There comes a point where growing businesses look to invest in their marketing output – the question is, which is better: an external communications agency or in-house employee?
Both have their merits, but identifying which is right for your business requires a thorough assessment of the company’s ambitions, resources, and objectives.
To help you decide, we’ve weighed up the two options side by side.
PR/Marketing agency
Expertise
When hiring a PR agency, you are not dependent on a single individual, but rather a whole team of specialists with diverse skills, experience, and seniority levels. Your account will be overseen by a seasoned Account Director, with input from the Managing Director and ongoing work carried out by experienced Account Managers.
Consequently, your business can benefit from the talent and knowledge of several professionals, each bringing their own expertise to the table – be that SEO/AIO, social media, public relations or crisis communications.
Creativity
Agencies benefit from harnessing the creativity and insights of a group of individuals, resulting in richer ideas and solutions. The ability to bounce thoughts off one another and share diverse opinions supports the development of unique, inspired campaigns.
As a business, you reap the rewards of years of experience working on different accounts and across multiple sectors. It may surprise you to hear that our work in the renewables space has informed creative campaigns for retail clients, while our experience with agri-clients has inspired content created for independent schools!
Agency staff gain inspiration from previous accounts and campaigns to provide fruitful ideas for your company.
Network
For the reasons mentioned above (vast, varied experiences under one roof), agencies tend to be well connected with key contacts in the media and creative industries. From The Times to GQ Magazine, our little black book of journalists tends to be rather full.
This extensive network is incredibly useful for gaining coverage, accessing quality suppliers, and even collaborating with other businesses. Represent has even introduced clients to one another with successful results, such as generating 47 pieces of coverage in tier 1 media titles for Gordon Castle Gin.
Cost
With the rise in national insurance payments, pension contributions, and training costs, hiring a member of staff is not the more reasonable option it once was. Indeed, without these additional expenses, appointing a communication agency is an increasingly affordable choice.
What’s more, you’re gaining the expertise, knowledge, efficiency, and contacts of multiple professionals across several disciplines, optimising the value of your investment and enabling you to reach your communication goals efficiently.
In-house staff
Proximity
The physical presence of an in-house employee ensures that, should an issue arise, it can be addressed there and then. Rather than having to explain the situation to an external agency, businesses can rely on the employee’s knowledge and proximity to the issue at hand.
Likewise, an in-house staff member can take photos of daily goings-on, or share quick company updates with ease due to their presence on the ground. This allows for a quick turnaround which isn’t always accessible to an agency.
Priority
Without the need to consider other clients, a hired member of staff can dedicate 100% of their time to your business. As a result, they tend to be more immersed in the company values and mission and are more aware of the daily goings on.
This unique insight adds to the company culture, and can lead to more comprehensive communications.
When making the decision between in-house or comms agency, consider which option will bring the most value to your business and allow you to achieve your marketing and PR ambitions.
Intrigued to find out what an award-winning agency can do for you? Take a look at some of our previous work here.