How to Know When It’s Time to Hire a PR Firm – And What to Expect

If you’re a business leader or owner, you probably know that bringing on a PR firm can be a great way to boost your organization’s credibility and outreach beyond what you’re able to commit time to do in-house. But it’s not just about needing publicity. Done right, public relations can serve your company in so many more ways than that.

It’s also important that your organization is ready to take this step. PR is a powerful tool, but a lot of business owners rush into this step before they’re ready. That said, many business owners and leaders hesitate too long before choosing to hire a PR firm because they’re playing it a bit too safe. It’s important to understand the power of PR in order to harness it to the advantage of you and your business.

When is it time to hire a PR firm?

Unfortunately, there’s no cut-and-dry answer to this question. The response depends on a variety of factors, including:

• Your desired outcome (eg. Promoting an event versus building long-term public relations strategies)
• Your budget
• Your business’s growth and expansion
• What you have in-house versus what you need to outsource

There’s no denying that working with a PR firm is an investment, both in time and in money. Public relations firms vary in cost – anywhere from an estimated $5,000 per month into the six figures – and that retainer will have parameters that tie into the amount of money you can pay. Additionally, while working with a PR firm will ensure your ability to outsource your PR needs, that doesn’t mean your plate will be entirely cleared. You’ll have to approve articles, press releases, and strategy, and will be expected to collaborate with your firm to ensure they’re telling your business’s story effectively.

Regardless of where you want PR to sit within your company structure, that decision should be led by what function you want public relations to perform within and for your business. 

The type of PR firm you retain – because they all have their own core skills and focuses – will also largely depend on what departments you already have within your organization. If you have a marketing department, you may benefit more from retaining a public relations firm with strategic communication experience so that they can augment your in-house team’s efforts. If you’re specifically looking to elevate your executive-level employees’ voices so your organization is positioned as an expert in the field, you may benefit more from a PR firm that focuses on earned media placements. There’s no right or wrong decision here as long as it serves your short- and long-term goals.

A PR firm can help you master the art of media communication and apply those skills in a variety of ways. From crafting compelling messaging and brand positioning, executing creative ideas, and offering the right strategy and guidance to break through to your target audience and goal metrics, a good PR firm will be able to do it all – and support your team along the way.

How PR can help...

Despite public perception, PR isn’t just about sending out press releases or generating interest around big events. There’s a lot that a PR firm may be able to do to help you expand and support your work:

Media relations

This is what you probably think of when you think about PR. PR firms can help companies attract more media coverage by relaying messages to audiences through the media. Journalists are always looking for a great story and publications are always looking for expert sources. The right PR firm can help make that connection.

Strategic communications

If your interest in engaging a PR firm stems from wanting to help your company meet a particular business goal, you’re probably looking for a partner in strategic communications. If there’s a particular audience you want to reach, a PR firm can offer strategic communication support.

Social media communications

Leveraging social media to tell your business or brand story has never been more important, and PR firms can support your social media team in strategic storytelling across those channels.

Where does PR belong in your organization?

Is this an easy question to answer? Well, that all depends. Most people automatically assume that the PR function should report to the CEO – but that’s not always the case. 

Many organizations are structured so that PR and marketing are in the same department – and many public relations firms will be able to augment and support those departments and their efforts. Organizations with smaller teams, such as startups, may not even have a PR department. If your organization fits that bill, you may consider bringing on a PR firm to effectively serve as your external public relations arm.

Regardless of where you want PR to sit within your company structure, it may be a good idea to shape the decision by what function you want public relations to perform within and for your business. If you’re looking for strategic communications, for example, embedding a firm within your social media team may make the most sense. If you’re looking for media coverage support, maybe having a PR firm work with your marketing team is your best bet.

If you’re looking for high-level support, such as supporting your executives in establishing themselves as industry experts and leaders, then your public relations firm should operate at that executive level. However, if your ultimate goal is ensuring that a public relations firm can build brand or business recognition within your community and your peers, embedding the firm into your company’s workflow may make more sense.

Ultimately, you want to ensure that you connect your PR firm with the people inside your organization who have the bandwidth and knowledge to support them as they work – otherwise you’re wasting valuable time and money that could be spent on successfully executing your PR vision.

How will you know if PR works?

As you’ve probably guessed by now, the answer to this question relies on what you wish to accomplish when working with a PR firm. When you begin the onboarding process, your public relations firm will likely ask you to outline for them your desired deliverables and ideal metrics, which will help give you a good internal sense of how you’ll know if this engagement is paying off. Your ROI should definitely be there – and if it’s not, there’s no shame in moving on to a firm more equipped to serve your needs.

Additionally, make sure you’re receiving the care and attention you expect given your initial conversations with a PR firm. Outsourcing to a firm shouldn’t mean giving up personalized attention and strategy – in fact, it should be the opposite. The right PR experts should immerse themselves into your team, company, and niche to understand the needs, challenges, and goals you and your target audience face so they can be the best growth partner possible.

Working with a PR firm is a great way to gain more exposure for you and your business – provided it’s the right time. If you’re able to invest in public relations and have a clear vision of what you would like a public relations firm to do for you and your organization, then that’s a pretty good it’s time to do what you’ve been thinking about for while: bring a team on board that can empower your vision and excite audiences about what your company brings to your industry.

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