September 21, 2023

Public relations, PR, PR workforce, 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’ll cowl all the burning questions PR practitioners commonly get from entrepreneurs and executives. We’ll check out: 

  • What PR companies do 
  • Who makes up a PR workforce 
  • Vital issues to ask a PR workforce 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 business additionally rent PR groups. From mom-and-pop retailers to Fortune 500 corporations, PR work can supply one thing to just about each model. 

PR companies are available all styles and sizes as properly. Some supply a boutique choice of providers, whereas others have large groups devoted to simply about each side of selling 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 purchasers. 

What Do PR Companies Do? 

Whereas no two PR companies supply an identical providers, you can also make a secure wager that almost all cowl some key components of public personas and model picture. 

Under are just a few classes of providers that most PR companies supply as a regular a part of their enterprise. That stated, the sphere of public relations is consistently evolving as a result of the best way folks devour media and talk is consistently evolving. 

So, in the event you’re searching for one thing particular in a PR agency we’ll educate you easy methods to determine which workforce is best for you. Stick round for these ideas in only a bit. 

First, let’s study PR providers in broad strokes. 

Media Coordination and Relations 

Media coordination and relations are fairly easy. This service is very very important for digital-forward corporations searching for PR assist. 

Why? As a result of most PR occurs on the web today. 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 could possibly be mentioning the title of your organization. 

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

  • Reaching out to distributors, reporters, and different business 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, constructive relationships with influencers and different business professionals so as to pitch good press 

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

Much more importantly, if there’s hassle brewing on your firm or its executives, they could 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 almost all PR occurs on the internet however analog, in-person public relations work continues to be a trademark of any good advertising and marketing technique. 

A PR company might help by scheduling, organizing, working, and optimizing your organization occasions, press releases, and advertising and marketing initiatives (assume 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 Crimson 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 toes above the earth … all whereas representing Crimson 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 hundreds of thousands on Youtube. 

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

So, kudos to the PR workforce that helped hold the expertise secure, thrilling, and positively brand-building. 

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

When you promote merchandise at conferences you might wish to rent a PR workforce to ensure that all the pieces goes easily on the day and that nothing malfunctions. They could additionally be capable to deal with powerful questions and forge constructive connections with essential folks in your business. 

PR companies are additionally well-versed within the artwork of crafting a press launch. Press releases might help make the general public conscious of latest providers, thrilling developments, and philanthropic initiatives, and so they might 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 on your content material advertising and marketing technique. 

Digital Advertising

Many companies supply content material providers past the usual press releases and briefs. Companies can even assist you craft brand-nurturing digital advertising and marketing campaigns that supply elevated belief in authority with on-line search engines like google, and with new and present prospects. 


  • 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 might help optimize campaigns to get essentially the most out of an organization’s promoting spend. 

Basically, PR companies could make advertising and marketing campaigns highly effective and flashy—which could not be potential to do in-house in the event you solely have a small variety of workers at your organization. 

And, when issues don’t go in line with plan for your small business, they might help craft the supplies vital to begin making issues proper. 

Model Status Administration 

This is among the hardest and most vital components of PR. The truth is, it’s the cause many companies select to rent exterior PR companies 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 unlimited place and information—particularly unsavory information—tends to stay to manufacturers. 

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

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

The truth is, one thing so simple as some unfavourable critiques on third-party evaluate websites can influence model repute. 

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

In case you have an govt 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 an expert workforce of PR consultants.

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

Sourcing Awards Alternatives

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

Having awards that you could 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 high expertise to workers your small business. 

Sourcing alternatives for these awards will be time-consuming and tedious work. Happily, PR companies 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 cause that companies resolve to rent exterior assist. PR companies have a variety of totally different specialised positions that assist hold issues working easily from a number of angles. 

Who Makes Up a PR Workforce? 

As a result of PR companies put on numerous hats, they’ll have numerous totally different positions focusing on totally different aspects of public relations work. 

Social Media Specialists

Because the title implies, many PR corporations home not less than one social media specialist or social media supervisor to observe 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 very good social media presence is significant to good model PR. 

Enterprise Spokesperson 

On this position, the person normally acts because the face or the voice of the purchasers they symbolize. In case you have ever watched a press convention, they’re sometimes the people who utter the notorious phrase, “No additional questions presently.” 

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

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


Publicists are normally very sensible strategists. They check out your small business targets and assist you 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 activity: managing a disaster. 

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

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


These proficient writers assist draft your digital advertising and marketing content material. Meaning 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. Whilst you won’t 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.

One of the best, most strategic plans come collectively when enterprise homeowners work intently with the PR groups they rent. This fashion, you may assure that your model is being represented precisely as you need it to be. 

One of the best PR work feels prefer it got here straight from your individual thoughts. 

Can PR Be Finished 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 may assume that your small business can deal with the workload, however lets keep in mind what components go right into a strong, fundamental PR technique: 

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

It could be very spectacular to search out somebody who might juggle all of that without delay. The truth is, juggling an excessive amount of in-house creates a threat of a PR disaster. In case you are targeted 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 right 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 and marketing duties that want doing, or wouldn’t it finally be inexpensive to rent an company? 

In case you are 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 searching 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 want them year-round? 
  • What targets do I’ve for my web site? 
  • What targets 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 might assist with? 
  • What’s an important factor I’m searching for in a PR agency? 

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

  • Earlier consumer expertise – Have they labored with companies in your business 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 immediately? 
  • Media relations – How do they win publicity for his or her purchasers? 
  • Integrating with in-house groups – How will their workforce and yours connect with construct success? 

Setting Expectations

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

Doing this may solely assist improve your ROI. The much less time you spend worrying about rapid marketing campaign repay, the extra time you may commit to different components 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 constructive outcomes.

On the flip facet, it’s important that you just share your expectations along with your PR agency upfront. Give them the data and instruments they might want to begin constructing a model picture to be pleased with. 

Know the way you need them to keep up a correspondence with you—how typically, about what, what sort of reporting you wish to see. 

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

PR Companies 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 you might not have thought to look. In different phrases: they’re right here for the good moments, too. 

They’ll be prepared to tug collectively constructive testimonials, discover your philanthropic good deeds, and so they can whip up humorous, participating social media campaigns that may 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 try all the distinctive and proficient companies ready to convey your PR and advertising and marketing campaigns and methods to life. 

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

You possibly can filter your search by: 

  • Companies
  • Trade experience 
  • SplitSignal experience 
  • Promotional area 
  • Languages 
  • Finances 
  • Pricing mannequin 
  • Firm measurement 
  • Company location 
  • Distant work 

To get began, you may browse the catalog, or fill out a mission temporary detailing your wants and Semrush will accomplice you with an company that focuses on what you’re searching for.


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

You possibly can by no means be over-prepared for hiring a PR company. 

Have a PR Workforce 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 finest time to herald a PR agency is whenever you do desperately want one. 

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

Keep in mind, onboarding a brand new PR workforce takes time. Belongings and assets 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, it would be best to begin occupied with public relations earlier than you see your small business featured in an exposé on the nightly information. 

The Company Companions Platform has almost 1000 companies ready to accomplice with you on the enterprise campaigns and methods that excite and inspire you. 

On the lookout for proof? Take a look at buyer testimonials like this one to find out how PR companies have helped companies increase past their targets and discover life-long prospects within the course of.