Choosing a communication agency when you’re an entrepreneur or running a small business… yeah, that’s one of those decisions that looks simple on paper and turns messy fast. You Google for 10 minutes, you open five tabs, everyone promises “visibility”, “impact”, “growth”. And you’re there, coffee getting cold, thinking : “Okay, but who can actually help me ?”
I’ve been there. Sitting in a coworking space with bad Wi-Fi, scrolling through agency websites that all look the same. Big words, stock photos, smiling teams. At some point, I stumbled on https://essorcommunication.com while comparing agencies, and it hit me how rare it is to find a site that feels grounded in real business constraints. That moment made me rethink how to judge an agency, beyond the glossy pitch.
Start with your real need (not the one agencies sell you)
First question. Simple, but brutally important : what do you actually need right now ?
Not “I want more visibility” – everyone wants that. I mean : do you need leads next month ? A clearer brand because your message is all over the place ? A website that doesn’t look like it was built in 2012 on a rainy Sunday ?
When you’re a PME or a solo founder, budgets are tight. Time even tighter. An agency that pushes TikTok ads when you desperately need a solid website… that’s already a red flag. Personally, I prefer agencies that ask uncomfortable questions. Ones that say : “Honestly ? Ads now would be a waste. Fix this first.”
Forget size. Look at relevance.
Big agency, small agency… honestly, that debate is overrated.
I’ve seen tiny teams do insanely good work because they understood the business. And I’ve seen big agencies with fancy offices deliver… nothing useful. What matters is whether they’ve worked with companies like yours. Same stage. Same constraints. Same stress.
Ask for concrete examples. Not logos. Stories. What was the problem ? What did they change ? What happened after three months ? If the answers stay vague, that’s not a good sign.
Pay attention to how they talk to you
This one is very personal, but I think it’s crucial.
Do they explain things clearly ? Or do they hide behind buzzwords ? If you leave a call feeling a bit stupid, that’s on them, not on you. A good communication agency should make complex stuff feel simple. Almost obvious.
I once had an agency pitch me a “360° omnichannel brand activation strategy”. I nodded. Then I realized I had no idea what they were actually going to do on Monday morning. That’s a problem.
Processes matter more than promises
Everyone promises results. Growth. ROI. Blah blah.
What really matters is how they work. Do they have a clear process ? Regular check-ins ? Real reporting ? Or is it all “trust us” energy ?
For small businesses, predictability is gold. You want to know what happens week 1, week 4, week 12. Not exact numbers, but a roadmap. If an agency can’t explain that simply, I get nervous. Maybe it’s just me, but structure feels reassuring.
Watch out for the “yes to everything” trap
An agency that agrees with everything you say ? Sounds nice. It’s usually bad news.
You’re not hiring a cheerleader. You’re hiring a partner who sometimes says no. Who pushes back. Who tells you your idea might not work, and why. That friction ? It’s healthy.
Ask yourself : do they challenge you a bit ? Or do they just adapt their pitch to whatever you say ? Trust your gut here. It’s often right.
Budget : be honest, early
This part is awkward, but unavoidable.
Be upfront about your budget. Not to get a discount, but to see how they react. A serious agency will adapt a proposal, maybe cut features, maybe suggest a phased approach. A bad one will either ghost you or oversell.
And no, cheapest is rarely best. But overpriced for your stage is just as dangerous. Balance matters.
So… how do you choose ?
If I had to sum it up :
- Clear understanding of your real needs
- Relevant experience, not flashy clients
- Human, clear communication
- A solid process you can understand
- Healthy disagreement, not blind agreement
Choosing a communication agency isn’t about finding the “best” one. It’s about finding the right one for where you are right now. And yeah, maybe you’ll change later. That’s okay.
Take your time. Ask questions. And if something feels off… it probably is.
