When should you hire a PR agency?
How to know if and when you should hire a PR firm, and what to expect
When should you hire a PR agency?
Thinking about bringing a PR agency on board? Timing is everything. Here’s our take on when it makes sense, why it’s worth considering, and what you can expect from the right PR partner. Spoiler alert: think about this as a long term relationship (as you would an in-house team member), rather than a short term fix whenever possible.
The time to hire a PR agency:
Need for Brand Awareness & Credibility: If you are launching something new or need to stand out in a crowded industry, media coverage can build credibility.
A Big Announcement or Crisis: PR experts can guide you through a major launch, funding round, or rebranding, and they can also help you manage your reputation during a crisis. These are the times when a project-based relationship might be a quick fix, although having a long term partner on board can often help manage the problem before it happens.
Scaling Business: If your business has outgrown word-of-mouth marketing and requires professional storytelling to attract investors, customers, or partnerships
Lack of Internal PR Expertise: If your team lacks the necessary skills or media connections, or if handling PR distracts from core business operations, hiring an agency can be beneficial.
Marketing Efforts Aren’t Generating Enough Visibility: When organic growth through social media and content marketing isn’t providing enough traction, third-party validation through media, influencers, and strategic positioning can help.
And (some of!) the whys:
Objective Storytelling: PR agencies help tell a brand’s story to create affinity with the audience.
Expertise and Efficiency: They offer valuable insights and improve efficiency in analyzing media coverage and brand sentiment, which is especially useful for sectors that are highly competitive (a la CPG).
Targeted Communication: PR agencies tailor content to specific audiences, ensuring that press releases and social media campaigns resonate deeply with targeted groups to maximize meaningful results.
Multi-channel Integration: They can integrate multimedia and multichannel content like videos, podcasts, social, and newsletters to enhance storytelling, amplify content, and broaden a brand’s audience reach.
Customer Retention: Strategic PR can create brand loyalty and customer retention by building for the smallest viable audience and rewarding long-time fans.
By recognizing these signals, understanding the benefits, and setting clear expectations, you’ll be equipped to make the right call on when—and why—partnering with a PR agency can elevate your brand’s growth and reputation.
Want to chat more about if now is the right time? Drop us a line at hello@thejamescollective.com.