On 11.13.07, I published a posting on this blog entitled “The 10 Questions A PR Agency Doesn’t Want A Client To Ask and The ‘Dirty Little Secrets’ (DLS) They Don’t Want You To Know.”  I received a lot of positive and sometimes humorous responses from people on the client side. Many were eager to share their “gotcha” stories when grilling a PR agency.  

I think it would be fun to keep adding to this list over time. On that note, here is the eleventh question a PR agency doesn’t want a client to ask: 

11. I know you said you have 100+ people in your agency and your competitors are smaller, but if that’s the case why are you still securing less media coverage for your clients than a smaller agency? 

DLS: In this case, size doesn’t matter. Remember, at the end of the day all the client cares about is positive media coverage. If a PR agency with 100+ people still only secures a fraction of the coverage compared to a smaller agency, something is seriously wrong. As cited in DLS #10 from previous posting, an agency that isn’t highlighting recent client media coverage on their website probably has something to hide. Clients care about results, not the length of an agency’s employee list.