The Power of Public Relations: Why Some Businesses Don’t Get It and the Benefits of an Established Strategic PR Team

Public relations (PR) is often misunderstood or underestimated by many businesses, especially smaller companies or startups. In a fast-paced and highly competitive marketplace, it’s easy to overlook the power of a well-executed PR strategy. However, having an established and strategic public relations and marketing team working for your brand can be a game-changer. It enhances your visibility, shapes public perception, and ultimately boosts your bottom line. Yet, some businesses question the value of hiring a PR agency, wondering if they can handle PR themselves and save money.

We recently received a question from a reader who said, “The public relations agency I hired charges me $5,000 a month, but why can’t I save that money and do it myself?” It’s a fair question, and if you’re a business owner, you’ve probably asked yourself the same thing. The reality is that while DIY may seem like a cost-saving option, it can be time-consuming and ineffective without the right expertise and resources.

Why Some Businesses Don’t Get PR

Many business owners don’t fully grasp the role PR plays in building a brand, because they see it as something that can be done when there’s time or when something big happens. But PR isn’t just about writing press releases or getting media coverage during product launches; it’s about long-term relationship building, brand positioning, and managing your reputation across various channels.

Here’s why some businesses fail to understand the value of PR:

1. Lack of Expertise: Many businesses don’t realize that effective PR requires specialized skills, including media relations, crisis management, and strategic communication. Without these, efforts often fall flat.
2. Perceived Cost: PR is sometimes seen as an unnecessary expense, especially when the ROI isn’t immediately visible. Unlike advertising, the results of PR can be harder to quantify in the short term, but the long-term benefits are substantial.
3. Overwhelm: Running a business is demanding, and many owners think they can handle PR on the side. The truth is, PR requires constant attention—crafting messaging, responding to media requests, managing social media engagement, and more. Most businesses don’t have the time or bandwidth to juggle it all effectively.

Why You Shouldn’t DIY PR

If you’re like most business owners, you simply don’t have the time or resources to run your company and do PR at the same time. Trying to juggle both can lead to ineffective communication, missed opportunities, and worse—damage to your brand reputation.

Here’s why it’s better to trust an established PR agency rather than attempting a DIY approach:

1. Time: PR is a full-time job. Agencies have dedicated teams who are solely focused on promoting your brand, monitoring public perception, and managing any crises that arise. As a business owner, your time is better spent on running and growing your company.
2. Expertise and Networks: PR agencies come with seasoned professionals who have long-standing relationships with media outlets, influencers, and industry leaders. They know how to craft stories that capture attention and have the connections to get your brand into the right publications, blogs, and TV segments.
3. Strategic Focus: PR agencies provide a big-picture approach. They help position your company in a way that resonates with your target audience, giving your brand consistent exposure that builds trust over time. They understand how to align your messaging with business goals, ensuring that every piece of communication contributes to your brand’s long-term success.
4. Crisis Management: If a PR disaster strikes—be it negative media coverage, a product failure, or a social media backlash—a PR agency can act quickly to manage the situation. They have experience in handling crises professionally and can mitigate damage to your reputation.
5. Team Collaboration: When you hire a PR agency, you’re not just getting one person—you’re getting an entire team. This includes strategists, writers, social media experts, and media relations specialists, all working together to build and protect your brand’s image.

Benefits of Having an Established Strategic PR Team

Investing in a professional PR team can provide your business with numerous benefits that far outweigh the cost. Here are some key advantages:

1. Increased Brand Awareness: PR teams work tirelessly to get your brand in front of your target audience through media coverage, influencer partnerships, and public appearances. This exposure helps establish your brand as a leader in your industry.
2. Credibility and Trust: Unlike paid advertising, PR placements—such as features in reputable publications or interviews on popular podcasts—are earned. This earned media gives your brand more credibility and builds trust with consumers.
3. Expert Positioning: A PR team knows how to position you and your business as an expert in your field. They can secure speaking engagements, guest blogging opportunities, and interviews that showcase your knowledge and leadership.
4. Relationship Building: PR is all about building relationships. A PR team works to foster connections with journalists, influencers, and customers, ensuring that your brand stays top-of-mind in your industry.
5. Long-Term Growth: PR is an investment in your company’s future. By continuously working to build and maintain your brand’s reputation, PR lays the foundation for sustained growth, increased customer loyalty, and a stronger market position.

Conclusion

While it might be tempting to try to handle your business’s public relations on your own, the value of an experienced PR agency is hard to overstate. A strong public relations strategy can elevate your brand, protect your reputation, and open doors to new opportunities that you might not have been able to secure on your own. PR is about more than just getting your name out there—it’s about creating a lasting, positive impression that leads to long-term success.

The investment in an established and strategic public relations team pays off in brand visibility, credibility, and sustained growth. So, while you may feel like saving money by doing it yourself is a smart move, the truth is, professional PR can take your business to levels you couldn’t reach alone.