The practical answer is to normalize each proposal before comparing price. Identify what is earned, paid, syndicated and owned; request evidence for the agency’s exact role; score the delivery team and measurement plan; then review commercial and reputational risk.

Start by separating the distribution mechanisms

Earned editorial coverage is independently selected and controlled by an editorial organization. An agency can research, prepare, pitch and coordinate, but it cannot safely promise acceptance, wording or publication timing.

Sponsored or paid placement buys an agreed media product. It may be useful, but it should be labelled and budgeted as paid distribution rather than presented as earned validation.

Wire distribution and syndication send a release through a distribution network. The result is distribution, not proof that individual journalists independently selected the story.

Owned communication includes the company’s newsroom, executive posts, research and statements. The company controls publication, but the material does not carry independent editorial selection.

Ask every agency to classify each proposed deliverable using these four labels. If it refuses, the proposal is not ready for comparison.

Use a 100-point agency scorecard

Set a minimum score before opening commercial negotiation. A low score should not be rescued by a famous logo or a large outlet list.

Request evidence that can survive scrutiny

For each example, ask:

• What was the client’s objective and market?
• What did the agency actually do?
• Was the result earned, sponsored, syndicated or owned?
• When did it happen, and is the example still relevant?
• Does the agency have permission to discuss the work?
• Which output was observed, and which outcome was measured?
• What would the reference client say about the operating process?

A publication logo alone does not answer any of these questions. Neither does an aggregate reach number without a source, time period and method.

Test the proposed measurement plan

AMEC’s Barcelona Principles frame communication measurement around objectives, outputs, outcomes and potential impact. Apply that logic before appointment.

The agency should define the audience and intended change before choosing metrics. It should distinguish published items from message pickup, audience response, qualified site activity, search demand and business progression. It should also state what cannot be attributed to PR alone.

Avoid plans that use advertising value equivalency, guaranteed coverage totals or one proprietary score as a substitute for a transparent evidence chain.

Review commercial terms as part of quality

Record which costs are included and which pass through separately. Confirm who approves sponsored spend, distribution fees, travel, production and external specialists. Ask whether the agency receives rebates or commissions and how unused funds are handled.

Define ownership of media lists, drafts, research, monitoring data, executive materials and account access. Set an exit process before the engagement begins.

Red flags that should stop the process

• Guaranteed earned coverage or guaranteed sentiment.
• Paid placements described as editorial wins.
• A logo wall without dates, roles or permission.
• No named senior owner after the pitch.
• Reach figures without methodology.
• No claim-review or correction process.
• A proposal built around channels before the business problem is defined.
• No distinction between activity, outcome and impact.

The decision rule

Choose the agency whose scope remains credible when the announcement is delayed, a journalist declines, evidence changes or a reputational issue appears. The best proposal is not the one with the most confident forecast. It is the one that defines controllable work, independent decisions, evidence and limits clearly.

What Crynet can help decide

Crynet can help structure a review-ready crypto PR and communications scope across narrative, evidence, earned and paid distribution, measurement and risk controls.

Send the objective, priority markets, timing, available proof and redacted proposals. We can identify mechanism mismatches, evidence gaps and questions that should be resolved before appointment.