Media relations: assessing an agency beyond its contacts
A media relations agency is judged on its understanding of the subject, its ability to produce solid information and the quality of its work with editorial staff. The size of a journalists’ file does not allow this value to be measured.
Start from the subject that the company can actually document
Before comparing agencies, identify what you can provide: new data, expertise, a decision or verifiable feedback. A calendar full of press releases does not automatically create editorial interest. The board must be able to explain why information is worth offering, to whom and when.
Ask for a short analysis of industry topics and questions journalists are looking for answers to. A relevant proposal distinguishes economic press, professional media, territorial press and audiovisual formats. It also recognizes situations in which speaking out would be premature or insufficiently supported.
Organize a joint evaluation for the finalists
| Testing | What it allows us to observe |
|---|---|
| Rephrase a complex ad | Comprehension and precision |
| Choose three angles and explain the recipients | Editorial relevance |
| Identify missing evidence | Rigor and capacity for contradiction |
| Prepare a difficult question | Anticipation and honesty |
| Present a commented report | Quality of results analysis |
Don't ask for a free full campaign. A delimited and common exercise is enough to compare the reasoning. Ask the operations team about preparing the spokesperson, following up on requests, and handling a factual error. Daily functioning is as important as the quality of the defense.
Check what will be produced and who will validate it
The mandate should distinguish editorial advice, writing, preparation of interviews, organization of exchanges and impact analysis. Specify the number of review cycles, expected response times and access to internal experts. An agency cannot alone secure a fact that the company has not provided.
An evidence package may include a sheet of dated figures, their source, a list of limitations and answers to sensitive questions. The conditions of use of AI tools also deserve to be defined: human verification, confidentiality, absence of invented quotes and control of the version transmitted to journalists.
Measuring quality without confusing audience and effect
Evaluate the relevance of the media, the accuracy of the facts reported, the presence of useful messages and the new issues raised. Separate the agency's productions, the publications obtained and the effects actually observed. The AMEC Barcelona Principles provide a guide to structure this discussion; the dashboard should remain specific to your goals.
A fictitious example: a company in the health sector obtains few articles but a precise explanation from a relevant professional readership. Another combines repetitions without context. Volume alone does not make it possible to decide between them. It is necessary to examine the initial objective, the quality of the covers and the limits of the audience data.
Recognize credible commitments
No agency masters independent writing. An item guarantee should be distinguished from a space purchase or paid partnership, which should be identified as such. Ask what the agency does when a journalist refuses, investigates a controversy or does not take up the material proposed. The relationship must endure contradiction.
Prepare for the first exchange your recent speaking engagements, available spokespersons, publishable data and sensitive files. Clarify the arrangements for following up on urgent requests. At three months, the assessment should show what has been understood, corrected or learned, and the consequences for the rest of the program.
Sources and benchmarks
From subject to action
Media relations
Build a useful working relationship with the editorial staff.
Reputation dashboard: model and indicators
A reputation dashboard that distinguishes activities, signals, understanding and decisions, with a CSV model to adapt.
Client references and anonymised case studies: what evidence should you request?
A useful reference describes a situation, the role of the team, the deliverables and what can be verified. A logo or a result without a method is not enough to demonstrate that an agency will be able to address your issue.
Evaluating your communications partner after 90 days
The 90-day review must compare the objectives, deliverables, operation and first observable effects. It is used to decide what to continue, correct or stop, without confusing activity and progress.
Prepare your selection
To start, a few lines are enough: your organization, the decision to prepare, the audiences concerned and the deadline. Confidential documents will then be shared within an agreed framework.
Write to Belief SystemIndia–France: prepare a shared crisis response
For an Indian business in France, first decide who can act locally while headquarters establishes the facts. Assign a French response owner, an Indian executive sponsor and backups for approvals across time zones. Maintain one incident record, distinguishing confirmed impact from investigation hypotheses. For personal data breaches, the CNIL differentiates documentation, regulator notification and information for affected individuals according to the risk. The communication workflow should support the duties established by specialists, with French-language customer support and consistent headquarters briefings.
Illustrative scenario: an Indian technology provider discovers an incident affecting a French customer portal. The French team needs verified information about service availability and practical assistance while the technical team investigates in India. Pre-agreed escalation rules allow a holding statement and an update time without waiting for a complete root-cause report. Prepare customer, employee and media answers from the same evidence. After resolution, explain the corrective actions that can be substantiated and review the response gaps. Neither silence nor an unsupported assurance of complete safety helps restore trust.
This edition retains the French and European context of the analysis. The market note addresses its use by Indian headquarters and their French or European teams.
Local edition ·
Read the French source