PR ON THE GO • July 6, 2026

Hiring an External PR Service Provider Vs Inhouse

Experts answer

We asked our PR and growth experts: What are the pros and cons of hiring an external PR agency or contractor versus employing an in-house PR person?

What is the best decision for startups and growing brands' growth strategies? Read the experts' advice here:

In-house PR professionals offer deep immersion

Emily Reynolds, Owner at R Public Relations

"There isn't a one-size-fits-all answer here, and it often depends on a company's stage of growth. An in-house PR professional offers deep immersion in the brand and day-to-day access to leadership, which can be incredibly valuable. On the other hand, agencies and contractors typically bring outside perspective, specialized expertise, and relationships across multiple industries and media markets.

For growing startups, flexibility can be especially important, since needs may change quickly. I often tell founders that the decision shouldn't be based on which option is "better," but rather which structure best supports the company's goals, resources, and growth plans at that particular moment."

Outsource PR for instant connections

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"As companies and brands begin to grow, the trade-off between speed and control must be made. Working with an outside PR firm or even an outside contractor allows for instant connections with the press and effective systems and processes without the need for a dedicated, costly position in the company. The catch is that they might not have as much familiarity with the brand as an internal employee would.

An internal PR staff member offers closer alignment with your company’s mission and better access to knowledge than a third party. However, the third party will have far more experience and resources than one new hire.

From my experience, startups benefit from outsourcing PR until they become established enough to make PR a key function within the business."

Pay for output, not hours at a desk.

Jodi Lynn Karpes, Owner at GreenQueen PR

"First of all, are you PR-Ready? Do you have the budget, the marketing assets, and the time? Do you have content worth sharing with the media?

A startup founder wears many hats. I call them an Octopreneur. And the Octopreneur should hire a PR agency. Beyond building the brand and earning credible publicity, the agency works as a business partner who adds value deeper than PR and helps drive your business forward.

In-house PR is another person to manage. An external agency gives you breadth and depth. You pay for output, not hours at a desk. Choose people who share your values and believe in your vision.

GreenQueen PR client Daniel Ruke, founder of Game Changers Business Club, agrees: "External when you are starting up. Bringing it in house is a later move, and the job expands."

RUKE has it right. External to get on the map, internal once volume, budget and community make it pay.

Pro tip: start building your AI Clone and Agents from the start."

Contractors bring valuable experience and advice from the outside

Melanie Marten, Owner at The Coup Public Relations

"For growth startups and brands, hiring a contractor or a small PR agency is the most cost-efficient and flexible way to drive media coverage.

Contractors and boutique agencies typically manage a limited number of projects at a time and therefore dedicate themselves fully to each project. The success often depends on whether founder teams put the same effort into regular communication with the external PR arm as they would with a new hire. Contractors bring experience from hundreds of brand accounts over the years, and their advice is more valuable than that of a junior employee.

For companies in the expansion stage, former contractors are often ready to become in-house team members or join the company as shareholders."

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