What is PR, and When Should I Engage an Agency?

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A well-crafted public relations (PR) strategy can help your company earn third-party validation, strengthen brand recognition, and build trust with the audiences that matter most. Before diving into the value of PR, it’s important to understand how it differs from media relations, a common component of the broader PR mix.

Media Relations vs. Public Relations

Media relations is the process of building and maintaining relationships with journalists, editors, and industry influencers to secure positive media coverage. Common media relations tactics include distributing press releases, sending targeted story pitches to reporters and editors, securing interviews with media outlets, and placing contributed (or bylined) articles in trade publications authored by your company’s subject matter experts.

In short, media relations is a very specific and important tactic under the umbrella of public relations.

Public relations, on the other hand, goes beyond the process of securing positive media coverage. It’s about managing and shaping your brand’s reputation among all audiences and stakeholders – essentially all your “publics.” That includes not only the media, but also employees, investors, clients, associations, business partners, and the general public. A successful PR program tells your story consistently across all channels to build credibility and influence perception over time.

Why Hire a PR Agency Instead of an In-house Professional?

When you partner with a PR agency like Black Twig, you gain access to an entire team of communications experts – each with diversified experience, established media relationships, and strategic insight across all industries and platforms.

We often see companies engage Black Twig for a single media relations project – such as announcing an acquisition or launching a new product or service offering – and then transition into a long-term partnership after seeing the broader impact of a sustained PR program. Over time, we become an extension of our clients’ internal team(s), deeply embedded in their brand DNA and mission.

The Broader Power of PR

Storytelling is at the heart of public relations, and it can take many forms. Some examples of PR tactics include:

• Speaking engagements and thought leadership opportunities
• Hosting events or sponsorships
• Award submissions for personnel and company-initiated projects
• Email marketing around a conference or trade show
• Social media campaigns
• Digital newsletters and content development for websites
• “Earned” media placements that highlight your company’s expertise and value

At Black Twig, we specialize in helping clients earn meaningful exposure through expert-written, bylined articles in respected industry publications. These pieces are chosen by editors for their value and insight, not for a paid placement, positioning your organization as a trusted authority in your field.

The Benefits of Hiring a PR Agency

Working with a reputable PR firm should be viewed as an investment, not an expense. An agency of record can help create an actionable communications roadmap that aligns with your overall business plan and goals.

By hiring a PR agency, you gain:

• Proactive storytelling: your story is shared with the right people at the right time.
• Consistency: proactive outreach to your audiences builds recognition and trust.
• Established media relationships: agencies with seasoned PR pros have long-standing connections across multiple outlets.
• Trust and credibility: earned coverage provides third-party validation that advertising can’t replicate.
• Measurable impact: agencies can monitor and track news coverage and brand mentions.
• Sales support: strategic PR can be repurposed for business development.

Whether you are a start-up or an established firm, having a public relations arm to your business is a smart investment in making your company stand out in an increasingly crowded marketplace.