How to Vet a PR Agency (and Spot a Scam)
- ▸Ask exactly what you are buying: earned, contributor, paid, or wire distribution.
- ▸Red flags: guaranteed earned editorial, no named outlet, no draft approval, no examples.
- ▸Good providers are transparent about what cannot be guaranteed.
PR is one of those industries where the difference between a legitimate provider and a scam is not always obvious until after you have paid. The good news: a handful of direct questions will tell you almost everything. Here is how to vet anyone before you hand over money.
The single most important question
Ask exactly what you are buying. Earned editorial? Contributor content? Paid or sponsored placement? A wire distribution? These are completely different products, and the confusion between them is where most people get taken.
A real provider answers this plainly. A scam gives you a vague, impressive-sounding non-answer. The clarity of the answer tells you most of what you need to know.
The red flags
- "Guaranteed" earned editorial. No one can guarantee that a journalist will independently cover you. If someone guarantees earned coverage at a major outlet, they are either misusing the word or selling you paid or sponsored content and not saying so.
- They will not name the publication. Vague promises of "top-tier media" without a specific outlet in writing are a warning sign.
- You cannot approve the article first. You should always see and approve the full draft before anything publishes. No exceptions.
- No examples of past work. A legitimate provider can show you real placements they have secured.
- Pressure and urgency. "This price is only today" is a sales tactic, not a sign of quality.
- Unclear pricing and mystery packages. Transparent providers tell you the exact deliverable and cost.
The questions to ask before you pay
- Which specific publication will my article appear on? (Get it in writing.)
- Is this earned editorial, contributor, or paid or sponsored content?
- Will I see and approve the draft before it publishes?
- Does the article stay live permanently, or can it be removed?
- What exactly is included: writing, revisions, photos, links?
- Can you show me examples of features you have published?
- Is the price a clear one-time fee, or a recurring retainer?
Any provider worth working with answers all seven without hesitation. Hesitation or spin on any of them is your answer.
What "good" looks like
A legitimate provider is transparent about what they deliver, names the outlets, shows you the draft, lets you approve every word, keeps the work live, and prices clearly. They are honest about what cannot be guaranteed. They would rather set correct expectations than oversell.
The honest bottom line
Being straight with you: even a great provider cannot guarantee a specific outcome, and anyone who promises the moon is the one to avoid. The best in this business are defined by their honesty about what is and is not possible.
Getting started
At Publisive Media, we answer every one of those seven questions directly, name the publications we deliver, show you the draft, and let you approve every word before it goes live. Transparency is the whole point.
Vetting providers right now? Ask us those exact questions. Let's talk.
