Only 8.4% of organisations rely solely on a PR agency.
My jaw hit the flaw when I saw that stat. Thankfully, I took a second look and found a further 14.3% do use a hybrid model of in-house comms team alongside an agency to manage their PR.
I never really thought about what a stat like this should look like, but I feel it should be higher than 1 in 4 organisations working with an agency. Why? Because agencies bring fresh thinking, strategic senior counsel, and dedicated resources when your team needs it most.
Sure, there are organisations who can invest in large in-house teams more than capable of running a busy PR program – I’ve actually worked in an organisation just like that. But these tend to be the exception, not the rule.
For the 75% of businesses not working with an agency, this decision more often reflects a belief that comms isn’t a priority investment. Yet, research shows PR matters – it showcases your business in the good times and protects you during a rough patch. It ensures you attract the best talent, while building trust and credibility with clients and prospects.
As the saying goes, no one makes friends in a crisis. Relationships matter and consistency is key. Agencies deliver this. So, for the three-quarters of businesses who haven’t worked with specialists before, here’s my two-cents worth on why you should:
- An external specialist provides a different viewpoint. We bring an outsider’s perspective, while getting under the hood of your business. We are often not as entrenched in the details so can see the bigger picture and spot the news hook that will resonate best with your external audiences. We bring fresh thinking and perspectives that can help you cut through the noise of a very crowded market.
- You access senior, strategic counsel. We provide advice on strategic business decisions, help you avoid missteps, and get ahead of issues. We can also provide feedback to the organisation that is more direct and reinforce internal advice with key stakeholders. We’re a trusted sounding board when you need It most.
- We bring broad relationships. As your partner, we bring our relationships to the table. Whether that be media, researchers, industry bodies, regulators, we are able to use our network to help achieve your goals.
- Crisis readiness before you need it. The worst time to look for an agency is when you have a live issue or crisis that is going to impact your reputation. Having a partner that already understands your business means the response is faster, calmer, and more impactful.
- Consistency in delivery. At 3CPR we work on a KPIs basis, not the traditional hours model. It means that every week we are driving proactive activity that aligns to your broader business objectives. Having a partner to deliver this ensures a consistent drumbeat of activity, even when the business gets busy.
- An insight into new trends. Right now, it is all about how potential customers, partners, investors or users find you in AI search. That is, Generative Engine Optimisation. When trends emerge, agencies tend to be first movers in capturing the opportunity. We were quick to launch our complimentary AI visibility checker for clients
- Measurable outcomes. A professional partner will proactively talk to you about what success looks like. Your success is our success, so we are driven by the goals and metrics that matter to our clients. Our AI-powered dashboard – 3CPR CLARIO – brings this to life.
I am sure I won’t convince everyone that they should partner with an agency. And not everyone needs to. But, while I may be biased, I can say one thing with certainty: From my experience, that number should be a lot higher than 25%.
