This blog is a part of our Ultimate Guide to PR. Check it out for more info.
A common question brands face in Public Relations (PR) is whether to hire a publicist or go the DIY route. Doing your own PR can seem like a cost-effective choice, especially for smaller brands or startups. However, there are some important factors to consider before choosing to DIY your PR. To help you make the right choice, here are the pros and cons of managing PR on your own.
Pros of Doing Your Own PR
1. Cost Savings
One of the biggest advantages of DIY PR is the cost savings. Hiring a PR agency or publicist can be a significant investment, especially if the brand is bootstrapping or just starting out. Doing PR in-house allows brands to allocate that budget elsewhere.
Why this matters: For smaller businesses or solo entrepreneurs, saving money on PR can free up resources to be used on other growth-focused activities.
2. Direct Control Over Messaging
When managing PR internally, brands have direct control over how their message is crafted and communicated. This can be particularly beneficial for brands with a strong and clear voice that may want to maintain a consistent tone across all communications.
Why this matters: Having full control over messaging ensures that every piece of communication aligns exactly with the brand’s vision and values.
3. Building Personal Relationships with the Media
Handling PR in-house gives brands the opportunity to build their own relationships with journalists, bloggers, and influencers. Establishing these connections can be beneficial in the long run, as it allows for more direct and personalized outreach.
Why this matters: When brands have their own media relationships, they can bypass the middleman and communicate directly with journalists.
Cons of Doing Your Own PR
1. Lack of Media Relationships
One of the biggest challenges in DIY PR is the lack of established relationships with the media. Publicists spend years building connections with journalists, and these relationships make a significant difference in getting pitches noticed. Brands that don’t have these connections may struggle to get their stories picked up.
Why this matters: Journalists are inundated with pitches every day. A strong relationship with a publicist can make the difference between a pitch being opened or ignored.
2. Limited PR Expertise
PR requires a specific skill set, from crafting compelling narratives to understanding how to target and pitch to journalists effectively. Without this expertise, brands may end up wasting time on ineffective strategies or poorly crafted pitches that don’t resonate with the media.
Why this matters: An experienced publicist knows what makes a story newsworthy and how to present it in a way that grabs a journalist’s attention.
3. Time and Resource Constraints
Doing your own PR is time-consuming. From researching media contacts and creating pitches to following up and managing outreach, handling PR internally can quickly become overwhelming, especially for smaller teams or solo entrepreneurs.
Why this matters: Managing PR efforts can take time away from other core business activities, making it challenging to stay focused on growth and operations.
4. Lower Response Rates from Journalists
Journalists often receive hundreds of pitches a day. When a pitch comes from an unfamiliar brand or contact, it may not receive the same attention as one from a trusted publicist. Publicists have built credibility with journalists, making it more likely for their pitches to be read and considered.
Why this matters: Getting media coverage isn’t just about having a great story; it’s also about having credibility and trust with journalists.
5. Lack of Crisis Management Skills
In times of crisis, it’s essential to have a well-crafted strategy and clear communication. Without experience in crisis management, handling negative press or unexpected situations can be daunting and potentially damaging to the brand’s reputation.
Why this matters: A publicist’s expertise in managing crises can make a huge difference in navigating tough situations and protecting the brand’s image.
Is DIY PR Right for Your Brand?
Doing your own PR can be a good option for brands with limited budgets or those just starting out. It offers more direct control over messaging and can help build personal media relationships. However, it’s essential to weigh these benefits against the challenges of not having established media connections, PR expertise, or the time to manage outreach effectively.
To make DIY PR a little easier, be sure to join Press Hook and start connecting with journalists and building a strong media presence today. Press Hook gives you the tools and support you need to jumpstart your public relations and make sure your brand is getting the visibility it deserves.
