This 25-point checklist helps you evaluate a strategic communications agency by examining how it develops messaging, structures campaigns, manages media touchpoints, and measures results.
You’ve shortlisted a few communications agencies. Their portfolios look impressive, their teams seem experienced, and their proposals hit all the right notes. But here’s the thing: Choosing the wrong strategic communications partner can cost you more than just money. It can set back your brand’s reputation, waste time, and leave you scrambling when issues arise.
In the Philippines’ rapidly evolving digital landscape, with 97.6 million internet users and a digital advertising market worth a projected $5.39 billion by 2033, the stakes are higher, the competition stiffer, and the need for authentic, data-driven communications more pressing than ever.
That’s why we’ve developed this concise 25-point checklist for you. Use this to look beyond the flouncy presentations and dig into what really matters when selecting a communications partner who can navigate the dynamic trends of 2025 and beyond.
The 25-Point Strategic Communications Partner Checklist
Messaging Development Capabilities
1. Evidence-Based Strategic Recommendations
Do they validate recommendations with solid data, competitor benchmarking, and past performance metrics? Look for agencies that can explain the “why” behind their strategy with concrete evidence rather than gut feelings.
2. Clear, Jargon-Free Communication
Can they translate complex ideas into messages that resonate with the Filipino market? Test this by reviewing their own content. If their blog posts are full of corporate speak, imagine what your campaigns will sound like.
3. Audience-First Messaging
Do they demonstrate a deep understanding of your customer segments and tailor messaging accordingly? The best agencies ask detailed questions about your audience before proposing any creative direction.
4. Cultural Relevance and Localization
Can they help global brands avoid tone-deaf messaging by understanding Filipino cultural nuances? In the Philippines, one size definitely doesn’t fit all, your agency should know the difference between Metro Manila and Mindanao audiences. The best agencies prevent embarrassing missteps by deeply understanding local values, traditions, and sensitivities, ensuring your campaigns resonate authentically rather than offend.
5. Localization Expertise
Do they create authentic connections through content that leverages regional languages, festivals, and community values? Ask for examples of how they’ve successfully localized campaigns for different Philippine regions.
Campaign Structure Capabilities
6. Realistic Strategy Implementation
Do they create actionable implementation plans and transparently communicate resource requirements? The best agencies break down big ideas into clear, manageable steps with realistic timelines and budget considerations.
7. Alignment with Business Goals
Can they demonstrate how their campaigns connect to your brand’s long-term objectives? They should be able to draw clear lines between PR activities and business outcomes like sales, brand awareness, or market share.
8. PESO Model Mastery (Paid, Earned, Shared, Owned)
Do they effectively leverage Paid, Earned, Shared, and Owned media for maximum impact? The best campaigns integrate all four channels to amplify your message across every touchpoint.
9. Campaign Diversification Strategy
Can they execute campaigns that connect traditional PR, influencer partnerships, and social channels? Look for agencies that create unified narratives across all touchpoints, from press releases to social media content that ensures your message reaches audiences wherever they are. This is where digital public relations expertise becomes invaluable.
10. Mobile-First Design
Do they design strategies that engage Filipino audiences where they are—on mobile? With mobile connections exceeding the Philippine population, every campaign element should be optimized for smaller screens.
Media Touchpoint Management
11. Media Relations Network
Do they have established relationships with key journalists, bloggers, and online publications? Strong media connections mean your stories get heard by the right people at the right time. Look for agencies with proven media relations capabilities across both traditional and digital outlets.
12. Cross-Channel Brand Consistency
Are they skilled at maintaining consistent messaging across traditional media, digital, and social platforms? Your brand voice should feel the same whether someone reads about you in a newspaper or sees you on TikTok.
13. Omnichannel Execution Expertise
Do they deliver consistent execution across online, offline, and social media platforms? Beyond strategy, the best agencies ensure flawless implementation—whether it’s a press event, social campaign, or video production for multiple channels.
14. Social Media Fluency for the PH Market
Can they adapt strategies for platforms like Facebook, TikTok, and X, where Filipinos spend the most time? Each platform has its own execution and best practices where your agency should know them all.
15. AI-Powered Communications Tools
How do they balance AI efficiency with the authentic human connections that Filipino audiences value? The best agencies use AI to enhance creativity, not replace genuine storytelling.
Measurement and Results Frameworks
16. KPIs That Align with Your Business
Do they have a process for identifying goals, determining activities, selecting metrics, and establishing benchmarks? The best agencies focus on results that create real, measurable impact on your business. Avoid agencies that only measure vanity metrics like impressions or clicks—look for those who leverage brand performance analysis to track meaningful outcomes.
17. Accountability Through Regular Reviews
Are they proactive in reviewing metrics and adjusting strategies based on performance? Look for real-time monitoring and course correction.
18. Strategic Communications Planning
Do they develop comprehensive communications strategies that support your long-term goals? Look for agencies offering structured PR advisory services that align messaging, campaigns, and stakeholder engagement with your business objectives.
19. Data-Driven Decision Making
How do they leverage analytics to inform strategic decisions and optimize performance? They should show you how data insights directly influence campaign adjustments.
20. Advanced Measurement Technologies
Do they use sophisticated monitoring platforms for comprehensive tracking across all media? Ask about their media monitoring tools and how they track sentiment, reach, and engagement.
Essential Planning Tools
21. Comprehensive Communications Strategy
Do they align PR, content, and digital strategies under one unified vision? Fragmented approaches lead to mixed messages and wasted resources.
22. Annual Communications Planning
Can they create year-long plans that keep your brand proactive, not reactive? Strategic planning prevents you from constantly chasing the news cycle.
23. Message House Development
Do they provide a clear key message framework to keep your team aligned in every conversation? Everyone from your CEO to your customer service team should be singing from the same hymn sheet.
24. Forward Planning Grid Implementation
Are they prepared to help you stay ahead of issues and protect your brand when crises hit? Crisis prevention is always better than crisis management.
25. Structured Evaluation Framework
Do they implement formal evaluation models from the beginning of engagements? Good agencies measure success from day one, not just at the end of campaigns.
Also read: The Secret to Winning PR in 2025: Data and Authenticity. Discover why data-driven insights and authentic storytelling are key to building trust
Making Your Decision
The right communications partner should understand your brand and audience, elevate your brand’s story, and drive measurable results. Most importantly, work with an agency whose values align with what your brand stands for—because authentic partnerships create the most powerful outcomes. By applying this 25-point checklist during your evaluation process, you can identify communications partners equipped to deliver measurable results.
Ready to find your ideal communications partner and tell a meaningful story for your brand? At M2.0 Communications, we combine data analytics, cultural fluency, and PR expertise to build strategies that don’t just generate buzz, but earn trust and create impact.Learn how we build trust, elevate stories, and create impact by checking our services or diving into our case studies to see our work in action. Let’s start shaping your brand’s story. Contact us today.
