{"id":16617,"date":"2023-11-09T08:23:00","date_gmt":"2023-11-09T08:23:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=16617"},"modified":"2024-07-11T14:45:50","modified_gmt":"2024-07-11T14:45:50","slug":"pr-agency-vs-in-house","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/pr-agency-vs-in-house\/","title":{"rendered":"Hiring a PR Agency vs In-House Public Relations: Pros &#038; Cons"},"content":{"rendered":"\n<p>Should you hire a PR agency or handle public relations in-house? Well, it\u2019s <em>complicated<\/em>.&nbsp;<\/p>\n\n\n\n<p>Making the decision between hiring an outside PR agency to handle your public relations or relying on your own in-house team can easily turn into one of those endless <em>\u201con the other hand\u2026\u201d<\/em> conversations. We know how hard it can be and that\u2019s why we\u2019ve put together a post dedicated to helping you make the best choice for your organization.&nbsp;<\/p>\n\n\n\n<p>But like we just said, there\u2019s never one easier answer. That means we can walk you through the pros and cons of the different options but ultimately the tough decision belongs to you.&nbsp;<\/p>\n\n\n\n<p>We\u2019re in a good position to give advice since we have extensive experience with both PR agencies that use Prowly to create and organize the work they do for their clients and with brands that use Prowly to do everything by themselves.&nbsp;<\/p>\n\n\n\n<p><strong>Here\u2019s what we\u2019ve learned from them that could be helpful to you when trying to decide whether you should hire a PR firm<\/strong> or manage your own public relations with the team you have.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"#agency\" data-type=\"internal\" data-id=\"#agency\">Advantages of hiring an outside PR agency<\/a><\/strong><\/li><li><strong><a href=\"#inhouse\" data-type=\"internal\" data-id=\"#inhouse\">Advantages of in-house public relations<\/a>&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"agency\"><strong>Why should you hire a PR agency?<\/strong><\/h2>\n\n\n\n<p>Let\u2019s start on this side of the fence. Hiring an outside PR firm to manage your public relations is a better choice because...&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>PR agencies have more (and better) media relationships<\/h3>\n\n\n\n<p>\u201cRelationships\u201d is a key word here since they are so often the difference between <a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\">getting media coverage<\/a> and being overlooked.&nbsp;<\/p>\n\n\n\n<p>It\u2019s obvious that the experience of PR agencies will result in them having more and better media contacts. They\u2019re simply far more active in the spaces that PR agencies and journalists share than most brands are and that means they form relationships they can call on later. <strong>Agencies learn which doors are worth knocking on and which aren\u2019t.&nbsp;<\/strong><\/p>\n\n\n\n<p>It works the other way, too. <strong>Journalists who may ignore a press release sent from your company email might be interested enough to open it if they see an agency\u2019s name attached to it.<\/strong> It\u2019s a simple matter of recognizing a name they\u2019ve worked with before.<\/p>\n\n\n\n<p class=\"purplebox\">Remember, on top of everything else you\u2019re getting from an agency, you\u2019re paying for <a href=\"https:\/\/prowly.com\/media-database\/\">access to their contact lists<\/a>. More often than not, it\u2019s a price worth paying.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Media-List-1024x536.png\" alt=\"Example of a media list created in Prowly\" class=\"wp-image-16784\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Example of a <\/span><\/em><a href=\"https:\/\/prowly.com\/pr-crm\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>PR list created in Prowly<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><br>When PR is too far outside of your core competencies, don\u2019t do it<\/h3>\n\n\n\n<p>Depending on the nature of your business, the whole concept of marketing, public relations, and related ideas might be<em> far<\/em> away from what you\u2019re good at.&nbsp;<\/p>\n\n\n\n<p>Do you really want to go through the recruiting process, <a href=\"https:\/\/prowly.com\/magazine\/5-tips-for-building-a-bulletproof-pr-team\/\">put together your own team<\/a> (and pay a lot for it\u2014more about costs in a moment), and hope for the best, all while your time and attention are dragged away from the heart of your business?&nbsp;<\/p>\n\n\n\n<p>Didn\u2019t think so.&nbsp;<\/p>\n\n\n\n<p><strong>Businesses of all kinds hire PR firms for the same reason that they outsource any number of processes and tasks\u2014because others can do it better and more efficiently. <\/strong>You could clean your own office at night, hire your own security in the building where you work, and never spend a cent on anyone who doesn\u2019t directly work for you but you don\u2019t because it makes sense to hire others who specialize in services.&nbsp;<\/p>\n\n\n\n<p>The same logic applies to <a href=\"https:\/\/prowly.com\/magazine\/pr-industry\/pr-agencies\/\">PR firms<\/a>. Don\u2019t fool yourself into thinking that you can do just as good a job as the experienced pros can. When you need PR help but you have no idea how to do it, hiring a PR is the obvious choice.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Get a fresh perspective on your business, your brand, and your customers<\/h3>\n\n\n\n<p>For an established brand, it\u2019s easy to fall into the trap of thinking that you know everything about your industry, customers, market, and so on. Maybe you do, but maybe you\u2019re not as up-to-date as you think.<\/p>\n\n\n\n<p>If you\u2019re starting a new brand, you may not have a complete <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">roadmap for your media outreach<\/a> yet. Without experience to draw on, it can be easy to make mistakes and waste time while you learn through trial and error.&nbsp;<\/p>\n\n\n\n<p><strong>That\u2019s why fresh, outside perspectives can bring new ideas to the table that you otherwise wouldn\u2019t have thought of<\/strong>. Brand image, the focus of your messaging, the mediums where you\u2019re active, and even your logo\u2014it\u2019s easy to fall behind the times if you don\u2019t bring in different voices to encourage you to think about new ways of doing things.&nbsp;<\/p>\n\n\n\n<p>Our experience shows that outside PR agencies are <em>far<\/em> more likely to propose bold changes when needed. In-house teams, despite their many benefits, are typically much more conservative when it comes to changing directions. This shouldn\u2019t be surprising since PR agencies look for ways to restart your media presence and try something new to put their stamp on it.&nbsp;<\/p>\n\n\n\n<p>That\u2019s what you\u2019re paying them for, right?&nbsp;<\/p>\n\n\n\n<p>From a simple refresh of your image to a fundamental makeover in the way you reach out to the media world, you will always benefit from the expertise and informed perspective of PR agencies. If you\u2019ve been around, they can keep you from falling behind. If you\u2019re just starting out, they help you start on the right path.&nbsp;<\/p>\n\n\n\n<p><strong>And if you feel like you need a complete reset of your PR activities, an agency is the way to go.&nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Agencies are more in touch with trends, the media landscape, and the big picture<\/h3>\n\n\n\n<p>Still wondering what a public relations agency does?&nbsp;<\/p>\n\n\n\n<p>PR agencies are almost certainly better informed about the current media landscape, best practices, and under-the-radar trends than you are. They have their finger on the pulse of everything in the PR world.<em> This is what they do<\/em>.&nbsp;<\/p>\n\n\n\n<p><strong>It\u2019s unlikely that you\u2019ll be able to put together an in-house team that eats, sleeps, and breathes PR like an agency does.<\/strong> We\u2019re not questioning anyone\u2019s dedication or competence, it\u2019s just that staff in an agency take a much wider, comprehensive view of things. They work with <a href=\"https:\/\/prowly.com\/magazine\/pr-industry\/\">PR across industries<\/a> and markets, not just a single brand.&nbsp;<\/p>\n\n\n\n<p>Representatives from PR agencies participate in PR industry events. They watch what other agencies are doing. They see what creative, innovative strategies get noticed and what works for brands that are not even their clients. They watch the world of PR like a hungry shopper notices everything in a supermarket\u2014<em>everything<\/em> gets their attention.&nbsp;<\/p>\n\n\n\n<p>And when it\u2019s time to work for a new client, they can apply all of that broad knowledge and experience. PR agencies are simply far more likely to have a much deeper and informed background to work with. <strong>Especially for brands in dynamic, highly competitive industries, a PR agency is in a much better position to keep you on the leading edge than an in-house team<\/strong>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>You get access to senior talent that you\u2019re unlikely to have on an in-house team<\/h3>\n\n\n\n<p>Here's a little secret. Much of the best PR talent out there wants to work for an agency because they\u2019ll get a variety of experience that working for a single brand can\u2019t match. They want to work for the best, and that usually means an agency.<\/p>\n\n\n\n<p>Of course, there are plenty of serious pros working on in-house teams but we still feel comfortable saying that PR agencies give you access to entire departments full of talent you almost certainly wouldn\u2019t put together yourself.&nbsp;<\/p>\n\n\n\n<p><strong>From graphic designers to copywriters to video production and more, agencies will have dedicated staff for every aspect of your PR needs.<\/strong> Whereas in-house team members typically wear multiple hats, PR agencies are full of people who wear one,<em> very <\/em>specialized hat.&nbsp;<\/p>\n\n\n\n<p>Hiring a PR agency will connect you with very senior, very talented, and very experienced creatives who are great at what they do. With no offense intended to anyone on an in-house team, <a href=\"https:\/\/prowly.com\/magazine\/ai-pr-agency-framework\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/ai-pr-agency-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\">working with a PR agency<\/a> almost certainly delivers a higher standard of work.\u00a0<\/p>\n\n\n\n<p>In a nutshell, here\u2019s what a public relations agency does. Now, let\u2019s take a look at in-house public relations and its advantages.<br><\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792212912000-3803234699\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792212912000-3803234699\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"inhouse\"><br><strong>Why should you handle your public relations in-house?&nbsp;<\/strong><\/h2>\n\n\n\n<p>There are two sides to every story and it\u2019s time to look at things from another perspective. Hiring an agency isn\u2019t necessarily the right fit for every business. The costs can be significant and beyond the reach of many, but that doesn\u2019t mean that there aren\u2019t other options for effective management of your PR activities.<\/p>\n\n\n\n<p>Here\u2019s why you should go with an in-house team to manage your PR needs:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>In-house PR teams can do a lot more than you think<\/h3>\n\n\n\n<p>In-house teams are fully capable of achieving a level of PR excellence far out of proportion to their size, especially when using modern PR tools like <a href=\"https:\/\/prowly.com\/\">Prowly<\/a>.&nbsp;<\/p>\n\n\n\n<p><strong>From creating, sending, and tracking email campaigns to selecting the best media contacts to making expert-level press releases to maintaining an online newsroom and more<\/strong>, advanced tools now make it possible for an in-house team to do things they couldn\u2019t not so long ago.&nbsp;<\/p>\n\n\n\n<p>These days, it\u2019s often a mistake to think about PR agencies by default, assuming that they\u2019re capable of things you can\u2019t do yourself. There are now tools that can easily take care of everything required to run effective PR campaigns along with all the related support you need.&nbsp;<\/p>\n\n\n\n<p>Before switching to an agency, give your in-house team a chance to step up their game with dedicated PR tools like Prowly.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><br>No one knows your business and industry as well as you do<\/h3>\n\n\n\n<p>In-house PR teams are closely plugged into the rest of your staff. They may not know your product as well as your designers or engineers but they certainly know it better than any outside PR agency.&nbsp;<\/p>\n\n\n\n<p>This is a massive advantage when it comes to knowledge\u2014both basic and advanced\u2014of your brand, your organization, your customers, your audience, etc. Whereas you need to educate an outside PR agency about all of this and constantly monitor their work to be sure it\u2019s accurate, your in-house team is unlikely to make any mistakes when talking about their own company.&nbsp;<\/p>\n\n\n\n<p>Yes, a good PR agency will invest the time necessary to understand what you\u2019re all about but they can never think and talk about you in the same informed way that your own staff can.&nbsp;<\/p>\n\n\n\n<p><strong>This is especially important if you\u2019re involved with a highly technical field or operate in a very specific niche full of its own jargon and concepts. <\/strong>Don\u2019t expect a PR agency to ever \u201cget\u201d you like the people who work directly for you do.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>An in-house PR department works closer to the rest of the company<\/h3>\n\n\n\n<p>Large PR projects can involve lots of meetings, memos, discussions, feedback, revisions and more meetings. It\u2019s complicated enough when all of this takes place under the same roof with members of the same team\u2014what do you think it looks like when it has to be coordinated between two separate offices?&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>With your own in-house PR team running things, communication of all kinds is much easier. <\/strong>Scheduling meetings, getting answers and arranging facetime when needed can all be done with an internal messenger or maybe even by walking to the end of the hall. This means moving the whole project forward is faster and easier.&nbsp;<\/p>\n\n\n\n<p>Working with an outside agency means working with an outside bureaucracy and another level (or two, or three\u2026) of management, gatekeepers and people who will \u201cget back to you\u201d.&nbsp;<\/p>\n\n\n\n<p>If speed, efficiency and agility are important to you, let your in-house team handle your PR.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>You always know you\u2019re the top priority<\/h3>\n\n\n\n<p>We would never suggest that PR agencies don\u2019t devote all necessary time and attention to their clients but, ultimately, their team has to spread that time and attention across many clients.<\/p>\n\n\n\n<p>It can happen that you start working with an agency only to quickly feel that you\u2019re not getting the priority you deserve. When an agency is juggling multiple clients\u2014that\u2019s why it\u2019s called an <em>agency<\/em>\u2014you might not like the tradeoff you have to make in terms of access when you want it.&nbsp;<\/p>\n\n\n\n<p><strong>When you work with your own in-house PR department, it\u2019s always easy to get an update on where things stand or answers to questions you have.<\/strong> Your team doesn\u2019t have any other clients or claims on their time, just you and your brand\u2019s PR needs.&nbsp;<\/p>\n\n\n\n<p>Unless you\u2019re spending more with a particular agency than any other client, be prepared to be a little lower down on their list of priorities than you would like.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Depending on your needs, having an in-house PR team can save you money<\/h3>\n\n\n\n<p>How much does it cost to hire a PR company? Obviously, we can\u2019t get into numbers here because much depends on a long list of variables. However, Rebecca Riserbato, Writer @ HubSpot Marketing, Sales, and Service Blogs, found that the <a href=\"https:\/\/blog.hubspot.com\/marketing\/pr-agency\">current average cost of hiring a PR agency<\/a> is about $3,000-5,000\/month. Project-based costs tend to be lower, running at about $1,000.<\/p>\n\n\n\n<p>Depending on your needs, just one or two people can use a tool like Prowly to <a href=\"https:\/\/prowly.com\/magazine\/make-the-most-of-prowly\/\">conduct PR work that looks like it was made by a much bigger team<\/a>. If Prowly was a military weapon, they would call it a \u201cforce multiplier\u201d.<\/p>\n\n\n\n<p>The point here is simply that you can do much more than you think with a small team. And if your budget only allows for a small team, then your PR needs might be covered better than you realize. The vast majority of small and medium-sized businesses can do everything they want to do with just a couple of people and <a href=\"https:\/\/prowly.com\/magazine\/pr-tools-guide\/\">PR software<\/a>.<\/p>\n\n\n\n<p><strong>That means hiring a PR agency involves spending more than you need to and paying a lot more for the same services your own team can deliver if they have the right tools.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-bottom-line\"><br>The bottom line&nbsp;<\/h2>\n\n\n\n<p>We hope these points helped to clarify things for you but we understand there\u2019s an equal chance they may have complicated an already difficult choice.&nbsp;<\/p>\n\n\n\n<p>In summary, let\u2019s say that <strong>if you\u2019re enterprise-level, are connected with a high-profile product or industry or want to focus on what you do best (which is <\/strong><strong><em>nothing <\/em><\/strong><strong>close to anything to do with PR), then you probably lean towards hiring a PR firm.<\/strong><\/p>\n\n\n\n<p>On the other hand, <strong>if you\u2019re in a highly technical field, are small to medium-sized or under budget constraints, or just value having a team dedicated to you and only you, then you probably lean towards going with your in-house team.&nbsp;<\/strong><\/p>\n\n\n\n<p>Again, we\u2019re generalizing and no one knows your business better than you do. That\u2019s why it\u2019s your decision.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\">Just bear in mind that PR tools such as Prowly allow PR pros to <a href=\"https:\/\/prowly.com\/media-database\/\">find media contacts<\/a>, <a href=\"https:\/\/prowly.com\/pitch\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/pitch\">send email pitch campaigns<\/a>, and use analytical insights to optimize results in the quest for press coverage. It even offers the ability to <a href=\"https:\/\/prowly.com\/online-newsroom\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/online-newsroom\">set up a branded online newsroom<\/a> and share instant access to your press materials with journalists with a single click.<\/p>\n\n\n\n<p>Also, check our <a href=\"https:\/\/prowly.com\/magazine\/pr-industry\/pr-agencies\/\">lists of the top PR firms<\/a> in several cities around the world along with <a href=\"https:\/\/prowly.com\/magazine\/pr-industry\/pr-agencies\/\">tips we share with our agency clients<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Either way, best of luck going forward with your PR!<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by S O C I A L . C U T<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Should you hire a PR agency or handle public relations in-house? Well, it\u2019s complicated.&nbsp; Making the decision between hiring an outside PR agency to handle your public relations or relying on your own in-house team can easily turn into one of those endless \u201con the other hand\u2026\u201d conversations. We know how hard it can be [&hellip;]<\/p>\n","protected":false},"author":230,"featured_media":16618,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[],"class_list":["post-16617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hiring a PR Agency vs In-House Public Relations: Pros &amp; Cons<\/title>\n<meta name=\"description\" content=\"Here\u2019s what&#039;s the difference between hiring a PR agency vs investing in in-house public relations that should help you decide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prowly.com\/magazine\/pr-agency-vs-in-house\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hiring a PR Agency vs In-House Public Relations: Pros &amp; 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