April 18, 2024

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 keep a very good public picture. 

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

  • What PR companies 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 those who rent the agency. 

Folks from all walks of life rent PR companies:

  • Celebrities 
  • Politicians 
  • Athletes 
  • Medical professionals 
  • Executives 

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

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

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

What Do PR Corporations Do? 

Whereas no two PR companies supply similar companies, you can also make a protected wager that almost all cowl some key parts of public personas and model picture. 

Beneath are just a few classes of companies that most PR companies supply as a regular a part of their enterprise. That mentioned, the sector of public relations is consistently evolving as a result of the best way folks eat media and talk is consistently evolving. 

So, if you happen to’re on the lookout for one thing particular in a PR agency we are going to educate you easy methods to determine which crew is best for you. Stick round for these suggestions in only a bit. 

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

Media Coordination and Relations 

Media coordination and relations are fairly simple. This service is particularly very important for digital-forward corporations on the lookout for PR assist. 

Why? As a result of most PR occurs on the web lately. Even small companies can have huge social media presence. This makes it tough to maintain tabs on each nook of the online 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 social media from prospects 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 in an effort to pitch good press 

PR companies are likely to have big networking collateral. Some are particularly adept at getting the eye of the nationwide press. 

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

Occasions, Press Releases, Advertising Campaigns

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

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

Talking of experiential advertising and marketing, typically 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 and marketing 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 Vitality Drinks. Their brand and title have 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 stay—which they did—by the hundreds of thousands on Youtube. 

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

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

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

For those who promote merchandise at conferences it’s possible you’ll wish to rent a PR crew to make it possible for every thing goes easily on the day and that nothing malfunctions. They might additionally be capable to deal with powerful questions and forge optimistic connections with essential folks in your trade. 

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

Talking of PR content material, let’s focus on what PR groups can do to your content material advertising and marketing technique. 

Digital Advertising

Many businesses supply content material companies past the usual press releases and briefs. Corporations may also provide help to craft brand-nurturing digital advertising and marketing campaigns that provide elevated belief in authority with on-line engines like google, and with new and current prospects. 

Which means: 

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

Some PR and Advertising companies supply paid promoting help. They may also help optimize campaigns to get essentially the most out of an organization’s promoting spend. 

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

And, when issues don’t go in keeping with plan for your small business, they may also help craft the supplies needed to begin making issues proper. 

Model Repute Administration 

This is without doubt one of the hardest and most vital parts of PR. In actual fact, it’s the purpose many companies select to rent exterior PR businesses to assist. 

Model status 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 status administration after an unlucky occasion. 

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

In actual fact, one thing so simple as some unfavorable critiques on third-party overview websites can impression model status. 

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

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

Don’t sweat it simply but, that is all far more manageable when it’s dealt with by knowledgeable crew of PR consultants.

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

Sourcing Awards Alternatives

It doesn’t matter what trade you might be in, there are in all probability just a few coveted native and nationwide recognitions that your rivals is likely to be vying for. Are these awards essential? Completely. 

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

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

Sourcing alternatives for these awards may be time-consuming and tedious work. Thankfully, PR companies are often very expert at discovering and organizing award alternatives for shoppers. 

And the lack to scale to do work like that is usually a purpose that companies resolve to rent outdoors assist. PR companies have quite a few totally different specialised positions that assist preserve issues operating easily from a number of angles. 

Who Makes Up a PR Crew? 

As a result of PR companies put on quite a lot of hats, they’ll have quite a lot of totally different positions specializing in totally different sides of public relations work. 

Social Media Specialists

Because the title implies, many PR corporations home at the least one social media specialist or social media supervisor to watch enterprise social media channels, and construct social media campaigns. 

These of us might: 

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 very good social media presence is important to good model PR. 

Enterprise Spokesperson 

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

These people might provide help to converse with the press through radio, social media, or TV. That is an particularly essential process if you happen to aren’t acquainted or comfy with addressing audiences. 

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


Publicists are often very sensible strategists. They check out your small business objectives and provide help to craft and implement a advertising and marketing/PR plan that works for you. 

These are additionally the folks inside PR companies that get essentially the most nerve-wracking process: managing a disaster. 

This may contain doing deep analysis, creating counter narratives, discovering flaws (or inaccuracies in reporting), monitoring an enormous swath of the web on the lookout for different indicators of bother, and far more. 

Publicists are the folks you need in your nook when one thing goes unsuitable. 


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


That’s proper, you do. Whilst you may not be an worker of an exterior PR agency, you’re a very 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 homeowners work carefully with the PR groups they rent. This manner, you’ll be able to 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 a easy reply to this as a result of each enterprise has distinctive circumstances, it’s protected to say that public relations may be an astronomical quantity of labor, even for small companies that don’t want a ton of fuss. 

You may suppose that your small business can deal with the workload, however lets bear in mind what parts go right into a stable, fundamental PR technique: 

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

It could be very spectacular to search out somebody who may juggle all of that without delay. In actual fact, juggling an excessive amount of in-house creates a threat of a PR disaster. If you’re centered too closely on one aspect of the plan, an issue may creep up and shock you. 

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

Are you able to afford to rent a number of staff to deal with the day-to-day public relations and advertising and marketing duties that want doing, or would it not in the end be cheaper 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 suitable PR firm that matches your {qualifications}, you’ll want to step again and set up what it’s you might be on the lookout for. 

Ask your self the next questions: 

  • How a lot cash can I spend on PR and advertising and marketing? 
  • 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 and marketing wants {that a} PR agency may assist with? 
  • What’s crucial factor I’m on the lookout for 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 shoppers given them written reward they’re prepared to share? 
  • Experience – How lengthy have they been in enterprise? What sort of levels and expertise do their staff have? 
  • Consumer interviews – Can they level you to a former or present consumer you’ll be able to converse to immediately? 
  • Media relations – How do they win publicity for his or her shoppers? 
  • 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 nearly anybody you speak to that works at a PR agency. It will be significant that you’ve got cheap expectations for the work your agency does in your behalf. 

Doing this can solely assist enhance your ROI. The much less time you spend worrying about speedy marketing campaign repay, the extra time you’ll be able to commit to different parts of enterprise that may be simply as essential and time-consuming. 

You could have each proper to ask that your PR agency offer you common updates! However, remember it might take weeks, months, or for giant campaigns, even years to see optimistic outcomes.

On the flip aspect, it is important that you just 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 keep up a correspondence with you—how usually, about what, what sort of reporting you prefer 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 corporations don’t simply come using in when somebody has attacked your model picture. 

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

They’ll be prepared to tug 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 companies may be for your small business, take a look at the Company Companions Platform and try the entire distinctive and gifted businesses ready to carry your PR and advertising and marketing campaigns and methods to life. 

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

You’ll be able to filter your search by: 

  • Providers
  • Business experience 
  • SplitSignal experience 
  • Promotional area 
  • Languages 
  • Price range 
  • Pricing mannequin 
  • Firm measurement 
  • Company location 
  • Distant work 

To get began, you’ll be able to browse the catalog, or fill out a venture temporary detailing your wants and Semrush will accomplice you with an company that makes a speciality of what you might be on the lookout for.


The catalog even affords an company rating whilst you’re shopping. This proprietary metric provides you a high-level view of the standard you’ll be able to anticipate from that company. 

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

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

The absolute best time to rent a PR company is whenever you don’t desperately want one. The second greatest time to usher in a PR agency is whenever you do desperately want one. 

Thankfully, quite a lot of companies have begun to acknowledge this. In actual fact, in a single uSERP survey, 60% of companies mentioned they outsource their digital PR in 2021 and 2022. 

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

With that in thoughts, you’ll want to begin enthusiastic about public relations earlier than you see your small business featured in an exposé on the nightly information. 

The Company Companions Platform has practically 1000 businesses ready to accomplice with you on the enterprise campaigns and methods that excite and encourage you. 

In search of proof? Take a look at buyer testimonials like this one to find out how PR businesses have helped companies broaden past their objectives and discover life-long prospects within the course of.