So, you’re on the hunt for a new ad, PR, or marketing agency. Maybe your current agency isn’t cutting it, or maybe you’re just looking to shake things up a bit. Either way, it’s a big decision—and it’s easy to get lost in all the jargon and promises of “disruption” and “cutting-edge strategies.”

But let’s be real for a second: picking the right agency isn’t about falling for the latest buzzwords. It’s about finding a partner who can deliver results, stay consistent, and make your brand feel like it belongs.

SHOT Show is a time when companies are making changes behind the scenes. It could be replacing in-house personnel, changing rep groups, or finding a new PR/ad/marketing agency. SHOT Show brings all these people together under ‘one’ roof making it convenient to meet face-to-face.

So you’re one of these companies making a change, what should you be looking for? There are a few non-negotiables: capabilities, creativity, consistency, collaboration, contacts, and most importantly, culture.

Capabilities: Can They Actually Do What They Say?

Here’s where the rubber meets the road. Does this agency actually have the skills to meet your needs, or are they just great at talking a big game? You need to know that they can handle the work you’re hiring them for, whether that’s running a digital campaign, landing PR coverage, or managing your brand’s entire marketing strategy.

And don't just take their word for it—ask for case studies, examples of past work, and solid metrics. A good agency will be able to demonstrate how they’ve solved similar challenges for brands like yours.

Another key metric of capabilities is the agency’s bandwidth. As Allen Forkner, a reformed agency exec who is widely respected in the industry, reminded me size does matter. “A three person shop where everyone’s a VP sounds great, but can they actually meet a deadline with the team they have? Or are they reliant on freelancers who just punch out spec work without a care?” Forkner observed.

Don’t get distracted by flashy pitches. What matters is whether or not they can hit your goals. Are they using the right tools and technology to stay ahead of the curve? Do they know how to adapt to changing trends and consumer behaviors? If they’re not up to speed on the latest digital platforms, media strategies, or creative execution methods, you may want to move on.

Creativity: Is Their Work Actually Interesting?

Let’s be honest, in marketing creativity is what separates the winners from the also-rans. And by creativity, I don’t mean just cool ads or funny slogans. I mean real, thoughtful work that taps into human emotion and makes people sit up and pay attention. A creative agency should be able to turn your brand’s story into something compelling—something that resonates with the people you’re trying to reach.

Look for an agency that’s not afraid to take risks, but also knows how to keep things on-brand. They should be able to come up with fresh, innovative ideas that don’t stray too far from your core message.

They should challenge you, but in a way that helps you grow, not confuse you. If their portfolio is full of cookie-cutter campaigns that feel like they’re just trying to win awards, move on. You want an agency that’s going to make your brand stand out, not blend in.

This is yet another area where Forkner agreed, adding, “You should want to hear ideas that make you a bit uncomfortable. It’s better to have an agency that needs to be reeled in rather than urged forward. If you keep hearing ideas that you already thought of, what good are they?”

Consistency: Can They Keep It Together?

Creativity is great, but it means nothing if the agency can’t deliver on time and within budget. You’re looking for reliability here. You want an agency that can take that killer idea and consistently execute it across multiple channels without dropping the ball. That means no missing deadlines, no forgotten tasks, and—most importantly—no inconsistent messaging. Your brand needs to sound the same on Instagram, in the press, and across every touchpoint.

Consistency also applies to the quality of work. It shouldn’t be hit or miss. Whether they’re working on a big national campaign or a small social media post, the standard should never waver.

Check their track record and call around. Do they have a history of meeting expectations and staying on target? If not, they’re not the right fit for you.

Collaboration: Are They a Team Player?

It’s called partnership for a reason. The right agency shouldn’t just be a vendor whose first priority is billing you. You want them to be an extension of your team and should work with you, not just for you.

Collaboration means regular, open communication and a willingness to share ideas and feedback. They should understand your vision, but also challenge you when necessary. If they’re only listening to their own ideas and not factoring in your perspective, you’re going to hit a wall eventually.

And if they only listen to your ideas they may not be able to do what’s needed. And that is, as an old boss drilled into me, ‘sometimes you have to save the client from themselves.’

The best agencies don’t just provide solutions—they work with you to find the right solutions. You should feel like they’re genuinely invested in your success. Whether they’re brainstorming creative strategies, reviewing performance metrics, or discussing next steps, they should always be on the same page with you.

Don’t go for the agency that’s just there to take orders—look for one that wants to collaborate and help you grow.

And as Forkner points out, this goes both ways. “And for God’s sake, be open and transparent with the agencies, too. They have to have the info to create great strategy. That means access to product info AND budget info. Don’t hesitate to give them a budget because they will spend it all. Of course they will, because they want to get the maximum impact (at least I hope they do). Set a real budget then read the agency in. It’ll save everyone a headache and wasted time in the long run.”

Contacts: Do They Have the Right Connections?

Let’s face it—knowing the right people can make all the difference. In the world of marketing and PR, access is everything. Can the agency get your brand in front of the right people? Do they have relationships with key media outlets, influencers, or industry leaders who can help amplify your message? If they don’t have a solid network to work with, they’ll struggle to get the visibility your brand deserves.

You’re not just looking for an agency that can put together a media list or get product out to an influencer or two. You need one that has real, established relationships that can help open doors for your brand. And sometimes it’s a relationship with another company that opens the door to a new business opportunity.

Whether it’s securing top-tier press coverage, landing your product in the hands of the right writers and influencers, or getting your product on that of another company’s, the agency’s network can make or break your campaign.

Culture: Do They Understand Your Brand and Your Audience?

Last, but certainly not least, is culture. And when I say culture, I don’t just mean the agency’s office vibe or how cool their creative director’s Instagram is. I mean whether they get your brand and, more importantly, the culture of the people you’re trying to reach.

My first marketing job was as an ad exec with an agency in our industry. During the interview I admitted I did not know the nuts and bolts of advertising. The owner of the agency smiled and said, “I can teach you advertising, it’s the industry and organizations I can’t teach you. Thankfully, you already know those.” And I did.

You can’t just throw a marketing message out there and hope it sticks. It needs to speak to your audience, to reflect their values, and to be in tune with the world they live in.

Agencies that understand the culture of your consumers — whether it’s a niche market or a mass audience — are the ones that will make your brand feel authentic. They should be able to translate your products and services into messages that resonate, connect, and inspire action. The right agency will already have an intuitive understanding of the cultural trends, attitudes, and behaviors that matter most to your target audience.

At the same time, the agency’s internal culture should align with your own values. Are they passionate about the work they do? Are they passionate about archery, fishing, firearms, shooting, hunting, conservation? Do they care about the same things you do? If their culture feels off, more transactional than genuine, it’s going to be harder to build a true partnership.

“We’re a tribal industry that’s always under attack from the outside. A PR or marketing person who doesn’t get that is like a guy who pulls up to the farm in a shiny European sedan wearing a pinstripe suit and wingtips… automatically suspicious,” noted Forkner.

The Bottom Line

Choosing the right ad/PR/marketing agency isn’t about finding the loudest agency or the one with the flashiest presentations. It’s about finding a partner that understands what you need, is capable of delivering it consistently, and works alongside your team to make it happen.

So, take your time, ask the right questions, and find the agency that’s truly aligned with your goals. The right partner is out there—it’s just a matter of finding them.

And there’s no better time or place to have those conversations than SHOT Show.

– Paul Erhardt, Managing Editor, the Outdoor Wire Digital Network

Editor’s Note: A big thanks to Allen Forkner for contributing his insights. Though I have worked in an ad agency, Allen has forgotten more than I pretend to have learned.