There’s nothing I like more (said very sarcastically) than reading an article on why hiring a PR firm isn’t worth the expense. It’s not that I disagree with the theory; there may be lots of reasons not to hire out your public relations needs. Small or no budget, you have a PR pro on your staff or the timing of the project, for instance. But when the rationale is that “I can do it better myself,” that’s where I take issue with the theory.
Sure, you are going to know your business better than any PR person ever will. Certainly, you will be more enthusiastic and more passionate about your business than someone at the firm. And we definitely want you to be, otherwise, there likely isn’t anything for the PR person to do. But, we PR professionals know our business and we are passionate and enthusiastic about what we do, too. Combine our passion with yours and we should see success.
Success measures need to be set and agreed upon before entering into a relationship with a PR firm. What does a win look like for the client, is it realistic given the timing and the budget allocation? Does the agency have a track record of success with similar projects?
There are reasons why doctors don’t operate on family and why attorneys don’t represent themselves. They may know more, but that doesn’t mean they should do it themselves.