First, keep in mind that hiring an agency only makes sense if you have clear objectives and the resources to support your investments. If that’s the case, lets move on.
It’s not uncommon for a company to hire an internal PR manager or establish a team from within their marketing department. It seems logical, right? They know the business and the executive team, and they know the story you want to tell. This is all well and good. Sometimes, this works out in a company’s favor. Heck, we love internal teams!
The dividing lines between PR and marketing are becoming more and more blurred, which is actually a good thing. If your company already has a well-oiled, highly functional marketing department, you’re the perfect candidate for a PR agency. A lot of companies opt to keep PR in-house because they believe that it will be more cost-effective or efficient. However, what we see more often than not is that an internal marketing team ends up juggling multiple projects and, through no fault of their own, PR starts to fall to the bottom of their priority list. This is where an agency can help.
A successful PR campaign requires a lot of time and energy, which can be a heavy lift for a single in-house PR rep or even a small in-house team, especially if your company is looking for exposure outside your own backyard. The beauty of working with an agency is you get a large team with industry expertise and proven media relationships that will not only invest the time into learning your business, but will provide additional creative brainpower and an insightful external perspective on what will or won’t work with the media.
Overall, our suggestion for creating a powerhouse PR team would be to establish an internal point of contact, either a PR professional or someone from the marketing team, to work directly with an agency. This person not only knows the business and the overall marketing goals, but will be the PR agency’s “go-to” when they need additional information for a journalist, need to schedule an interview, organize a thought leadership campaign and much more. This is the most effective way of ensuring that marketing and PR are working hand-in-hand to create a solid media strategy to achieve your desired business goals.