DIY PR vs. Hiring a PR Agency: Which is Right for Your Business?

When it comes to getting your business in the spotlight, you’re faced with a crucial decision: should you roll up your sleeves and handle your own public relations (DIY PR), or should you bring in the big guns and hire a PR agency? Both approaches have their pros and cons, and the right choice depends on your specific needs, budget, and goals.

In this blog, we’ll explore the pros and cons of each option to help you determine which path is the best fit for your business!

Understanding PR: The Basics

The goal of Public Relations, or PR, is all about managing how information about your company is disseminated or portrayed to the public. Whether you’re launching a new product, managing a crisis, or simply trying to increase brand awareness, effective PR can make or break your efforts. Bad PR can severely sabotage your reputation, and affect the overall growth of your company!

Now, to understand how you should do PR, let us take a look at the pros and cons of both options: to DIY or Hire?

DIY PR: The Pros and Cons

Pros:

1. Cost-Effective:

One of the most appealing aspects of DIY PR is the cost savings. Without the need to pay for an agency's services, you can allocate those funds to other crucial areas of your business that require more attention.

This is especially true for a startup with a tight budget since using free or low-cost PR tools and platforms can still help them to get their message out without breaking the bank. This can include running your own social media campaigns and more.

2. Control:

When you manage your own PR, you have complete control over the messaging, timing, and execution of your campaigns.

For instance, if your company’s CEO has a quirky sense of humor, DIY PR allows you to infuse that personality into your communications directly, which makes it easier to connect with your clients!

3. Personal Touch:

Handling PR yourself can add a personal touch to your interactions with the media and your audience. Journalists and customers alike can appreciate the direct engagement from the business owner or team members, which makes it that much more memorable.

(PS - shameless plug, this is something we help you do here at Alpha Story!)

Cons:

With pros, there bound to be cons.

1. Time-Consuming:

PR is not just about writing press releases; it involves building relationships, pitching stories, and constantly monitoring media coverage. This can be incredibly time-consuming, especially for a small team. Not forgetting the lack of direct connections with journalists or media publications that will help get your story out faster!

2. Lack of Expertise:

PR professionals have years of experience and connections that a business owner might not possess. This can result in missed opportunities and less effective campaigns.

Figuring out which journalist to pitch to for a specific story angle can be tricky, which is why PR pros are better at this since they know what journalists are often looking for. Doing it yourself might take more time and a bit of trial and error, that is if you are willing to risk it!

3. Limited Resources:

PR agencies often have access to advanced tools and platforms that can track media coverage, measure campaign success, and streamline the PR process. Those of which are often out of reach for a DIY approach.

For instance, PR companies often use professional media monitoring tools to analyze what works best for each campaign. This can be expensive for a small business, but they’re essential for comprehensive PR efforts!

Hiring a PR Agency: The Pros and Cons

Pros:

1. Expertise and Experience:

PR agencies come with a wealth of knowledge and experience. They know the ins and outs of the media landscape and have established relationships with key journalists and influencers as mentioned.

An agency with a track record in your industry can provide invaluable insights and strategies that are specifically tailored to your market. These come with years of experience and data, something not everyone has their hands on!

2. Time-Saving:

By outsourcing your PR efforts, you can free up your time to focus on other more important aspects of your business. The agency takes care of the legwork, from crafting press releases to pitching stories and managing media relations.

So, no need to fret over juggling between PR campaigns and product launch, allow yourself some time to enjoy a seamless and worry-free launch 😉

3. Professional Resources:

Now, agencies have access to a variety of tools and resources that can enhance your PR campaigns. This includes media databases, monitoring services, and analytics tools.

These professional media monitoring tools are especially effective as they can track the reach and impact of your PR efforts in real-time, providing valuable data to constantly refine your strategies.

Herewith, they're a serious option to consider based on these benefits!

Cons:

1. Cost:

I've probably went through a few times in our previous blogs but hiring a PR agency can be expensive! For many small businesses or startups, the cost might be prohibitive since you’re already starting out with limited funds.

Realistically, monthly retainers for PR agencies can range from a few thousand to tens of thousands of dollars, depending on the agency and the scope of work.

Though, you’ll find this less of a worry if you use our platform 🤫

2. Less Control:

Additionally, when you hire an agency, you’re putting your brand’s image in their hands. While they are experts, their approach might not always perfectly align with your vision.

Typically, an agency might suggest a more conservative approach, whereas you might prefer a bold and edgy campaign aligned with your personal interest.

3. Potential for Miscommunication:

Lastly, working with an external team can sometimes lead to miscommunication or misunderstandings about your brand’s message and goals.

If the agency doesn’t fully grasp your company culture or target audience, the messaging might feel off-brand and you’ll end up unsatisfied with the service.

Making the Decision: DIY PR or Hire a PR Agency?

When deciding whether to DIY your PR or hire an agency, consider the following factors:

1. Budget:

Assess your financial capacity. If budget constraints are significant, DIY PR might be the only viable option. However, if you have the resources, hiring an agency can be a worthwhile investment.

2. Time:

Next, evaluate how much time you or your team can realistically dedicate to PR efforts. If time is a scarce resource, an agency can take a substantial load off your shoulders.

3. Expertise:

Consider the level of expertise you have in-house. If your team lacks PR experience, an agency’s expertise can be invaluable. Conversely, if you have a marketing-savvy team, DIY PR might be manageable.

4. Goals:

Define your PR goals clearly. If you need high-impact results quickly, an agency’s established connections and experience might be necessary. For long-term, ongoing efforts, a DIY approach could be more sustainable.

Now Imagine..

You’re throwing a party. You can either plan, cook, decorate, and entertain all by yourself (DIY) or hire a professional party planner (PR agency). Doing it yourself means you save money and add personal touches, but you’ll be running around like a headless chicken. Hiring a party planner means you get to relax and enjoy the party, but it comes with a hefty price tag and you might not have complete control over the playlist.

What would YOU choose?

Conclusion:

In the end, both DIY PR and hiring a PR agency have their pros and cons. The right choice depends on your business’s unique needs, resources, and goals.

If you’re a startup or small business with a tight budget and a willingness to learn, DIY PR could be a rewarding challenge. However, if you have the funds and need immediate, high-impact results, bringing in a professional PR agency could be the best move.

No matter which path you choose, remember that effective PR is about building relationships, telling compelling stories, and consistently engaging with your audience.

Good luck, and may your business shine in the spotlight! ✨