Choosing which PR tactics to use is a prioritisation exercise. Different approaches work for different organisations depending on their sector, size, culture and about a dozen other factors. But the first step in getting that decision right is knowing what a PR agency can actually offer.
For a lot of people, the image that springs to mind is still the Absolutely Fabulous version: boozy lunches and a bit of schmoozing. That era is largely gone (sadly), and modern agencies do far more than manage journalist relationships, though that's still a powerful part of the mix. So what does a PR agency actually do at a practical level, and how can marketers and other decision-makers pick the right partner?
Just as a dog is not just for Christmas, a PR agency isn't just for a crisis or a product launch. It should be a permanent strategic partner that adds value to your business all the time.
That value is best measured in terms of visibility and reputation. But the most effective agencies support their clients in ways that go well beyond those headline metrics. They translate what a business wants to achieve into narratives that change behaviour, shift perceptions and deliver measurable results.
Every meaningful PR engagement starts with strategy. The best agencies want to properly understand your business objectives, your audiences, your competitors and the market narrative before they do anything else. They'll produce a communications plan that sets out priorities, core messages, channel mix and success metrics, and that plan sits at the heart of everything they do. Without it, activity is just a collection of unconnected outputs.
In practical terms, strategy work includes audience segmentation, message testing, building editorial and communications calendars aligned to product cycles and seasonal moments, and putting a measurement framework in place. It also identifies quick wins alongside longer-term plays and assigns responsibilities, which matters especially for cross-functional campaigns that pull in HR, marketing and leadership.
Turning strategy and operational activity (which is often quite dry) into stories that the media and your target audiences actually care about is at the core of what an agency does. The channels and formats available to them include press releases, bylines, thought leadership feature articles, op-eds, long-form reports, case studies, social content, podcasts and more. Good agencies often build multi-format campaigns that repurpose a single idea across several of those channels, getting far more mileage out of it.
But this can't be fictional content production. It has to be evidence-led. The best agencies use research, data and employee testimonies to strengthen their arguments. Without that substance, even the most polished story falls flat.
A core part of any PR agency's work is building and maintaining journalist relationships, pitching stories, arranging interviews, prepping spokespeople and securing placements. This is collectively known as media relations, and it requires nuance, subtlety and, most importantly, skill. Few journalists will accept content below a certain quality level, regardless of how strong the relationship is.
A less visible but equally important part of this work is understanding the media landscape and spotting narrative shifts that matter to clients. This often informs reactive work and longer-term strategic changes, and it helps the agency understand what journalists are actually looking for so they can align their efforts accordingly.
Measurement isn't glamorous, but it matters more than most things on this list. Clients increasingly expect PR to deliver ROI, and historically that's been difficult for agencies to prove. But the emergence of better monitoring tools and the growing digitalisation of, well, everything, has made it much more achievable.
But it's easy for an agency to highlight vanity metrics and look as if they're adding value without actually doing so. Coverage volume or a piece in a big national paper might inflate a few egos, but far greater value comes from looking deeper: media impressions, share of voice, sentiment, web traffic, conversions and, where relevant, recruitment metrics like application volumes or candidate quality.
Attribution is often the sticking point, because everyone wants to claim the glory. But there are effective ways to track what's actually delivering results. Dedicated landing pages, UTM parameters and source fields on applications all create direct links between activity and outcomes. The best agencies will have multiple ways to prove their value and will build full monitoring systems to work out clearly what's working, what isn't, why, and what to do next.
Good agencies also focus on the few metrics that genuinely matter rather than overwhelming you with data. They present insight, not just numbers: what worked, why, and what to do next.
PR agencies are increasingly supporting employer branding, and the main reason is straightforward: traditional advertising techniques don't work as well as they used to when it comes to attracting talent. Third-party validation, media signals and consistent narratives now have a real effect on candidate behaviour.
In practice, that means working closely with HR and recruitment teams to align communications with hiring objectives, and providing assets that help convert interest into applications. Think: developing EVP narratives, crafting recruitment campaigns, and producing content that showcases workplace culture, purpose and employee experiences. The goal is to help organisations attract and retain the people they need.
This is just the tip of the iceberg. Most agencies offer a range of other services, from report production and social media management to media training, workshops and mentoring.
Depending on the agency, they may also offer strategic advisory services like public affairs, investor relations, corporate reputation audits and cultural change communications. Some provide fractional marketing leadership or interim strategic roles to fill senior gaps, which is particularly useful when an organisation needs temporary senior expertise or is navigating a complicated stakeholder landscape.
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A strong client-agency relationship is collaborative and evidence-led. The agency asks good questions, challenges assumptions and gives you clear options tied to measurable outcomes. The signs of quality include transparent reporting, a coherent editorial plan and demonstrable links between what the agency does and what the business achieves, whether that's increased applications, improved sentiment, coverage volume, policy wins or commercial leads.
Marketers should look for examples that highlight outcomes, not just outputs. Look for sector experience and the ability to construct stories that align with what you're trying to achieve.
Selecting the right partner isn't easy, and with so many firms out there, the choice can feel overwhelming. But understanding what a PR agency actually does is the right place to start. Get that right and you're far more likely to build a relationship that delivers real, long-term value.
If your business is seeking its next PR partner, get in touch with our team today.
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