Do I need to hire a PR agency to land press?

Before you hand over your hard-earned cash to a PR agency, let's take a step back. Two steps, even.

Hiring an agency can cost a pretty penny. So unless there's a money tree in your back garden, it's worth knowing all your options first, and picking the one that fits your business, your goals and your budget.

The quick answer: no, most businesses don't need a PR agency to get press coverage. Founders who know their story can do a lot of their own PR, especially with local and trade press. An agency makes sense for big, high-stakes moments, such as a major launch, a merger or a crisis. For everything in between, a freelance PR consultant gives you expert help with finding your story and the right journalists, for much less, while you stay in control.

When don't you need a PR agency?

More often than you'd think. Here are the signs you're probably fine without one.

You know your story inside out. You live and breathe your business. That knowledge comes through when you talk to journalists, and even the slickest agency can't copy it.

Your PR isn't high-stakes or urgent. If you're not launching something huge, going through a merger or handling a crisis, everyday PR is very doable yourself: sharing your expertise, staying visible and getting to know journalists.

You want control of your voice. Doing it yourself means you can reply quickly, change course and make sure every story sounds like you.

Budget matters. If your PR needs don't justify a full team, you'll get more from doing it yourself, or with a consultant's help.

You love talking about your business. Then you're already halfway there.

When does it make sense to hire a PR agency?

When the stakes are high, the timing is tight and there's a lot of work to do at once.

That's where an agency's team and resources pay off. Some examples:

Major launches. Crowdfunding campaigns, floating on the stock market or launching a product in a new country often need a lot of media outreach in a short space of time.

Mergers, acquisitions and big changes. When reputations are on the line, a strategic plan and an experienced team can protect your brand.

Crisis communications. Negative press, a customer backlash or something unexpected can need specialist help, fast.

If none of those apply to you right now, an agency's probably more than you need. And if one does come up later, you'll go into it with a much clearer idea of what you want, because you'll know your own story.

Is PR just about getting press coverage?

Not quite, and it's worth knowing before you decide who to hire.

Most people think of PR as getting press: a magazine feature, a podcast interview, a story that travels. That's a big part of it, and it's the part I love most.

But PR is also about how people see your business over time. It can include working with journalists, shaping what you say about yourself, sharing your expertise and opinions, handling a crisis and looking after your reputation.

It's a long game. One headline is lovely, but it's the steady trail of coverage that builds trust, with customers and with the AI tools they now ask for recommendations.

So before you decide whether to hire out or do it yourself, work out which parts you need help with. Often, it's just the story-finding and knowing who to send it to.

Can a PR agency guarantee press coverage?

No. Nobody honest can.

A lot of people assume agencies have secret media contacts who can make coverage happen on demand. I'm sorry to say that's not how it works. Not even a little bit.

Journalists decide what runs. They're not sitting around waiting for agencies to call. They respond to stories that are interesting, relevant and well told, sent at the right time to the right person.

Good relationships help, of course. A journalist who trusts you will read your email. But they still won't run a story that doesn't work for their readers.

So if anyone promises you guaranteed coverage, they're usually selling you something else, like an advert or sponsored content. What a good agency or consultant can promise is a strong story and the right people to send it to.

Does doing your own PR take too much time?

Less than you'd expect, once it's part of your week.

Pitching and finding press opportunities can fit around everything else you do. A few minutes a day, or a couple of hours spread across the week, is often enough to check journalist requests, draft a pitch and send a follow-up.

The trick is to make it a habit instead of a big project you keep putting off. Pick a regular slot (mine's the 3pm Diet Coke) and keep a running list of story ideas, so you're never starting from a blank page.

It takes a bit longer at the start, while you're learning what journalists want. That's normal. Each pitch gets quicker, and each piece of coverage makes the next one easier, because journalists Google you too.

If you'd like a head start, my post on how to find press opportunities covers where to look.

Do you get better results with a PR agency?

Not always. Pitching for yourself can work better.

Journalists like hearing from founders directly, and that matters more now that so many pitches are written by AI.

A journalist told me recently that one email stood out because it had a small spelling mistake. To them, it was proof a person had written it, not AI.

I'm not saying leave the typos in on purpose. But it shows how much journalists value a real human voice over a polished, soulless message.

When you do your own PR, you bring your voice, your quirks and your enthusiasm for what you do. An agency, however talented, can't fully copy that. Being yourself makes your pitch more memorable, and it helps you build relationships with journalists that last beyond one story.

What's the difference between a PR agency and a PR consultant?

Who you work with, how flexible it is and what it costs.

With an agency, you're paying for a team, often on a monthly retainer with a minimum term. With a freelance PR consultant, you work with one senior person directly, and you can usually start with a one-off project.

A consultant can help you:

• find the stories worth telling and decide where to pitch them

• work out which journalists cover your area, and how to approach them

• plan your pitches across the year, so you're not starting from scratch each time

• learn to pitch and follow up yourself, with someone checking your drafts

  
  

It's more personal, and it costs less. Think of a consultant as your PR coach: they sit alongside you while you stay in the driving seat. My post on whether you need a big budget for PR goes into the costs.

Questions people ask

Should I hire a PR consultant or a PR agency?

For most founders, a freelance PR consultant means working directly with a senior person, with more flexible options and lower costs. An agency makes more sense for big, high-stakes moments that need a team, such as a major launch, a merger or a crisis.

Can a PR agency guarantee press coverage?

No. Journalists decide what they publish, so no agency or consultant can guarantee coverage. Anyone promising guaranteed coverage is usually selling advertising or sponsored content, which isn't the same as a journalist choosing to feature you.

Can I do PR for my own business?

Yes. Many founders get press coverage by pitching their own stories, especially to local and trade press. It helps to know which of your stories a journalist will want and which journalist to send it to, which is where a consultant can help.

How much time does it take to do your own PR?

A few minutes a day, or a couple of hours a week, is often enough to check journalist requests, write pitches and follow up. It takes longer at the start while you're learning, then gets quicker with practice.

When should a business hire a PR agency?

An agency makes sense for complex, high-stakes or time-sensitive work, such as a major product launch, a stock market listing, a merger or a crisis, where you need a team handling a lot of media outreach at once.

Want a consultant in your corner?

If you'd like expert help without the agency bill, start with the Debrief. You talk, I ask the questions, and I hand back every story I find, ready for you to pitch. Want me alongside you while you pitch? That's Get Featured.

See ways to work with me.

Or book a free 20-minute call. If you need an agency instead of me, I'll tell you.

Book a call.

PS. For more behind-the-scenes PR tips, find me on Instagram (@beckynewmarchpr).

Becky here, running on flat whites and a non-negotiable 3pm Diet Coke. I'm Becky Newmarch, a freelance PR consultant for founders and brands in the UK. I find the stories hiding in your business and get them to the journalists who'll run them.