What Does A PR Agency Do? (PR Agency)

Public relations, or PR, agencies exist to support the public awareness and perception of brands, products, and people. They can be right-hand partners of organizations or function just like an internal team member—but for a fraction of the cost.

Curious to learn more about what, exactly, PR agencies actually do? Read on for the ten most common functions of PR agencies!

1. Research

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No great PR strategy can be built without loads of extensive research. PR agencies will take research off your internal team’s plate and monitor competitors, industry leaders, and local competition. They can also research press outlets, reporters, influencers, and potential partners to ensure your marketing strategy includes the best possible opportunities for your business.

One major perk of working with a PR agency is its access to top-tier apps and other technologies that aid in competitive analyses. Platforms like Cision and Sprout Social allow PR teams to keep a pulse on important stories and people 24/7 so you can spend your time running your business.

2. Increase Brand Awareness

PR agencies will leverage media connections and their personal networks to spread the word about your company, products, or current initiatives. They’ll work with reporters and acquaintances to secure organic or earned media placements, social media shout-outs, speaking engagements, and other opportunities, all of which will lead to a boost in impressions of your brand. Best of all, these types of placements will only cost you the agency fee!

3. Media Relations

A major function of PR agencies is managing media relations. This includes building and maintaining relationships with reporters and journalists at print, digital, and broadcast publications. It also includes research, media list development, pitch ideation, pitch drafting, pitch distribution, working directly with publications to finalize stories, and setting up and managing interviews. Some PR agencies will also offer media support for major events, like inviting and managing lifestyle reporters or photographers at galas, as well as media training. Typically, PR agencies will handle all aspects of media relationships from start to finish.

4. Crisis ManagementPhoto Credit:

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Crisis management involves responding to media publications on behalf of an organization during a negative news cycle. This type of PR function requires round-the-clock media monitoring, extremely quick response times, and exceptional tact. Crisis management experts are typically highly organized and experienced PR professionals who specialize in helping brands navigate these difficult situations without making matters worse. This type of communicator will work with the brand post-crisis to build public confidence, place positive news stories, and adjust internal values to avoid similar future crises.

5. Community Events

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Many PR agencies are equipped to plan and execute community events. This type of work falls directly under the PR umbrella, because community events can engage potential and existing customers, build awareness for new products and services, and give back to loyal followers.

Often, PR teams that manage events will also manage media for the event, which might take the form of preview nights for reporters and influencers, press conferences, or special press areas at the event. This is a great way to build relationships with media on behalf of a client and educate journalists about a brand in real time.

6. Thought Leadership

Thanks to their extensive contacts and knowledge of a variety of industries, PR agencies can work directly with company executives to produce and execute thought leadership campaigns. Agency team members will secure placements, write op-eds, and offer executives for comment. These small actions will eventually lead to increased public trust, better credibility for the business, and improved brand awareness. Thought leadership is great as a stand-alone strategy, but it can also work wonders when paired with traditional media campaigns.

7. Cause Marketing

According to MailChimp, cause marketing can be defined as “a collaboration between a for-profit business and a nonprofit organization.” PR agencies are adept at building connections, and many offer services in the cause marketing realm to help their clients improve public perception and increase charitable giving. Cause marketing works for for-profit businesses by allowing them to give back to the community, which may improve customer loyalty and sales. Nonprofits benefit from this type of partnership because of the consistent stream of support, financially or otherwise, the for-profit organization offers. PR agencies will often build full-scale campaigns around cause marketing initiatives.

8. Social Media Marketing

Even though social media is extremely user-friendly, as a business, it can be challenging to figure what to post and where to post it. Many PR agencies offer social media services that range from content ideation and social media strategy to daily posting and community engagement. PR agencies can weave existing PR campaigns into a brand’s social media strategy to ensure messaging and visuals remain consistent across platforms and that the brand is showing up where it needs to be for the most effective results.

9. Influencer Marketing

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Influencer marketing is another arm of social media marketing, although some PR agencies are beginning to devote entire teams to this lucrative industry. PR agencies will do extensive research—not an easy feat on social media platforms—and maintain relationships with endless creators to ensure clients partner up with the best possible influencers for their brand. They’ll also manage contracts and deliverables, which can be challenging in the influencer space.

10. Internal & Executive Communications

Internal communications—especially at large businesses—is just as important as external communications! All stakeholders, including board members, volunteers, and employees, need to be on the same page regarding the company brand. PR agencies can assist with internal and executive communications, including company-wide memos, internal newsletters, speeches, and more, to ensure stakeholders feel seen, supported, and valued.

Partner with a PR Agency

PR agencies possess the expertise to shift public opinion, influence audiences and improve your reach across a variety of channels. Whether you employ your PR agency to tackle just one major function or all of the above, you can expect to see great results in the long run for your business.