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Firing a PR agency is mostly a contract and handoff exercise. The two failure modes are missing your contractual notice window (auto-renewing for another year) and not getting your assets back. Pull your contract before any conversation. Look for the termination clause — usually 30 or 60 days written notice.

Document the case. List specific deliverables missed, KPIs not hit, and reporter relationships that didn't materialize. A clean paper trail prevents disputes over the final invoice.

On the handoff: demand exports of media lists, pitches sent in the last 90 days, draft press releases and bylines in progress, analyst briefing notes, AI-citation tracking data, and contact details for any reporter the agency has been in active conversation with on your behalf. Get it in writing. When you're evaluating replacements, the shortlist of B2B tech PR agencies we maintain filters on retainer minimums, senior staffing, and category fit. Crackle PR onboards clients mid-contract regularly from junior-heavy holding-company retainers — the assets-handoff clause is where most transitions go sideways, so get it in writing before the notice window closes, not after.

Reviewed by Parry Headrick, Founder & CEO · Last updated July 13, 2026