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In-House PR Team or Agency PR- Which Path to Choose?

Are you contemplating on which PR approach is best for your company? Or wondering where you should fall as a Public Relations professional looking for employment? Then you are reading the perfect guide to finding out.

One of the most daunting choices for companies is finding out whether outsourcing or hiring a PR professional internally is the right way to go. Honestly,the answer will be determined by your company needs and goals.

Let’s start by introducing both these important approaches for company success.

An in-house PR team can be referred as the practice of establishing and managing PR activities internally within an organization, usually through a dedicated PR department or team. This approach entails direct supervising and control over all aspects of PR strategy, execution, and company communication. The scope of work only focuses on that specific organization, which gives less variety and requires strategy, loyalty and being proactive. It means your company will get the undivided attention it needs. According to a survey by the Association of National Advertisers, 60% of companies handle their PR efforts in- house.

An agency PR is the hiring of a third-party public relations agency or consultancy to handle various aspects of a company’s PR activities. Instead of managing PR efforts internally, organizations delegate these responsibilities to external experts who specialize in strategic communication, media relations, and reputation management. The scope of work involves working with multiple clients simultaneously which provides an adrenaline rush for the team at hand, making them adaptable, creative, and efficient, as well as able to juggle multiple deadlines and expectations. According to a report by Grand View Research, the PR agency market is projected to grow at a CAGR of 5.4% from 2020 to 2027.

What are the advantages of both these approaches?

In-house PR (DIY)

    • Knowledge and alignment with Organizational Goals: In-house PR teams are always familiar with the company’s mission, values, and long-term objectives. This alignment allows them to develop PR strategies that are closely integrated with broader organizational goals, ensuring that communications efforts are consistent and impactful. Being part of the organization, in-house PR professionals have a deep understanding of its culture, history, and operations. This knowledge enables them to craft authentic and compelling messages that resonates with internal and external stakeholders, creating trust and credibility.

    • Immediate Access to Information: In-house PR teams have direct access to key decision-makers and experts within the organization. Resulting in fast communication and information sharing, enabling fast responses to media inquiries, crisis situations, and other PR matters.

    • Cost Efficiency: While establishing an in-house PR department may require upfront investment in hiring and training, it can lead to cost savings over time compared to outsourcing PR services. Additionally, the ability to manage PR activities internally may provide greater budget control which increases sustainable profits.Control Over Brand Image: In-house PR teams have greater control over the organization’s brand image, enabling the implementation of proactive communications strategies. They can tailor messages to specific audiences, respond quickly to emerging issues, and ensure consistency across all communication channels.

Agency PR (Buy)

    • Perspective and Objectivity: PR agencies offer an external perspective on the organization’s communications strategy, bringing fresh ideas, insights, and on-demand practices from working with different clients across different industries such as tech, food and beverage, aviation and so forth. This objectivity can be valuable in identifying blind spots, uncovering new opportunities, and challenging ordinary thinking.
     
    • Flexibility: PR agencies can measure their services according to the specific needs and objectives of a client, whether it’s launching a new product, managing a crisis, or executing a comprehensive PR campaign. The measurement and flexibility allow companies to adapt quickly to industry and market trends without any limitations that comes with internal resources.
     
    • More media Connections: PR agencies often have extensive networks and relationships with journalists, influencers, and media outlets on many platforms and industries. Using these connections, agencies can secure media coverage, press placements, and partnership opportunities that may be challenging for in-house teams to access on their own.

What factors should companies consider when deciding between an in-house team and an agency?

  1. Determine their company goals: Understanding what the company wants to achieve is really important. This means figuring out if they need help with short-term projects or ongoing campaigns. Agencies can be good for short-term projects, while in-house teams might be better for long-term plans that match the company’s goals.

  2. Cost: Before making this big decision for your company success, it is always crucial to determine the cost difference of both approaches. For example, the number of an In-house PR team will be determined by the size and goals of your company and it can vary from 2 to 5 members. Which means a company must consider advertising fees, the time invested by senior employees on interviews and the monthly competitive salaries each new member will be paid. Agency PR generally costs a R40 000-R90 000 per month.

  3. Expertise and value: Either approach, you must ensure that the job is done and done exceptionally well. Finding the right candidate for an in-house PR and agency PR both require precision and surety of who knows what and whether their creative level allows development of fresh ideas that defies the norm. It may not be easy to figure that out at first but a portfolio of evidence will work at a company’s advantage. Using this, it will be easy to know the strengths each possess to better benefit you company.

  4. Capacity of projects and industry landscape: We all know about the ever-changing trends and this needs a team that will stay on the curve about evolving needs of markets. As agencies work with various clients in different industries, they have a broad perspective on market trends and consumer behavior. They often have a team of specialists who can quickly adapt to new challenges and provide fresh insights. On the other hand, in-house PR teams only have an in-depth understanding of the company’s specific goals, culture, and target audience. They can develop strategies that align closely with the company’s brand identity and values. However, they might lack exposure to external market dynamics and trends, which could limit their ability to innovate and stay ahead of the competition

  5. Risk: In-house PR teams face the risk of income as some key team members may leave the company, leading to a loss of knowledge and expertise for the remaining ones. They may also struggle to keep up with rapidly evolving industry standards and best practices, especially if they have limited resources for training and development. Agencies could make a company depend on them too much if it relies heavily on external expertise.

How can companies measure the success of their PR efforts, whether through an in-house team or agency?

  1. Media Mentions: Keeping track of the number of times the company or its products/services are mentioned in the media can indicate the level of media coverage and visibility gained through PR efforts.

  2. Sentiment Analysis: Analyzing the tone and the point of view the media and social media mentions can help assess public perception and whether it’s positive, negative, or neutral towards the company. Leaving room for necessary improvements.

  3. Website Traffic: Monitoring the changes in website traffic, specifically after PR campaigns or media coverage, can indicate the effectiveness of PR efforts in driving audience engagement and interest.

  4. Social Media Engagement: Tracking metrics such as likes, shares, comments, and followers on social media platforms can provide insights into audience engagement and the reach of PR campaigns.

  5. Surveys: Conducting surveys to measure brand awareness among target audiences before and after PR campaigns can help assess the impact, reach and effectiveness of PR efforts on increasing brand visibility and recognition.

  6. Key Message Penetration: Assessing how well key messages are communicated and understood by the target audience, as reflected in media coverage and public perception, can indicate the success of PR efforts in conveying the desired messaging.

  7. Return on Investment (ROI): The most important, calculating the ROI of PR activities by comparing the costs out and into the company, such as increased sales, brand value, or market share can help determine the overall value of PR efforts.


So, make the right decision today.

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