Risky business – when do you need to call in a PR agency?

I was at my eighth #MeetTheMedia event last week in Sydney (yep, Chairman’s lounge status, as founder Nic Hayes says), an annual ‘mainstream journalist meet us ordinary folks with a PR angle to pitch’ curated event run very well by Media Stable.

During the Q&A session, one business owner asked Holly Fallon, a Weekend Sunrise producer, whether they preferred pitches from a PR agency or the source. She said, “I have no preference, but a well-crafted, targeted, and to-the-point email pitch will stand up and get my attention.”

So, can you do your PR? Should you do it?

Doing your publicity and comms is often appealing, especially for startups or small businesses looking to save on costs. However, it comes with risks that may impact your brand visibility, credibility, and overall effectiveness. Here’s a few of them:

The realities of DIY campaigns

1. Limited Media Connections: Most freelancers or PR agencies have established solid relationships with journalists, editors, and influencers. If you’re new to the scene, it can take a long time to build these connections, and without them, your pitches, DMs, and a media release might not reach the right people or may get lost in crowded inboxes. This is something to be aware of, but as Holly said, it won’t change a great story pitched at the right time to get a media run!
2. Inexperience with Crisis Management: If a PR crisis arises, handling it without experience can worsen things. Agencies have protocols, templates, and connections for handling crises and can act as an external mediator, which is often more effective than a direct response from the brand. Most businesses face a crisis one day!
3. Time Constraints: In a 24/7 news cycle, most PR is time-intensive. Crafting a press release, pitching, following up, and managing relationships can detract from your focus on core business functions, slowing overall progress.
4. Lack of Strategy and Insight: My BIGGEST reason for running Bespoke Co. Like many PR agencies, we bring strategic insight and know how to align PR efforts with long-term brand and business goals. While sometimes a great market tester, DIY PR can often be reactive rather than strategic, creating inconsistent messaging and missed opportunities – or just seeing your PR success run out of fizz.
5. Not being ‘always on’: Without a skilled PR eye, it’s easy to overlook media trends and angles that could benefit your brand. Agencies stay updated on the news cycle, media callouts, and latest trends and know how to tailor pitches that align with what producers and editors seek.
6. Reduced Credibility: Journalists we have worked with for years often share they read our pitches and value our team’s level of expertise and professionalism. Many first-time pitches lack polish and usually come across as less media-worthy.
7. Difficulty Measuring Success: Tracking metrics like media reach, sentiment analysis, and ROI can be challenging without the right tools and experience. Agencies offer reporting and analysis to measure the effectiveness of PR campaigns, helping you refine your approach over time.
8. Storytelling Gaps: PR is about storytelling. Agencies excel at finding and shaping the narrative that resonates. Without that experience, your DIY messaging may miss the mark or fail to engage your audience thoroughly.

When DIY PR Can Work

In certain situations, DIY PR can be a viable option:

• Early-Stage Startups: When budgets are tight, you’re focused on hyper-local outreach or initial exposure.
• Personal Brands: For small brands or businesses with founders already having media relationships.
• One-Off Announcements: DIY PR may suffice for quick announcements or event updates without requiring long-term campaigns.

When to Consider calling the PR experts in

Suppose you aim to build a long-term brand with a solid reputation, increase your ongoing media visibility, or manage growth and potential crises. In that case, an agency can provide structure, expertise, and strategy that elevates your PR efforts. It’s also helpful if you’re entering a new market or launching a high-stakes product where media impact is crucial.

Agencies bring professional insight, but DIY PR can still work for smaller efforts or businesses just starting out. Balancing these options often leads to an approach that suits your budget and goals best.

If we can help you understand more of the often-mysterious PR world, connect via www.amberdaines.com.