Digital PR is a powerful tool for building brand awareness, securing media coverage, and boosting your online presence. It helps establish credibility, connect with your target audience, and amplify your message across various platforms. But, when it comes to managing PR, businesses face a common dilemma: should they handle it in-house (DIY) or hire a digital PR agency?

Both options have their advantages and challenges. Managing PR in-house gives you complete control over your messaging and allows your team to develop a deep understanding of your brand’s voice and goals. However, it requires time, expertise, and dedicated resources, which can be a challenge for smaller businesses or those with limited bandwidth.

On the other hand, hiring a digital PR agency can provide access to a team of experienced professionals with established media connections and specialised tools. Agencies often bring fresh perspectives and can handle a larger scope of work, but they come with added costs and require clear communication to ensure your brand’s vision is accurately represented.

The right choice ultimately depends on your business’s size, goals, and available resources. Let’s break down the pros and cons of DIY PR and working with an agency to help you decide which approach works best for your brand’s unique needs.

Pros and Cons of DIY PR

Pros:

Cost-effective – No need to pay agency fees, making it a budget-friendly option.


Full control – You manage your own PR messaging and branding.


Direct relationships – You can build personal connections with journalists and influencers.

Cons:

Time-consuming – PR requires consistent effort, which can be overwhelming for small business owners.


Limited media reach – Without established connections, getting media coverage can be challenging.


Lack of expertise – PR is more than just sending out press releases; it involves strategy, timing, and industry know-how.

Pros and Cons of Hiring a Digital PR Agency

Pros:

Expertise and connections – Agencies have established media relationships and know what journalists are looking for. Learn more about how digital PR strengthens brand authority from ClickSlice.

Time-saving – They handle the hard work so you can focus on running your business. 

Data-driven results – Many agencies use analytics to track performance and refine strategies.

Cons:

Costly investment – Quality PR agencies charge for their expertise, which may not be affordable for smaller businesses.


Less direct control – While you’ll have input, you’re trusting an external team to represent your brand.


Finding the right fit – Not all agencies will understand your brand’s voice and goals, so choosing the right one is key.

Key Factors to Consider When Deciding

Before choosing between DIY PR and hiring an agency, ask yourself these key questions:

• What’s your budget? If funds are tight, DIY might be the best option until your business grows.
• Do you have the time? PR is a long-term commitment—if you’re already stretched thin, an agency might be worth the investment.
• What are your PR goals? If you’re looking for niche coverage, DIY might work. But for larger media exposure, an agency can help.
• What’s your competition doing? If competitors are using PR agencies, you might need one to stay ahead.

When Should You Switch from DIY to an Agency?

Many businesses start with DIY PR but eventually reach a point where hiring an agency makes more sense. Some signs that it’s time to bring in the experts include:

• You’re not getting results despite consistent PR efforts.
• Your business is growing, and you need more media exposure.
• You don’t have the time or expertise to manage PR effectively.
• You’re launching a major campaign and need professional support.

Should You Look at an Agency’s Previous Clients?

You’ve managed to draw up a shortlist of agencies you’re willing to hire. You’re impressed by all of them in different ways, but you can’t decide between them. Should you take a look at who their previous clients were to narrow down your choice? Certainly, this can be a good way to see which team has more experience and can be trusted. Yes, names alone are not always going to guarantee you the best results. But, they can be helpful in identifying the right agency to use. Let’s take a look at why you should consider the agency’s previous clients before hiring them.

To See If They Are Reliable

An agency that has worked with famous and big brands is going to be more trustworthy than one that hasn’t. As a business owner, it can feel reassuring when you see big names that have hired the team. For instance, you’re going to feel very secure about hiring an agency that worked with the British government. Therefore, by taking a look at the clients, you can see whether you can entrust this team with your goals.

To Ensure Experience

Most businesses that have big goals don’t want to rely on an agency that’s new to the market. They won’t have the experience that allows them to deal with complicated situations and ensure that your needs are met. Thus, taking a look at previous clients ensures that the team actually has experience.

To Understand Industry Knowledge

Do you want to ensure that the agency understands your industry and can create a personalised strategy? Then, you need to inspect their previous clients to make sure that this is the case. You can see if you recognise the brands and this can give you reassurance that they’ll be able to help you.

Conclusion

Both DIY PR and hiring a digital PR agency have their advantages, and the right choice depends on your business needs, budget, and long-term goals.

If you have the time, patience, and willingness to learn, DIY PR can work—especially for small businesses looking to save money. However, if you want professional expertise, stronger media connections, and a time-efficient strategy, hiring a digital PR agency is a smart investment.

Assess your current PR efforts and decide what’s best for your brand’s future. Whether you go the DIY route or work with an agency, the key is consistency, strategy, and a strong brand message.