Key Takeaways
- What mostly matters in picking the right PR agency or partner? It is that credibility matters more than awards. Look for proven results. Consistency and media trust build long-term reputation.
- Industry insight drives relevance. A strong agency understands market nuances and can translate your message for the right audiences.
- Partnership over promotion. The best PR agencies don’t just execute, they collaborate, strategize, and stay accountable from start to finish.
- Results should speak for themselves. Look for tangible metrics such as earned media value, reach, and engagement.
- The right agency elevates your brand story. With strategic alignment and creative execution, PR becomes a growth driver, not a cost center.
How do you choose the right PR agency for your brand? Do you base it on their awards or the high-profile clients they represent?
Those might look impressive, but they’re not the best indicators of whether an agency will truly deliver for you.
Your brand’s success in PR shouldn’t depend on another brand’s track record or an agency’s trophy shelf. Each industry demands different PR strengths and strategies. The agency that’s perfect for a lifestyle label might not be the right fit for a pharma company or an FMCG brand.
Here’s a quick guide to finding the PR agency that aligns with your industry, your goals, and your story, before you sign that retainer.
Pharma and Healthcare: Building Trust Above All
The Philippine pharmaceutical and healthcare market is fiercely competitive, dominated by global players, and driven by affordability and trust. With a market shaped by strict regulations and patient awareness, brands need agencies that can simplify science, communicate responsibly, and maintain credibility through consistent media relations.
Look for:
- Deep experience in healthcare communications
- Strong networks with medical and consumer health media
- Understanding of compliance and sensitivity in messaging
Novo Nordisk
To raise awareness on the unmet needs of Filipinos living with obesity and diabetes, Novo Nordisk rolled out a World Diabetes Day publicity campaign anchored on a Guinness World Record attempt to boost engagement and visibility. Through strategic media coordination and a high-impact PR stunt, the event generated ₱20M in earned media value, 20 PR pickups, and reached over 18M readers, with multiple front-page features from top-tier journalists reinforcing Novo Nordisk’s credibility in healthcare.
Real Estate: Selling Trust, Not Just Space
Competition in the Philippine real estate industry is intense, with major developers dominating urban markets, while regional, mid-tier players and smaller firms compete for relevance and visibility. A real estate brand needs an agency that can highlight lifestyle benefits to its different target markets while tapping local media and digital platforms to showcase properties and innovations.
Look for:
- Strong ties with national and local real estate media
- Storytelling that humanizes developments
- Event management and digital amplification skills
Aboitiz Land
Aboitiz Land has strengthened its reputation as one of the country’s most trusted real estate developers through a focus on media engagement, lifestyle placements, and event amplification. It has positioned projects, especially those outside Metro Manila, as smart investments built around convenience and community. The organization continues to secure top-tier coverage in major broadsheets and business titles.
Lifestyle (Travel, Appliances, Wellness): Create Connection, Not Just Visibility
Lifestyle brands thrive on emotion and aspiration. In the Philippines, they face tough competition from international names, so the challenge is differentiation. How can you tell stories that feel culturally rooted and personally relevant?
Look for:
- Creativity and trend responsiveness
- Influencer and content creator relationships
- Capability to run integrated, multi-channel campaigns
Victory Liner
Victory Liner is a heritage bus company servicing the North Luzon area. As a company 80 years strong, it aims to keep the joy and impact of responsible, curiosity-piquing travel alive. It jumped headfirst into creating a digital presence to reach out to a wider, more travel-hungry audience through engaging, humorous, relatable reels from influencers and creators alike. They never let go of their traditional PR efforts either. Their press releases saw a total of 7.1M in PR mileage in print and online media, including lifestyle blogs and websites. Their organic digital engagement continues to be in the millions.
FMCG (Fast-Moving Consumer Goods): Speed Meets Strategy
FMCG brands compete in a market where shelf space, price, and speed define success. With local players gaining ground, PR must evolve beyond product pushes. It must shape perception, loyalty, and community relevance–and it must be consistent with it.
Look for:
- Established media contacts in consumer goods and retail
- Data-driven campaign strategies
- Proven product launch and crisis management expertise
Asiawide Refreshments Corp (ARC)
Consistency is the name of ARC’s game. For over a decade of putting out relevant press releases, conducting media engagements, and strengthening their digital footprint, they continually garner anywhere around 50 press pick-ups and up, with a total of anywhere around 6M PR mileage across various media channels (print, broadcast & online) per year.
What Every Brand Needs in a PR Agency
Whatever industry you’re in, the right PR agency should bring more than creativity—it should bring clarity, credibility, and measurable impact. Here’s what to look for across the board
- Proven industry presence with ideally decades of experience
- Wide media network spanning traditional and digital platforms
- Full-service approach ensuring campaign execution from start to finish
- Customized strategies for unique brand goals
- Local case studies or demonstrated success stories in the Philippines
The goal is to achieve personalized, purposeful, and effective PR campaigns that elevate your brand locally.
Quickfire FAQ for PR Agency Selection
Trying to make sense of how PR really works? We’ve got you covered. Here’s a quick rundown of the basics every brand should know.
What does a PR agency do?
A PR agency manages your brand’s public image and messaging, helping you earn trust, media coverage, and audience engagement.
Who should hire a PR agency?
Any company that wants to build credibility, manage reputation, or boost awareness through expert storytelling and media outreach.
What makes a good PR agency?
Industry experience, strong media relationships, and a balance of creativity and strategy, so every campaign performs.
How can I tell if my PR agency is effective?
You’ll notice consistent, meaningful visibility—not just mentions, but narratives that strengthen your brand’s reputation.
One Agency. Every Industry. Real Results.
With nearly 30 years of expertise, a trusted media network, and a proven track record across industries, NGP-IMC delivers campaigns that combine creativity with credibility. From healthcare to lifestyle, real estate to FMCG, our work turns communication goals into measurable, lasting impact.
Let’s make your brand story impossible to ignore. Partner with NGP-IMC, where strategy meets storytelling, and every campaign counts.