Hiring a PR Agency: The Growing Importance of PR in Today’s Business Landscape

In today's fast-paced, digitally driven world, hiring a PR agency is no longer just about media relations or getting your brand in the press. Public Relations (PR) is critical in shaping how your brand is perceived, building your reputation and creating meaningful connections with your target audience. But here's the kicker: PR has evolved.

If you're a chief marketing officer (CMO), marketing director or business owner looking to hire a public relations agency to boost sales, it's important to understand how PR works today.  A well-crafted PR strategy can be the secret weapon that gets your brand noticed and sustains your growth over the long haul.

This blog will walk you through everything you need to know—from why you need a PR agency to the questions you should ask before making a decision. Let's dive in!

PR: It's Not Just Media Relations—Here's What You're Missing

Contrary to what many believe, hiring a PR agency is more than just getting your brand mentioned in the media. While that's certainly part of it – and many PR firms still believe that media relations is the be-all and end-all of all PR activities, true PR is much broader. We steadfastly believe that PR is a delicate mix of four key elements: Paid, Earned, Shared and Owned media—often called the PESO Model. (Note: Spin Sucks developed the PESO Model)

Let's break it down:

Paid Media:

Paid media includes sponsored content, online ads and influencer partnerships—essentially, anything you pay for to get exposure.

Earned Media (a.k.a. Media Relations):

Earned Media is the classic PR activity that most people think of—media coverage you didn't pay for but earned through pitches, press releases, interviews or reviews.

Shared Media:

Shared Media includes social media platforms where content is shared and amplified by your audience, influencers or even your customers, including social media marketing.

Owned Media:

Owned media is content you control, such as your blog, website or email newsletters and includes content marketing.

Of course, as the graphic shows, there are a lot of crossovers between the four categories.

Think of the PESO model as the gears of a machine, all working together to build your brand's credibility, reputation and trust. You need to integrate these elements to ensure you get all the benefits of what PR can do for your business. A strong PR strategy leverages all these areas to maximize your visibility and drive long-term success.

Case in point: TrizCom Public Relations recently launched a four-month integrated campaign for Total Eclipse DFW, leveraging a combination of paid, earned, shared and owned media strategies. The results were clear—sales came from a diverse mix of sources:

• 3.15% from shared media

• 36.73% from organic (owned media) sources

• 29.86% from earned media and

• 30.26% from direct traffic

If we had relied solely on media relations, we would have missed out on a significant portion of sales, particularly from owned and direct traffic sources, which accounted for more than 66% of the total and instead of being in the black we would have been in the red. The Total Eclipse DFW campaign shows the importance of a well-rounded PR strategy incorporating multiple channels to maximize results.

Why Are You Hiring a PR Agency? Define Your Business Goals

Before you rush into hiring a PR agency, take a step back and ask yourself: Why are you really hiring a PR agency? What do I want to achieve? Is it boosting sales? Increasing brand awareness? Launching a new product or handling a crisis? Or, all of the above? Defining your goals is a critical first step that will determine the direction of your PR efforts and will help you when hiring a PR agency.

I can't tell you how many new client calls we take where, when asked why they are looking to hire a PR firm, the prospective client says, "We just need to get our name out there." Inevitably, it takes some time (and many questions) before we get to the root of the problem—and almost always, it comes back to sales. Many companies think PR is just about visibility, but it's about driving results that align with your overall business goals, particularly revenue growth.

Here's the thing: a few media mentions might temporarily boost your brand but will only move the needle over the short term. What happens when the buzz dies down or the news cycle shifts? That's why it's essential to pair PR with other strategies—like content marketing, social media and SEO—that ensure ongoing growth and visibility.

For example, if your goal is to increase sales, you must think beyond just a one-time media hit. You need a comprehensive PR plan that aligns with your business objectives, supports your long-term goals and creates a continuous stream of opportunities for your brand. After all, PR isn't just about short-term wins—it's about building a strong foundation for lasting success.

What Can a PR Agency Do for You? Beyond Media Coverage

Hiring a PR agency goes far beyond securing media placements. They offer expanded services that help shape and manage your brand's image. These services include crisis management, reputation management where they help to protect your reputation during challenging times and influencer marketing, which helps your brand tap into trusted voices to reach new audiences. PR agencies can also assist with social media management, ensuring your brand maintains a consistent and engaging presence online. PR agencies also handle event planning and execution, positioning your brand in front of key stakeholders and customers at high-visibility moments.

While these services may not directly involve sales, they boost your bottom line by building credibility and trust. And, in some cases, it can protect your sales. A PR agency indirectly helps drive sales by establishing your brand as a thought leader, managing your reputation during crises and leveraging influencers to expand your reach. When consumers trust your brand, they're more likely to engage, buy and remain loyal, contributing to long-term business success.

How Much Do PR Agencies Charge? The Truth Behind the Price Tag When Hiring A PR Agency

When considering hiring a PR agency, one of the first questions that comes to mind is, how much will this cost? The truth is that PR agency fees can vary widely depending on factors like the agency's experience, the complexity of the campaign and the range of services provided.

PR agencies typically charge in two ways: retainers and project-based fees. Retainers are monthly fees that guarantee a certain level of service and time commitment. Depending on the scope of work, these can range from $5,000 to $25,000 or more monthly. Project-based fees, on the other hand, are for one-off initiatives like product launches, event publicity or short-term campaigns. These fees are usually calculated based on the required hours and can start at a few thousand dollars.

But here's the thing—it's not just about the price tag when evaluating PR costs. It's about the value the agency brings to your business. A well-executed PR campaign doesn't just generate a few media hits; it can have a ripple effect across your entire marketing and communications strategy, delivering a return on investment (ROI) far beyond its upfront cost.

First, consider the thousands of dollars in software and tools PR agencies invest to ensure success. From media monitoring platforms like Cision, Critical Mention and TVEyes to SEO tools like SEMRush and MOZ, PR agencies have advanced technology to track media coverage, monitor brand sentiment, analyze website traffic and optimize your digital presence. These tools help ensure your PR strategy is fine-tuned and targeted while continuously improving your visibility across search engines. Agencies also leverage influencer marketing tools like Grin and Glewee, allowing them to manage influencer relationships, track campaign performance and amplify your message to reach key audiences.

These tools are essential for ensuring your PR strategy is optimized and reaching the right audiences—and they are often far too costly for individual businesses to afford on their own. By partnering with a PR agency, you can access these invaluable resources without the additional overhead.

Then there's the expertise and focus a PR agency provides. A good agency won't just churn out press releases or social media posts—they'll develop a comprehensive, results-driven strategy that aligns with your specific business goals. This means they take the time to understand your brand, craft your messaging and focus on the right media outlets, influencers and opportunities to amplify your message. When PR is done correctly, this laser focus can lead to significant brand awareness, stronger customer relationships and, ultimately, higher sales.

Additionally, working with an agency frees your internal team to concentrate on other priorities. PR agencies provide a dedicated communications team whose sole focus is driving your PR efforts forward. This allows your marketing team to focus on what they do best—whether that's managing product launches, handling customer engagement or driving digital advertising campaigns—while your PR agency handles the external messaging, media relations and reputation management.

Looking at the full picture, PR is much more than an expense. It's an investment in your brand's long-term success. Yes, PR may seem expensive on paper, but the results it can deliver—in terms of visibility, reputation and revenue growth—make it well worth the cost. After all, in today's competitive market, the businesses that succeed, invest not just in tactics, but in strategies that build credibility, trust and sustained growth.

PR Agency vs. In-House PR: Which is Right for You?

One of the biggest decisions CMOs and business owners face is hiring an external PR agency or building an in-house PR team. Both options have their benefits, but the right choice depends on your specific needs and resources.

For companies with house PR teams, the advantage lies in their deep understanding of the brand’s day-to-day operations. They know your brand inside and out and can react quickly to crises or opportunities. However, in-house teams often need more resources and media contacts. Building and maintaining an effective in-house PR team requires substantial investment in salaries, benefits, training, tools and ongoing media relationships.

On the other hand, a PR agency brings a wealth of experience, industry connections and a fresh perspective. Agencies often have specialized team members for media relations, content creation, crisis management and more, which allows for a more comprehensive approach to your PR strategy. Plus, PR agencies usually have established relationships with journalists and influencers, giving you access to media opportunities that may take years to cultivate on your own.

Ultimately, a PR agency is usually the more efficient and scalable solution if your business has the budget and requires a wide range of PR services. However, an in-house team could be a more cost-effective choice for companies with a narrower focus or smaller budgets.

Why Most PR Proposals Are Pipe Dreams

A common mistake brands make when evaluating PR agencies is focusing too much on the proposal. Sure, proposals often look impressive and promise deliverables such as press releases, blog posts, and media pitches, but here's the reality: most PR proposals are pipe dreams.

When an agency is asked to create a proposal, they often have limited knowledge of your business goals, challenges or internal workings. As a result, most proposals focus heavily on tactics rather than strategy. You'll typically see a breakdown of the number of hours they'll dedicate to your account and a list of deliverables, such as "one press release per month" or "two blog posts per quarter." But what happens when the actual needs of your business change?

Consider this: What if you don't need a press release one month? Or what if you land a major media opportunity, like an interview on Good Morning America and all your time gets spent preparing for it? What if a crisis hits and consumes all your allocated hours? Those "promised" deliverables quickly become irrelevant in these scenarios, and your PR proposal is suddenly out the window.

The takeaway? Be very cautious of PR firms that give you rigid deliverables in their proposals. A good PR agency focuses on flexibility and strategy—not just checking boxes. They should care about your long-term business objectives and be able to pivot as needed, ensuring your PR efforts align with your current goals and real-time opportunities.

When choosing a PR agency, it’s crucial to look beyond flashy proposals and assess the agency's track record of delivering real, measurable results.

Promises PR Firms Make: Why You Should Be Cautious

You'll often hear big promises about media placements and high-profile coverage when evaluating PR firms. However, here's a crucial reality check: no PR firm can guarantee earned media placements. Be cautious of PR agencies offering guarantees of specific media placements, as they can’t control what journalists ultimately decide to cover. Media coverage is an art and science and depends on several factors—timing, newsworthiness, editorial priorities, and even luck. While a PR firm can craft a compelling pitch and leverage strong media relationships, it cannot control what journalists ultimately decide to cover.

PR firms that promise specific placements might be more interested in impressing you upfront than delivering long-term results. It's essential to recognize that hiring a PR agency is a strategic game; it's about building relationships with the media, positioning your brand as a thought leader, and providing value over time.

A trustworthy PR agency will set realistic expectations, focusing on the process—such as ongoing outreach, brand positioning and media relationship building—rather than making hollow promises about guaranteed coverage. Be wary of agencies that promise deliverables they can't control. Instead, look for a firm that is transparent about what they can do: create opportunities, manage your reputation and work strategically to boost your visibility and credibility.

Beware of the Bait-and-Switch: Account Management in PR

One of the most frustrating practices in the PR industry is the classic bait-and-switch with account management. Often, when a PR firm is pitching your business, the senior team—the "big guns"—will show up for the presentation, dazzling you with their experience and expertise. They'll close the deal, and you'll feel confident that your brand is in capable hands. However, once the contract is signed, you might suddenly find yourself handed off to a junior team with little experience or knowledge about your brand. This is an all-too-common scenario that leaves many clients feeling disappointed and underserved.

When hiring a PR agency to handle your communications, you expect the senior team who pitched you to lead your strategy. At TrizCom PR, we've made it a core part of our culture to do things differently. From day one, I committed to ensuring that a senior account executive would lead every single account. We believe your brand deserves the full attention of seasoned professionals who understand the nuances of strategic communication and can deliver impactful results. Sure, junior staffers will support the AE, but a PR veteran will lead your account and strategy. By providing consistent, senior-level expertise on all accounts, we ensure that the promises made during the pitch are kept throughout our partnership. No bait-and-switch—just dedicated, expert-level PR services designed to achieve your business goals.

How to Know if a PR Agency is Delivering Real Results

Measuring PR success goes beyond counting media hits. Key performance indicators (KPIs) such as media impressions, engagement levels and sales leads provide insight into how well your PR efforts are driving brand awareness and business growth. Media impressions track how many people are exposed to your brand's story, while engagement measures actions like social shares, comments or website visits resulting from PR efforts. Ultimately, you want to see a positive impact on sales leads, conversions or other business objectives.

At TrizCom PR, we take measurement seriously. We create a measurable communications plan with clear, actionable KPIs tailored to your business goals. Each month, we conduct a comprehensive review of those KPIs, analyzing what's working, identifying areas for improvement and adjusting our strategy as needed. This regular assessment ensures that we're delivering outputs and driving real, impactful outcomes for your business.

Be mindful of red flags. If your agency consistently fails to provide clear reporting, isn't improving your visibility or cannot adapt its tactics to meet your objectives, it may not be the right fit. A good PR agency provides transparency, consistent data and tangible evidence of progress toward your business goals.

Avoiding Common Pitfalls When Hiring a PR Agency

When hiring a PR agency, many businesses make the mistake of entering the partnership without clear expectations or defined goals. This lack of clarity can lead to frustration, especially if deliverables or results are unclear from the start. Another common pitfall is focusing too much on price instead of value, leading businesses to choose the cheapest option rather than the most effective one.

Another common pitfall is selecting an agency without the right industry experience. Choose an agency that has experience working in your industry and offers tailored strategies to meet your specific needs. This will ensure the PR efforts align with your business goals and produce measurable results. 

Pro Tip: Before hiring a PR agency, clearly outline your objectives—whether it's sales growth, brand awareness or crisis management. Set measurable KPIs and communicate them from the get-go. Look for agencies that are transparent about their strategies and offer flexibility rather than rigid deliverables. This ensures that your PR efforts will evolve with your business needs.

What to Expect in Your First 90 Days with a PR Agency

The first 90 days after hiring a PR agency are all about laying the groundwork for long-term success. During this period, you can expect your PR team to dive deep into your business—learning about your brand, your audience and your key business goals. They'll start working on developing a customized PR strategy that aligns with these goals, which could include media outreach plans, content creation and influencer partnerships.

In addition to strategy development, a PR agency will work on building a communications plan that outlines clear objectives, messages and tactics. They will also create editorial calendars, ensuring your content and outreach efforts are timed and executed efficiently. Reviewing and refining your messaging is a crucial part of this process, ensuring that what you say resonates with your target audience and aligns with your broader business objectives.

You should also expect initial media outreach during these early stages, but it's important to remember that results take time. Press hits or partnerships might start rolling in, but don't expect overwhelming success right out of the gate—relationships with the media and influencers take time to build. By the end of the 90 days, you should have a clearer sense of the campaign's direction, early metrics and established processes.

Manage your expectations by remembering that PR is a long-term game. Success builds momentum over time and these initial 90 days lay the foundation for bigger wins down the road.

Conclusion: Is Hiring a PR Agency Right for You?

Hiring a PR agency is all about aligning your business goals with the agency's expertise. Whether you need help driving sales, building brand awareness or managing a crisis, a PR agency can be a powerful tool for growth—when chosen wisely. Be cautious of unrealistic promises and ensure the agency you hire is dedicated to understanding your long-term objectives as well as your overall business goals.

Ready to take your PR efforts to the next level? Contact TrizCom PR for a free consultation and see how we can help your business thrive with a tailored, strategic PR approach.

About the Author:

Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.