Why Do I Need a PR Agency?

by Lorin Munchick

Prospective clients often ask us this question: Why do I need an agency?  Start-up or growth stage companies who have been handling public relations on their own ask it most frequently. 

It’s a logical question, one that I generally unpack by discussing the key advantages an agency can offer. I’ve outlined several here. This isn’t meant to be an exhaustive list, nor do we feel like there aren't good reasons to keep the position in-house, but these are a few clear value adds.

Benefit from deep media relationships

The way the media is pitched a story is often the difference between getting media coverage and being deleted from an inbox. 

Because agencies work across clients, we develop more media contacts. We actively foster these relationships on an ongoing basis --  knowing the beats they cover, the ones that are more likely to respond to specific pitches, and where they are working at any given moment. With so much movement and consolidation in the media landscape, journalists and producers are fluid in their assignments. It’s our job to know where they are and what they are looking for.

It works the other way, as well. Writers who may ignore a press release sent from your company email might be interested enough to open it if they see an agency’s name attached to it. It’s an easier sell coming from someone they have worked with in the past. Remember, on top of all the strategic value you’re getting from an agency, you’re paying for access to our proprietary media lists. 

Get a fresh perspective on your brand, your messaging, and your target customers

For established brands, it’s easy to believe that you know everything about your target verticals and consumers. It’s possible you do, but maybe you could use a fresh set of eyes? If you’re a start up, this is all new territory. Without experience, it can be easy to make judgment errors and lose valuable time while learning. 

External perspectives can bring ideas to the table that might not have been considered. Brand image, the focus of your messaging, the mediums where you’re active—it’s easy to lose perspective if you don’t bring in different voices to encourage you to think about new ways of doing things. Our experience has been that outside voices are far more likely to propose bold changes when needed. In-house teams, despite (or perhaps because of) their unique view, can be more conservative when it comes to changing directions.

Agencies are more in touch with trends, conversations, awards and event calendars

A huge part of the value agencies bring is our understanding of the larger media trends and conversations. At Carve, we work on multiple clients, in many verticals, but always centered around the intersection of technology and everyday life. We constantly listen for what the media is looking for and talking about, what relevant events and awards are coming up, and where we can get a client inserted. With a team of 15 at Carve, we can take a much wider view of things. We see what creative, innovative strategies get noticed and what works for brands, and can implement that for our clients. And when it’s time to work for a new client, we can apply all of that broad knowledge and experience. A PR agency is in a much better position to keep you on the leading edge than an in-house team. 

A team based approach with senior leadership always involved

Unlike a single person responsible for PR working in-house for a brand, Carve activates a three to five person team to staff an account, ensuring that differing views, experiences and relationships can be utilized. Where in-house marketing staffers typically wear multiple hats, an agency is full of people who are completely dedicated to PR and related strategies such as content creation, influencer/advocate programs and thought leadership. Hiring a PR agency should connect you with very senior, very talented, and very experienced PR pros who are great at what they do. 

If PR is too far outside of your skill set, don’t do it

Depending on your background, public relations and communications might be a stretch from your comfort zone. Do you really want to put together your own team and hope for the best, while your time and attention are dragged away from core responsibilities? Brands of all kinds hire agencies for the same reason that they outsource any number of tasks—because others can do it more efficiently. 

And while the decision to hire an agency is unique to each brand, we believe that ultimately the sum — adding an agency to your team construct — is definitely greater than the parts.