Effective PR sets businesses up with a strong brand image. It introduces them to their target audience, then takes the time to build engagement and trust. Though most companies and organizations realize the need for public relations, many wonder if they should hire a media relations PR firm or establish their own in-house department.
Benefits of in-house PR vs. a professional public relations agency
With in-house public relations, a company’s employees handle PR tasks internally. These employees have an intimate understanding of the company. Being part of the organization, they are aligned with the company’s goals and already looped into communication channels. In-house teams can also be cost-effective.
When a company hires an agency, it receives services from an external firm that is entirely dedicated to PR activities. These agencies come with specialized knowledge and broad experience. PR firms work with a wide range of clients and media outlets across many industries. This expertise results in fresh perspectives and innovative PR strategies.
“PR agencies bring media contacts and a team of diverse skill sets to the table,” says Scott Bartnick, co-founder of Otter Public Relations. “You can take advantage of these resources on a long-term basis or for specific campaigns. To make the choice, consider the complexity and scale of your PR goals and the specific skills you need to get the job done.”
Hire a media relations PR firm if you see diminishing media coverage
Local media outlets show interest when a company is new. However, maintaining that buzz over time takes a strategic approach and ongoing efforts. If businesses are not getting the media attention they used to, they can try bringing on publicists with established media relationships.
In the 2024 Global Comms Report from Cision, the in-house teams score themselves highest on investor relations and competitive analysis. PR agencies feel their strengths lie in media relations and crafting brand narratives.
“PR firms specialize in grabbing attention,” observes Bartnick. “They know what media outlets are looking for and will tailor a brand’s messaging to fit those needs. If your media reach has plateaued, a PR firm will help rejuvenate your public presence.”
You need a professional PR firm if public PR takes time away from core business activities
“If your team spends more time crafting press releases or managing social media crises than working on core business activities, it’s time to rethink your priorities,” Bartnick notes. “Without the right expertise, managing PR in-house often leads to an inefficient use of resources.”
To illustrate this point, professional PR firms rely on full-time writers and editors to craft compelling content. By contrast, Cision’s survey shows that an increasing amount of in-house PR content relies on generative AI.
A good PR agency frees companies to focus on what they do best. When companies delegate PR tasks to specialists, they ensure that both their business operations and public image stay on the right track.
Try a professional PR firm if your campaigns fall flat
Product launches and marketing campaigns often fail to generate buzz. This can indicate that the PR team lacks the creativity and connections they need.
PR firms bring a wealth of experience. They blend traditional and digital media to ensure campaigns reach the right audience.
Hire a media relations PR firm in a crisis
PR on a good day is tough enough, but a crisis reveals the stark difference between the experts and the companies doing their own crisis management.
Cision’s survey finds that while 77% of PR firms and in-house comms teams feel they have the tools to handle a crisis, only 29% feel confident to respond. When breaking the numbers down between in-house teams and professional PR agencies, experienced agencies are hands down more confident in crisis response.
“Crises come at you as negative reviews, product recalls, executive scandals, or even natural disasters,” remarks Bartnick. “How you handle them can make or break you, and doing it wrong can lead to lasting damage.”
Reach out to a PR firm if you have difficulty engaging stakeholders
“Effective PR is much more than press releases and social media posts,” says Bartnick. “It requires consistent, strategic engagement with customers, investors, employees, and the public. If your business is having trouble maintaining a consistent voice or staying on message, it might be time to consider professional help.”
PR firms offer more than just media relations. Their comprehensive communication strategies ensure consistent and coherent messaging across all platforms. This consistency builds trust and credibility with your stakeholders.
So, when should a company hire a PR firm? According to Bartnick, “Hire a media relations PR firm when you need the experience and expertise that gets results.” Partnering with a team of professionals allows you to focus on your own job, confident that your brand is in capable hands.”
