I am always pleased when I see an article promoting the value of hiring a public relations firm. But I take issue with much of what was said in in a recent PR Daily article
about the reasons why a company should hire a PR firm, which included protection of sales, reduction of salary costs, and speed to market.
Protection of sales
Public relations, as a corporate business investment, is intended to establish and maintain the brand’s presence and reputation in the marketplace.
Can public relations efforts generate sales? Do we monitor the media (both traditional and digital)? Certainly, but the goal of public relations should not just be about sales or generating positive reviews. There is so much more to developing and implementing a communications strategy than that.
Reduction of salary costs
Engaging in a proactive public relations campaign is an investment for a business, both in time and money, but outside public relations counsel still requires inside support.
You may reduce the salary costs associated with having a public relations practitioner in-house at your organization, but please do not consider hiring a firm as a cost-saving measure. Your internal team’s time is valuable. We know it and respect it, and we are going to need access to it.
Speed to market
Public relations agencies are available to our clients all day every day. We take pride in being available and accessible to our clients, the media, and other industry partners necessary in carrying out the communications strategy. But we must respect the internal timelines just as the in-house public relations team must. We are nimble and can respond quickly, but never without authority and approval from the client.
Now, here are some solid reasons to hire a public relations firm:
Public relations firms are
integral and trusted partners, providing strategic and objective counsel to your organization. In the event of a crisis, your public relations firm will be instrumental in developing crisis communications plans that ensure all responsible parties take appropriate and timely action.
Public relations firms will create
strategies that help you proactively engage with important stakeholders such as media, online influencers, community leaders, shareholders, and public officials.
Public relations firms work
across a variety of different disciplines, and this expertise and understanding of a variety of businesses will prove extremely valuable for your organization.
A version of this story appeared on the HMA Public Relations blog.