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10 questions you need to ask before hiring a PR agency in China

One of the main challenges you can expect to face in a global expansion is finding the right partners to work with. The perfect fit is hard to come by — but can confidently lead the way to your objectives.


Your choice of a PR agency in China can greatly influence your media relations and the success of your introduction to this market. The right partner will guide you and steer the strategy as you position yourself locally, provide you with their resources, and build a solid foundation for you to grow. So it pays to do your research early on.


To start on the right foot, these are the most important questions you’ll need answers to before hiring a PR agency in China.


Ask these questions internally


1. What do you need from a PR agency in China?


Before you start your PR agency search, define what services you need from them. This will help drive your initial research and make comparisons based on what each agency has to offer.


You may be interested in a full-service agency to handle all of your marketing needs in China. Or perhaps you want a highly specialized PR agency that only handles your media relations in China. Ultimately, there’s no wrong choice; only your individual business goals will dictate what works best for your company.


2. What does success look like to you?


Similar to the previous point, you must have a measurable goal for your PR in China. Internally, this means setting a clear metric of success and being upfront about your expectations with the agencies you shortlist. The OKR model is a practical way to set ‘Objectives and Key Results’ to help you define the metrics for your PR campaign.


Most agencies will be open to discussing your KPIs and how feasible they are — or help you adjust expectations based on best practices. Ultimately, you want to work with the one whose experience aligns with your objective and can realistically help you achieve it.


3. What is your budget for hiring a PR firm?


You can approach your search in two different ways:


  • First, you can define a firm budget and reach out to agencies inquiring about the type of services you’ll be able to obtain with it. The main benefit of this approach is that you’ll be in control of your investment.

  • Alternatively, you