Often considered a buzzword, public relations is one of the most misunderstood functions in business. At its core, however, it’s about shaping perception. In other words, helping people see your brand the way it’s meant to be seen.

In today’s media environment, where a single headline can influence markets, PR has become as essential as finance or product development. According to Cision’s 2025 Global Comms Report, 84% of communication leaders say their company’s C-suite relies on public relations professionals more than in previous years.

Yet, one question still causes hesitation: Who should manage PR? A freelancer? An agency? Or an in-house team?

Each model brings its own balance of cost, control, and reach. Here’s how to decide which one fits your goals.

Freelancers: Agility and cost-effectiveness

For startups and small businesses, freelancers are often the most efficient way to begin. They’re flexible, affordable, and able to deliver quick results without the commitment of a long-term contract.

Many are former agency professionals who bring specialized expertise and strong media relationships. This makes them ideal for targeted projects, such as product launches, short campaigns, or founder storytelling. For example, a SaaS startup may hire a freelance PR consultant to announce its pre-seed round and secure coverage in outlets like TechCrunch or VentureBeat.

Another advantage is that as a rule of thumb, freelancers provide personal attention and direct collaboration. You work with the person doing the work, not through layers of account management.

The trade-off is scale. One person can only manage so much, and complex, multi-market campaigns often exceed their capacity. Freelancers also lack access to high-end media monitoring and analytics tools, and if they’re unavailable, your PR activity can stall.

Best for: early-stage startups or small businesses with specific, short-term communication goals.

Agencies: Resources, reach, and creative firepower

When companies begin scaling, agencies offer structure and depth. They bring cross-functional teams — strategists, writers, media specialists, and digital analysts — who can run complex, multi-channel campaigns under one roof.

Agencies also bring perspective. Working across industries allows them to spot patterns and creative opportunities your internal team might overlook. Their existing relationships with editors, journalists, and influencers can accelerate results, particularly in crowded sectors. 

For instance, a consumer brand expanding into Latin America could partner with an agency to coordinate regional launches, manage influencer campaigns, and align messaging across three key markets in the region.

Firms also have access to premium databases and analytics tools that make results measurable and data-driven. Their ability to scale up quickly, whether for a major announcement or a crisis, makes them essential for businesses managing visibility across multiple geographies.

The potential downside is cost and attention. Retainers can be expensive, and agencies juggle multiple clients. But for growth-stage or enterprise companies, the reach and experience they offer often outweigh those concerns.

Best for: organizations with complex PR needs, multi-market presence, or high-growth ambitions.

In-house teams: Alignment and control

Building an internal PR team gives companies ownership of their communications and a deep sense of alignment with company goals. Internal professionals understand the brand’s tone, values, and business strategy intimately simply because they live it every day.

The biggest advantage is immediacy. In-house teams can react to developments within minutes, aligning with leadership and responding to media inquiries in real time. They also build institutional knowledge, which strengthens message consistency and credibility over time.

The challenges can be cost and perspective. Salaries, benefits, and tools make this a significant investment. Smaller teams may struggle to handle spikes in activity, and being too close to the brand can sometimes limit creativity or objectivity.

Best for: established organizations with steady PR needs, larger budgets, and long-term storytelling goals.

The hybrid approach: Flexibility at scale

Many companies find that no single model covers everything. A hybrid structure combines the best of each: a small in-house team for strategic alignment, an agency for execution and scale, and freelancers for specialized expertise.

This model creates flexibility. The in-house lead ensures consistency and direction, the agency handles complex initiatives, and freelancers bring targeted skills that keep the content pipeline dynamic.

Here's a success story. When XPANCEO prepared to announce its $250M fundraising round, it relied on a hybrid setup: its in-house team managing investor and internal alignment, and our agency leading external storytelling and global media outreach. Together, we secured an exclusive with Bloomberg, coordinated embargoed press across multiple regions, and achieved over 90 Tier-1 publications within ten days. The collaboration showed how hybrid PR structures can deliver precision, speed, and credibility during critical moments of growth.

Best for: organizations that need to balance control, cost, and scale, particularly those operating across regions or industries.

How to choose what works best

The right structure depends on a few key variables: stage, budget, scope, reach, and risk tolerance.

If your business is early-stage, a freelancer usually makes the most sense. You’ll get targeted support, fast execution, and a manageable cost structure.

If you’re in growth mode, an agency offers the scale and expertise needed to manage multi-channel campaigns or cross-market visibility. It’s an investment, but one that brings measurable results and broader exposure.

For mature organizations, an in-house team creates long-term alignment. It’s the right choice when PR becomes a constant part of daily operations and you need full control over narrative and response time.

Budget naturally plays a role too. Freelancers work best under tighter monthly limits (typically under $5,000), agencies require a mid-range investment ($5,000–15,000), and in-house teams fit when sustained resources are available.

Scope and geography matter as well. Campaigns or short-term projects are ideal for freelancers, while national or global programs call for agency support. Continuous storytelling and reputation management, on the other hand, justify internal teams.

Finally, consider crisis readiness. Freelancers offer flexibility but limited bandwidth. Agencies provide depth and structure for complex crises, while in-house teams can react instantly, often within minutes.

Final thoughts

There’s no universal model for PR management. The right structure depends on your goals, resources, and the scale of your communication needs.

Hire a freelancer when you need speed and focus. Work with an agency when you’re ready for reach and sophistication. Build an in-house team when you want complete alignment and long-term control.

And if your ambitions demand all three, combine them. What matters most isn’t who executes, but how well they understand your story and how effectively they can help the world see it the way you do.

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