How are you delivering your message to your audience?
The core of public relations is communications. Any firm you work with needs to have a strong background in strategic communications.
Look for firms that have more than a decade of experience crafting messages, story-mining, and engaging with a wide variety of audiences.
Communications is about the ability to listen with empathy and understand what the audience wants to hear. It is not about what you want to tell your audience.
If your firm understands the importance of audience empathy, and placing themselves in the shoes of the individuals receiving the message, then you're in good hands.