Considering A New Marketing Agency? Everything To Know

If your marketing / PR agency partner isn’t meeting your expectations, you’re in the right place. We know how important it is to find the right type of marketing agency partner–one who understands your vision and knows how to bring it to life through results-driven strategies and thoughtful collaboration. 

We also know that you have to invest a lot of your time and resources into the discovery process to make sure your team and your new marketing/PR agency are a good fit. In this article, we’ll walk through what matters most when selecting a marketing & PR agency that truly fits your business.

Know Your Needs 

Before reaching out to agencies, take a step back. What are your brand’s current goals? For instance, are you looking for lead generation, brand activations, earned or social media engagement, content creation, or a complete rebrand? Knowing your internal needs will help you align with an agency capable of supporting them.

Also, be clear about your budget and preferred timeline. Whether you’re in startup mode or already an established brand, your needs shape who you should partner with. Don’t aim for the most expensive agency when you know you won’t be able to afford it.

Another key consideration is geography. Some businesses benefit from a local agency’s on-the-ground knowledge, while others prefer the resources and reach of a national firm. At Coterie Media, we combine deep national market insight with the singular expertise that comes from over 50 years of collective experience.

Check Out Their Online Presence

An agency’s marketing speaks volumes. Explore their website and blog, or instead, ask for referrals to clients who can advise on the specific work deliverables the agency has performed for them (If any of these core marketing components are missing, consider it a red flag and run in the opposite direction.)

Assuming the PR/marketing agency you are considering has marketing channels, take a closer look. Who are they working with, and how do you see their efforts succeeding?

Does Their Brand Align With Yours?

Beyond their client portfolio, look at tone, values, and energy. Do they feel like a good cultural fit? Working with a marketing agency is a collaborative relationship—it works best when you connect beyond just the contract. At Coterie Media, we believe in genuine relationships rooted in trust, creativity, and transparency.

Questions to Ask

When you’re ready to start a conversation, don’t be shy. Asking the right questions can help you determine whether an agency can truly support your goals. If the PR/marketing agency you are talking to seems to prefer talking at you instead of listening to you, that’s another red flag.  At Coterie Media, you can expect the opposite of this. We pride ourselves on being a boutique agency, allowing us to be very hands-on with our clients and all new prospects. Be prepared to ask yourself and them some questions like the following.

What Are Their Credentials?

Look into their experience, certifications, and any awards. Do they specialize in your industry or have relevant case studies to show success?

Do They Offer Services on the Scale You Need?

A great agency should meet you where you are. Maybe you need a full-service partner, or perhaps you’re only looking for social media support. Be sure they’re equipped to deliver what you need today and have the capabilities to scale with you tomorrow.

What Is Their History?

How long have they been in business? Longevity often points to consistency and proven results. An agency with a long history shows resilience and agility, skills necessary to meet the challenges of today’s marketing and PR. Coterie Media has been creating success after success for our clients for the past 25 years.

Who Have They Worked With?

Client lists and testimonials can give insight into an agency’s capabilities. Do their past clients resemble your brand or industry? Can they adapt to your unique needs? Ask to speak to references. 

What Are Their PR and Crisis Management Capabilities?

In today’s fast-paced digital landscape, even a minor issue can quickly escalate into a full-blown crisis, potentially damaging customer trust and brand credibility. A skilled agency like Coterie Media with strong PR and crisis management capabilities can not only navigate negative situations effectively but also craft proactive communication strategies that build resilience, maintain public confidence, and ensure your brand stays aligned with its core values, even under pressure.

Are Their Strategies Up to Date?

Marketing too evolve constantly. Make sure the agency uses current platforms and strategies. Ask how they measure success and adapt campaigns based on real-time data.

How Can Coterie Media Help You?

At Coterie Media, we’re more than a PR/marketing agency—we’re a dedicated partner in your brand’s success. From content marketing and social media to thought leadership, brand storytelling, and strategy, our team offers tailored solutions that match your goals and scale with your success. We combine creativity with data, strategy with storytelling, and relationships with results.

Choosing a new marketing agency doesn’t have to feel overwhelming. With a clear understanding of what you need and what to look for, you’ll be well on your way to building a partnership that fuels long-term success.

Ready to explore what’s possible? Contact us to get started.