One of the questions we get asked most frequently is, “what are the benefits of working with a public relations agency compared to working with freelancers, or hiring an in-house team?”
We may be biased, but working with an agency has plenty of pros.
Here are a few of the ways working with a PR agency can boost your visibility and be a more efficient use of your time and money.
Agencies know what media outlets are looking for
When working with a PR agency, you’ll work with a team of seasoned PR professionals that are aware of what media outlets are (and are not) looking for.
It sounds simple, but this increases the likelihood of securing “media wins” and boosting awareness for your brand or product.
For example, some outlets require a 5-star Amazon rating in order to be eligible for review, whereas other outlets may require you to discount your products up to 50 percent in order to be featured.
Agencies also have a better understanding of timely pitching topics that will interest media contacts, and pitching these items in advance in order to meet editorial deadlines.
For example, we start our “Holiday Gift Guide” pitching in the summer, and pitching “Celebrating Earth Day with Sustainable Brands” takes place in January, well before the April event. (Yes, some media outlets work this far in advance!)
Working with an agency gives you access to a greater knowledge base about what media outlets are looking for, and how to position your product or brand to align with outlets’ specifications.
Agencies have established relationships
It’s common for PR professionals to have a go-to list of media contacts that they’ve worked with in the past. An agency can share your product or brand with these well-established contacts, which will increase the likelihood of being featured in your dream publication.
Media contacts are more likely to feature products or brands that are represented by PR professionals they know and trust. Working with a PR agency gives you access to those relationships without having to develop them yourself.
For example, we recently secured media placements for our HAPPY Holiday TV tour on five of the largest TV stations across the country. We’ve built trusted relationships with the producers at these stations, and we will continue to nurture these relationships for years to come to the benefit of our clients
Agencies have the resources to find media opportunities more efficiently
When you work with an agency, you’re saving your time and resources. There are a variety of media databases and publicity platforms that allow PR professionals to find information more efficiently.
Whether it’s locating the perfect media contact, searching for outlets that are covering a unique editorial topic, or “clipping” media segment that aired on a CBS-affiliate station across the country, there’s a database for that.
PR agencies invest in the latest software and platforms that will save you time, money, and ultimately, get you more results.
Not to mention, when you hire an agency, you’re hiring an entire team that can leverage a variety of talents and skillsets. At HAPPY PR, we have two former broadcast news veterans, with a combined 30+ years of reporting experience. They are able to act as brand spokespeople and provide timely crisis communications support.
Our team also has experience in retail, e-commerce, funnels, and social media marketing. When you hire an agency, you are gaining an extension of your own marketing team, without all the payroll overhead and management.
Have we convinced you yet? If you’re interested in learning more about working with our team of experienced PR professionals, tell us a bit about your PR needs.