Internal vs. external
One of the first options to consider when building a team is whether you want to bring in an outside force or assemble a team from within the company. There are many pros and cons to each, but one of the main considerations is that sometimes employees at your company can become too “close” to whatever you are promoting.
For example, a PR team built within a beer company might take offense to the idea that their product probably shouldn’t be promoted as having great taste, but should be taken in another route. An external PR team would have no problems being objective and getting the job done. On the other hand, an internal PR team might be more likely to see the promotion as a labor of love more than just another job.
Get what you pay for: creative vs. budget
Sometimes PR can seem like more of a luxury, or worse, a hassle, something to wax about during the last minutes of a Friday meeting. Of course, we all know the importance of proper PR, and the decision whether to hire the most expensive versus honoring your budget is one of the toughest.
The snap decision is to find a cheaper alternative to save dough; however, a more expensive but more creative PR team could potentially bring in more money to offset the cost.