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What You Need to Know About Doing Your Own PR vs. Handing Over the Reins A strong public relations strategy can be what sets you apart from your competitors, but you need the right team of PR professionals to create and execute your campaigns.

By Kristen Shea Edited by Kara McIntyre

Opinions expressed by Entrepreneur contributors are their own.

Public relations is essential to any organization's marketing and communication strategy. It involves creating and maintaining a positive image for the founder and its products or services through various media channels, including traditional print and digital media, social media, brand collaborations and other digital platforms.

One common question founders face concerning PR is whether to hire an in-house team or outsource to a third-party agency. Of course, both options have advantages and the decision ultimately depends on the organization's needs.

Related: In-House Production vs Outsourcing: How to Achieve the Best Content Marketing Results No Matter Who's In Control

In-house PR team

In-house PR teams are embedded within the organization and have a closer relationship with other departments, such as marketing and sales. This close relationship between the PR team and broader marketing and communication strategies can actively benefit the creation of a consistent brand message across all channels and the alignment of PR efforts.

Investing in an in-house PR team can facilitate a deeper understanding of your brand among your employees as they become fully immersed in your organization's culture and values. This immersion lets them collaborate directly with your broader marketing and communication strategies, resulting in more effective PR campaigns and a more robust brand image. Over time, this can lead to significant success and revenue for your company.

Despite the advantages of having an in-house PR team, there are also some disadvantages. Agencies can offer a more comprehensive range of skills and experience, including media relations, crisis management and social media strategy, which can be invaluable to a PR campaign's success.

Another potential drawback of having an in-house team is that they may be less objective than external agencies, as their focus is on your organization's perspective. This narrow focus may lead to a lack of consideration for external audiences' viewpoints, resulting in a disconnect between your messaging and the public's perception of your organization.

Related: In-House or Outsourced? How Do You Decide?

The DIY PR approach

Entrepreneurs considering doing their PR should be aware of some drawbacks. First, doing PR in-house can take time, diverting your attention from other essential business aspects. Secondly, entrepreneurs need the necessary skills and experience to execute a successful PR campaign.

Apart from the time and skills required, more objectivity is another significant concern with doing PR in-house. Entrepreneurs are often emotionally invested in their brand and messaging, which can cloud their judgment and prevent them from seeing the perspective of their target audience. This lack of objectivity can lead to messaging that fails to resonate with the audience, resulting in poor PR results.

Third-party PR agency

One of the main advantages of outsourcing PR to a third-party agency is that it provides access to a broader range of skills and resources. PR agencies have more experience and expertise than an in-house team and can offer a fresh perspective on your messaging and branding. They also have established media relationships and a broader network of industry experts that can be invaluable for getting media coverage, building your organization's reputation and developing PR strategies.

Another advantage of outsourcing to a PR agency is that it can be more cost-effective in the short term. PR agencies eliminate the need to hire full-time staff and the need to invest in resources such as office space and equipment. Outsourcing public relations services to an agency can benefit smaller organizations needing more money to support and maintain a full-time in-house team.

Furthermore, PR agencies are often better equipped to handle unexpected crises or negative media coverage. With their expertise and experience, they can quickly develop a crisis communication plan and mitigate any potential damage to your organization's reputation. This ability can be especially crucial in industries prone to public scrutiny or where negative publicity can severely impact the organization's operations.

However, you must do your due diligence when choosing a PR agency. Look for agencies specializing in your industry or niche and with a proven track record of success with similar clients. Ask for case studies and references to ensure that the agency has experience achieving the types of results you're looking for.

Related: Hiring vs. Outsourcing: How to Recognize the Right Moment to Add Talent to Your Team

It's also important to consider the agency's communication style and responsiveness. A good agency should be transparent about its strategies and tactics and open to feedback and collaboration. They should also be responsive to your needs and concerns and communicate clearly and regularly about the progress of your PR campaigns.

Another factor to consider is the agency's culture and values. Look for agencies whose values align with your own and whose culture fits your organization well. This alignment can help ensure that the agency accurately understands your brand and messaging deeper and can help create a more effective and authentic PR campaign.

Ultimately, the key to outsourcing PR to a third-party agency is finding an agency you can trust that understands your business and goals. By researching and carefully vetting potential agencies, you can avoid the pitfalls of outsourcing PR and create a successful and effective PR campaign that helps you achieve your goals and build a positive brand image.

The decision to hire an in-house PR team or outsource to a third-party agency depends on the organization's specific needs. Both options have advantages and disadvantages; the best choice depends on your goals, budget and overall strategy.

Kristen Shea

Entrepreneur Leadership Network® Contributor

President, Society 22 PR

Kristen Shea is a publicist and the president of Society22 PR, an award-winning PR firm. Kristen is an industry leader and public relations expert with over a decade of experience across all company stages, from early through IPO.

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