Questions to ask a PR person before you pay a retainer

You've just had a promising first call with a PR person. They sound knowledgeable, they know the media landscape in your industry, and you're tempted to sign. Before you commit to a retainer, slow down. A retainer is a financial relationship, and getting the terms and expectations wrong upfront will cost you money and time. The right questions reveal not just what they'll do, but how they work—and whether they're honest about what's realistic.

What's actually included in your retainer?

This is the question that stops vague conversations dead. Ask them to walk you through a typical month: How many media pitches will they send? How many journalist relationships will they actively cultivate for your business? Will they draft press releases, or just pitch existing content? Do they attend events, make calls, or mostly send emails?

A solid answer is specific and tied to the fee. "We send ten targeted pitches per month to journalists in your sector, maintain ongoing contact with five key editors, and draft one release per quarter" tells you something real. An evasive answer—"We'll get your story out there" or "We'll work to maximize your visibility"—suggests they're avoiding accountability.

Ask whether the retainer covers media monitoring. Do they track what's written about your sector and competitors? Will they alert you when an opportunity arises? Some practitioners include this; others charge separately. You need to know.

Also clarify: if a major journalist requests an interview or a crisis breaks, are those conversations included, or do they bill extra hours? This matters. You don't want surprise invoices when your business suddenly needs attention.

How will you know if this is working?

Press for specifics on measurement. Ask: How will we measure success? What counts as a win? This is not about guaranteeing coverage—any PR person who promises that is selling you false hope. But they should be able to describe what they track and report on.

A credible answer might sound like: "We'll report monthly on pitches sent, journalist meetings held, any coverage achieved, and media value. We'll also share feedback from journalists—sometimes they're not ready now but we're building relationships for later." That's honest and informative.

Ask what happens if no coverage lands in the first three months. Some practitioners expect a runway; others have strategies to adjust. There's no single right answer, but you want to hear their thinking. If they say "coverage always comes by month two," they're either overselling or they're not taking your sector seriously enough.

Request a sample report. Ask to see how they present results to other clients. Does it feel transparent and useful, or padded with vanity metrics? You'll know which by reading one.

Who are you actually working with?

If this is an agency, confirm who your day-to-day contact is. Will you work with the person you're speaking to, or will they hand you off? There's nothing wrong with delegation, but you should know the arrangement and be comfortable with whoever manages your account.

Ask about their media relationships specifically. Not "Do you know journalists?" but "Who are the key people you'll pitch for my sector, and how often do you speak to them?" A practitioner who can name three journalists they pitched last month and what the outcome was is operating in the real world. Someone who lists contacts vaguely is probably not as connected as they sound.

Find out their capacity. How many retainer clients do they have? If they're juggling forty clients, your attention will be diluted. If they're selective about who they take on, that's a sign they care about doing the work properly.

The red flags during this conversation

If they won't answer a direct question, reframe it and ask again. If they push back on measurement or accountability, that's a warning. If they disparage the value of any metric, or if they're cagey about who will actually do your work, those are signs to interview someone else.

Once you have clear answers, you're ready to negotiate a contract that reflects reality. A retainer should feel like a partnership where both sides know what success looks like—not a blank cheque in hopes something sticks. The questions you ask now set the tone for the entire relationship.