How do you measure ROI?

This question helps you understand how they tie their efforts to your core business KPIs. Do they measure success by qualified leads, referral traffic, conversions, traffic value, backlinks secured, or brand mentions earned? Each of the metrics is a legit way to track performance, but may not suit every client. So choose an agency that’s best aligned with your objectives and ways of doing things.

Which industries do you work best with?

Expertise matters. An agency that excels in B2B SaaS (like Green Flag Digital or Editorial Link) will have a completely different network and strategic approach than one focused on consumer e-commerce (like Rise at Seven). So ask for specific, relevant experience in your vertical.

Which publications have you secured placements in?

Most agencies have their success stories clearly displayed on their website, but if not, ask for their case studies and campaign examples to assess their track record. A reputable agency should be proud to show you real, live examples of their earned media. Are they landing placements in top-tier outlets like Forbes, Newsweek, or Business Insider? Or the publications that get cited by LLMs for queries in your niche?

Do you create the content, or do I need to provide it?

Whether the agency creates the content or you have to create it on your own defines the entire engagement. Some agencies (like Siege Media) are full-service content creation and promotion machines. Others may focus purely on outreach and expect you to provide the "linkable assets." Which works great for companies that have established content engines in place. Understanding the division of labor and any creative costs upfront allows you to pick the offering that provides the best ROI.

How long does it take you to secure placements?

Answering this question allows you to manage expectations. A complex, data-driven creative campaign can take months to build and launch. In contrast, a reactive PR campaign could land links and mentions in hours. A tactical provider, like us at Editorial.Link, can start delivering pre-approved links within a month. Understand their typical timeline.

How do you handle rejected pitches or silent journalists?

How the agency deals with lack of response and pitch rejection reveals their processes. The reality is that there’s no guarantee a story or asset will resonate with journalists. The question is how they proceed. What's the follow-up strategy? How do they pivot if a story idea isn't landing? Look for partners who work persistently to find new angles to sell your story and secure placements.