Choosing a PR company? These are the questions to ask.

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The basis on which the strategy is built

What assumptions are they making (and what happens if those assumptions are false)?

What’s the pricing structure – how does it align with the retainer fee to deliver the strategy

How often is the strategy reviewed?

What’s the process for reviewing the strategy and fine-tuning it?

What process documents do they use? (this is different to reporting documents)

How can you measure success or failure of the strategy? How can you measure progress?