working together requires

“What will you need from us, and how will we review progress?”

Get a realistic picture of interviews, information, approvals, meetings, and reporting. Ask to see an example update if that helps. You should understand both what the agency will do and how much time your team needs to contribute.

Clear up the commercial questions before signing

“What is included, what might cost extra, and what commitment are we making?”

Confirm scope, fees, likely expenses, minimum term, cancellation notice, and what work you can keep. Raise relevant competitor conflicts or sensitive-data requirements early. An agency promising guaranteed independent coverage should explain how it could control that result.

Follow up on the few open questions that could change your decision, then compare the team and proposal with your actual needs.