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At LCI, we like to educate prospects that there are three types of agencies: multi-national firms that have multiple offices worldwide (and budget minimums that reflect those resources); mid-sized agencies, likes ours, that have many of the capabilities of the “big guys” but with less overhead; and freelancers, who generally are the least expensive, but most often are best suited for a local campaign.In the end, you will be working with your PR pros closely, so you want to make sure that you like them as people, not just as professionals.Following these steps will help you find that perfect agency and – more likely than not – result in a longstanding partnership that will benefit both parties for many years to come. To bypass the frogs, here’s a 5-step guaranteed process compiled by yours truly that will help you identify the right agency for your PR needs. Think clearly about your goals, scope of work and budget Before you begin, this is the most important step. Finding the perfect PR and marketing communications agency is a bit like dating: you might have to kiss a few frogs to find your soul mate. You have a budget in place for marketing communications and clear communications goals.Ask yourself: Is this firm the right size for your business?Have the agency present their ideas in person so you can hear them fully fleshed out.Then, ask specifically who will be working on your team and ask to meet them. And don’t just say, “Get me into the Wall Street Journal.” Professional PR firms want to know “how should we target our efforts to help your business grow? If you can’t define success upfront, you’ll never find the right partner.