How to Read an Agency's Case Studies Critically
Good case studies state the objective, the agency's specific role, results against a baseline or target, and honest limits. Be cautious of vague claims, borrowed credit and reach figures without outcomes.
A credible agency case study states the client's objective, the agency's specific role, results measured against a target or baseline, and honest limits on what the agency can claim. When you read case studies, look for those elements and be cautious of vague claims, credit for work others did, and large reach figures with no connection to outcomes.
For organisations in Ghana comparing PR, marketing and event agencies, case studies are often the main evidence of capability. Reading them critically helps you choose well.
Look for the objective
What was the client trying to achieve? A case study without a clear objective makes results hard to judge.
Check the agency's role
Many projects involve several partners: the client's team, other agencies, producers and media. A good case study says what this agency did. Ask directly if it is unclear.
Look for outcomes, not just outputs
Outputs are activities: posts, releases, events. Outcomes are what changed: registrations, attendance, sales, partnerships. Reach and impressions describe exposure, not results. See how to measure a PR campaign beyond reach.
Look for a comparison point
Results are more meaningful against a target, baseline or previous edition. Our Women of Valour case study reports 3,550 registrations for the 2023 event against a target of 1,200: a clear comparison.
Check for honest limits
Credible agencies acknowledge what they cannot prove. For example, registrations usually reflect several channels working together, not one tactic. See Women of Valour: from a 1,200 target to 3,550 registrations for how we describe that limit.
Watch for warning signs
- Big numbers with no source or date
- Combined follower counts presented as unique audiences
- Results with no explanation of the agency's role
- Logos of famous brands with no description of the work
- Claims of guaranteed results
Ask for references
Speak to past clients about the experience of working with the agency: communication, reliability and honesty.
Ask how it applies to you
A strong case study in a different sector may still be relevant if the approach transfers. Ask the agency to explain how its experience applies to your situation.
Related reading: red flags when hiring a PR or marketing agency in Ghana and how to choose a PR agency in Ghana. See PR369's own case studies.
PR369's Strategic Communications and PR service reports against agreed objectives. Email info@pr369.com with your objective and timeline. We will begin with a strategy conversation.
