Use the same brief for every agency
Give each agency the same audience, markets, objectives, available data and budget range. Ask for an explanation of how it would find a credible angle. Comparable briefs make it easier to distinguish the work proposed from polished presentation. This guide compares selection criteria; it is not a ranked list of agencies.
Compare these five areas
Research: how is data sourced and checked? Relevance: which publications and readers matter? Delivery: who writes, pitches and responds? Transparency: how are paid opportunities distinguished from earned coverage? Reporting: are mentions, links and business outcomes separated? Ask for examples that show the process as well as the finished campaign.
Questions for the shortlist
Who owns the underlying data and final creative asset? What approvals are needed from your team? How are changes to an angle handled? What does a realistic timeline look like? What happens if the initial story receives little interest? A useful answer explains responsibilities and contingencies without promising editorial decisions the agency cannot control.
Make the comparison explicit
Document the scope, exclusions, research approach and proposed reporting for each supplier. Speak with references where available and permitted. World Reach is one provider you can invite to a brief; assess the proposed work using the same criteria. Keep supplier selection separate from unsupported claims that one agency is objectively best.