R Public Relations Firm
External PR Agency Vs. In-house PR Manager? Our Pick
Research has shown that the global public relations (PR) market will be worth approximately $133 billion in 2023, with a projected compound annual growth rate (CAGR) of 5.7% yearly. As more businesses adopt PR, choosing between an in-house PR manager or outsourcing to an external PR agency can be tricky. While many experts suggest hiring an external RR agency, others recommend going for an in-house PR manager. Regardless of your choice, you must consider certain factors before making a decision. In this article, we break down everything you need to know about external PR versus hiring an in-house PR manager and also provide our expert verdict.
The Role of an In-house PR Manager
An in-house public relations manager is an individual that oversees all PR activities in an organization. They are typically part of the marketing or communications team creating content, tracking PR campaign performance, and leading brand reputation management strategies.
The Role of an External PR Agency
In contrast, a PR agency is a firm that works with different organizations as an independent body. They help build a relationship between your brand and the public through developing, distributing, and monitoring PR campaigns and crisis management plans.
What to Consider When Choosing a PR Agency or In-House PR
Whether to hire an external PR agency or an in-house manager isn’t absolute. Rather, there are different factors to consider which will guide your final decision.
1. Cost / Budget
The cost of hiring an in-house PR manager encompasses three main areas: recruitment, monthly salary and benefits, and training.
The average yearly salary of a PR manager in the United States ranges from $66,000 to $99,000, which equals approximately $5,500 to $8,000 monthly. This amount doesn't include recruitment and training costs, which might amount to another $4,000 & $1,252, respectively.
In contrast, the average cost of hiring a PR agency with competencies like SEO, copywriting, PR tools, outreach, and reporting is between $1,500 and $10,000 monthly, typically. At first glance, it seems to cost less to hire an in-house team. However, considering the lack of full-service expertise, you might have to employ other employees to support the PR manager. This will increase the total cost making it more expensive than outsourcing your PR to an external agency.
2. Continuity and Consistency
Many sectors have experienced a significant increase in employee resignations, causing a loss of skilled professionals and hindering productivity. Employing a public relations manager can expose your organization to potential workforce transition challenges. In case of a resignation, you must initiate a recruitment process, onboard a replacement, train them, and allow time to acclimate to the company culture. This inconsistency can make maintaining effective PR strategies difficult.
In contrast, an external PR agency has a team of experts including publicists, project managers, copywriters, link-building experts, and more. When you hire a full-service agency, you don't have to worry about resignation or other employee issues. Even if a team member resigns, another member will be assigned to your account immediately, which supports continuity and consistency.
3. Accessibility and Control
An external PR agency works with many clients making it harder to jump on a quick call or quickly run quickly get something published by tomorrow. This limitation creates an opportunity gap because taking advantage of certain information quickly can be challenging at times. However, working with an in-house manager gives you more access and control over PR activities. You can walk down to the hall and share your big idea or adjust a campaign based on new information without waiting in line.
4. Access to an Extensive Library of PR Tools
In-house PR teams may not have access to all the tools available to deliver effective results. This might be due to budget constraints or limited expertise. In contrast, an external PR agency will have a full suite of PR tools like analytics, tracking, outreach, and reporting to facilitate data-driven strategy implementation. When creating a winning strategy, you don't want to leave any stones unturned; an agency armed with the right tools ensures that all areas are covered for maximum results.
5. Access to PR Opportunities
Since most PR agencies work with clients in different industries, they have access to possible partners or collaborators. This cuts the time invested in outreach and other activities. For example, you need to implement an influencer marketing strategy, and your PR agency happens to manage an influencer on your list. That connection can save you time and costs on research, outreach, and meetings and just enable you to get in the door, to begin with. On the other hand, an individual PR manager may have more limited access and connections.
6. Expertise and Experience
PR agencies work with many companies in different industries, which gives them a broad spectrum of experience. Also, agencies understand that the stakes are high; therefore, they invest in hiring the best talent, most of whom are experts in the industry. With their unique skills and experience, they can create solutions and collaborate to solve complex issues. In contrast, a PR manager working alone might only have limited experience with certain tools and strategies from one industry.
In-house PR Manager vs. External PR Agency: Our Pick
We believe hiring an external PR agency is the best option for most situations. These include when you need expertise, want to generate fast and effective results, require more creative strategies, and lots more. In contrast, if you want someone more fully invested in company culture, to have total control over PR activities, and cannot afford an agency, it might be best to invest in an in-house PR manager.
Regardless of what you decide, you always have the option to engage a PR agency for specialized projects beyond your team's primary area of expertise or creativity level. At RPR Firm, we have over a decade of experience managing PR campaigns for businesses in different industries. Schedule a free consultation with us today to see how our professional PR services can help you improve your brand's growth.
What Are Good Examples Of Customer-Centric PR Campaigns?
Customer-centricity is more than a buzzword; it's when you put customers at the heart of decision-making for your business. We explain what this means in today's market and show examples of brands that have leveraged customer-centric PR campaigns to drive the right result.
What is Customer Centricity?
Customer centricity means putting your customers at the center of everything, including your products, services, website, and store. In other words, you center your business and PR campaigns around your customers' needs. The core of every customer-centric PR campaign is rooted in building valuable relationships with your customers so they are at the forefront of your business.
Why is it Important to be Customer Centric?
Customers today don't just stay for your excellent products or services but also for their experience with your brand. Consequently, people are more likely to stick with companies that deliver positive experiences consistently. According to a study by Deloitte, customer-centric companies are 60% more profitable than companies that don't prioritize the customer experience. Therefore, being customer-centric will increase your customer base, customer loyalty, and revenue.
Customer-Centric Marketing Examples
Many companies have invested in customer-centricity in their marketing and PR campaigns. Some examples of these companies include the following.
1. L'Oréal Perso App PR Campaign
L'Oréal revolutionized how makeup works when they unveiled the Perso app in 2020. As a makeup brand, L'Oréal realized that its products look different on everyone. To improve the customer shopping experience, the brand built an app, L'Oréal Perso, that uses AI to identify the best custom lipstick, foundation, and skincare for customers.
The app collects data about the user's skin type, concerns, and lifestyle. Next, it uses the information to recommend a personalized skincare routine, including products from L'Oréal's portfolio of brands. The AI-powered app can also track the user's skincare progress over time and adjust the routine as needed. The L'Oréal Perso app is designed to make skincare easier and more personalized, helping users to achieve their best possible skin.
This customer-centric PR campaign has further boosted L’Oréal's brand reputation, and it's no surprise they recorded a 23.4% increase in sales compared to the previous year (2019).
2. Starbucks Rewards Loyalty Program
One of the most famous PR campaigns to date is Starbucks Rewards. This program improves customer experience by offering perks such as free drinks for customers on their birthdays, free refills, and the opportunity to order and pay before arriving at the store.
While many brands use similar loyalty programs, Starbucks Rewards personalizes the customer experience and tailors offers and rewards based on each customer's individual purchasing habits, making it a good example of a customer-centric PR campaign. According to Forbes, beneficiaries of the loyalty program are 5.6 times more likely to visit Starbucks daily.
3. Amazon Prime Day
Amazon is one of the world's most customer-centric companies, with many outstanding PR campaigns. However, one that stands out is Amazon Prime Day. It's an annual shopping event in July and offers exclusive deals and discounts to Prime members. The event was first introduced in 2015 and has since become one of the largest online shopping events and PR campaigns of the year, attracting millions of customers globally. The campaign smashed records in 2021 with a whopping $11.19 billion in sales worldwide, an increase of 7.6% from the previous year. These impressive figures are a testament to Prime Day's massive popularity and continued success as a shopping event.
During Amazon Prime Day, members get discounts and exclusive deals on a wide range of products for a limited time. The Amazon Prime Day PR campaign attracts customers looking to save money and get the most out of their Prime membership. Customers also benefit from early access to select deals, the ability to schedule delivery later, and free shipping on eligible items. The campaigns are highly successful, as it drives sales and helps to build customer loyalty.
4. Dove Selfie Talk
Dove once launched the Selfie Talk campaign aimed at helping customers become more confident. The skincare company encouraged people to share their pictures online without retouching or editing them with the hashtag #NoDigitalDistortion. Unlike most examples of customer-centric campaigns, Dove’s selfie talk didn’t directly push sales of its products. Instead, it addressed a significant problem many customers face, which should be central to a customer-centric PR campaign.
5. Share a Coke by Coca-Cola
One of the most powerful customer-centric PR campaigns is the Share a Coke campaign by Coca-Cola. The bottling company improved customer experience by personalizing Coke bottles. They replaced the logo on the bottle design with customers’ names, making people feel like the bottle was specially customized for them. In the summer of 2013, when the campaign was launched, Coca-Cola sold an astonishing 250 million personalized bottles and cans in Australia, a country with just under 23 million population. This impressive feat showcases Coke's widespread popularity and ability to connect with consumers on a personal level.
Tips for Creating Great Customer-Centric PR Campaigns
Now that you know some of the best customer-centric examples, let’s go through some tips to create yours.
1. Learn About Your Customers
One thing customer-centric examples have in common is that the PR campaign strategy emanates from customers' perspectives and understanding of what people need. To create a successful customer-centric PR campaign, you must have in-depth knowledge of what your customers value without assumptions. You can conduct surveys, practice social listening, and monitor what people say about your brand.
2. Put Relationship First
Your customers are not just numbers; they are real people, and being customer-centric means showing you care about them. It’s essential to establish a mutually beneficial relationship with your customers. One of the best ways to form meaningful relationships with customers is by engaging and communicating with them.
3. Create Value At Every Customer Interaction
A good PR strategy focuses on improving the customer experience at every stage of their journey with your company. Whether they are scrolling through your website, downloading your free templates, or purchasing your products, every part of your buyer’s journey should be customer-centric.
4. Measure and Adjust
One of the final steps in every customer-centric PR campaign is measurement and analysis. Keep track of what's working for your brand and what's not, and find new ways to adjust your campaigns accordingly.
Work with a PR Expert
Do you want to get close to your customer through customer-centric campaigns? We’ve got you! At RPR Firm, we help clients develop custom-centric campaigns that enhance their customers' lives and impact your business. We have 11 years of experience helping brands create campaigns that improve customer experience and increase business performance.
Schedule a free consultation with us today, and discuss customer-centric PR campaigns that will work for your brand.
