The Power of PR: In-house vs agency

21/06/2023 12:52:06

There is an old saying: Advertising is what you pay for, and publicity is what you pray for. An effective Public Relations (PR) strategy is essential to business growth, but it can be tricky to understand exactly how it works and whether you’d benefit from in-house support or an agency.

Whichever you choose, all PR professionals have one thing in common. They are expert storytellers and get your story heard by the people that matter.

How does it work?

When it comes to PR, many people appreciate its impact but don’t necessarily know what it entails or how it could work in their business.

The definition of PR is strategic communication between a business and its audience to maintain, cultivate and influence public perception. The rise of digital platforms has made it significantly more challenging for companies to be heard, which is why trust is more important than ever. No other campaign can build and maintain trust quite like PR, and a carefully executed plan will simultaneously boost exposure.

Whilst PR can seem like a separate entity, it works in tandem with your existing marketing strategy. PR professionals often work with Search Engine Optimisation (SEO), social media, and other marketing tactics in mind to align with and strengthen your overall marketing strategy.

As with marketing, there is no ‘one size fits all’ approach to PR. Depending on your objective, some campaigns will generate faster results, whereas others may require a longer-term strategy. It helps to understand that from the very beginning, and your chosen PR expert will be able to guide you.

Choosing your PR expert - in-house vs agency

To execute a successful PR campaign, you will need a team of experts to help you. When building that team, you could decide to work with an in-house team or employ an agency. Ultimately there is no right or wrong answer - it all comes down to business needs.

If you already have a marketing manager or a team of marketing professionals working in-house, you may decide to hire a PR professional to work alongside your existing team.

However, if you don’t have the time or resources to focus on PR in-house, you may want to partner with an agency.

Of course, with so many different agencies out there, finding the perfect one can be daunting, but ultimately it comes down to experience, contacts and knowledge.

Each sector is unique, meaning each campaign must be bespoke to your organisation, its needs, and target audiences. If you are looking at an agency, it helps to choose one that has experience in your sector and can demonstrate tangible results.

Although an agency may have tons of campaigns under their belt, if they don’t have experience in your specific sector, they may struggle to deliver the results you need.

Spend time researching agencies that have demonstratable experience, contacts and insights within your sector. This is also a fantastic time-saver if your chosen agency already understands your product and market.

Here at Partners, we have more than 35 years of experience in PR and specialise in the manufacturing, food processing, property & construction, and professional services sectors. Our experts always have a grasp on current affairs to craft strategic exposure for your business.

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