In choosing the right public relations agency, it will help first of all to determine your own plans and understand the market situation. The starting point should be an in-depth analysis of the company to determine the specific goals of the operation. The next step is to thoroughly vet the PR agency, verifying its experience, successes, specialists and tools at its disposal. Gathering this information will help determine whether a PR agency meets expectations, fits the nature of the brand and understands its goals.