Mention PR agency to some business owners and you’ll get one of three answers back.
Most likely: ‘too expensive’
Another popular phrase: ‘That's what the big brands do’
The few and far between: ‘I know of a great agency, and PR works’.
But here's the reality: the real cost usually isn't the agency fee. It's everything that quietly slips through the cracks or doesn’t get done when there’s no one responsible for protecting and promoting your reputation, never mind the media opportunity that goes to a competitor, the inconsistent messaging that confuses customers, the website and social channels that lay dormant, and the hours you personally lose trying to be your own comms department on top of everything else you already do.
So maybe you've been asking the wrong question all along.
Instead of: ‘How much does a PR agency cost?’
Try this: ‘What is the cost of not having expert communications support?’ or ‘what value can an agency deliver for us that we’re currently leaving on the table?’
So – first up: What Does a PR Agency Actually Do?
A good PR agency does a lot more than ‘get you in the paper’ – this era is long gone.
We’re a strategic partner working across the whole reputation of your business.
Our services include all of the below, and some more, and are prioritised based on your business’s needs, and what will move the dial.
In a crowded, increasingly digital marketplace, simply existing online isn't enough anymore. Businesses need to be visible, trusted, and discoverable wherever their audience happens to be looking, whether that's a Google search, a trade publication, or a chatbot.
For me, one of the biggest misconceptions we encounter is that PR is simply about getting media coverage..it can play a role for sure, especially when it comes to building authoritive links but it’s just one tactic in an ever-increasingly full comms toolbox.
Effective communications is about building trust, influencing perception and supporting commercial objectives.
When done properly, PR becomes a growth driver for the business, not a marketing cost.
Is It Cheaper to Hire a PR Agency or Build an In-House Team?
At first glance, hiring in-house looks like the cheaper option. In reality, the maths is rarely that simple.
The true cost of employing a communications professional stretches well beyond the hours that someone is in the business.
It’s not about time, it’s about impact
I’ve worked in comms for 20+ years and I work fast…is my hourly rate more or less valuable to a more junior comms person who takes x4 hours to deliver the same asset?
The difference here is experience and knowhow, and that cant be underestimated.
That’s other considerations of course. A PR agency is paid based on its success. If a three-month project didn’t deliver for a client, there’s no more fees. It’s in our benefit to deliver exceptional campaigns, that deliver for the client, and therefore we continue working together – a win, win.
I’ve often heard people saying that for a monthly retainer, they could have a full time employee. I’ve seen this time and time again, but what’s often overlooked is with an agency, there’s no: salary, NICs, holidays and sick leave, and interruption to a client’s services. An agency is ‘always one’ - you access to an entire team of specialists for a similar investment to one in-house hire.
Instead of one person wearing every hat, clients typically gain a whole bench of experienced consultants, strategists, writers, digital specialists, media relations experts and reputation advisers - all pulling in the same direction.
Myth vs Reality:
Why an Outside Perspective Matters More Than You'd Think
Here's a fun bit of irony: the people closest to your business are often the worst placed to spot what makes it interesting. When you're in the day-to-day, it's easy to overlook the story, the angle, or the market gap that an outsider spots immediately.
An independent communications partner brings:
As a person who’s naturally curious, I love ideas and often bring them to the table. We uncover opportunities that internal teams simply don't see - because they're too close to the picture to notice the frame.
The Rise of AI Search Has Changed the Rules
Here's the bit that's genuinely shifting under everyone's feet right now: how people search for information is changing, fast.
More and more, customers are turning to AI platforms rather than a traditional search bar to answer questions, compare suppliers and discover new brands. That means visibility is no longer just about ranking on Google, it's about showing up in AI-generated answers too.
This is exactly where modern communications strategy earns its keep. Publishing credible content, earning genuine third-party mentions, securing authoritative media coverage, and building online trust signals all feed into how visible your business is to AI platforms, not just search engines.
The businesses that thrive over the next decade will be those that are visible wherever customers seek information. That includes traditional media, search engines and increasingly AI-driven platforms. Communications strategies need to evolve to meet that reality.
Communications Support That Scales With You
Unlike a permanent hire, agency support flexes with what your business actually needs, when it needs it. Launching a new product, entering a new market, managing a crisis, or supporting a big event, agencies can scale activity up (or down) accordingly.
That flexibility means you get specialist expertise on tap, without a long-term employment commitment. For a growing business, that kind of agility can be a genuine competitive edge.
The Bottom Line
The most successful businesses don't treat communications as a cost line to be trimmed. They treat it as an investment in growth, reputation and long-term resilience.
A good PR agency should never feel like an external supplier. It should feel like an extension of your team. The right communications partner brings expertise, perspective and commercial focus that helps businesses grow, protect their reputation and remain visible in an increasingly competitive environment.
Here’s a testimonial from a client that demonstrates our value:
“Working with RNN has genuinely felt like having an extra member of our team. Our marketing feels more creative and our connection with customers more genuine, with real personality behind everything we put out. We couldn't ask for a better partner.”
Scott McCabe, MD, Oasis Travel
Looking for a communications partner that combines traditional PR expertise with AI visibility strategies? The businesses winning attention today are the ones ensuring they can be found, trusted and chosen, wherever their audiences are searching. We’d love to talk to you: riki@rnncommunications.com
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