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

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

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

  • What PR companies do 
  • Who makes up a PR crew 
  • Vital issues to ask a PR crew 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. 

Folks from all walks of life rent PR companies:

  • Celebrities 
  • Politicians 
  • Athletes 
  • Medical professionals 
  • Executives 

Companies throughout nearly 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 sizes and shapes as properly. Some supply a boutique number of providers, whereas others have large groups devoted to only about each facet 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 Corporations Do? 

Whereas no two PR companies supply similar providers, you can also make a secure wager that almost all cowl some key components of public personas and model picture. 

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

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

First, let’s look at PR providers in broad strokes. 

Media Coordination and Relations 

Media coordination and relations are fairly simple. This service is very very important for digital-forward firms searching 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 tough to maintain tabs on each nook of the online the place somebody may very well be mentioning the title of your organization. 

Whether or not it’s digital or not, media coordination and relations can seem 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 prospects and members of the press 
  • Managing companies outreach groups to assist them keep on message 
  • Forming long-term, constructive relationships with influencers and different business professionals with a purpose to pitch good press 

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

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

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 and marketing technique. 

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

Talking of experiential advertising and marketing, typically 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 and marketing 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 Power Drinks. Their brand and title had 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 and marketing occasion had gone tragically fallacious. Purple Bull would endlessly 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 crew that helped preserve the expertise secure, thrilling, and undoubtedly brand-building. 

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

In the event you promote merchandise at conferences you could need to rent a PR crew to guarantee that every thing goes easily on the day and that nothing malfunctions. They could additionally have the ability to deal with robust questions and forge constructive connections with necessary individuals in your business. 

PR companies are additionally well-versed within the artwork of crafting a press launch. Press releases can assist make the general public conscious of latest providers, thrilling developments, and philanthropic initiatives, and so they can assist construct public belief again up within the occasion of a disaster. 

Talking of PR content material, let’s talk about what PR groups can do to your content material advertising and marketing technique. 

Digital Advertising

Many companies supply content material providers past the usual press releases and briefs. Corporations may also allow you to craft brand-nurturing digital advertising and marketing campaigns that provide elevated belief in authority with on-line search engines like google, and with new and current prospects. 

Which means: 

  • 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 can assist optimize campaigns to get essentially the most out of an organization’s promoting spend. 

Primarily, PR companies could make advertising and marketing campaigns highly effective and flashy—which could not be doable to do in-house should you solely have a small variety of workers at your organization. 

And, when issues don’t go in response to plan for what you are promoting, they can assist craft the supplies obligatory to start out making issues proper. 

Model Repute Administration 

This is among the hardest and most vital components of PR. In truth, it’s the cause many companies select to rent exterior PR companies 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 enormous place and information—particularly unsavory information—tends to stay to manufacturers. 

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

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

In truth, one thing so simple as some unfavourable critiques on third-party evaluate websites can influence model fame. 

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

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

Don’t sweat it simply but, that is all way more manageable when it’s dealt with by knowledgeable crew of PR specialists.

And PR companies don’t simply assist when issues go fallacious, they’ll additionally assist make issues go proper. 

Sourcing Awards Alternatives

It doesn’t matter what business you’re in, there are most likely a couple of coveted native and nationwide recognitions that your rivals is likely to be vying for. Are these awards necessary? Completely. 

Having awards that you may share in press releases, in your web site, and with potential stakeholders and prospects 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 will be time-consuming and tedious work. Thankfully, PR companies are often very expert at discovering and organizing award alternatives for purchasers. 

And the lack to scale to do work like that is typically a cause that companies resolve to rent exterior assist. PR companies have numerous completely different specialised positions that assist preserve issues working easily from a number of angles. 

Who Makes Up a PR Group? 

As a result of PR companies put on numerous hats, they’ll have numerous completely different positions specializing in completely different aspects 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 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 a great social media presence is significant to good model PR. 

Enterprise Spokesperson 

On this position, the person often acts because the face or the voice of the purchasers they symbolize. You probably have ever watched a press convention, they’re usually the those that utter the notorious phrase, “No additional questions at the moment.” 

These people could allow you to converse with the press through radio, social media, or TV. That is an particularly necessary process should you aren’t acquainted or snug with addressing audiences. 

These persons are additionally often 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 often very good strategists. They check out what you are promoting objectives and allow you to craft and implement a advertising and marketing/PR plan that works for you. 

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

This would possibly 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 bother, and way more. 

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


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


That’s proper, you do. Whilst you may not 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 intently with the PR groups they rent. This fashion, you’ll be able to 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 personal thoughts. 

Can PR Be Carried out 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 will be an astronomical quantity of labor, even for small companies that don’t want a ton of fuss. 

You would possibly 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 and marketing 
  • Digital content material 
  • Model and government fame administration 
  • Social media administration 
  • Awards sourcing 

It might be very spectacular to seek out somebody who might juggle all of that directly. In truth, juggling an excessive amount of in-house creates a danger of a PR disaster. In case you are centered too closely on one ingredient of the plan, an issue would possibly creep up and shock you. 

So, whereas there are compelling arguments for both choice, for a lot of enterprise homeowners it comes right down to value. 

Are you able to afford to rent a number of workers to deal with the day-to-day public relations and advertising and marketing duties that want doing, or would it not finally be cheaper to rent an company? 

In case you are able to discover a PR company, there are some necessary 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 proper PR firm that matches your {qualifications}, it would be best to step again and set up what it’s you’re searching for. 

Ask your self the next questions: 

  • How a lot cash can I spend on PR and advertising and marketing? 
  • 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 and marketing wants {that a} PR agency might assist with? 
  • What’s an important factor I’m searching for in a PR agency? 

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

  • Earlier consumer 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 workers have? 
  • Consumer interviews – Can they level you to a former or present consumer you’ll be able to 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 connect with construct success? 

Setting Expectations

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

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

You’ve got each proper to ask that your PR agency give 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 facet, it is important that you just share your expectations together with your PR agency upfront. Give them the data and instruments they might want to begin constructing a model picture to be happy with. 

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

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

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 specialists at discovering nice tales about what you are promoting—even in locations you could 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 can assist create model loyalists.

If you wish to see simply how customizable a PR agency’s providers will be for what you are promoting, try the Company Companions Platform and check out all the distinctive and gifted companies ready to deliver your PR and advertising and marketing campaigns and methods to life. 

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

You’ll be able to filter your search by: 

  • Providers
  • Business 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 temporary detailing your wants and Semrush will accomplice you with an company that makes a speciality of what you’re searching 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’ll be able to anticipate from that company. 

You’ll be able to by no means be over-prepared for hiring a PR company. 

Have a PR Group On Your Aspect Earlier than You Want One 

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

Thankfully, numerous companies have begun to acknowledge this. In truth, in a single uSERP survey, 60% of companies mentioned they outsource their digital PR in 2021 and 2022. 

Bear in mind, onboarding a brand new PR crew takes time. Property and sources should be shared, inside groups should 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 enthusiastic 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 companies ready to accomplice 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 companies have helped companies develop past their objectives and discover life-long prospects within the course of.