Hiring a PR Agency: Pros & Cons

Public relations is just one aspect of a sound marketing strategy, but it is nonetheless important. Businesses do not flourish simply by existing; they require attention and motivation. A top-notch PR program will help you to give your business the exposure it needs to continue growing. The only question that remains is whether you should hire a PR agency or do it yourself.

Hiring a PR Agency: Do You Have the Necessary Funds?

One of the cons to hiring a PR agency is that it's expensive. Depending on what you hire the agency to do, you could wind up spending thousands of dollars each month. Of course, those expenses can easily be countered several times over by an increase in customers, but you have to make the decision of whether or not it is worth it. If it's a priority, you will have to work PR expenses into your budget.

Hiring a PR Agency: Do You Have Quality Media Contacts?

One of the reasons why hiring a PR agency can be so beneficial is that PR professionals have relationships with members of the media that they have cultivated over the years. While you might be able to write a stunning press release, are you equally capable of getting it published? Those types of questions should be considered when deciding whether or not to hire a PR agency, and if the answer is "no", hiring a firm would be in your best interest.

Hiring a PR Agency: Do You Have the Time?

Depending on your staff and resources, you will have to decide if you have the time to devote to PR. Some companies have PR agencies that work full-time on their accounts alone, while others devote only a couple of hours a week to publicizing their business. You might want to try working with a PR agency for a few months to see if you note any differences. Is your work week made lighter by handing over the PR tasks to the agency? And could you devote as much time to PR as the agency is and still get your work done?

Hiring a PR Agency: Can You Write?

PR agencies have professional junior and senior copywriters on their teams who are excellent at choosing just the right headlines and text. Are you able to provide the same caliber writing to your own PR? If not, you might consider hiring an agency. Copywriting is a skill that few possess, and your PR efforts will suffer without it.

Hiring a PR Agency: Will a PR Agency be an Asset?

And finally, you'll have to decide if hiring a PR agency will be an asset to your business. Some companies do just fine without excessive PR strategies and efforts while others depend on them for business. Again, you might want to try it out for a few months and see if it makes a difference; if not, you don't need a PR agency after all. If, however, you discover that your business is booming and more people are calling the phones, you'll know that hiring a PR agency was a solid investment.