September 24, 2023

Public relations, PR, PR crew, PR Agency, PR Company—it’s a apply and a specialty that goes by many names, however performs one important perform: serving to companies and types preserve a great public picture. 

Right here, we are going to cowl all the burning questions PR practitioners frequently get from entrepreneurs and executives. We’ll check out: 

  • What PR corporations do 
  • Who makes up a PR crew 
  • Vital issues to ask a PR crew earlier than hiring them 
  • When to rent a PR agency to assist your small business 

Let’s get began! 

What Is a PR Agency? 

A public relations—or PR—agency is a enterprise that focuses on serving to people and companies form the general public notion of people who rent the agency. 

Individuals from all walks of life rent PR corporations:

  • Celebrities 
  • Politicians 
  • Athletes 
  • Medical professionals 
  • Executives 

Companies throughout just about each trade additionally rent PR groups. From mom-and-pop retailers to Fortune 500 firms, PR work can supply one thing to just about each model. 

PR corporations are available all sizes and styles as nicely. Some supply a boutique choice of providers, whereas others have huge groups devoted to only about each side of promoting and exterior communications a enterprise may need. 

Let’s speak subsequent about simply precisely what it’s that PR corporations do for his or her purchasers. 

What Do PR Corporations Do? 

Whereas no two PR corporations supply similar providers, you can also make a secure guess that the majority cowl some key parts of public personas and model picture. 

Under are a couple of classes of providers that most PR corporations supply as an ordinary a part of their enterprise. That mentioned, the sphere of public relations is continually evolving as a result of the way in which individuals devour media and talk is continually evolving. 

So, in case you’re in search of one thing particular in a PR agency we are going to educate you how you can establish which crew is best for you. Stick round for these ideas in only a bit. 

First, let’s look at PR providers in broad strokes. 

Media Coordination and Relations 

Media coordination and relations are fairly simple. This service is particularly important for digital-forward firms in search of PR assist. 

Why? As a result of most PR occurs on the web as of late. Even small companies can have huge social media presence. This makes it troublesome to maintain tabs on each nook of the net the place somebody may very well be mentioning the title of your organization. 

Whether or not it’s digital or not, media coordination and relations can appear like: 

  • Reaching out to distributors, reporters, and different trade professionals to speak about thrilling developments with your small business 
  • Fielding incoming questions on the corporate web site or by means of social media from clients and members of the press 
  • Managing companies outreach groups to assist them keep on message 
  • Forming long-term, optimistic relationships with influencers and different trade professionals with a view to pitch good press 

PR corporations are inclined to have enormous networking collateral. Some are particularly adept at getting the eye of the nationwide press. 

Much more importantly, if there may be bother brewing in your firm or its executives, they might have pleasant connections that may assist body a picture disaster in a good gentle. 

Occasions, Press Releases, Advertising Campaigns

This part runs a bit counter to the comment above that the majority PR occurs on the net however analog, in-person public relations work remains to be an indicator of any good advertising technique. 

A PR company might help by scheduling, organizing, operating, and optimizing your organization occasions, press releases, and advertising initiatives (suppose experiential advertising). 

Talking of experiential advertising, generally these occasions find yourself being surprisingly high-stakes. That’s why it is very important have PR professionals craft the expertise and assist form the response to a advertising expertise. 

Take Pink Bull’s sponsorship of Felix Baumgartner’s supersonic freefall. 

In 2013 Mr. Baumgartner tried (and succeeded) at leaping out of a balloon at 128,100 ft above the earth … all whereas representing Pink Bull Power Drinks. Their emblem and title had been plastered throughout the balloon he jumped from, on his helmet, and his uniform. 

They broadcasted the record-breaking feat and invited viewers to comply with alongside dwell—which they did—by the thousands and thousands on Youtube. 

Think about if this experiential advertising occasion had gone tragically incorrect. Pink Bull would eternally be synonymous with the failed try. Because it stands, Pink Bull is already recognized for pulling off harmful feats within the title of promoting. 

So, kudos to the PR crew that helped preserve the expertise secure, thrilling, and undoubtedly brand-building. 

Now, that was an excessive instance, however even on a regular basis advertising occasions can put strain on a enterprise. 

In case you promote merchandise at conferences you could wish to rent a PR crew to be sure that all the pieces goes easily on the day and that nothing malfunctions. They could additionally be capable of deal with powerful questions and forge optimistic connections with essential individuals in your trade. 

PR businesses are additionally well-versed within the artwork of crafting a press launch. Press releases might help make the general public conscious of recent providers, thrilling developments, and philanthropic tasks, and so they might help construct public belief again up within the occasion of a disaster. 

Talking of PR content material, let’s talk about what PR groups can do in your content material advertising technique. 

Digital Advertising

Many businesses supply content material providers past the usual press releases and briefs. Corporations also can enable you craft brand-nurturing digital advertising campaigns that supply elevated belief in authority with on-line serps, and with new and current clients. 

Which means: 

  • Creating and managing weblog posts 
  • Writing advert copy 
  • Crafting social media messaging 
  • Ghostwriting for executives 
  • And extra 

Some PR and Advertising corporations supply paid promoting help. They might help optimize campaigns to get probably the most out of an organization’s promoting spend. 

Primarily, PR businesses could make advertising campaigns highly effective and flashy—which could not be doable to do in-house in case you solely have a small variety of workers at your organization. 

And, when issues don’t go in accordance with plan for your small business, they might help craft the supplies essential to start out making issues proper. 

Model Repute Administration 

This is without doubt one of the hardest and most vital parts of PR. The truth is, it’s the motive many companies select to rent exterior PR businesses to assist. 

Model repute administration refers back to the delicate work of monitoring, guarding, shaping, and re-shaping the general public picture of a model. 

The web is an enormous place and information—particularly unsavory information—tends to stay to manufacturers. 

There have been loads of massive manufacturers in recent years that wanted repute administration after an unlucky occasion. 

Even small companies can fall sufferer to the destructive information cycle. 

The truth is, one thing so simple as some destructive critiques on third-party assessment websites can impression model repute. 

It’s not simply the model’s picture it’s essential handle, both. Executives are equally in danger for reputation-damaging occasions because the manufacturers they helm are.

You probably have an government on employees that likes to make political rants on the corporate’s Twitter account, you’ll undoubtedly wish to have a PR company on deck to deal with the response. 
Anxiousness producing, proper? 

Don’t sweat it simply but, that is all way more manageable when it’s dealt with by an expert crew of PR specialists.

And PR businesses don’t simply assist when issues go incorrect, they’ll additionally assist make issues go proper. 

Sourcing Awards Alternatives

It doesn’t matter what trade you’re in, there are in all probability a couple of coveted native and nationwide recognitions that your rivals could be vying for. Are these awards essential? Completely. 

Having awards you could share in press releases, in your web site, and with potential stakeholders and clients builds good publicity for your small business. 

There are additionally employment awards that may assist attract prime expertise to employees your small business. 

Sourcing alternatives for these awards will be time-consuming and tedious work. Thankfully, PR corporations are normally very expert at discovering and organizing award alternatives for purchasers. 

And the shortcoming to scale to do work like that is typically a motive that companies determine to rent outdoors assist. PR corporations have plenty of totally different specialised positions that assist preserve issues operating easily from a number of angles. 

Who Makes Up a PR Workforce? 

As a result of PR corporations put on lots of hats, they’ll have lots of totally different positions focusing on totally different sides of public relations work. 

Social Media Specialists

Because the title implies, many PR firms home a minimum of one social media specialist or social media supervisor to watch enterprise social media channels, and construct social media campaigns. 

These people could: 

Replace social media bios
Create and schedule new posts 
Monitor feedback 
Create interactive campaigns and giveaways 

And, whereas it isn’t a direct rating issue for Google, having a great social media presence is important to good model PR. 

Enterprise Spokesperson 

On this position, the person normally acts because the face or the voice of the purchasers they signify. You probably have ever watched a press convention, they’re usually the folks that utter the notorious phrase, “No additional questions presently.” 

These people could enable you communicate with the press through radio, social media, or TV. That is an particularly essential activity in case you aren’t acquainted or comfy with addressing audiences. 

These individuals are additionally normally actually good at showing to not be studying from a script. This makes them come throughout as extra honest after they signify purchasers. 


Publicists are normally very sensible strategists. They check out your small business objectives and enable you craft and implement a advertising/PR plan that works for you. 

These are additionally the individuals inside PR corporations that get probably the most nerve-wracking activity: managing a disaster. 

This would possibly contain doing deep analysis, growing counter narratives, discovering flaws (or inaccuracies in reporting), monitoring an enormous swath of the web in search of different indicators of bother, and way more. 

Publicists are the individuals you need in your nook when one thing goes incorrect. 


These gifted writers assist draft your digital advertising content material. Which means they’ll analysis and write blogs, press releases, information articles, pitches, social media posts, and extra. 
They will normally be discovered clacking away on the keyboard on behalf of their purchasers. 


That’s proper, you do. When you may not be an worker of an exterior PR agency, you’re a important element to the success of any PR marketing campaign that agency places collectively in your behalf.

The very best, most strategic plans come collectively when enterprise house owners work intently with the PR groups they rent. This manner, you may assure that your model is being represented precisely as you need it to be. 

The very best PR work feels prefer it got here straight from your individual thoughts. 

Can PR Be Performed in Home? 

Whereas there isn’t any easy reply to this as a result of each enterprise has distinctive circumstances, it’s secure to say that public relations will be an astronomical quantity of labor, even for small companies that don’t want a ton of fuss. 

You would possibly suppose that your small business can deal with the workload, however lets keep in mind what parts go right into a strong, fundamental PR technique: 

  • Press relations 
  • Digital advertising 
  • Digital content material 
  • Model and government repute administration 
  • Social media administration 
  • Awards sourcing 

It might be very spectacular to seek out somebody who might juggle all of that directly. The truth is, juggling an excessive amount of in-house creates a danger of a PR disaster. If you’re targeted too closely on one factor of the plan, an issue would possibly creep up and shock you. 

So, whereas there are compelling arguments for both resolution, for a lot of enterprise house owners it comes all the way down to price. 

Are you able to afford to rent a number of workers to deal with the day-to-day public relations and advertising duties that want doing, or would it not in the end be inexpensive to rent an company? 

If you’re able to discover a PR company, there are some essential issues to bear in mind as you start your search. 

Hiring a PR Company 

How to choose the right PR agency?

Earlier than you got down to discover the appropriate PR firm that matches your {qualifications}, it would be best to step again and set up what it’s you’re in search of. 

Ask your self the next questions: 

  • How a lot cash can I spend on PR and advertising? 
  • Do I wish to rent a PR company for a single marketing campaign, or do I would like them year-round? 
  • What objectives do I’ve for my web site? 
  • What objectives do I’ve for my public picture? 
  • Do I’ve a tough calendar of occasions, campaigns, and advertising wants {that a} PR agency might assist with? 
  • What’s an important factor I’m in search of in a PR agency? 

When you’ve established your foundation for hiring a agency, you’ll wish to begin interviewing (or speaking) with businesses. Be ready to ask about: 

  • Earlier consumer expertise – Have they labored with companies in your trade earlier than? 
  • Testimonials – Have former purchasers given them written reward they’re keen to share? 
  • Experience – How lengthy have they been in enterprise? What sort of levels and expertise do their workers have? 
  • Consumer interviews – Can they level you to a former or present consumer you may communicate to instantly? 
  • Media relations – How do they win publicity for his or her purchasers? 
  • Integrating with in-house groups – How will their crew and yours hook up with construct success? 

Setting Expectations

Nice PR doesn’t occur in a single day. You’ll in all probability hear this from just about anybody you speak to that works at a PR agency. It will be significant that you’ve affordable expectations for the work your agency does in your behalf. 

Doing it will solely assist improve your ROI. The much less time you spend worrying about fast marketing campaign repay, the extra time you may dedicate to different parts of enterprise that may be simply as essential and time-consuming. 

You’ve gotten each proper to ask that your PR agency give you common updates! However, bear in mind it could take weeks, months, or for giant campaigns, even years to see optimistic outcomes.

On the flip facet, it is important that you simply share your expectations together with your PR agency upfront. Give them the knowledge and instruments they might want to begin constructing a model picture to be pleased with. 

Understand how you need them to be in contact with you—how typically, about what, what sort of reporting you wish to see. 

Hold members of your crew knowledgeable about progress and what your PR company is doing for your small business. 

PR Corporations Are Right here to Assist Your Enterprise Succeed 

PR firms don’t simply come using in when somebody has attacked your model picture. 

They’re specialists at discovering nice tales about your small business—even in locations you could not have thought to look. In different phrases: they’re right here for the nice moments, too. 

They’ll be prepared to drag collectively optimistic testimonials, discover your philanthropic good deeds, and so they can whip up humorous, participating social media campaigns that can assist create model loyalists.

If you wish to see simply how customizable a PR agency’s providers will be for your small business, take a look at the Company Companions Platform and check out all the distinctive and gifted businesses ready to deliver your PR and advertising campaigns and techniques to life. 

The Company Companions Platform is a listing of Semrush-certified businesses. These businesses service manufacturers and people throughout tons of of industries. 

You’ll be able to filter your search by: 

  • Providers
  • Business experience 
  • SplitSignal experience 
  • Promotional area 
  • Languages 
  • Funds 
  • Pricing mannequin 
  • Firm dimension 
  • Company location 
  • Distant work 

To get began, you may browse the catalog, or fill out a challenge transient detailing your wants and Semrush will companion you with an company that focuses on what you’re in search of.


The catalog even gives an company rating whilst you’re shopping. This proprietary metric provides you a high-level view of the standard you may count on from that company. 

You’ll be able to by no means be over-prepared for hiring a PR company. 

Have a PR Workforce On Your Aspect Earlier than You Want One 

The very best time to rent a PR company is while you don’t desperately want one. The second greatest time to herald a PR agency is while you do desperately want one. 

Thankfully, lots of companies have begun to acknowledge this. The truth is, in a single uSERP survey, 60% of companies mentioned they outsource their digital PR in 2021 and 2022. 

Keep in mind, onboarding a brand new PR crew takes time. Property and sources must be shared, inside groups must be looped in, and it takes time to get the press rolling for your small business. 

With that in thoughts, it would be best to begin desirous about public relations earlier than you see your small business featured in an exposé on the nightly information. 

The Company Companions Platform has almost 1000 businesses ready to companion with you on the enterprise campaigns and techniques that excite and inspire you. 

Searching for proof? Try buyer testimonials like this one to find out how PR businesses have helped companies develop past their objectives and discover life-long clients within the course of.