Why Do I Need a PR Agency?
By David Barkoe
At some point, there’s a question every startup or growth-stage company must answer:
“Should I hire in-house PR versus an agency?
If resources are limited, it might be tempting to hire an internal, junior PR professional or ask an existing team member to lump it into their duties. But there are great reasons to hire an experienced, external agency.
Wondering what they are? Let’s unpack them.
Why Hire a PR Agency
An agency can give media relations the attention it needs to succeed.
Media relations isn’t a “set it and forget it” kind of game. Unfortunately, the ratio of PR pros to journalists shrinks by the day, and keeping up with the changes takes time and effort. It’s an agency’s job to know what’s changed between yesterday and today. That focus is what gives agencies – and their clients – an edge.
Agencies also don’t just pitch; we build relationships. Working with different clients gives us access to a wider pool of journalists, and we’re constantly nurturing those relationships to know:
The stories they’re working on now. Great agencies go out of their way to serve as a resource for journalists in their network. When they’ve built up a reputation as a good resource, journalists send requests for sources, case studies, and anecdotes; the agency just has to react quickly. At the same time, great agencies proactively refer to journalists’ preferred social channels or newsletters to crowdsource fresh story angles or find new spokespeople for interviews.
Reporters’ pet peeves and preferences. Constantly tuning in with reporters helps us know which stories are right for them and also the best ways to engage them. For example, from a recent LinkedIn Live conversation with Don Fluckinger, Tech Target’s Senior News Writer, we know he values IRL meetings. Or, we know the three magic words that catch Tim Chan’s attention. He works across publications like Rolling Stone.
Reporters’ alternative channels. Many journalists write for traditional media outlets; they also start newsletters, podcasts, or even Reddit forums. Understanding these next-gen channels (and the reporters behind them) complements traditional media relations efforts.
Deep media relationships go a long way when it comes to events like the Consumer Electronics Show (CES) or Toy Fair. Those contacts might mean the difference from standing out and earning coverage in top-tier publications, or drowning in the noise of companies just like yours.
PRO TIP: Agencies also know the beats a reporter covered in the past — and whether or not they’d be willing to reprise that role for a strong story. That’s how Carver Nicole Curro hooked a reporter from The Verge to cover our sex tech client at CES.
Ever heard of the phrase “many hands make work light?” Well, it’s true for agencies, too. Clients don’t just experience the benefits of their dedicated agency team; they benefit from relationships across the entire company. This gift guide in Woman’s Day is a great example—we earned coverage for five clients’ toy products with one media relationship.
For an in-house PR pro, especially a beginner, it can take years to develop relationships and expertise a startup or growth-stage company needs. But agencies live in this world every day. We’ve already built the relationships and developed the instincts that most in-house teams don’t have time to cultivate.
An agency offers a wide swath of expertise for a fully integrated PR strategy.
The best agencies are focused on more than just media, and provide a team of specialists who’ve spent their careers honing different skills to focus on intentional, proactive execution.
They’ve developed skills and capabilities working across clients and industries, and can then apply those strategically for other clients. The many functions of a PR agency include:
Getting coverage in the absence of news. No upcoming announcements? No problem. A great agency activates a Sustainable PR strategy to keep audiences talking about your brand, even when there’s no new announcements.
Handling crisis moments. There are right and wrong ways to take control of the narrative and communicate transparently with media. Agencies can help monitor to catch crises before they spin out of control and minimize the effects when they happen.
Amplifying executive voices. Agencies can interview executives to find potential stories, ghostwrite content on their behalf, and prep spokespeople for the best interview results.
Partnering with external creators. Whether B2C or B2B, bringing in external creators – whether through Instagram, LinkedIn, TikTok, or BlueSky – help boost a brand’s credibility and strengthen trust with target audiences.
Hunting for industry awards. Agencies already have a defined process to find award opportunities, evaluate them, and stand out in the application.
Staying plugged in. Agencies know the right tools and channels to find new contacts for media lists, monitor for relevant news, and turn any negatives into positives. Like we did when a marketing expert on LinkedIn anonymously called out our client:
This isn’t an extensive list; I could go on. But the point is that media relations is just one part of the whole strategy. Agencies not only understand that; they’ve done it countless times before and can produce results quickly. Can your strapped in-house PR team say the same?
An agency provides a fresh perspective on your brand, messaging, and target audiences.
Even the best teams can get stuck in their own bubble. One of the greatest functions of a PR agency is objectivity.
For example, we’ve seen too many companies publish press releases or send media pitches full of industry jargon and conflicting messaging. We’ve also seen reporters vent about receiving those releases.
You know why your announcement or story matters. It’s the role of a PR agency to challenge your thinking when it needs to be challenged, ask questions, and dig past the jargon to communicate that value to media.
An external perspective can also take a step back from your brand and bring new ideas to the table. That’s helped us come up with the idea for “TransFIX My Rig” for Transfix, our B2B digital freight client.
For National Truck Driver Appreciation Week, we launched sweepstakes for truck drivers with a unique grand prize: A full cabin makeover of a hard-working driver’s rig. We even hired celebrity rehabber Jason Cameron – actor and host of CBS' "Secret Celebrity Renovation" – for the makeover. The project caught the attention of ABC World News, as well as several trade publications.
Agencies have a unique view of a company, its team, and offerings. Combined with our understanding of what the media likes, and you’ve got a foundation for big ideas that catch media attention and equal quality coverage.
An agency brings a reporter’s mindset across the organization.
It’s easy to get stuck in silos when you’re inside an organization. But when you match the objectivity of an agency with the ability to spot the stories that will sell through, it can be powerful. A great agency will get connected to the right people across the organization, develop relationships, and apply that cross-functional knowledge to the PR efforts.
Some of the best media stories are hiding in the trenches – and an agency knows how to plug in across the company to find those hidden gems:
Internal initiatives that would be great proof of culture – for example, that “culture handbook” you’re developing or new interview technique adopted because of the prevalence of AI
Insights on what features are most in demand by current clients to identify a new trend
Stories from owned content that can be repurposed into a media pitch
The takeaways from your last Customer Advisory Board meeting or customer conference
PRO TIP: You might be excited about potentially hiring a PR agency, but are you ready for one? If you feel you’re ready for dedicated PR, make sure you have a few important pieces in place before you can make the most of your agency investment.
PR isn’t one-size-fits-all — it’s part strategy, part relationships, and part telling your story in a way that lands. There’s another part that’s rarely discussed. Persistence. Propel’s recent report shows that only 45% of pitches were opened by journalists and only 3.5% received a response.
Guess what leads to more opens and responses? Smart follow-ups – sometimes more than one. Ask yourself if an in-house PR team or individual would have the bandwidth to stay on top of the outreach in the way that’s necessary. A great PR agency can be your advantage in a competitive world. So, when it comes to in-house or agency, the question isn’t if you need help; it’s who’s best equipped to provide it.