What Does a PR Company Do? How PR Can Assist Companies

Public relations, PR, PR crew, PR Agency, PR Company—it’s a follow and a specialty that goes by many names, however performs one important operate: serving to companies and types keep public picture. 

Right here, we are going to cowl the entire burning questions PR practitioners frequently get from entrepreneurs and executives. We’ll check out: 

  • What PR companies do 
  • Who makes up a PR crew 
  • Necessary issues to ask a PR crew earlier than hiring them 
  • When to rent a PR agency to assist your corporation 

Let’s get began! 

What Is a PR Agency? 

A public relations—or PR—agency is a enterprise that focuses on serving to people and companies form the general public notion of those who rent the agency. 

Individuals from all walks of life rent PR companies:

  • Celebrities 
  • Politicians 
  • Athletes 
  • Medical professionals 
  • Executives 

Companies throughout nearly each trade additionally rent PR groups. From mom-and-pop outlets to Fortune 500 firms, PR work can provide one thing to just about each model. 

PR companies are available in all sizes and styles as properly. Some provide a boutique number of providers, whereas others have huge groups devoted to only about each facet of selling and exterior communications a enterprise may wish. 

Let’s discuss subsequent about simply precisely what it’s that PR companies do for his or her purchasers. 

What Do PR Corporations Do? 

Whereas no two PR companies provide similar providers, you can also make a protected guess that the majority cowl some key components of public personas and model picture. 

Under are a couple of classes of providers that most PR companies provide as a typical a part of their enterprise. That stated, the sphere of public relations is consistently evolving as a result of the best way folks devour media and talk is consistently evolving. 

So, in the event you’re on the lookout for one thing particular in a PR agency we are going to educate you find out how to determine which crew is best for you. Stick round for these ideas in only a bit. 

First, let’s study PR providers in broad strokes. 

Media Coordination and Relations 

Media coordination and relations are fairly simple. This service is particularly very important for digital-forward firms on the lookout for PR assist. 

Why? As a result of most PR occurs on the web nowadays. Even small companies can have huge social media presence. This makes it troublesome to maintain tabs on each nook of the net the place somebody might be mentioning the identify of your organization. 

Whether or not it’s digital or not, media coordination and relations can appear like: 

  • Reaching out to distributors, reporters, and different trade professionals to speak about thrilling developments with your corporation 
  • Fielding incoming questions on the corporate web site or by way of social media from clients and members of the press 
  • Managing companies outreach groups to assist them keep on message 
  • Forming long-term, constructive relationships with influencers and different trade professionals in an effort to pitch good press 

PR companies are inclined to have large networking collateral. Some are particularly adept at getting the eye of the nationwide press. 

Much more importantly, if there may be bother brewing on your firm or its executives, they might have pleasant connections that may assist body a picture disaster in a good gentle. 

Occasions, Press Releases, Advertising Campaigns

This part runs a bit counter to the comment above that the majority PR occurs on the net however analog, in-person public relations work remains to be an indicator of any good advertising technique. 

A PR company will help by scheduling, organizing, working, and optimizing your organization occasions, press releases, and advertising initiatives (assume experiential advertising). 

Talking of experiential advertising, generally these occasions find yourself being surprisingly high-stakes. That’s why it is very important have PR professionals craft the expertise and assist form the response to a advertising expertise. 

Take Pink Bull’s sponsorship of Felix Baumgartner’s supersonic freefall. 

In 2013 Mr. Baumgartner tried (and succeeded) at leaping out of a balloon at 128,100 ft above the earth … all whereas representing Pink Bull Power Drinks. Their brand and identify have been plastered throughout the balloon he jumped from, on his helmet, and his uniform. 

They broadcasted the record-breaking feat and invited viewers to observe alongside dwell—which they did—by the tens of millions on Youtube. 

Think about if this experiential advertising occasion had gone tragically incorrect. Pink Bull would perpetually be synonymous with the failed try. Because it stands, Pink Bull is already recognized for pulling off harmful feats within the identify of selling. 

So, kudos to the PR crew that helped hold the expertise protected, thrilling, and positively brand-building. 

Now, that was an excessive instance, however even on a regular basis advertising occasions can put stress on a enterprise. 

In the event you promote merchandise at conferences chances are you’ll need to rent a PR crew to be sure that all the pieces goes easily on the day and that nothing malfunctions. They could additionally be capable to deal with robust questions and forge constructive connections with essential folks in your trade. 

PR businesses are additionally well-versed within the artwork of crafting a press launch. Press releases will help make the general public conscious of recent providers, thrilling developments, and philanthropic tasks, and so they will help construct public belief again up within the occasion of a disaster. 

Talking of PR content material, let’s focus on what PR groups can do on your content material advertising technique. 

Digital Advertising

Many businesses provide content material providers past the usual press releases and briefs. Corporations also can provide help to craft brand-nurturing digital advertising campaigns that supply elevated belief in authority with on-line search engines like google and yahoo, and with new and current clients. 

Which means: 

  • Creating and managing weblog posts 
  • Writing advert copy 
  • Crafting social media messaging 
  • Ghostwriting for executives 
  • And extra 

Some PR and Advertising companies provide paid promoting help. They will help optimize campaigns to get probably the most out of an organization’s promoting spend. 

Basically, PR businesses could make advertising campaigns highly effective and flashy—which could not be doable to do in-house in the event you solely have a small variety of staff at your organization. 

And, when issues don’t go in line with plan for your corporation, they will help craft the supplies mandatory to start out making issues proper. 

Model Status Administration 

This is among the hardest and most important components of PR. In actual fact, it’s the purpose many companies select to rent exterior PR businesses to assist. 

Model popularity administration refers back to the delicate work of monitoring, guarding, shaping, and re-shaping the general public picture of a model. 

The web is an unlimited place and information—particularly unsavory information—tends to stay to manufacturers. 

There have been loads of huge manufacturers in recent years that wanted popularity administration after an unlucky occasion. 

Even small companies can fall sufferer to the damaging information cycle. 

In actual fact, one thing so simple as some damaging opinions on third-party overview websites can affect model popularity. 

It’s not simply the model’s picture that you must handle, both. Executives are equally in danger for reputation-damaging occasions because the manufacturers they helm are.

When you’ve got an government on workers that likes to make political rants on the corporate’s Twitter account, you’ll positively need to have a PR company on deck to deal with the response. 
Anxiousness producing, proper? 

Don’t sweat it simply but, that is all rather more manageable when it’s dealt with by an expert crew of PR consultants.

And PR businesses don’t simply assist when issues go incorrect, they will additionally assist make issues go proper. 

Sourcing Awards Alternatives

It doesn’t matter what trade you’re in, there are most likely a couple of coveted native and nationwide recognitions that your opponents is perhaps vying for. Are these awards essential? Completely. 

Having awards you can share in press releases, in your web site, and with potential stakeholders and clients builds good publicity for your corporation. 

There are additionally employment awards that may assist attract high expertise to workers your corporation. 

Sourcing alternatives for these awards will be time-consuming and tedious work. Luckily, PR companies are normally very expert at discovering and organizing award alternatives for purchasers. 

And the shortcoming to scale to do work like that is usually a purpose that companies determine to rent exterior assist. PR companies have a variety of totally different specialised positions that assist hold issues working easily from a number of angles. 

Who Makes Up a PR Staff? 

As a result of PR companies put on plenty of hats, they will have plenty of totally different positions specializing in totally different sides of public relations work. 

Social Media Specialists

Because the identify implies, many PR firms home at the least one social media specialist or social media supervisor to watch enterprise social media channels, and construct social media campaigns. 

These people could: 

Replace social media bios
Create and schedule new posts 
Monitor feedback 
Create interactive campaigns and giveaways 

And, whereas it isn’t a direct rating issue for Google, having social media presence is significant to good model PR. 

Enterprise Spokesperson 

On this position, the person normally acts because the face or the voice of the purchasers they characterize. When you’ve got ever watched a press convention, they’re sometimes the people who utter the notorious phrase, “No additional questions at the moment.” 

These people could provide help to converse with the press through radio, social media, or TV. That is an particularly essential activity in the event you aren’t acquainted or comfy with addressing audiences. 

These individuals are additionally normally actually good at showing to not be studying from a script. This makes them come throughout as extra honest after they characterize purchasers. 


Publicists are normally very good strategists. They check out your corporation objectives and provide help to craft and implement a advertising/PR plan that works for you. 

These are additionally the folks inside PR companies that get probably the most nerve-wracking activity: managing a disaster. 

This may contain doing deep analysis, creating counter narratives, discovering flaws (or inaccuracies in reporting), monitoring an enormous swath of the web on the lookout for different indicators of bother, and rather more. 

Publicists are the folks you need in your nook when one thing goes incorrect. 


These gifted writers assist draft your digital advertising content material. Which means they are going to analysis and write blogs, press releases, information articles, pitches, social media posts, and extra. 
They’ll normally be discovered clacking away on the keyboard on behalf of their purchasers. 


That’s proper, you do. When you won’t be an worker of an exterior PR agency, you’re a very important element to the success of any PR marketing campaign that agency places collectively in your behalf.

The perfect, most strategic plans come collectively when enterprise homeowners work carefully with the PR groups they rent. This fashion, you may assure that your model is being represented precisely as you need it to be. 

The perfect PR work feels prefer it got here straight from your individual thoughts. 

Can PR Be Carried out in Home? 

Whereas there isn’t a easy reply to this as a result of each enterprise has distinctive circumstances, it’s protected to say that public relations will be an astronomical quantity of labor, even for small companies that don’t want a ton of fuss. 

You may assume that your corporation can deal with the workload, however lets keep in mind what components go right into a stable, primary PR technique: 

  • Press relations 
  • Digital advertising 
  • Digital content material 
  • Model and government popularity administration 
  • Social media administration 
  • Awards sourcing 

It could be very spectacular to seek out somebody who might juggle all of that directly. In actual fact, juggling an excessive amount of in-house creates a danger of a PR disaster. If you’re targeted too closely on one aspect of the plan, an issue may creep up and shock you. 

So, whereas there are compelling arguments for both determination, for a lot of enterprise homeowners it comes all the way down to price. 

Are you able to afford to rent a number of staff to deal with the day-to-day public relations and advertising duties that want doing, or wouldn’t it finally be cheaper to rent an company? 

If you’re able to discover a PR company, there are some essential issues to bear in mind as you start your search. 

Hiring a PR Company 

How to choose the right PR agency?

Earlier than you got down to discover the suitable PR firm that matches your {qualifications}, you’ll want to step again and set up what it’s you’re on the lookout for. 

Ask your self the next questions: 

  • How a lot cash can I spend on PR and advertising? 
  • Do I need to rent a PR company for a single marketing campaign, or do I want them year-round? 
  • What objectives do I’ve for my web site? 
  • What objectives do I’ve for my public picture? 
  • Do I’ve a tough calendar of occasions, campaigns, and advertising wants {that a} PR agency might assist with? 
  • What’s crucial factor I’m on the lookout for in a PR agency? 

When you’ve established your foundation for hiring a agency, you’ll need to begin interviewing (or speaking) with businesses. Be ready to ask about: 

  • Earlier consumer expertise – Have they labored with companies in your trade earlier than? 
  • Testimonials – Have former purchasers given them written reward they’re keen to share? 
  • Experience – How lengthy have they been in enterprise? What sort of levels and expertise do their staff have? 
  • Shopper interviews – Can they level you to a former or present consumer you may converse to straight? 
  • Media relations – How do they win publicity for his or her purchasers? 
  • Integrating with in-house groups – How will their crew and yours hook up with construct success? 

Setting Expectations

Nice PR doesn’t occur in a single day. You’ll most likely hear this from nearly anybody you discuss to that works at a PR agency. It can be crucial that you’ve got affordable expectations for the work your agency does in your behalf. 

Doing it will solely assist improve your ROI. The much less time you spend worrying about quick marketing campaign repay, the extra time you may dedicate to different components of enterprise that may be simply as essential and time-consuming. 

You’ve gotten each proper to ask that your PR agency offer you common updates! However, bear in mind it could take weeks, months, or for giant campaigns, even years to see constructive outcomes.

On the flip aspect, it’s important that you simply share your expectations along with your PR agency upfront. Give them the data and instruments they might want to begin constructing a model picture to be pleased with. 

Understand how you need them to communicate with you—how usually, about what, what sort of reporting you prefer to see. 

Maintain members of your crew knowledgeable about progress and what your PR company is doing for your corporation. 

PR Corporations Are Right here to Assist Your Enterprise Succeed 

PR firms don’t simply come using in when somebody has attacked your model picture. 

They’re consultants at discovering nice tales about your corporation—even in locations chances are you’ll not have thought to look. In different phrases: they’re right here for the good moments, too. 

They’ll be prepared to drag collectively constructive testimonials, discover your philanthropic good deeds, and so they can whip up humorous, participating social media campaigns that may assist create model loyalists.

If you wish to see simply how customizable a PR agency’s providers will be for your corporation, try the Company Companions Platform and check out the entire distinctive and gifted businesses ready to convey your PR and advertising campaigns and methods to life. 

The Company Companions Platform is a listing of Semrush-certified businesses. These businesses service manufacturers and people throughout a whole lot of industries. 

You may filter your search by: 

  • Providers
  • Trade experience 
  • SplitSignal experience 
  • Promotional area 
  • Languages 
  • Price range 
  • Pricing mannequin 
  • Firm dimension 
  • Company location 
  • Distant work 

To get began, you may browse the catalog, or fill out a challenge temporary detailing your wants and Semrush will companion you with an company that makes a speciality of what you’re on the lookout for.


The catalog even provides an company rating when you’re looking. This proprietary metric offers you a high-level view of the standard you may anticipate from that company. 

You may by no means be over-prepared for hiring a PR company. 

Have a PR Staff On Your Facet Earlier than You Want One 

The very best time to rent a PR company is while you don’t desperately want one. The second finest time to herald a PR agency is while you do desperately want one. 

Luckily, plenty of companies have begun to acknowledge this. In actual fact, in a single uSERP survey, 60% of companies stated they outsource their digital PR in 2021 and 2022. 

Bear in mind, onboarding a brand new PR crew takes time. Belongings and assets have to be shared, inner groups have to be looped in, and it takes time to get the press rolling for your corporation. 

With that in thoughts, you’ll want to begin enthusiastic about public relations earlier than you see your corporation featured in an exposé on the nightly information. 

The Company Companions Platform has almost 1000 businesses ready to companion with you on the enterprise campaigns and methods that excite and encourage you. 

In search of proof? Try buyer testimonials like this one to learn the way PR businesses have helped companies increase past their objectives and discover life-long clients within the course of.