Hiring a PR agency is a slightly odd purchase. You’re paying for something you can’t fully see in advance, from people whose whole job is to make things sound good. Including themselves.
So don’t go on the pitch alone. Ask these ten questions. A good agency will answer them easily, and the way a weak one dodges them will tell you most of what you need to know.
It’s worth getting right, because this is a big and growing market. India’s PR industry reached ₹3,230 crore in FY26 and is projected to hit ₹4,500 crore by 2030 (PRCAI SPRINT 2026). That much money attracts a lot of agencies, and quality varies widely. Retainers can run from ₹50,000 to ₹5 lakh or more a month, so a wrong choice gets expensive quickly.
1. Which outlets will my story actually appear on?
Not “top publications”. Names. A good agency can show you the list of outlets that usually carry their releases, and ideally recent examples. If they can’t, you’re buying blind.
2. Is any of that coverage guaranteed?
The honest answer for news sites is “no, but these outlets pick up our releases frequently”. If an agency says a placement is guaranteed, ask whether it’s a paid advertorial. That’s not necessarily bad, but you should know what you’re paying for.
3. What does it cost, all-in?
Ask for the total, including GST, writing, edits and any “premium” add-ons. Then ask if there’s a minimum contract. Retainers in India often come with a six-month lock-in, which is a big commitment if you’re not sure PR will work for you yet.
4. Who writes the press release?
Some agencies write it, some edit yours, and some just distribute whatever you send. All three can work. Just know which one you’re getting, and whether it costs extra.
5. How fast can it go live?
If you’re announcing funding or a launch, timing matters. Ask how long it takes from approval to publication. Around 48 hours to two days is a reasonable expectation for wire distribution.
6. What will you send me afterwards?
You should get the live links where your story appeared. Better agencies will also tell you the reach and highlight the strongest placements, so you know which logos to use on your website.
7. Will this help our SEO, and how?
A straight answer sounds like: “You’ll get a small number of backlinks and lots of brand mentions.” Be wary of anyone promising dozens of high-authority backlinks from a single release. That’s not how most news syndication works.
8. Have you worked with businesses like mine?
A B2B software company, a D2C skincare brand and a school need different angles and different outlets. Ask for examples close to your industry, or at least a clear explanation of how they’d approach your story.
9. What happens if my news isn’t really news?
This one’s revealing. A good agency will push back if your announcement is weak and help you find a better angle, like a number, a customer story or a local hook. An agency that will happily send out anything is mostly selling distribution.
10. How does PR fit with the rest of my marketing?
Coverage is far more useful when it feeds your website, ads, sales conversations and social media. Ask the agency how they’d use the coverage after it goes live. If the answer is a blank look, you’ll be doing that part yourself.
A few red flags
- “Guaranteed front page” promises for a small budget
- No published prices and no outlet list until after a long sales process
- Long contracts before you’ve seen a single result
- Reports full of “impressions” with no actual links
- Pressure to commit quickly
How we’d answer these questions
Since we’re asking you to put agencies through this, it’s only fair we answer them too. At MarketingAdvisor.in we publish our outlet lists and prices, from ₹11,000 to ₹60,000 + GST per release. We’re upfront that pickups are frequent, not guaranteed. Most packages go live within 48 hours to two days, include 0 to 2 backlinks, and there’s no retainer or lock-in. And because we’re a full digital marketing agency, we’ll help you use the coverage on your website, ads and social channels once it’s live.
You can see the full package list here.
FAQs
What should I look for in a digital PR agency in Bangalore? Named outlets, transparent pricing, honest answers about pickups, fast turnaround, real reporting and a plan for using the coverage afterwards.
Should I choose a retainer or pay per release? If you have news every month and need media relations, a retainer can make sense. If you have a few big moments a year, pay per release.
How do I know if a PR agency is legitimate? Ask for recent live links from their releases and check them yourself.
Talk to us
Put us through the ten questions. We’re happy to answer every one. MarketingAdvisor.in is a digital PR agency in Bangalore based in JP Nagar. Email abhay@marketingadvisor.in or call +91 80996 11325.
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