Public relations (PR) is a crucial aspect of any company's success. It helps organizations build strong relationships with their stakeholders, including customers, employees, investors, and the media. While many companies outsource their PR efforts to agencies, building an internal PR team can have many benefits. Internal PR teams can help companies maintain better control over their messaging, reduce costs, and build stronger relationships with their stakeholders. In this article, we'll discuss how to build an internal PR team that can help your company achieve its goals.

Why Build an Internal PR Team?

Before we dive into the specifics of building an internal PR team, let's first explore why it's important to have one in the first place.

Control Over Messaging

One of the primary benefits of building an internal PR team is that it gives companies more control over their messaging. When you work with an external PR agency, you're essentially handing over the reins to an outside party. While agencies can be valuable partners, it's important to remember that they're working for multiple clients and may not be as invested in your brand as your own employees.

By building an internal PR team, you can ensure that your messaging is consistent and aligned with your brand's values and goals. Your team members will be intimately familiar with your brand's voice, tone, and messaging, which can help you avoid any miscommunications or misunderstandings that can occur when working with an outside agency.

Cost Savings

Another benefit of building an internal PR team is that it can save you money in the long run. While agencies can be helpful, they also come at a cost. When you work with an agency, you'll typically be charged a retainer fee, which can be expensive. Additionally, agencies may bill for additional hours or expenses, such as travel or events.

When you build an internal PR team, you'll be able to avoid these costs. While you'll still need to invest in your team's salaries and benefits, this investment can be more cost-effective in the long run than working with an external agency.

Stronger Relationships

Finally, building an internal PR team can help you build stronger relationships with your stakeholders. When you have a dedicated team of employees working on PR, you'll be able to build more personal relationships with your stakeholders. Your team members can attend events, meet with journalists, and build relationships with influencers and industry leaders. These personal connections can be invaluable when it comes to building trust and credibility with your stakeholders.

Now that we've explored the benefits of building an internal PR team, let's dive into how to actually do it.

Step 1: Define Your Objectives

The first step in building an internal PR team is to define your objectives. What do you want your team to achieve? What are your goals for your PR efforts? Defining your objectives will help you determine the size and scope of your team, as well as the skills and experience you'll need to look for in potential team members.

For example, if your goal is to increase brand awareness, you'll want to look for team members with experience in media relations and content creation. If your goal is to build relationships with stakeholders, you may want to look for team members with strong communication and interpersonal skills.

Step 2: Determine Your Budget

Once you've defined your objectives, the next step is to determine your budget. How much money can you allocate to your internal PR team? This will help you determine the size of your team and the resources you'll be able to provide.

When determining your budget, it's important to consider not only salaries and benefits but also expenses such as software and tools, travel, and events. You may also want to set aside a budget for training and development, as well as for any unexpected expenses that may arise.

Step 3: Determine Your Team Structure

Once you've determined your objectives and budget, the next step is to determine your team structure. This will depend on the size and scope of your organization, as well as your PR goals.

Some companies may have a single PR manager who oversees all PR efforts, while others may have a larger team with multiple members who focus on different areas, such as media relations, content creation, and events. It's important to consider the size and needs of your organization when determining your team structure.

Step 4: Hire the Right Team Members

Once you've determined your team structure, the next step is to hire the right team members. When hiring for your internal PR team, it's important to look for candidates who have experience in the areas you're focusing on, such as media relations, content creation, or events.

You'll also want to look for candidates who are passionate about your brand and your industry. PR is all about building relationships, so it's important to find team members who are excited about the work they'll be doing.

When interviewing candidates, be sure to ask about their experience and skills, as well as their approach to PR. You'll want to find team members who are creative, proactive, and able to think outside the box.

Step 5: Invest in Training and Development

Once you've hired your internal PR team, it's important to invest in their training and development. This will help them stay up-to-date on the latest PR trends and techniques, as well as help them develop new skills and abilities.

There are many ways to invest in training and development, including attending industry events and conferences, providing access to online courses and resources, and bringing in outside experts to provide training and guidance.

Step 6: Set Clear Goals and Metrics

Finally, it's important to set clear goals and metrics for your internal PR team. This will help you measure the success of your efforts and make adjustments as needed.

When setting goals, be sure to make them specific, measurable, achievable, relevant, and time-bound (SMART). For example, instead of setting a vague goal like "increase brand awareness," set a specific goal like "increase website traffic by 20% over the next six months."

By setting clear goals and metrics, you'll be able to track your progress and make data-driven decisions about your PR efforts.

Real-Life Examples of Brands with Successful Internal PR Teams

To illustrate the benefits of building an internal PR team, let's look at some real-life examples of brands that have successfully done so.

HubSpot

HubSpot is a software company that provides marketing, sales, and service tools to businesses. The company has a dedicated internal PR team that focuses on media relations, content creation, and events.

HubSpot's PR team has been instrumental in helping the company build relationships with journalists and influencers, as well as increase brand awareness through content marketing and events. The team has also helped the company navigate PR crises, such as when HubSpot was hacked in 2014.

Patagonia

Patagonia is a clothing company that specializes in outdoor gear and apparel. The company has a dedicated internal PR team that focuses on sustainability and environmental initiatives.

Patagonia's PR team has been instrumental in helping the company build its reputation as a leader in sustainability and ethical business practices. The team has worked on initiatives such as the company's "Worn Wear" program, which encourages customers to repair and reuse their Patagonia clothing instead of buying new items.

Buffer

Buffer is a social media management platform that helps businesses manage their social media accounts. The company has a dedicated internal PR team that focuses on content marketing and media relations.

Buffer's PR team has been instrumental in helping the company build relationships with journalists and influencers, as well as increase brand awareness through content marketing. The team has also helped Buffer become a thought leader in the social media space, with its blog and social media channels providing valuable insights and resources for businesses.

Slack

Slack is a communication platform that provides messaging, file sharing, and video conferencing tools to businesses. The company has a dedicated internal PR team that focuses on media relations and events.

Slack's PR team has been instrumental in helping the company build relationships with journalists and influencers, as well as increase brand awareness through events like its annual conference, Slack Frontiers. The team has also helped the company navigate PR crises, such as when the platform experienced a major outage in 2020.

Airbnb

Airbnb is an online marketplace that allows people to rent out their homes or apartments to travelers. The company has a dedicated internal PR team that focuses on media relations, content creation, and events.

Airbnb's PR team has been instrumental in helping the company build relationships with journalists and influencers, as well as increase brand awareness through content marketing and events like its "Night At" experiences, where customers can spend the night in unique locations like the Louvre museum or a ski lift. The team has also helped the company navigate PR crises, such as when the company faced backlash for discriminatory rental practices.

Building an internal PR team can be a great way to increase brand awareness, build relationships with journalists and influencers, and navigate PR crises. By following the steps outlined in this article, you can build a team that is aligned with your PR objectives and able to deliver results.

Remember to start by determining your PR objectives and budget, then determine your team structure and hire the right team members. Invest in training and development to help your team stay up-to-date on the latest PR trends and techniques, and set clear goals and metrics to measure your progress.

By building an internal PR team, you'll be able to take control of your brand's messaging and reputation, and ensure that your PR efforts are aligned with your overall business goals.