When communications leaders evaluate their PR strategy, two critical questions consistently surface: Do we have the budget to outsource specialized work so our team can focus on core priorities? And does our current team have the expertise to achieve what we’re trying to accomplish?
Smart organizations are moving beyond the old either/or mindset, instead getting strategic about which PR functions belong where based on their specific goals, resources, and expertise gaps. And with a significant amount of marketing efforts now being outsourced (a big jump from 2020), it’s clear that both approaches have their place in modern communications.
Why This Matters Now More Than Ever
The PR landscape has shifted dramatically. Digital transformation demands specialized expertise. Let’s not forget: today’s media ecosystem is more complex than ever.
Remember when having a PR team meant hiring a few media relations experts? Those days are long gone. Now multi-platform content strategies and long-term influencer partnerships require dedicated relationship management.
The Agency Advantage: When Outside Expertise Wins
Let’s be honest: agencies bring something special to the table. They see challenges through the lens of diverse client experiences, spotting opportunities and trends you might miss when you’re deep in day-to-day operations.
Think about the tools alone. Premium media monitoring platforms, sophisticated analytics software, and distribution services—these resources come standard at agencies but would drain most individual company budgets.
When a major product launch requires extra hands, agencies can quickly deploy additional creative and media specialists without the delays of internal hiring. However, for crisis communications, many organizations engage specialized agencies since these services aren’t always included in standard PR retainers.
It’s worth confirming your agency’s crisis capabilities or planning separate arrangements for issues management. By matching the right expertise to each challenge, organizations can leverage agencies effectively for both proactive campaigns and specialized needs.
Winning brands dedicate time, energy, and resources to experimenting at scale with their agencies. That fresh perspective isn’t just a nice-to-have—it’s essential for breaking through today’s cluttered media landscape.
The In-House Edge: Why Control Still Counts
But here’s where in-house teams shine: they get your company in ways outsiders never will. They know your culture, understand internal dynamics, and can tell your story with authenticity that’s hard to replicate.
The numbers back this up. The ANA study ranks cost efficiency as the top benefit of in-housing. For routine communications tasks, the math often works in favor of building internal capabilities.
Speed matters too. When issues flare up, in-house teams mobilize without lengthy briefings or approval chains. In crisis communications, those saved minutes can save reputations.
The Hybrid Sweet Spot
As forward-thinking organizations have figured out, it’s not about choosing one over the other. It’s about creating the right mix.
Maybe your in-house team handles daily content and community management while agencies lead strategic planning and specialized campaigns. Or perhaps you keep crisis communications internal but tap agencies for influencer partnerships and media relations.
The beauty of a hybrid model? It adjusts to your needs. Consistent activities stay in-house for efficiency. Variable or specialized needs leverage agency expertise. Everyone plays to their strengths.
Questions That Cut Through the Confusion
Before making any moves, ask yourself:
What are we really trying to achieve?
Different objectives require different capabilities. Crisis communications favors in-house teams with institutional knowledge, while specialized campaigns might need agency expertise and tools. Ask yourself: does your team have the skills and resources to execute at the required level, or should you partner with specialists?
How much are we willing to spend and where will we get the best long-term value?
Consider whether in-house investment makes financial sense for your situation. Training internal teams who grow with your brand can deliver long-term cost efficiency, but requires upfront investment and ongoing development. Alternatively, working with experienced external teams eliminates hiring, training, and retention costs while providing immediate expertise at premium rates for specialized work.
What’s our true capacity?
Honestly assess your team’s strengths and gaps. Consider whether gaps are worth building internally through training and hiring, or if partnering with specialists who already excel in those areas makes more strategic sense for your timeline and goals.
How predictable are our PR needs?
Seasonal peaks might favor agency partnerships, while consistent needs require in-house investment.
Your Next Move
The data tells us something important: 42% of communications leaders now rely more heavily on analytics than ever before. Platforms demand specialized content strategies. Influencer marketing has shifted from quick campaigns to long-term partnerships.
In this environment, the winning formula isn’t about picking sides. It’s about building a structure that adapts to your reality. Whether that means starting with an agency partnership, building an in-house team, or crafting a hybrid approach, success comes from aligning your PR structure with clear business objectives.
The most effective PR approach in 2025 is one that honestly assesses your needs, leverages the right expertise at the right time, and remains flexible enough to evolve with your business. In today’s complex media landscape, agility beats rigid adherence to any single model.
Ready to evaluate your PR approach? Start with those key questions, then build a structure that sets your communications up for real impact.
M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including crisis communications, media relations, stakeholder management, influencer marketing, and video production. Learn more about our work on our case studies page.
