What PR Firms Look for in a Client (and Why It Matters to You)

A lot of companies assume that choosing a PR firm is about evaluating the agency, but the truth is, agencies are evaluating you too. Whether you’re in healthcare or tech, the first conversations you have with a potential PR partner reveal far more than most teams realize.

This Q&A with our very own Nigel Smith breaks down what PR firms actually look for in a client, common red flags, and what separates companies who succeed with PR from those who struggle to gain traction.

Assessing the Fit

When a healthcare startup or tech company first reaches out, what do you look for in that initial conversation?

When I’m getting to know a new company, I’m paying just as much attention to what they don’t say as what they do. The obvious details matter, where they are in the regulatory process, whether they are FDA approved or still in clinical trials, who their target audience is and what a meaningful call to action (CTA) would look like. Those basics help us understand the reality of what is possible and why they are looking for external communications support. 

But the real insights come from what they don’t share in that initial call. 

If a brand can’t clearly identify their target audience, the outcomes they want to drive, or the real challenges behind their past efforts, that tells us more than the polished pitch. The omissions are often where we learn whether a company is truly ready for a PR program or still finding its footing.

How do you determine whether a company truly understands its audience and the real-world impact of its product?

Powerful PR depends on the human experience. In healthcare, that may mean speaking with patients or healthcare providers to understand their journeys and turning those insights into credible, compliant assets. In tech, it may mean talking to customers or industry partners to uncover challenges and details that make the story meaningful. 

This type of ongoing, insight driven work can be difficult for internal teams who are often pulled in the direction of sales or other corporate needs. Agencies like 983 Group, who do this every day, can remain focused on uncovering authentic, compelling stories and converting them into marketing assets that move programs forward. 

Why is the discovery call such a critical step in determining whether a PR partnership will succeed?

The first meeting with a prospect is a compatibility test - not a pitch.  

Companies often think the first call is about evaluating us as an agency, but it’s just as much about if we’re the right fit for each other. PR partnerships don’t succeed because of a flashy pitch deck or clever idea, they work when expectations and working styles are aligned. 

I’ve always believed agencies are hired when a client feels confident the team will work hard, operate with integrity, and offer honest feedback as efforts evolve. But that confidence has to go both ways. We want to understand whether the company is going to be a strong partner - do they communicate clearly? Are their expectations realistic? Are they truly ready for a collaborative relationship?

There are no guarantees in PR, but a strong track record on both sides signals what the future can hold. It’s similar to hiring a VP of Marketing or Head of Sales—past performance and working style are the best indicators of future success.

Timing is Everything

How can a marketing team tell if their company is “ready” for PR?

Many organizations assume they can handle PR in-house or don’t realize what they’re missing until they hit a wall. Before diving into PR, companies should align on their overarching business goals. 

The second piece is understanding that there are many different ways to tell an impactful and important story. One can not control media coverage – reporters are authentic because they bring their own research and perspective to each story. Media coverage and working with the independent stakeholders means that their POVs are not scripted advertisements for a company.

The more on-message and on-target narratives that present a marketing win, the better an agency campaign will.

Commitment and Collaboration

Because PR unfolds over time, what does true collaboration look like from your perspective?

PR is a long-term investment and collaboration is the foundation that keeps the work moving. For us, successful collaboration happens when a company is willing to provide regular access to leadership, subject matter experts, and the stories happening inside the company. When teams share updates openly, respond quickly, and treat us as an extension of their organization, not a vendor, it allows the partnership to build real momentum.

One of the most exciting parts of our work is seeing how PR creates impact far beyond external prospects. We routinely see sales teams become the biggest champions of the work. They use earned media and patient stories as powerful openers for revenue conversations. These assets aren’t brochures—they’re authentic validation of success and how lives have been improved.

PR efforts often boost internal morale, becoming part of the company’s own story, and helping to reinforce the value of the innovation across the organization. In many cases, the patients we feature end up driving corporate fundraising efforts or attracting the interest of potential acquirers or strategic partners.

Why Fit Matters

What does “fit” mean in the context of choosing the right PR firm for a healthcare startup or tech company?

Fit, in the context of choosing a PR partner, is less about the agency’s pitch and more about how the two teams actually work together day to day. Clients want confidence that their agency is making consistent progress, communicating openly and moving the campaign forward. For years, I’ve said internally: “If a client doesn’t know what we are working on, they should reevaluate the partnership.” That standard reflects the qualities of a good fit—self-motivation, transparency, and proactive communication.

There is an art to finding a cadence that works and feels right, where both sides stay aligned. A strong fit means the agency understands the company’s goals, knows when to ask for input and knows when to take initiative. 

Practical Takeaways

What advice would you give to a healthcare or tech company preparing for their first discovery call with a PR firm?

In that first call, pay close attention to how the agency shows up. How they communicate with you on that call is exactly how they’ll communicate with reporters, patients, providers, and customers. Are they curious? Are they asking thoughtful questions that go beyond what is on the company website? Have they taken time to understand your category, competitors, or dynamics in your industry or sector? That level of preparation tells you a lot about how they will work once the partnership kicks off. 

You should also expect agency partners to make recommendations that feel reasonable and attainable. Big blue sky ideas are not ideal to start. You need a clear, realistic path forward that grows more ambitious as the work proves itself. 

And finally, any strong agency should be willing to connect you with current or former clients.  Hearing directly from people who’ve worked with them will give you the clearest insight into how they partner and if they operate as an extension of your team rather than a vendor.