How to Choose a PR Agency (and When In-House PR Is Better)
Choosing a PR agency is mostly about matching the model to your goal. Here's how agencies compare with in-house PR, the pricing models, a shortlist checklist and the red flags.
Short answer: start with the result you need and how fast you need it. Hire an agency when you need media relationships and results within weeks; build in-house PR when you have steady news, a budget for a full-time hire, and time to build relationships. Then choose the agency model, retainer or guaranteed placements, that matches how much risk you want to carry.
PR agency vs in-house PR
| Factor | PR agency | In-house PR |
|---|---|---|
| Speed to first coverage | Weeks, using existing media relationships | Months, while relationships are built |
| Cost | A retainer or fixed project fees | A salary plus tools, every month |
| Knowledge of your company | Learns it during onboarding | Deep, and always on hand |
| Media relationships | Broad, across many outlets | Narrower at first |
| Best for | Launches, executive visibility, fast credibility | Ongoing communications at scale |
How to choose an agency, step by step
- Write down the goal: launch coverage, executive visibility, investor credibility, or an ongoing program.
- List the 10 publications your buyers actually read.
- Shortlist 3 to 5 agencies that have placed companies like yours on those publications recently.
- Compare models: a retainer buys time; a guaranteed package buys results.
- Ask for links, not logos, and check them on the publication's own site.
- Agree how success will be measured before you sign.
Red flags
- Case studies with logos but no article links.
- Long minimum contracts with no defined results.
- Vague answers about who will work on your account.
- Sponsored posts presented as editorial coverage.
Where Jamco PR fits
Jamco PR is a tech PR agency for companies that want guaranteed placements on publications like Business Insider, USA Today and Yahoo Finance, without a long retainer. It's done for you: one questionnaire, then Jamco handles the story, writing, outreach and publication. If you need crisis communications, analyst relations or a large embedded team, a full-service agency is the better fit, and our comparison pages name some good ones.
Frequently asked questions
How do I choose the right PR agency?
Define your goal, list the publications your buyers read, shortlist agencies that recently placed companies like yours on them, check their article links, and compare retainer and guaranteed pricing models.
Is it better to hire a PR agency or build in-house PR?
An agency is faster when you need results within weeks, because it already has media relationships. In-house PR makes sense once you have steady news and budget for a full-time team.
What should I ask a PR agency before hiring it?
Ask for links to recent placements for companies like yours, which publications are realistic, whether results are guaranteed, who will work on your account, and how success will be measured.
How much does a PR agency cost?
Boutique agencies commonly charge $3,500 to $10,000 a month, larger firms $5,000 to $25,000 or more. Jamco PR's fixed packages with guaranteed placements start at $5,000.
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