With the right strategy, knowledge, and tools, building eCommerce brand awareness and securing press coverage doesn't necessarily require the help of an agency.

However, if you’re exploring the idea of bringing in outside PR support, it’s important to go in with eyes wide open. Not all agencies are created equal, and not all partnerships will deliver the value you’re looking for. Whether you're leaning toward an agency or considering managing PR in-house, asking the right questions upfront can set you up for long-term success.

Here are six essential questions every eCommerce brand should ask before signing on the dotted line with a PR agency:

1. How long is the contract?

PR is not a quick-fix solution, it takes time to develop media relationships, craft pitches, and see consistent results. Be cautious of agencies offering very short-term contracts, especially anything under six months. These arrangements may not allow enough runway to execute a strategic plan effectively.

On the flip side, if you’re managing PR in-house, treat it with the same long-term mindset. Set realistic expectations and commit to ongoing outreach, content development and press engagement for at least six to twelve months to evaluate progress.

2. Are there any hidden expenses we should expect?

Transparency around pricing is critical. Some agencies offer an appealing flat fee, only for clients to discover additional costs later, such as press release distribution fees, paid media placements, or hourly charges for strategy calls and reporting.

Before hiring, ask for a complete breakdown of what’s included in the retainer and what could potentially incur additional charges.

3. How do you get to know our brand and products?

A tailored PR strategy begins with a deep understanding of your brand. This includes your mission, your customers, your products and your tone of voice. Any agency worth working with should have a thorough onboarding process that includes strategy sessions, brand audits and competitive research.

If you’re taking the in-house route, invest the time internally to craft strong messaging, align your team, and clearly articulate your unique selling points. This clarity will serve as the foundation for all PR outreach and content development.

4. If we aren’t getting responses by month six, what is the action plan?

Results don’t always come overnight, but there should be a clear plan if traction hasn’t materialised by the six-month mark. A good agency will be proactive in adjusting strategy, testing new angles, and being transparent about what’s working (and what’s not).

For eCommerce teams managing PR themselves, this is a moment to pause and reassess. Look at your subject lines, media targets, pitch timing, and feedback. Are you following up effectively? Are your pitches newsworthy and relevant to the journalist? Use data to guide your next move.

5. How do you create hooks for profile angles you pitch?

Press coverage doesn’t happen because your product is great, it happens when your story fits into a broader trend or narrative. Ask potential PR partners how they develop “hooks” that make your brand part of a bigger story. Are they pitching you as a voice in industry conversations? Are they tying your expertise to seasonal or cultural moments?

This mindset is just as important for in-house teams. Ask yourself: Why now? Why this story? Why would a journalist care?

6. What can our founder be doing to increase personal brand and support PR efforts?

A founder’s visibility can dramatically impact PR success. The press often look for founder-led narratives, industry insights, or human-interest angles tied to personal journeys. Ask potential agencies how they plan to build the founder’s profile and whether they support things like LinkedIn presence, podcast pitching or speaking opportunities.

If you’re managing PR in-house, think about how your brand’s founder can show up as a thought leader. It’s not just good for PR – it helps boost trust, conversions and brand loyalty too.

Choosing to work with a PR agency, or to handle it in-house, is a significant decision for any eCommerce brand. The more informed you are, the more likely you are to see a return on your investment. These six questions serve not only as a vetting checklist for agencies but also as a roadmap for eCommerce brands who want to own their narrative and stay in control.

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