It was 4:47 p.m. on a Thursday when Achieng got the call. Her organisation’s biggest programme launch was in eleven days, the minister had confirmed attendance, and the PR agency she had hired three months earlier had just sent her a “media plan” that was a list of 40 email addresses.
She had chosen that agency the way most people do: a polished pitch deck, a friendly account manager and a fee that looked reasonable. Nobody had asked the questions that would have revealed what was missing.
If you are about to hire a PR agency in Kenya, this is the conversation Achieng wishes she’d had first.
1. “Who will actually work on our account?”
Pitches are often led by founders and directors. Day-to-day work is often done by someone you never met. Ask for the names, roles and experience of the people who will write your messages, call journalists and sit in your meetings. A good agency introduces you to the team before you sign.
2. “Which journalists do you speak to every week?”
Media relations in Kenya is built on relationships with editors at the Nation, The Standard, Business Daily, The Star, Citizen, KTN and dozens of radio stations, plus the reporters who cover your sector. Ask which desks they work with regularly and for recent examples of coverage they secured, not coverage that simply appeared.
3. “How do you understand our audiences?”
A strong PR firm starts with research: who needs to hear from you, what they believe now and what would change their minds. If the first meeting jumps straight to press releases, the strategy is missing.
4. “What does success look like, and how will you measure it?”
Clippings are not a strategy. Ask how the agency will connect its work to outcomes you care about: share of voice, sentiment, website visits, stakeholder meetings, policy movement or enquiries. Agree on these before work begins.
5. “Can you show us a crisis you handled?”
Every organisation eventually faces a difficult day. Ask how the agency would respond in the first hour of a crisis, who would be on call and how quickly they can get a holding statement approved. Their answer tells you a lot about their maturity. (Our crisis communication team treats this as a standard part of onboarding.)
6. “What else can you do in-house?”
Modern PR rarely stops at a press release. Campaigns need video, photography, design, events and digital amplification. An integrated agency that can produce video, run events and manage digital channels will move faster than one coordinating five suppliers.
7. “How do you work with development partners and government?”
If your work involves donors, UN agencies, county governments or ministries, you need a partner fluent in approval chains, branding guidelines and political sensitivity. Ask for experience, not promises.
8. “What will you need from us?”
Good agencies are honest about the inputs they need: access to spokespeople, quick approvals, data and stories. If an agency promises results without asking anything of you, be cautious.
9. “How do you price your work?”
Kenyan PR firms usually work on monthly retainers, project fees or a mix. Ask exactly what is included, how many hours or outputs you get and how extra work is billed. Clear scope protects both sides.
What Achieng did next
She paused, wrote down these questions and met three firms in two days. The one she chose spent the first meeting asking about her audiences, her minister’s priorities and the story behind the programme. The launch made prime-time news, and more importantly, the right partners called the following week.
The lesson: choose a PR agency the way you would choose a senior hire. You are trusting them with your reputation.
How Reznick Communications can help
Reznick Communications is a Nairobi-based PR and strategic communications agency working with governments, development agencies and brands across East Africa. We combine strategy, media relations, production and digital under one roof, so your story is told consistently everywhere it appears.
If you are weighing up agencies, we are happy to answer all nine questions in your first meeting.
Ready to put this into practice? Our team in Nairobi can help.
Frequently asked questions
How much does a PR agency in Kenya cost?
Most Kenyan PR agencies work on a monthly retainer or a project fee. The cost depends on the scope: the number of announcements, events, media outreach and content you need. Ask for a written scope that lists exactly what is included.
Is it better to hire a PR agency or an in-house PR officer?
Many organisations do both. An in-house officer knows the organisation deeply, while an agency brings media relationships, specialist skills and extra capacity for launches and crises.
How long before PR shows results?
Some results, like coverage of a launch, can arrive within weeks. Reputation shifts and stakeholder trust usually take three to six months of consistent work.
