In today's highly competitive business world, having a strong public relations strategy is essential. Whether you're a small startup or a global corporation, how you communicate with your audience can make or break your brand's reputation. But when it comes to executing a PR strategy, one question that many companies face is whether to hire a PR agency or handle it in-house.
Both options have their pros and cons, and there is no one-size-fits-all answer. In this article, we'll explore the advantages and disadvantages of each option, share real-life examples from popular consumer brands, and offer some tips to help you make the right decision for your company.
Benefits of Hiring a PR Agency
Expertise and Experience
One of the most significant advantages of hiring a PR agency is the expertise and experience they bring to the table. PR agencies are staffed with professionals who have years of experience in the industry. They know how to develop effective messaging, target the right audiences, and secure media coverage. They also have a vast network of media contacts that can help get your message out to the right people.
For example, when Airbnb faced a crisis in 2017 when a host's home was vandalized, they hired the agency "Porter Novelli" to help them navigate the situation. The agency was able to quickly respond to media inquiries and help Airbnb communicate its commitment to safety and security to its users. The crisis was resolved quickly, and Airbnb was able to restore its reputation thanks to the expertise of the external agency.
Objectivity
Another advantage of hiring a PR agency is the objectivity they bring to your company's messaging and strategy. An external agency can provide a fresh perspective and unbiased view of your brand that can help you avoid potential blind spots or groupthink that can occur in an in-house team.
For instance, Coca-Cola hired the PR agency Edelman to help them launch their "Share a Coke" campaign. Edelman provided a new perspective on the campaign and helped Coca-Cola tailor its messaging to different markets around the world. The campaign was a massive success and generated over 250 million personalized Coke bottles sold in the United States alone.
Time and Resource Management
A PR agency can help free up your team's time and resources to focus on other aspects of the business. PR agencies can handle everything from media outreach to content creation, leaving your team to focus on their core responsibilities.
One example of a company that has benefited from outsourcing PR is McDonald's. In 2015, the fast-food giant hired the PR agency Golin to help them rebrand and improve their reputation. The agency helped McDonald's develop a new narrative, messaging, and visual identity, allowing McDonald's to focus on running its business while the PR agency managed the rebranding effort.
Benefits of Handling PR In-House
Company Knowledge
One of the main benefits of handling PR in-house is that an in-house team has a deeper understanding of your company's culture, values, and mission. This can help them create messaging that aligns with your company's overall strategy and resonates with your target audience.
Patagonia is an excellent example of a company that has a successful in-house PR team. The outdoor clothing company has an in-house team that is deeply committed to the company's environmental mission. This passion is reflected in the company's messaging, and it has helped build a loyal following among environmentally-conscious consumers.
Cost Savings
Another advantage of handling PR in-house is cost savings. Hiring a PR agency can be expensive, especially for smaller companies with limited budgets. Handling PR in-house can save money on agency fees and other expenses associated with working with an external agency.
For instance, when outdoor gear company REI launched its "Opt Outside" campaign in 2015, it was able to do so with its in-house PR team. The campaign, which encouraged people to spend time outside rather than shopping on Black Friday, generated massive media coverage and positive buzz for the brand. The campaign was so successful that it has become an annual tradition for the brand and has helped establish REI as a leader in the outdoor industry.
Control and Flexibility
When handling PR in-house, companies have more control over their messaging and strategy. They can make changes quickly and adapt to changing market conditions. In-house teams can also be more flexible in their approach, tailoring their messaging to specific audiences or markets as needed.
For example, when Elon Musk tweeted about taking Tesla private in 2018, the company's in-house PR team was able to quickly respond to the situation. The team issued a statement clarifying the situation and worked with Musk to craft a follow-up tweet that addressed concerns from investors. The company was able to weather the crisis without the need for external support.
Tips for Making the Right Decision
Now that we've explored the pros and cons of hiring a PR agency versus handling PR in-house, let's look at some tips for making the right decision for your company.
Consider Your Budget
The first thing to consider is your budget. Hiring a PR agency can be expensive, so it's important to evaluate whether you have the resources to invest in external support. If your budget is limited, it may make more sense to handle PR in-house.
Evaluate Your Team's Expertise
Next, evaluate your team's expertise. Do you have staff members with experience in PR, media relations, and content creation? If so, you may be able to handle PR in-house. However, if your team lacks expertise in these areas, hiring a PR agency may be a better option.
Assess Your Company's Needs
Consider your company's needs and goals. Do you need help with crisis management, media outreach, or content creation? Depending on your specific needs, you may benefit from the specialized expertise of a PR agency.
Understand the Importance of PR
Finally, understand the importance of PR for your business. PR is essential for building brand awareness, managing reputation, and generating buzz for your products or services. It's important to invest in PR, whether that means hiring an external agency or building an in-house team.
So, Let’s Sum This Up
In conclusion, the decision to hire a PR agency or handle PR in-house is a complex one that requires careful consideration. Both options have their advantages and disadvantages, and there is no one-size-fits-all answer. Ultimately, the decision comes down to your company's budget, expertise, and needs.
As we've seen from the real-life examples of popular consumer brands, both approaches can be successful. The key is to understand your company's goals and invest in the right resources to achieve them. With the right strategy in place, you can build a strong PR program that helps your brand stand out in a crowded marketplace.