You should decide what you want from your PR consultancy:

• What sort of services do you want?
• What experience is necessary?
• What kind of skills do you want from your public relations consultancy (lobbying, media relations, employee communications, etc)?
• Would you be more comfortable working with a larger PR agency or smaller PR agency?
• With whom in your organisation will they be working?
• Do you want local, national or international service?

Things to look out for are:

• First impressions
• Experience
• Attitude
• Can they promote themselves?
• Are they interested in you?
• Creativity
• Do they have the media contacts?
• Can they provide you with strategic thinking?
• Can they demonstrate successfully that they can execute the plan and produce results?
• Do they have the resources/ capabilities/staffing for your account?
• Can they provide you with references?
• Ability to integrate with other marketing communications?