Whether you are building out a new communications program from scratch or looking to make some adjustments to your existing one, the question usually comes up: should we hire someone in-house, rely on agency support or look for a contractor?
There is no one-size-fits-all answer to this question. The answer depends on a variety of factors.
There are many other questions beyond what is included above that you should consider and you look into building or expanding a communications program and team. But know that it may take some time and a few tweaks or errors along the way to truly understand what is needed in your particular scenario.
It is also important to know that hiring a big agency doesn't mean you've "made it." Sometimes you just need a short-term consultant to help you get through a few milestones and then you scale back until you have the user base and product roadmap that requires revisiting the hiring of a full-time PR professional in-house or an ongoing relationship with an agency.
There are other times where you've attempted to manage the PR program on your own for too long, your roadmap is full of launches and potential news and you are missing out on critical opportunities. Then it is time to relinquish control and bring someone in to head your communications efforts internally or hire an agency.
Every company is unique. There is no set roadmap for when PR should enter your company's plans. Only you and your team will know when it is time. But you should know what questions to ask when it is time.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.