DIY PR vs Full-Service PR: Which is right for you?
As a whole, PR firms don’t have a great reputation. Since launching The PR Accelerator in 2023, I’ve heard things like:
“PR firms just take your money and burn it.”
“I met with the principal maybe twice, and then the junior person was the only person I talked with — but I was still paying a huge monthly retainer.”
“I gave them all that money, and at best, I got some C-level blog coverage.”
I get their frustration. I founded The PR Accelerator because I was tired of my digital marketing clients blowing through their marketing budgets on PR and having little to show for it.
In 2021, while running Socially Authentic, I started teaching my clients how to get publicity for free. One of my favorite successes was Rachel, a creative agency owner, who got published in a top industry trade magazine. The following year, those editors named her a “Person to Watch.” She did all of that without paying a dime.
With the right PR strategy and assets, you can get publicity for free. In the last 3 months alone, our DIY PR clients have gotten themselves quoted in outlets like Newsweek, Fast Company, and Axios.
But DIY PR isn’t for everyone. There are many advantages to hiring a reputable firm to handle some or all of your PR. Let’s talk about the differences.
DIY PR: Who it’s best for
DIY PR is great for individuals and small organizations that have a limited budget and are scrappy by nature. More specifically, DIY PR is ideal for:
Authors, consultants, and fractional leaders who need to market themselves
Founders of early-stage companies who want to build visibility while conserving budget
Small, agile teams with the bandwidth to incorporate PR into their weekly workflow
Brands that want PR capabilities within their organization
Traditionally, DIY PR has been challenging because you’re probably just Googling around, watching YouTube videos, and trying to figure out how this mysterious industry works. PR can be intimidating, to say the least, because if you get it wrong, you could make a bad impression on influential gatekeepers like journalists, influencers, and conference producers.
Yet, if you know what you’re doing and have the right assets, PR isn’t mysterious. It’s just tedious.
To keep the PR flywheel turning, you should send new pitch emails to journalists and podcasters every few weeks. It’s also smart to write articles and get them published regularly to build credibility and increase the chances that people will respond to your pitches.
A junior-level employee or a capable EA can manage a lot of these tasks, but you will still need to direct them. That means tracking headlines, watching your competitors' actions, and figuring out how to keep getting your name out there.
Some people, particularly hands-on leaders who are natural news junkies, can excel at overseeing their team’s PR efforts. Individual people who are highly organized and great delegators with capable assistants can excel at PR as well.
Yet DIY PR isn’t for everyone — particularly as your company grows and its communications needs become more complex.
Full-service PR: Who it’s best for
Full-service PR is ideal for individuals and organizations that are growing rapidly, juggling multiple priorities, and need expert support to manage their communications effectively. More specifically, full-service PR is ideal for:
Founders and executives who are balancing high-level responsibilities and don’t have the bandwidth to manage PR tasks themselves
Organizations with complex communications needs, such as handling both internal messaging and external visibility efforts — or navigating sensitive challenges with the potential to become crisis situations
Teams that want to focus on growth while trusting experienced professionals to ensure their messaging is consistent and impactful across all channels.
What do you get from hiring the right PR firm? Ideally, you get a team of seasoned professionals plugged into the news cycle, social media trends, and the cultural zeitgeist who can translate all of that into PR tactics that meet the moment and align with your organizational goals.
In a best-case scenario, your PR team also has experience working in your industry and already understands its vernacular, major players, and who/what influences your target audiences. However, that depth of understanding is not always necessary as the right PR pros — often former journalists like our team — can usually get up to speed on your industry.
For founders and marketers already stretched thin, full-service PR can eliminate the guesswork and stress of managing a brand’s reputation. This frees you up to focus on leading and growing your company.
That said, full-service PR isn’t for everyone. It’s an investment that’s best suited for companies ready to scale their impact and need consistent, professional-level support to do so.
How to choose the right PR firm
Choosing the wrong PR firm can cost you time, money, and team morale. Here are some questions to ask and things to consider while picking the right PR partner:
1. Do they understand your industry and goals?
A good PR firm should have experience working with brands like yours or demonstrate a strong understanding of your market. They should ask insightful questions about your goals and challenges, showing they’ve done their homework. Look for a firm that aligns with your vision and knows how to tell your story in a way that resonates with your audience.
2. Are they transparent about their process?
The best PR firms outline how they work, what results you can expect, and how they measure success. Beware of vague promises like “we’ll get you on TV” without specifics about how they’ll achieve that or why it’s relevant to your goals. Look for a firm that provides a clear plan and realistic timelines.
3. Will you have a consistent point of contact?
One of the biggest complaints about PR firms is the “bait and switch”—you meet with the principal during the sales process, only to be handed off to a junior staffer. Ensure the firm communicates consistently with senior-level professionals who understand your account and can provide strategic advice.
4. Do they offer custom solutions?
Your PR strategy should never be a cookie-cutter approach because a) your brand is unique, and b) you don't want to use the exact same tactics other organizations are using. The right PR firm will tailor their services to align with your organizational goals and timeline needs.
5. Do they focus on results that matter?
It’s easy to get caught up in vanity metrics like press release distribution or the number of media hits. The right PR firm should focus on meaningful metrics, like:
Coverage in outlets that reach your target audience
New website traffic that came from PR activities like media hits, podcast interviews, influencer coverage, and conference appearances
New leads that also came through those sources (all of which can be tracked through Google Analytics)
New backlinks that will increase your website's organic SEO
Strategic placements that build credibility or position you as a thought leader
A clear return on your PR investment
6. Do they fit your budget and stage of growth?
PR is an investment, so you need to find a firm that aligns with your budget and growth stage. Some firms specialize in big-budget campaigns for established companies, while others (like ours) work with startups, small businesses, and emerging brands. Choose a firm that understands your budget constraints while delivering measurable value.
7. What do their clients say?
Always ask for case studies or testimonials from their previous clients. Look for evidence of their ability to deliver results for brands like yours. A good PR firm will have no problem sharing success stories or connecting you with past clients who can vouch for their work.
Red flags to watch out for
Overpromising Results: Run from any firm that guarantees media coverage or promises quick wins without understanding your business.
Lack of Transparency: If the process is unclear or the deliverables are not outlined before you sign on the dotted line, look elsewhere.
Heavy Reliance on Vanity Metrics: Avoid firms that focus solely on metrics like impressions or number of press releases without connecting them to real business outcomes.
It’s not just you. PR can feel mysterious
You’re not alone if PR still seems opaque or mysterious. Frankly, it was designed to be that way by elite PR firms that now charge clients hundreds of thousands (or even millions) of dollars each year. By keeping their clients in the dark about what happens — and how doable many of these tasks are — they can keep charging them insanely high retainer fees.
Thankfully, that’s changed in the last decade. Today, many PR educators are making this field understandable to people who want to do PR themselves. There are also many PR firms that do excellent work, are transparent with their clients, and fairly charge for their services.
It’s our honor to join their ranks and keep serving our clients in the best ways possible. If you’re ready for PR support — or not sure where to even start — we can help.
Book a free discovery call with me here.
