It’s a question many founders and marketing teams find themselves asking, especially in a fast-growing, competitive space like wellness.
The right PR partner should feel like an extension of your brand and ideally have a working knowledge of your sector. Team chemistry is equally important, as is choosing an agency that understands your values your audience, and what makes your product different.
At The Spa PR Company, we believe it starts with a genuine understanding of the wellness consumer and a deep-rooted passion for the sector. Every brand has its own story, whether it’s rooted in a personal experience, new innovation or rising to demand in the market. That story is part of your brand narrative and should shape the way it’s shared.
Our experience working with product-led brands such as Mavala, Dr. Bronner’s, Urtekram and Elemental Herbology has shown us that there’s no one-size-fits-all approach. What matters is creating a bespoke strategy that feels aligned to the brand’s goals and values.
When choosing a PR agency, it’s worth looking beyond an impressive pitch proposal. Start by understanding how they define success. In this space, results are not just about volume of coverage, they’re about relevance, trust, and audience alignment. Ask how they measure impact. Is it quality of placements, audience reach, share of voice, referral traffic, or long-term brand awareness?
It’s also important to understand how PR fits within the wider marketing mix. The most effective agencies don’t treat PR, influencer marketing, and digital activity in isolation, they build integrated storytelling that works across channels.
Think about how long the agency has worked with similar clients and ask for references so you can hear first-hand how they operate. Meet the team who will actually be working on your account and assess whether the chemistry feels right.
Do they have the creativity to help your brand stand out? Do they understand how to shape storytelling in a way that builds trust and credibility? Can they connect you with media and influencers who genuinely align with your values?
In wellness specifically, credibility is critical. Look for an agency that understands regulations, ingredient transparency, and the importance of responsible, science-led storytelling. Wellness audiences are highly informed, and media are increasingly selective, so accuracy and trust are essential.
For us, it’s about delivering a balanced approach: securing meaningful press coverage, building authentic influencer relationships, and creating consistent opportunities for your brand to be seen and remembered.
Choosing the right agency can make a real difference, not just to your visibility, but to how your brand is understood and remembered over time.