‘Can I do PR without an agency?’ is a question many business owners ask themselves, particularly when budgets are tight or they’re just starting out. On the surface, PR might seem straightforward. Send out a press release, speak to a journalist, and wait for the coverage to roll in, right? In reality, public relations is far more strategic and resource-intensive than it first appears.
Understanding what PR involves and what’s needed to do it well is the first step in knowing whether this is something you’ll need external support with. In this blog, our team explain what PR really entails, the challenges of managing it in-house, and why working with a specialist agency can make all the difference.
What is PR?
PR stands for Public Relations and is a way for brands to manage public perception effectively. Going hand in hand with marketing, PR looks for exposure opportunities within the media, be it within a publication or as a guest on the radio, TV, or a podcast.
The Different Types of Article Coverage
When it comes to PR, articles can appear in a number of different formats and if you’re wondering ‘can I do PR without an agency?’, understanding the distinction is important. Let’s break them down:
- Editorial PR: This is organic coverage written by an agency or journalist, secured without any additional fees to the client. Editorials are earned media. This means the publication chooses to feature your story because it’s newsworthy or of interest to their readers. This type of coverage carries a lot of weight, as it comes with third-party credibility.
- Advertorial PR: Advertorial PR is a paid-for piece of coverage that appears in a publication but is presented in the style of an editorial article. While it offers guaranteed placement and control over the content, it does come with additional costs that can be hefty. Advertorials can be a great way to ensure visibility in specific outlets, though they don’t carry quite the same impact as editorial PR.
At VerriBerri, we are able to explore both types of coverage for most clients, however our preference is typically editorial.
5 Key Components Every Brand Needs for Successful PR
Here are 5 key components that will give you a huge head start with your PR strategy…
Imagery
Strong imagery is essential when it comes to securing regular coverage. One of the first things a journalist will ask for is supporting media to accompany an article. Not only does this make the piece more engaging for readers, but it also helps the publication attract more attention to the story.
Depending on your sector, this might mean having high-quality images of your products, your services in action, or your team at work. Lifestyle shots and professional team photos are particularly valuable, as they help to humanise your brand and give journalists a stronger visual hook for their articles.
Clear USP
When it comes to PR, standing out is everything. Journalists receive countless pitches every single day, so your brand needs a clear unique selling point (USP) to cut through the noise. Without one, your story risks blending into the background or being overlooked entirely.
A strong USP tells both journalists and their readers why your business is different and gives your PR campaigns focus. This makes it easier for media outlets to understand why you’re newsworthy.
Spokesperson
People want to hear things straight from the horse’s mouth. They also feel more connected to brands when they’re able to put a face to a name. When you inject a spokesperson or spokespeople into your PR efforts, this can elevate the entire strategy.
Who you choose as a spokesperson is up to you. This could be the CEO, a manager, or even a brand ambassador. If needed, this is something our PR professionals would be happy to provide direction with.
Newsworthy Stories
Because the majority of the coverage we secure for our clients is editorial, for PR to be successful, we need to have newsworthy stories we can pitch to the press. We’re talking your motivations for starting your business, comments on industry news topics, what makes your product so unique, the list goes on!
Ideating these narratives is something our communications professionals will absolutely work with you to create. You know your business and journey better than anyone. Meanwhile, we know the types of stories journalists and readers are most interested in hearing. Pair those two attributes together and we’ve got the dream team!
Contacts
If you’re wondering ‘Can I do PR without an agency?’, the answer is technically yes. That said, to successfully secure regular coverage, contacts are key. And going it alone could even result in higher fees than those of working with a specialist team.
When you work with our specialist PR agency in Essex, you gain access to our experts and their established relationships with journalists, editors, and media outlets. These connections are built over years of collaboration and trust, making it far easier to get your stories noticed. Without them, businesses often find that their press releases go unanswered, or that they’re only offered advertorial opportunities at significant cost.
By partnering with an experienced agency, you can tap into these networks straight away. This gives your brand the best chance of achieving consistent, high-quality coverage.
Let’s Chat
If you’ve been asking yourself ‘Can I do PR without an agency?’, the reality is that while it is possible, it often comes at the expense of time, budget, and results. Working with a dedicated team like VerriBerri means you’ll have experienced professionals managing your coverage, building your reputation, and helping your brand stand out in the right places.
Whether you’re looking for local recognition or national exposure, our award-winning Essex PR agency is here to support you every step of the way. For more information about working with us, get in touch by clicking here.