Guide · 4 min read
Why top-agency lists mislead, what proof to ask for, the questions to put to every agency and how to compare proposals.
Search for the best PR agency in India and you will find long lists. Read a few and a pattern appears. Many lists are published by directories that take money for placement, and others are written by agencies that rank themselves first. They are not useless, but they cannot tell you which agency is right for you. This guide gives you a better way to choose.
Before you speak to anyone, write down four things on one page.
Ask to see coverage the agency secured for companies like yours, and ask what they did to make it happen. Real work comes with links. Case studies on the agency's site should name the clients and the outlets, and you should be able to open the articles yourself. Benedicct's case studies are written this way for that reason.
An agency that already knows the reporters in your field starts ahead. Ask which editors they have worked with, and which stories they would pitch for you first.
The person who impresses you in the sales meeting is not always the person who will manage your account. Ask who will be your day-to-day contact and what share of the senior person's time is on your account.
A good proposal names the deliverables, the reporting and the exit terms. A good agency also tells you what it cannot promise. If an agency guarantees a named publication or a number of articles, be careful. Editors decide, and a guarantee usually means paid placement. More in how much PR costs in India and what a PR retainer is.
Notice whether they ask about your business before they quote a price. A proposal that arrives before anyone has asked what you sell, to whom and why now, is a template.
Put the proposals side by side. Convert each fee to a monthly figure, list the deliverables in the same order and mark what is missing. The cheapest is often the one that leaves the most out. Then rank on proof, people and clarity of scope, and only then on price.
A PR agency does not have to be in your city. Most of the work happens by email, call and video. Location matters more if you want regular in-person meetings, or if you are building relationships with regional media. Benedicct PR works from Gurugram with clients across India and abroad, and the PR agency in Gurugram page covers the local detail.
Do they listen? Do they say when an idea is weak? Do they explain things plainly? PR is a long working relationship. You will have difficult conversations, and you want people who tell you the truth. If you want to talk it through, you can book a strategy call with no commitment.
There is no single best one. The right agency depends on your sector, stage, goals and working style. Judge by checkable work for similar companies, the people who will handle your account and the clarity of the proposal, not by a ranking.
Treat them with caution. Some directories take money for placement and some lists are written by agencies that rank themselves. Use them to find names, then check each agency's work yourself.
Write down your goal, sector, stage and available time, then meet two or three agencies, ask each the same questions, and compare proof, people and scope before price.
Not necessarily. Most work happens remotely. Location matters if you want frequent in-person meetings or work with regional media.
Guaranteed placements, no written scope, no way to check past coverage, an unusually low price with no explanation, and pressure to sign a long contract early.
Anjali Sehwwag
Founder, Benedicct PR & Brand Building
15+ years in PR & communications · Journalism graduate · Sheffield Hallam University, England. More about Anjali · LinkedIn
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