Written by: Brigitte Kaps, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In an uncertain world where rules keep changing and ground reality is constantly shifting, it has become imperative for businesses to evolve, so they can keep up, survive and flourish. This doesn’t mean that the role of PR and its value can be negated or side-lined. Especially during these difficult times, PR can go a long way in quelling uneasiness inside the company, with employees and managers, and outside the company, with investors and stakeholders. However, a flexible PR agency can be a better option for your company.
Let’s take a look at how this is possible.
1. Increased focus
Companies have to be tuned in to what’s happening around the world so they can respond rapidly to circumstances as they evolve. With flexible PR, companies can shift the onus on responding effectively and swiftly to the PR agency while they continue to focus on their core competencies. An external PR consultant is also free from internal politics, which can be debilitating and affect the company adversely. They can offer objective solutions which can go on to create good PR for your company.
2. Competitive Pricing
Flexible PR doesn’t cost as much as having an in-house PR division because you do away with hiring, training, and retaining costs. A boutique PR company hired for a specific period can be more cost-effective because they work on a project-to-project basis instead of expensive retainers. They can also quickly grasp the various factors involved in building the correct narrative about your company, in good times and bad. The most significant advantage here is that they can begin immediately, and there is no need for HR to intervene so that your company gets the best possible PR solutions without any delays.
3. Unpredictability of business
With the shadow of the energy crisis, Ukrainian war, etc. still looming over us, businesses have to be prepared for unpredictable times ahead. It’s impossible to foresee some of the business developments that might take place, and responding to them swiftly is better handled by PR consultants who can work according to the needs of the company. Also, a flexible PR agency is better to spread out, and they know the market more closely, giving them a good idea of the competition so there’s little chance of stagnation.
4. Wider Reach
A PR agency will have more contacts with journalists and media as they work with them for multiple companies and clients. You can leverage these established relationships to give you a wider reach and better exposure. You can also benefit from the energy and fresh ideas that an external agency can bring. With their expanded network of contacts, you can also maximize opportunities for your own organization.
PR agencies bring much-needed flexibility to the system, especially as they are not a cog in the company’s wheel but an external entity that brings top-notch results for all the reasons outlined above. If you have been debating the need for an in-house PR team and justifying the additional expenses to the organization, a PR agency is undoubtedly a better option.
Brigitte Kaps, Executive Contributor Brainz Magazine
Brigitte Kaps is the founder and CEO of Executive PR.ch & Rent a PR.ch. She holds a Master of Advanced Studies in Business Communications and a degree in communications science She has almost 20 years of international experience in management positions with leading foreign banks (ABN Amro, GE, RBS). Before becoming self-employed in 2015, she was responsible for corporate communications at Cembra Money Bank (formerly GE Money Bank) in her capacity as a member of the Executive Board.
