The Power of PR: In-house vs agency

21/06/2023 12:52:06
Share     
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. 

Whether you’re looking for a one-off project or an ongoing campaign, we understand PR and work flexibly with you to deliver the support you need to get your voice heard in your sector. 

Contact us

Read our latest news

How do you sell your business with help from PR?

If you’re selling your business then you’ll be looking for the best price for all your hard work and company potential, so you need the right PR strategy, here’s why…
Find out more

Question: how can PR help plug the succession gap?

Manufacturers are facing a succession gap challenge, but we’ve got the skills to help plug that gap with PR for talent recruitment and talent retention. Take a look…

 
Find out more

Could your business use £5,000 worth of support to help build a communications strategy?

Partners PR Directors Karen Tinkler and Monica Green have been appointed as coaches to the Good Growth Programme, providing strategic PR and communications support to help drive business growth in the region.
Find out more

What is sustainable PR and how can it help my business?

How promoting your green credentials can boost your business.
Find out more

A Day in the life of a PR Account Executive at Partners PR

Discover what life is really like working as a Senior PR Account Executive at Partners PR
Find out more

Lights, camera, action: Workshop set to help video budgets go further

Join our free one-hour workshop in York on Thursday 16th May that will help marketing professionals and business owners make sure video is working as hard as possible.
Find out more