Four signs that you need to hire a PR agency

    Surprisingly, our intentions aren’t to sell you PR services – we’re here to help you determine if (or when) you need them. Many of our clients already understand the value of public relations before approaching us. However, if you’re unfamiliar with what PR truly offers, you might not recognise what you’re missing until it’s too late.

    Understanding what a PR agency does is essential. While PR and marketing are often confused, they serve different purposes. PR agencies specialise in shaping and protecting your brand’s reputation by building meaningful relationships with stakeholders through strategic communications. Unlike marketing, which focuses primarily on promoting products or services, PR is a long-term insurance plan for your company’s credibility and public image.

    You may discover you don’t need a PR firm just yet – and that’s perfectly fine. To help you make an informed decision, we’ve outlined four key signs for when it might be time to bring in PR experts. Here’s what to look for:

    Blog-Four-Signs-You-Need-To-Hire-a-PR-Agency

    Brand Awareness is stagnant

    No matter how many late nights you spend designing social media posts or how much you invest in building a website – brand awareness doesn’t necessarily transpire overnight. Genuine results require careful planning and strategic direction. This is where PR professionals step in. They understand what makes stories newsworthy to different audiences and craft narratives that capture attention in ways advertising alone cannot achieve. PR experts bring a fresh perspective to your brand, uncovering distinctive qualities you’ve become too close to notice.

    Messaging is inconsistent

    Once you gain market visibility, consistency becomes crucial. Having different messages across various communication channels only damages your credibility and discourages audiences from taking you seriously. Another common mistake is trying to be all things to all people. Even though your brand has a purpose, you might not know how to effectively communicate their vision, voice, and values to consumers. PR professionals help refine your key messages to ensure they’re clear, purpose-driven, and memorable.

    Facing a Reputational crisis

    A crisis can define your company’s future. If you find yourself searching for a PR agency only after a crisis hits, you’re already too late. Preparation work should be completed before media attention intensifies – with your spokesperson trained and a solid crisis plan in place.

    Knowing exactly what to say and do in these challenging situations requires specialised skills that most business leaders lack. An experienced PR agency knows how to appropriately manage any crisis, think cyber-attacks, data breaches, disgruntled employees – and many more.

    Lack media potential

    If you’ve ever wondered why your competitors seem to be everywhere in the media – don’t panic. When other businesses in your space regularly feature in key publications, take centre stage at conferences, or become well-known voices in your field, there’s usually a PR team behind the scenes. Effective PR is about cultivating genuine relationships with journalists and an intuitive understanding of media landscapes to successfully position your client.

    However, earning media coverage is just the beginning – you must also capitalise on these opportunities when they arise. Journalists expect polished, prepared spokespeople who can deliver unique insights under pressure. This expertise doesn’t come naturally to most executives, which is precisely why media training is important. Think of it as the icing on PR’s cake.

    While not many PR agencies offer media training services (we do), they will be able to equip you with the right contact to help your business leader learn on-camera confidence.

     

    The truth is, the best time to bring in PR experts is before you desperately need it – it’s not something you want to rush when you’re already facing a reputation crisis or watching competitors capture all the attention.

    At Adoni Media, we bring decades of real-world media experience to every client relationship. Our team includes former journalists, media advisors and communications strategists who’ve worked across Australia’s most prominent newsrooms. This isn’t just theoretical knowledge – it’s practical expertise that translates into meaningful advice for your business.
    Ready to connect with PR professionals and see what doors we can open? Simply reach out through the ‘Contact Us’ button below.