By: Celeste Barron, 1903 Public Relations
Public relations (PR) can be a game-changer for businesses looking to build their reputation, attract media attention, or manage a crisis. However, many companies hesitate to bring on a PR agency, often due to misconceptions, concerns, or past experiences. Let’s break down five most common reasons companies refrain from bringing on an agency, and the five most compelling reasons why it can be a smart move for your company.
Five Reasons Companies Hold Back from Hiring a PR Agency
1. Worried About Costs?
Many businesses fear that hiring a PR agency will be too expensive, especially without a guaranteed return on investment. The thought of spending significant funds without knowing if it will pay off can be intimidating for companies with tight budgets.
While hiring a PR agency costs money, a good one can bring lasting benefits that go beyond quick wins. PR helps build your brand’s reputation, gets your business in the media, and boosts customer trust, which can lead to increased sales over time. Many agencies also offer flexible packages, so you can control spending and focus on what will make the biggest impact right now, even on a budget.
2. Not Sure It Will Work
Companies may question the effectiveness of PR. Will it actually lead to more sales, better brand visibility, or help in fixing reputation issues? The uncertainty of these outcomes often causes hesitation.
PR can feel like a mystery, but a good agency will create clear, trackable plans that match your business goals. PR experts focus on building brand awareness, shaping public opinion, and handling any crisis, aiming for long-term growth and stability—not just quick sales. A reliable agency will set specific goals, keep you updated on results, and adjust their approach to make sure their efforts are effective and impactful.
3. Fear of Losing Control
Some companies worry that an outside agency won’t represent their brand accurately. The fear that an agency might not communicate their message in the right way or align with their values can hold businesses back from taking the leap.
The right PR agency will prioritize understanding your brand’s values, voice, and audience, working closely with you to ensure alignment in every message they deliver. With a collaborative approach, agencies act as an extension of your team, respecting your brand’s identity and values. Clear communication and a comprehensive onboarding process can ensure you retain the level of control you’re comfortable with while benefiting from their expertise.
4. Confused About What PR Really Does
PR can be misunderstood. Many businesses aren’t sure what a PR agency does beyond managing media relations. They might not realize that PR also includes shaping public perception, crisis management, and building long-term communications strategies with stakeholders.
PR is much more than just press releases. It’s about telling stories that connect with people, positioning your brand smartly, and building strong relationships with those who matter. PR covers everything from managing social media to organizing events and handling tough situations, all aimed at keeping a positive public image. A good PR agency will explain all their services, showing you how PR can support your brand’s reputation and help it grow in the long run.
5. Hard to Measure Success
PR doesn’t always offer instant, tangible results, and measuring success can be tricky. The lack of clear, immediate metrics—compared to something like a direct advertising campaign—can make businesses uncertain about the value of PR.
Although PR may not always offer immediate results, agencies increasingly use advanced metrics to track and quantify their impact. Metrics like media reach, sentiment analysis, and engagement provide insight into brand perception and audience reactions. A good agency will set clear objectives and report on achievements, so you can see the value and adjust strategies for long-term growth based on concrete results.
Five Reasons to Hire a PR Agency Anyway
1. They Know What They’re Doing
PR professionals create stories that grab attention, manage media relationships, and build your brand’s reputation. This is crucial because 81% of consumers say they need to trust a brand before making a purchase. By focusing on authentic storytelling, PR experts help build that trust, making it easier for customers to connect with and choose your business
2. Get Your Name Out There
A good PR agency knows how to get your business in front of the right people. They can help you get media attention and create campaigns that attract your ideal customers. In other words, they can open doors that might be hard for you to reach on your own. This is important because 50% of people are more likely to buy from brands they recognize. So, by making your brand more well-known, a PR agency can help boost your sales.
3. Help During a Crisis
When a crisis hits, a PR agency can be your lifeline. They have the experience to manage negative situations, handle media inquiries, and protect your brand’s reputation when things go wrong. According to a study by Deloitte Insights, nearly 60 percent of more than 500 crisis management executives believe that organizations face more crises today than they did ten years ago.
4. Fresh Ideas and New Strategies
An outside PR agency can bring fresh ideas that your internal team might miss, helping you stay competitive. For example, Nike’s “Dream Crazy” campaign, developed by Wieden+Kennedy, featured Colin Kaepernick and made a bold social statement. This innovative approach resonated with their audience and boosted Nike’s sales by 31% shortly after the campaign launched, showing the power of new perspectives.
5. Build Long-Term Success
PR isn’t just about getting quick wins; it’s about building trust over time. A good PR strategy helps create long-term connections with your audience, boosting your credibility and ensuring lasting success. For example, Starbucks focuses on sustainability, ethical sourcing, and social causes. By sticking to these values, they’ve earned a reputation as a socially responsible brand, gaining customer trust and loyalty worldwide. This shows how long-term PR efforts can pay off by positioning a brand for sustainable growth.
Let’s Talk About It
While hiring a PR agency may come with concerns, the benefits often outweigh the risks. With the right agency, you’ll gain expertise, visibility, and long-term brand growth that can take your business to new heights.
(Even if you’re having doubts that PR will benefit your organization, let’s talk about it. We’re excellent problem solvers regardless.)
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