This is a little rant because I am tired of seeing Google ads promising the moon regarding media coverage. "We guarantee media coverage..." they claim. Yeah right. Unless it really is the first self-cleaning fabric, for example, or truly water-powered car, media coverage is not guaranteed. How can they promise media coverage when:

1. Journalists aren't in control of what happens on the day (how many product and companies got coverage on 4 September 2010 and 22 February 2011 in New Zealand?). 
2. It depends on the bureau chief, news editor and editor as to what gets in and what doesn't.
3. Sometimes, it just ain't news.

If a PR company only 'does' media, then they're not PR companies, they're media shops and that's quite legitimate and fine - that's what they choose to do. And if you're a prospective client, be suspicious of any 'guaranteed media placement.'

A full-service agency does corporate communication, often including investor relations, marketing communication, community relations (including engagement and consultation), and often, but not always, internal communication. And yes, media relations.

So, what can you expect?

• Your agency needs to understand your business and your industry. They won't know it all straight off and if they claim to, then be sceptical, because there's plenty that no-one can know unless they've worked closely with you for some time, to understand what's going on behind the scenes. But, they do need to have done their homework and researched your company, and the industry you're in.
• Expect to provide a full brief. This means you have to do your homework. Why do you want a PR agency? What do you want to achieve? If you just want media coverage, expect to be advised as to how realistic your expectations are. If you want support for your in-house communications department, be clear as to who will be doing what - do you want advice and strategy or do you want implementation support? 
• What budget do you have? Most companies don't want to reveal their budget first off, because they worry the agency will maximise their work to fit, regardless of what's required. However, it's also unfair to expect an agency to put (costly) hours into a proposal that might well put you off because it goes beyond what you can afford. 
• Any good PR and communications agency will let you know their pricing options - hourly, retainer, project-based. 
• You can also expect to be told who will be working on your account. Don't be fooled by the 'stars' being trotted out to sparkle at the presentation, to have your work fobbed off to more junior staff. There's nothing wrong with junior staff working on your account, but you need to know who will be doing the work and who's responsible for what.