What Does a Public Relations (PR) Agency Do? Explained

Many people outside the industry assume PR is just about schmoozing journalists, writing press releases, or putting a positive spin on bad news. But the truth is that PR is an art, a science, and, when done right, a game-changer for businesses.

So, when is hiring a PR agency worth it? And how do you ensure you get your money’s worth? Let’s break it all down.

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A public relations (PR) agency helps businesses shape and maintain their reputation through strategic communication. Their goal? To ensure that the world sees your company in the best possible light. Unlike advertising, PR focuses on earned media coverage and organic brand credibility rather than paid placements.

A PR agency will take the lead on securing media coverage for your brand, managing crises, and positioning your CEO as a go-to industry voice, all while shaping a narrative that builds trust and visibility.

They also keep your brand messaging consistent across all channels, reinforcing your identity and helping you stay top of mind with the right audiences.

Basically, PR professionals are the ultimate storytellers. They craft compelling business narratives, pitch ideas to journalists, do market research, manage crises, and build relationships that keep your brand in the public eye for all the right reasons.

PR agencies offer a range of services to help businesses manage their public image and communications. Here are some key areas they cover:

• Media relations: Building and maintaining relationships with journalists and media outlets
• Crisis communication: Handling and mitigating the impact of negative publicity
• Event planning: Organizing events to promote a positive image
• Content creation: Developing press releases, blog posts, and other content
• Social media management: Managing and strategizing social media presence
• Digital PR: Proactively managing online reputation and visibility through digital channels

More on these below.

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PR agencies aim to secure positive media coverage through their media relations efforts. They are the bridge between businesses and journalists. They pitch stories, arrange interviews, and ensure the right people are talking about your brand.

Example: Imagine launching a groundbreaking new product. A PR agency could land you a feature in Forbes or TechCrunch, instantly boosting credibility and sales.

Learn more about media relations strategy.

Your reputation is everything. PR pros monitor what’s being said about you, respond to negative press, and ensure your brand stays in the public's good graces.

Remember any time you've seen a brand face backlash for an unpopular decision, only for it all to be smoothed over in a matter of days? Zero doubt that a PR agency was responsible for the heartfelt apology and action plan behind it, turning critics into supporters.

From product launches to press conferences, PR agencies know how to organize events that make waves. For example, a fashion brand might hire a PR firm to host an influencer-filled rooftop party, covered by Vogue and Instagrammed by every major style blogger.

It's worth noting that different PR agencies will specialise in different areas and tactics, so it's worth thinking about what approach gels with your brand when researching agencies. Online rankings can help – for example, those in lifestyle PR might search for a list of the best consumer PR agencies.

PR isn’t just about press releases. Agencies can create blog posts, thought leadership articles, and social media content to keep your brand voice strong and consistent – provided that this fits with your overall PR strategy.

For example, the Arab Image Foundation uses Prezly to publish a cultural, multilingual magazine and shares its story using Prezly email campaigns:

Example: AIF uses Prezly to publish a magazine in English & Arabic

See full example

Getting the right people to vouch for your brand can make all the difference. PR agencies connect businesses with influencers and key industry players to expand reach and credibility.

Take a look at the example press release below – see how they put a well-known face front and center in their story.

Example: An unforgettable narrative

See full example

Learn more about how to find influencers in PR →

When a crisis hits, a PR agency's expertise is crucial in managing the situation effectively. They step in to control the narrative, manage media inquiries, craft official statements, and ensure damage control happens swiftly.

A data breach affecting thousands of customers? A PR team can help navigate the fallout and rebuild trust through transparent, well-managed communication.

Launch your crisis comms in seconds, not hours

When the proverbial hits the fan, speed is everything. With Prezly, you can set up your emergency contact lists, crisis newsroom and email campaigns well in advance, so you'll be ready for the truly unexpected.

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While many brands under-appreciate the role social media plays in their brand narrative, it is a key part of modern PR. Agencies help brands maintain a strong online presence, engage with audiences, and ensure messaging stays on point.

PR agencies are typically organized into teams that handle different aspects of client work, ensuring smooth communication and strategic execution. While structures vary by agency size and specialization, most follow a similar setup:

• Account teams – These teams manage client relationships, develop PR strategies, and oversee campaign execution. Account managers and executives act as the main points of contact between the client and the agency
• Media relations – Specialists in this team focus on securing press coverage, building relationships with journalists, and crafting compelling pitches
• Content and digital – This team creates press materials, blog posts, social media content, and multimedia assets to support PR campaigns
• Strategy and research – Analysts track industry trends, measure campaign performance, and provide insights to refine messaging and outreach
• Crisis and reputation management – Some agencies have dedicated experts who help clients navigate crises, manage public perception, and respond to media inquiries

Larger agencies may also have dedicated teams for event planning, public affairs, or influencer relations, depending on their focus. Regardless of size, successful PR agencies rely on collaboration between these teams to deliver effective results for clients.

PR agencies structure their fees based on the scope of work, the level of expertise required, and the duration of the engagement. While pricing models vary, most agencies use one or a combination of the following:

• Monthly retainers – Clients pay a fixed fee each month for ongoing PR services, such as media outreach, content creation, and strategy development
• Project-based pricing – Agencies charge a set fee for specific projects, like a product launch, crisis management, or a short-term media campaign
• Hourly rates – Some agencies bill clients based on the time spent on PR activities, making this a flexible option for smaller engagements
• Performance-based pricing – In some cases, agencies tie their fees to results, such as media placements or campaign engagement metrics, though this model is less common

Costs can vary widely depending on the agency’s reputation, client needs, and industry, but clear pricing agreements help ensure transparency and alignment between both parties.

Prezly, collaborative PR software for brands and agencies

• Complete oversight over account activity
• Nuanced permissions for each user
• Analytics and media monitoring for reporting

Start free trial

Hiring a PR agency is an investment in your brand’s future. It is not just about getting media coverage. It is about building relationships, establishing credibility, and positioning your company for long-term success.

Many businesses underestimate the power of PR, assuming they can handle their reputation on their own. The reality is that public perception can make or break a brand. A PR agency brings expertise, connections, and strategic insight that can propel your business forward in ways you might not have considered.

Whether you are a startup looking to gain visibility or an established company needing to maintain a strong industry presence, a PR agency can tailor its approach to meet your specific needs. They work behind the scenes to craft compelling narratives, build partnerships, and ensure your company is in front of the right audience at the right time.

Here is why hiring a PR agency can be a game-changer for your business:

PR agencies have a treasure trove of connections that most businesses don’t have. They know the journalists, bloggers, influencers, and media outlets that can take your brand from unnoticed to celebrated. Need your brand featured in top-tier publications or even on national TV? 

A PR agency can make that happen, getting you into spaces you might never be able to reach alone. It’s like having an exclusive backstage pass to the world of media and press!

Let’s face it: no matter how hard you try, things don’t always go according to plan. When a crisis hits, having a skilled PR team on your side is a total game-changer. They’ll step in quickly with a timely, professional, and well-crafted response, helping minimize any damage to your brand’s reputation. 

Sometimes, a well-handled crisis can even work in your favor, strengthening trust and loyalty with your audience. They don’t just help you weather the storm. They help you come out stronger.

PR is a full-time job. It’s a constant cycle of outreach, follow-ups, interviews, and monitoring coverage. If you’re already juggling the day-to-day tasks of running a business, adding PR to your list can be overwhelming. 

By hiring a PR agency, you get a team of experts who are solely dedicated to managing your brand’s reputation. You can rest easy knowing that your media outreach, press materials, and crisis management are in capable hands, leaving you more time to focus on what you do best: growing your business.

Sometimes, you get so deep into your brand’s messaging and vision that you miss opportunities for growth or new ways to connect with your audience. That’s where a PR agency comes in. As outsiders, they can bring a fresh perspective, spotting angles and opportunities that you might have overlooked. PR teams will often work closely with business owners to ensure the way that their brand is represented aligns with their vision.

Whether refining your brand’s voice, identifying new target audiences, or crafting a narrative that resonates more deeply, an agency can help you sharpen your strategy and stay ahead of the curve.

Good PR isn’t just about securing excellent press coverage. A skilled PR agency will track and measure their work's effectiveness, providing insights into how your brand is being perceived and how it’s performing in the media. 

From media placements to audience sentiment to social media engagement, they give you concrete data so you can see the real impact of your investment. This transparency ensures you’re not just getting buzz. You’re getting results that move the needle for your business.

Finding the right PR agency comes down to understanding your needs and evaluating how well an agency aligns with your goals. Here are some key factors to consider:

• Industry experience – Look for agencies that have worked with similar businesses or have expertise in your field
• Service offerings – Make sure the agency provides the specific PR services you need, whether it’s media relations, crisis management, or content creation
• Track record and reputation – Review case studies, client testimonials, and media placements to gauge the agency’s effectiveness
• Communication and collaboration – A good PR partner should be responsive, transparent, and easy to work with
• Budget and pricing model – Choose an agency whose pricing structure fits your budget while delivering the level of support you require

A strong PR agency should feel like an extension of your team, helping you build credibility and connect with the right audiences.

Curated List: Top 20 B2B PR Agencies & Firms [2025 Update]

In the market for a B2B PR agency? Try these on for size.

When you hire a PR agency, you are not just paying for press releases and media pitches. You are entering a strategic partnership that requires collaboration, clear communication, and patience. Here is what you can expect:

• A deep dive into your brand: Before making any media moves, a PR agency will learn everything about your business. They will analyze your brand voice, competitors, industry trends, and past media coverage to create a customized strategy
• Ongoing strategy sessions: PR is not just about reacting to news; it is about proactively shaping your brand’s image. Expect regular meetings where your agency will present new ideas, refine messaging, and adjust tactics based on current events
• A mix of wins and wait times: Media coverage does not happen overnight. Some stories will gain traction quickly, while others may take months to land in the right publication. Be prepared for both immediate results and long-term gains
• Honest feedback: A good PR agency will tell you what works and what does not. If your messaging is off, your spokesperson needs media training, or your goals are unrealistic, they will let you know and help you improve
• Collaboration with your internal team: PR agencies work best with full access to the latest company news, insights, and updates. The more transparent your team is, the more effective your PR campaigns will be
• Measurable results: PR is often seen as intangible, but good agencies provide detailed reports showing the impact of their work. This includes media placements, audience reach, social engagement, and sentiment analysis

A PR agency is not a magic bullet but a powerful tool when used correctly. Understanding what to expect ensures you and your agency get the most out of the partnership.

To make the most of your partnership with a PR agency, follow these steps:

1. Define your goals: Be clear about what you want to achieve, whether it is brand awareness, crisis management, or thought leadership
2. Choose the right agency: Research agencies that specialize in your industry and align with your brand values
3. Communicate openly: Share relevant company updates, provide feedback, and keep the agency informed about business changes
4. Use PR tools: Use platforms like Prezly to streamline communication, track media outreach, and maintain ownership of PR assets
5. Measure success: Work with your agency to set KPIs and review progress regularly to ensure your PR efforts pay off

Prezly, collaborative PR software for brands and agencies

• Complete oversight over account activity
• Nuanced permissions for each user
• Analytics and media monitoring for reporting

Start free trial

Tracking the impact of your PR efforts helps to determine whether your agency is delivering real value. Just always remember that you aren't the expert here, they are – and the payoff for a PR investment can take time to come in. Don't expect immediate results.

That said, if you're worried that your numbers aren't looking as good as you'd hoped, check in with your PR agency bright and early. It may be that you need to align your PR strategy more closely with that of your overall brand, or that you need to switch tactics depending on the timescale you're working with.

Regardless, there are a few areas that are likely to come up then you're looking at effective PR measurement.

Media coverage is a key indicator – both the quantity and quality of press mentions matter. Placements in relevant publications and high-authority outlets show that your message is reaching the right audience.

Audience engagement is another important factor. Social media interactions, website traffic, and brand mentions can reveal how people are responding to your PR efforts.

Beyond visibility, it’s crucial to assess whether media coverage aligns with your key messaging and brand positioning. If the public narrative doesn’t match your goals, adjustments may be needed.

PR should also contribute to broader business objectives, such as increased brand awareness, customer inquiries, or investor interest.

If crisis management is part of your PR strategy, consider how effectively the agency helps mitigate negative press and restore public trust.

Regular reporting and clear benchmarks ensure that PR efforts stay on track and support long-term success.

Finding the right PR agency depends on your industry, goals, and budget. Here are some helpful resources to start your search:

• Industry directories: Websites like Prezly's PR Agency Directory list agencies specializing in different sectors.
• Referrals: Ask business connections for recommendations. A trusted referral can save you time.
• Online searches: Google and LinkedIn can help you find PR agencies with proven track records.
• Trade associations: Groups like PRSA (Public Relations Society of America) provide directories of accredited PR firms.

Choosing the right agency means finding one that aligns with your brand values and communication style.

When it comes to managing your brand’s public image, hiring a PR agency isn’t your only option. In fact, there are several alternative routes you can take, each with its own set of pros and cons. Whether you’re looking to roll up your sleeves and handle things yourself or build a dedicated in-house team, there’s a path that could work for you. 

The key is understanding what’s involved and whether you have the resources to make it work. So, let’s explore some alternatives to the traditional PR agency and see if one of these approaches is a better fit for your brand.

DIY PR puts you in the driver’s seat, giving you total control over your brand’s narrative. Want to shape how the world sees you? You’re the one calling the shots, no agency involved!

But let’s not sugarcoat things. PR is a beast. You’ll need to juggle media outreach, crafting snappy press releases, keeping an eye on your reputation, and managing any crises that pop up. It’s like juggling flaming swords while riding a unicycle: exciting, but a little bit dangerous. 

The plus side? You have complete control, and you can steer your brand exactly how you want. The downside? It’s a lot of work, and one wrong move could lead to a PR disaster. Think of it as running a marathon while trying to avoid potholes. If you don’t pace yourself, it could get messy.

What if you could have your very own squad of PR superheroes working for you? That’s what an in-house team can do for your brand: act as dedicated, full-time pros who are always on the ball and always focused on your goals. These PR pros will be like an extension of your own brain, diving deep into your brand’s DNA to create strategies that speak directly to your audience.

However, building this dream team comes at a price. Think salaries, office space, training, and all the other hidden costs of hiring. Not to mention, finding the right talent can sometimes feel like looking for a needle in a haystack. PR experts who understand your vision and can rock the media world are in high demand. It can also take time to get everything just right.

Still, the payoff can be huge. With an in-house team, you’re not just a faceless client; you’re the main event. Every campaign, every tweet, every press mention is handled by a team that lives and breathes your brand. But it’s a serious investment, so make sure you’re ready for the ride!

PR tools like Prezly streamline work between a brand and a PR agency.

Eager to get going? Handle PR yourself or with an agency – either way, Prezly makes it easy. Manage contacts, publish press releases, and run your newsroom from one simple tool. Start your free trial of Prezly today, or book a 1–1 demo.