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

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

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

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

  • What PR companies do 
  • Who makes up a PR workforce 
  • Essential issues to ask a PR workforce earlier than hiring them 
  • When to rent a PR agency to assist what you are promoting 

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 just about each business additionally rent PR groups. From mom-and-pop outlets to Fortune 500 firms, PR work can supply one thing to almost each model. 

PR companies are available all styles and sizes as nicely. Some supply a boutique choice of companies, whereas others have large groups devoted to only about each side of promoting and exterior communications a enterprise may wish. 

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

What Do PR Companies Do? 

Whereas no two PR companies supply an identical companies, you may make a secure guess that almost all cowl some key components of public personas and model picture. 

Under are just a few classes of companies that most PR companies supply as a regular a part of their enterprise. That stated, the sphere of public relations is continually evolving as a result of the best way individuals devour media and talk is continually evolving. 

So, for those who’re searching for one thing particular in a PR agency we are going to educate you the right way to determine which workforce is best for you. Stick round for these suggestions in only a bit. 

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

Media Coordination and Relations 

Media coordination and relations are fairly easy. This service is particularly important for digital-forward firms searching for PR assist. 

Why? As a result of most PR occurs on the web today. Even small companies can have huge social media presence. This makes it tough to maintain tabs on each nook of the net the place somebody could possibly be mentioning the title 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 business professionals to speak about thrilling developments with what you are promoting 
  • 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, optimistic relationships with influencers and different business professionals with a purpose to pitch good press 

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

Much more importantly, if there’s hassle brewing on your firm or its executives, they could 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 almost all PR occurs on the internet however analog, in-person public relations work continues to be a trademark of any good advertising technique. 

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

Talking of experiential advertising, typically these occasions find yourself being surprisingly high-stakes. That’s why you will need to have PR professionals craft the expertise and assist form the response to a advertising expertise. 

Take Purple 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 toes above the earth … all whereas representing Purple Bull Vitality Drinks. Their emblem and title 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 stay—which they did—by the thousands and thousands on Youtube. 

Think about if this experiential advertising occasion had gone tragically flawed. Purple Bull would without end be synonymous with the failed try. Because it stands, Purple Bull is already identified for pulling off harmful feats within the title of promoting. 

So, kudos to the PR workforce that helped preserve the expertise secure, thrilling, and undoubtedly brand-building. 

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

For those who promote merchandise at conferences chances are you’ll wish to rent a PR workforce to make it possible for every part goes easily on the day and that nothing malfunctions. They might additionally be capable of deal with robust questions and forge optimistic connections with essential individuals in your business. 

PR businesses are additionally well-versed within the artwork of crafting a press launch. Press releases might help make the general public conscious of latest companies, thrilling developments, and philanthropic tasks, they usually might 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 supply content material companies past the usual press releases and briefs. Companies may enable you craft brand-nurturing digital advertising campaigns that supply elevated belief in authority with on-line engines like google, and with new and current clients. 


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

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

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

And, when issues don’t go based on plan for what you are promoting, they might help craft the supplies needed to begin making issues proper. 

Model Popularity Administration 

This is without doubt one of the hardest and most important components of PR. In actual fact, it’s the motive many companies select to rent exterior PR businesses to assist. 

Model fame 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 massive manufacturers lately that wanted fame administration after an unlucky occasion. 

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

In actual fact, one thing so simple as some adverse critiques on third-party overview websites can influence model fame. 

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

In case you have an govt on employees that likes to make political rants on the corporate’s Twitter account, you’ll undoubtedly wish to have a PR company on deck to deal with the response. 
Nervousness producing, proper? 

Don’t sweat it simply but, that is all far more manageable when it’s dealt with by an expert workforce of PR specialists.

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

Sourcing Awards Alternatives

It doesn’t matter what business you might be in, there are in all probability just a few coveted native and nationwide recognitions that your rivals is likely to be vying for. Are these awards essential? Completely. 

Having awards that you would be able to share in press releases, in your web site, and with potential stakeholders and clients builds good publicity for what you are promoting. 

There are additionally employment awards that may assist attract high expertise to employees what you are promoting. 

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

And the lack to scale to do work like that is usually a motive that companies determine to rent exterior assist. PR companies have a lot of totally different specialised positions that assist preserve issues working easily from a number of angles. 

Who Makes Up a PR Workforce? 

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

Social Media Specialists

Because the title implies, many PR firms home no less than one social media specialist or social media supervisor to watch enterprise social media channels, and construct social media campaigns. 

These of us might: 

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 symbolize. In case you have ever watched a press convention, they’re usually the those that utter the notorious phrase, “No additional questions at the moment.” 

These people might enable you communicate with the press through radio, social media, or TV. That is an particularly essential job for those who aren’t acquainted or comfy with addressing audiences. 

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


Publicists are normally very good strategists. They check out what you are promoting objectives and enable you craft and implement a advertising/PR plan that works for you. 

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

This may contain doing deep analysis, growing counter narratives, discovering flaws (or inaccuracies in reporting), monitoring an enormous swath of the web searching for different indicators of hassle, and far more. 

Publicists are the individuals you need in your nook when one thing goes flawed. 


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


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

One of the best, most strategic plans come collectively when enterprise house owners work carefully with the PR groups they rent. This manner, you’ll be able to assure that your model is being represented precisely as you need it to be. 

One of the best PR work feels prefer it got here straight from your personal thoughts. 

Can PR Be Executed in Home? 

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

You may assume that what you are promoting 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 govt fame administration 
  • Social media administration 
  • Awards sourcing 

It will be very spectacular to seek out somebody who might juggle all of that without delay. In actual fact, juggling an excessive amount of in-house creates a danger of a PR disaster. In case you are 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 choice, for a lot of enterprise house owners it comes all the way down to value. 

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 would it not in the end be inexpensive to rent an company? 

In case you are able to discover a PR company, there are some essential issues to remember as you start your search. 

Hiring a PR Company 

How to choose the right PR agency?

Earlier than you got down to discover the precise PR firm that matches your {qualifications}, it would be best to step again and set up what it’s you might be searching for. 

Ask your self the next questions: 

  • How a lot cash can I spend on PR and advertising? 
  • Do I wish to rent a PR company for a single marketing campaign, or do I would like 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 a very powerful factor I’m searching for in a PR agency? 

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

  • Earlier shopper expertise – Have they labored with companies in your business 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 shopper you’ll be able to communicate to instantly? 
  • Media relations – How do they win publicity for his or her purchasers? 
  • Integrating with in-house groups – How will their workforce and yours hook up with construct success? 

Setting Expectations

Nice PR doesn’t occur in a single day. You’ll in all probability hear this from just about anybody you speak to that works at a PR agency. It will be significant that you’ve affordable expectations for the work your agency does in your behalf. 

Doing this may solely assist improve your ROI. The much less time you spend worrying about instant marketing campaign repay, the extra time you’ll be able to commit to different components of enterprise that may be simply as essential and time-consuming. 

You will have each proper to ask that your PR agency give you common updates! However, remember it might take weeks, months, or for giant campaigns, even years to see optimistic outcomes.

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

Know the way you need them to be in contact with you—how usually, about what, what sort of reporting you wish to see. 

Preserve members of your workforce knowledgeable about progress and what your PR company is doing for what you are promoting. 

PR Companies Are Right here to Assist Your Enterprise Succeed 

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

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

They’ll be prepared to drag collectively optimistic testimonials, discover your philanthropic good deeds, they usually can whip up humorous, partaking social media campaigns that can assist create model loyalists.

If you wish to see simply how customizable a PR agency’s companies might be for what you are promoting, try the Company Companions Platform and try all the distinctive and gifted businesses ready to deliver 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 possibly can filter your search by: 

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

To get began, you’ll be able to browse the catalog, or fill out a challenge transient detailing your wants and Semrush will associate you with an company that makes a speciality of what you might be searching for.


The catalog even provides an company rating whilst you’re looking. This proprietary metric offers you a high-level view of the standard you’ll be able to count on from that company. 

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

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

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

Thankfully, 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. 

Keep in mind, onboarding a brand new PR workforce takes time. Belongings and assets must be shared, inner groups must be looped in, and it takes time to get the press rolling for what you are promoting. 

With that in thoughts, it would be best to begin fascinated about public relations earlier than you see what you are promoting featured in an exposé on the nightly information. 

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

Searching for proof? Try buyer testimonials like this one to find out how PR businesses have helped companies broaden past their objectives and discover life-long clients within the course of.