Considering Hiring a Communications Agency? Ask Yourself These Six Questions First.
By, John Maroon Owner & President, Maroon PR
Before you contact a PR/Communications agency for possible engagement, here’s a few things to ask yourself — including the budget question most agencies won’t raise first. Too many organizations believe that bringing on an agency, especially a boutique agency, is a way to save money and that’s often the first disconnect. To save precious time and set your business and the potential agency partner up for success, you may need to reframe your understanding.
There is a version of the cost argument that holds up, but it’s not the one most people are making.
Very few organizations can afford to internally hire the caliber of experience that a seasoned agency team brings. At Maroon PR, every client has direct, regular access to a leadership team that collectively brings over a century of PR expertise to the table. That’s not a pitch — it’s a genuine differentiator that’s nearly impossible to replicate through a single hire, or even two. Most smaller agencies provide this benefit.
But that value only materializes if you come in with the right expectations. An agency is not a short-term fix. It’s not an afterthought you bolt on when things go sideways. The organizations that benefit most treat it as a long-term strategic partnership — and commit to it accordingly, the same way you do with your internal team.
Five of our current clients have been with Maroon PR for ten years or more. That kind of tenure doesn’t happen by accident. It’s the result of earned trust, genuine collaboration, and a mutual commitment to the relationship. Long-term clients don’t just get better results — they get a team that truly understands their organization, their voice, and their goals. That institutional knowledge is its own form of ROI.
Before you engage an agency, ask yourself:
✅ Do we have a real budget — not a hope or a range, but a committed number?
✅ Are we looking for a partner or a vendor?
✅ What does success look like for us?
✅ Do we have an internal champion who can keep things moving?
✅ Are we thinking strategically for long-term, consistent results, or looking for a quick fix?
✅ Have we honestly compared this to the true cost of hiring?
The organizations that struggle with agency relationships come in looking for a bargain. The ones that thrive come in looking for a collaborator and a higher level of experience and expertise.
Twenty years in, that distinction remains the single clearest predictor of whether an engagement will work.
Wondering if an agency is the right fit? Have that internal conversation first.