Choosing between a PR agency and in-house management is a key decision for companies looking to improve their public image and grow.

Every business, no matter the size, needs one essential ingredient to succeed: consumers. However, in order to draw them in, you need them to see yours as a brand worthy of buying from. That’s where public relations comes in. At its core, PR is the strategic practice of managing your reputation, helping to strengthen your credibility and maintain a positive image. It is a vital component of ensuring that you show up in the right places and in the right light, resonating with the right people.

As your organization grows, you’ll likely face a pivotal question: Should you bring in a PR agency to help amplify your efforts? The answer depends on your goals, budget, and business’s current health.

The role of a PR agency

Though you might be tempted to lump PR in with sales, social media, or marketing, they’re different roles that require different ways of thinking. It has the most overlap with the latter, but their purposes and approaches slightly vary—marketing focuses on promoting products or services and driving sales, while PR is about shaping perception and fostering goodwill. Agencies are experts in this. They know exactly how to conduct media outreach and engage in compelling storytelling to strategically build trust with stakeholders, including customers and investors. Here’s what they typically bring to the table:

• Media relationships: A good firm will have strong connections with journalists, editors, influencers, and the like. It will know who covers your industry, how to pitch positive stories that get noticed, and how to secure the coverage that can help elevate your brand.
• Brand messaging: Your message needs to be clear, consistent, and intriguing across every channel. Any agency you work with should excel in refining your narrative, working with your marketing team to ensure that it aligns with both media expectations and your target audience’s interests.
• Event promotion and support: Whether you’re hosting a grand opening, sponsoring a community initiative, or speaking at an industry conference, a PR agency can generate buzz before, during, and after the event.
• Crisis management: When challenges arise, a firm can respond quickly for you and minimize any damage, guiding you on what to say, how to handle scrutiny, and how to protect your reputation.
• Thought leadership: Do you want to be seen as an authority in your field? An agency can help you get there by securing interviews, speaking engagements, and bylines in top publications, all of which can build your credibility and influence over time.

When to hire a PR agency

Working with a professional firm isn’t a one-size-fits-all solution for every organization, but there are a few specific scenarios that may indicate it’s time to bring one on board.

You’re ready to expand
Opening a new location, entering a new market, and launching a new product all require exposure to be successful, and a PR firm can craft the right message and get the media coverage you need to reach fresh consumers.

You’re facing a crisis
If your company is dealing with something like a product recall or a major misstep on social media, a PR agency can help manage the narrative and address negative reactions in a professional, controlled manner.

You don’t have a PR person
For smaller organizations and start-ups with limited resources, an agency can step in and provide a full suite of services without the need to hire or train someone new.

You want an outside perspective
A PR firm will have in-depth knowledge of best practices, trends, and business strategies that you can benefit from even in your day-to-day operations.

When to handle PR in-house

While agencies offer valuable expertise, not every company needs to outsource this function. In fact, managing it internally can be a smart choice depending on your situation, funds, and objectives.

You have a limited budget
Agencies often come with a hefty price tag, typically thousands of dollars per month. If you are just starting out or operating with tight margins, handling PR in-house—whether through developing media connections yourself or training someone on your team to step into the role—can be a more cost-effective solution.

You have a strong grasp of your brand
Do you feel comfortable writing press releases and landing speaking gigs? Bringing in outside help might not be essential. After all, no one knows your brand like you.

You have existing relationships in your industry
PR success is often built on relationships, so if you or your team have established ones with reporters, bloggers, industry leaders, or local organizations, you can leverage those networks directly.

Your business is highly niche
Some PR agencies may not have the experience or knowledge necessary to promote a company in a specialized market. In such a case, consider handling it yourself to make sure that your messaging accurately reflects your brand.

Making the decision

Before you choose a direction, take a close look at your marketing strategy, your goals for growth, and the resources you can realistically commit. You could even start small, such as by testing out a specific campaign or short-term project with a professional firm, to gauge the fit before committing to a full partnership. To help clarify your next step, ask yourself:

• What specific outcome am I hoping to achieve with PR, including brand awareness, credibility, or crisis management?
• Would I need help promoting my company’s stories, launches, or milestones to my desired level?
• Does my team have the time, skills, and media contacts to manage PR effectively on its own?
• Am I comfortable collaborating with an outside firm and sharing sensitive information?
• Will an agency fit into my budget?

If your answers suggest that you are ready for external expertise and can sustain the investment, hiring an agency may be the right step forward. But if you’re still building your base or prefer a more hands-on, cost-conscious approach, managing PR internally could serve just as well for now. You can always reassess later and adjust your approach as your business evolves and you gain more clarity on what’s working and what’s not.

TAKE ACTION:
Explore whether partnering with a PR agency can fill gaps in your marketing and communication efforts and help you reach your goals faster.