Many businesses believe they can handle their own public relations thinking it will save money and allow them to control their brand narrative. However, DIY PR often leads to a lot of confusion, wasted time, frustration, and little to no return on investment. There are so many reasons for this- including common PR mistakes, inconsistency with pitching and knowing media’s content calendars, and most importantly, very little media relationships.
For a small business to grow and create positive buzz, it’s important for a professional PR agency to represent the brand with integrity and protect the brand during its evolution. A PR agency ensures that your brand’s story is built on a strong foundation, reaching the right audience with the right message.
The Appeal of DIY PR
For small business owners, DIY PR can seem like an attractive option. Budgets are often tight, and many believe that with some research and effort, they can generate the same results as a professional agency. Whilst the internet provides promise with guides on how to do PR yourself, promising easy wins with a few press releases and social media posts- this is more often than not, untrue.
However, while DIY PR might work for a small announcement or local coverage, it falls short when trying to establish long-term media relationships and build a strong brand presence.
The Reality of DIY PR: Common PR Mistakes
- Lack of Media Relationships: One of the biggest challenges in DIY PR is the lack of established connections with journalists and media outlets. PR agencies spend years building these relationships, ensuring that their pitches are seen and taken seriously.
- Poorly Crafted Pitches: Many businesses fail to understand what makes a compelling pitch. Journalists receive hundreds of emails daily, and a generic or poorly written press release is likely to be ignored.
- No Clear PR Strategy: Effective PR requires more than sending out a few press releases. A PR agency develops a comprehensive strategy, ensuring that messaging aligns with business goals and is consistently shared across multiple channels.
- Time-Consuming Process: Business owners often underestimate how much time PR efforts take. From researching media contacts to crafting pitches and following up, DIY PR can consume hours that could be better spent on running the business.
- Inconsistent Efforts: A PR agency ensures continuous media outreach, timely responses to opportunities, and a proactive approach to reputation management.
- Limited Crisis Management: When a PR crisis arises, businesses handling PR themselves often struggle to respond in a timely manner. A PR agency has the expertise to mitigate damage and control the narrative quickly.
Also Read – How Digital PR Helps Fight Fake News and Disinformation?
The Benefits of Hiring a PR Agency
Time Savings
Running a business is already time intensive. Adding PR to the mix means juggling multiple roles, leading to burnout and inefficiency. A PR agency will help to alleviate this stress and allow you to focus on other business requirements.
Established Media Relationships
A PR agency has spent years cultivating relationships with journalists, editors, and media outlets. This means your story has a much higher chance of being picked up and featured in top publications.
Professional Storytelling & Pitching
Agencies know how to craft compelling stories that resonate with journalists and audiences. They understand the nuances of different media platforms and tailor pitches accordingly to ensure better cut-through.
Measurable Results
Unlike DIY PR efforts, which often lack clear KPIs, agencies provide detailed reports on media placements, audience reach, and engagement. This allows businesses to see the tangible impact of their PR efforts.
Crisis Management & Reputation Protection
Should a crisis arise, a PR agency is equipped to handle media inquiries, manage public perception, and minimize potential damage to your brand.
Consistent PR Efforts
A PR agency works continuously to maintain brand visibility, ensuring consistent messaging across all media platforms.
The Cost Factor: DIY PR vs PR Agency
Many businesses avoid hiring a PR agency due to cost concerns. However, the reality is that ineffective DIY PR can be far more expensive in the long run. Poor PR efforts lead to missed opportunities, wasted time, and even reputational damage.
Investing in a PR agency ensures that resources are used effectively to generate the best possible results, ultimately providing a higher return on investment.
Check Out – The Evolving Role of Digital PR in 2025
The Solution: When and How to Hire a PR Agency
If your business is struggling with PR, it may be time to consider hiring an agency. Here’s what to look for:
- Industry Experience: Choose an agency with a track record in your industry.
- Media Network: Ensure they have strong relationships with relevant media outlets.
- Strategic Approach: Look for an agency that develops tailored PR strategies rather than using a one-size-fits-all approach.
- Proven Results: Ask for case studies and references to gauge their success rate.
A case study for this was My House who engaged Piccolo PR for a period of 3 months:
The Challenge
My House engaged Piccolo PR to amplify awareness and drive media coverage for the Autumn/Winter 2023 collections by esteemed designers Deborah Hutton and Neale Whitaker. The goal was to position the collections as must-have lifestyle pieces through a mix of traditional and digital media exposure, VIP endorsements, and influencer engagement.
The Strategy
Piccolo PR implemented a multi-tiered communications strategy designed to maximize reach and impact via Traditional & Digital Media Outreach – Leveraging strong media relationships, Piccolo PR secured high-impact editorial placements across top-tier publications.
VIP Talent Program – The agency engaged high-profile personalities and tastemakers to elevate brand credibility and amplify reach.
Influencer Outreach & Content Creation – Targeted influencers were carefully selected to showcase the collections in a way that resonated with the brand’s aesthetic and audience.
Launch Event Publicity Management – A well-orchestrated PR rollout ensured the collection’s debut generated buzz across multiple platforms.
The Results
Within just one month, Piccolo PR successfully secured extensive media coverage, positioning the A/W 2023 collections as a seasonal must-have. Key highlights included:
Due to our fantastic media relationships, My House was leading publications including The Daily Telegraph, Better Homes and Gardens, Interiors Addict, The Daily Times, 9Honey Living, and The Morning Show. In just a small amount of time, editorial was also featured in National Syndicated Press with coverage extending across various news outlets, ensuring a broad audience reach. Piccolo PR secured over 300 placements nationwide.
Due to our continuous narrative with media, we secured sustained brand awareness that created a lasting media presence, further, to reinforcing House’s reputation as a leader in home and lifestyle design.
A Hybrid Approach
For businesses with budget constraints, a hybrid approach can work. This involves handling some PR tasks in-house (like social media and content marketing) while outsourcing media relations and high-level strategy to an agency.
While DIY PR may seem like a cost-effective approach, the reality is that it often results in wasted time, missed opportunities, and minimal media impact. PR agencies bring expertise, media relationships, and strategic planning that ensure businesses get the visibility they need to grow. If you’re serious about building your brand and reaching the right audience, investing in a PR agency is a smart decision.
By understanding the key differences between DIY PR vs PR agency, businesses can make informed decisions and ensure their PR efforts generate real, measurable results.
