At some point, every growing business asks the same question.
Do we build an in house PR team, or do we hire an agency?
On paper, it seems straightforward. In house means control and focus. An agency means experience and external perspective. In reality, the decision is less about structure and more about what you are trying to achieve.
Because PR is not just a function. It is a capability.
And how you build that capability matters.
The case for in house PR
Building an in house PR function can make sense for certain businesses, particularly those with consistent, high volume communications needs.
An internal team understands the brand deeply. They are close to product developments, leadership decisions and day to day activity. That proximity can be valuable, especially when messaging needs to move quickly across different parts of the business.
There is also a level of control that comes with having PR in house. Priorities can be adjusted instantly, and communication is often more direct.
However, there are limitations.
Building an effective in house PR team is not just about hiring one person. It requires a combination of skills. Strategy, media relations, content development and industry knowledge. Replicating that breadth internally can be expensive and time consuming.
There is also the challenge of perspective. Internal teams can become too close to the business, which makes it harder to identify what is genuinely interesting from the outside.
The case for a PR agency
A PR agency brings a different kind of value.
The most obvious is experience. Agencies work across multiple clients, industries and media environments. They understand what journalists are covering, what angles are working and how to position a story so it lands.
They also bring established relationships. Media coverage is not just about sending information. It is about knowing who to speak to, how to approach them and what will resonate.
A strong agency also adds an external perspective. They are able to step back and look at the brand objectively, identifying opportunities that internal teams might miss.
The trade off is that agencies are not embedded in the day to day business in the same way. That means communication needs to be structured well to ensure alignment.
The real difference is speed and depth
In house teams tend to be faster when it comes to internal communication.
Agencies tend to be stronger when it comes to external positioning.
That distinction is important.
PR is ultimately about how your brand is perceived outside your business. That requires an understanding of the media landscape, audience behaviour and broader industry conversations.
This is where agencies often have the edge.
What actually works in practice
For many businesses, the most effective approach is not choosing one over the other.
It is combining both.
An internal team can manage day to day communications, brand messaging and internal alignment. A PR agency can focus on strategy, media relationships and external positioning.
This creates a balance between speed and expertise.
It also allows each side to focus on what they do best.
When to hire a PR agency
If your goal is to build media coverage, increase brand visibility or position your leadership team as industry experts, an agency is often the faster route.
Agencies already have the relationships, the experience and the strategic understanding needed to generate results.
Building that internally can take years.
The takeaway
The decision between a PR agency and an in house team is not about which is better.
It is about what your business needs right now.
If you need control and constant output, in house may make sense. If you need strategic positioning, media access and external perspective, an agency will likely deliver more value.
The key is being clear about the outcome.
Because PR only works when it is built around a defined objective, not just a structure.
