How do you choose the right PR agency?

The best minds in the PR industry often gather in agencies, but there is a huge difference in what they specialize in, and this is one of several factors that greatly influence whether you end up choosing a PR agency in Denmark that can turn into a successful and long-term collaboration.

Finding and choosing the right PR agency can be a bit of a jungle. Photo: Isaac Quesada, Unsplash.

If you need to gain more control over your company’s visibility, reputation and influence in the market, a PR agency can be a great help. But there’s a big difference between them, so how do you choose the PR agency that best suits your business needs, goals and budget? Here are some tips on what to look for when choosing a PR agency in Denmark.

Is it really public relations you need?
First, you need to decide if you really need a PR agency. Or are you better off with an advertising agency, digital agency, web agency, marketing agency or media agency? PR agencies mainly cover strategic communication in the press, but often have more competencies than that. And while PR agencies can be very different, the other agencies are a whole other world – despite the overlap. Yes, unfortunately it’s a bit of a jungle!

PR agency specialization
When choosing a PR agency in Denmark, you should also consider whether they specialize in your type of business and industry. There’s a world of difference between creative press campaigns for a soft drink and crisis management of media coverage for a waste management company that has to navigate between many different political interests.
For example, if you run a B2B technology company, you should find an agency that has experience and knowledge of the area or IT and business media you want to get into – rather than a PR agency that works with design and fashion in the B2C market. There is a big difference in the type of skills required to hype a fashion collection versus positive coverage of the annual financial report in Børsen. Ask the PR agency about their past and current clients, their case studies and their results in your niche.

Big or small agency?
As a rule of thumb, large agencies (25+ employees) are more or less “full service”. This means that they can deliver everything from press coverage to media training, market analysis, external and internal communication, social media monitoring and management, and ad buying and development – moving into the core competencies of advertising and social media agencies etc. Big agencies don’t always have to be expensive, but as a general rule, you pay extra to have access to the “full package”.

Small agencies (1-10 employees) tend to be more specialized in certain areas and/or industries, where you can get a little more bang for your buck if you know what you need. So it might be worth looking a little harder to find a smaller PR agency that hits the mark when it comes to PR. your needs. If the agency is unable to solve a task, they often work with other specialists who can step in.

Research potential PR agencies
Once you have defined your goals and expectations, you can start researching potential PR agencies in Denmark. You can start by searching online:

“PR agency [B2C/B2B] + [din virksomheds branche]” … and consider geography if that’s important to you.

You can also ask your network or use platforms that match you with relevant PR agencies. Once you’ve made a list of potential candidates, check their websites, references and case studies to get an idea of their skills, experience and results. Be aware that PR agencies are less likely to have reference logos on their websites than many other types of agencies, as there is no tradition of disclosing which PR agency you use. Then ask the agency.

Assess chemistry and culture
Once you’ve narrowed down your list to a few PR agencies, you should have an initial in-person meeting to assess chemistry and culture. It’s important that you feel comfortable and confident with the PR agency you choose, as it will be a close collaboration. You also need to make sure the agency you choose understands your industry, your vision and your values. Ask questions about their working methods, their attitude towards creativity and innovation, their communication style and their reporting. PR consultants often work directly with company management – at least at the beginning of the relationship – because it gives the agency the best understanding of the company. However, it may be less important if it’s just a product that the agency needs to focus on – unlike thought leadership posts from the CEO of Børsen.

Compare offers and agreements
Once you’ve found a few agencies that meet your criteria, ask them to send you a quote for a contract – possibly a three-month pilot. A proposal should include a description of the services they will provide, the goals they will work towards, the strategies and tactics they will use, the resources they will use and the costs they will charge. An agreement should include a timeframe for the collaboration, a division of responsibilities between you and them, possibly a confidentiality clause and a termination clause. Compare the offers and agreements and choose the one that gives you the best value for money.

Is the most creative offer really what you need?
We all like to see creative campaigns for our business or product. But in our experience, it’s very rare that the most creative campaign proposals in offers are brought to life – either because they are too expensive or because they would require an unrealistic mobilization of stakeholders. So if you’re looking at quotes from three different PR agencies in Denmark and you’re leaning towards the one with the most creative proposal, think twice about whether that idea will realistically be realized. Or do you really need PR consultants who can consistently generate publicity every month from some relatively dry corporate messaging to the market? Because this is the kind of press work that the most creative consultants often get bogged down in!

Evaluate collaboration on an ongoing basis
After you’ve partnered with a PR agency, don’t just sit back and wait for the results. You should be actively involved in the process and evaluate the collaboration on an ongoing basis, because the agency has no chance of delivering if you don’t feed them updates on what’s happening in the business. Therefore, hold regular meetings with your PR agency to discuss progress, challenges and opportunities. Give feedback on their work and recognize their efforts. Measure the impact of their services based on your jointly selected KPIs and adjust the strategy as needed.

Choosing the right PR agency in Denmark is not an easy task, but it can be a powerful investment for your business if you find the right one. If you follow these tips, you’ll have a much better chance of finding consultants who can help you achieve your goals and add value to your business.

If you want to know more about what a PR agency specializing in B2B tech can do for you, read about our PR agency in Denmark or contact Mark Kjær for a unformal chat at or +45 4142 3635.