PR Agency vs. PR Platform – Which One is Right for Your Brand?
Public relations can transform the visibility and credibility of your eCommerce brand. But when it comes to securing press coverage, one big question remains:
Should you hire a PR agency or manage PR in-house using a PR platform?
For years, traditional agencies were seen as the only way to get featured in the media. But that’s changed. More and more brands are cutting out the middleman and taking PR in-house — saving money and building stronger relationships with journalists along the way.
In this post, we’ll break down the pros and cons of both approaches to help you decide which PR strategy fits your budget, goals, and growth plans.
The Traditional PR Agency Model
PR agencies have long been the go-to for brands looking to get featured in top publications. They typically handle strategy, outreach, media relations, and event support.
For brands with large budgets and high-profile campaigns, agencies can be a great fit. Here’s why:
The Pros
Expertise: Agencies have experienced teams with strong media relationships across multiple industries.
Scalability: Perfect for big launches, influencer campaigns, and media events.
Time-Saving: They handle day-to-day PR, from press release writing to pitching and follow-ups.
However, there are a few important drawbacks to consider — especially for small and growing eCommerce brands.
The Cons
High Cost: Most agencies charge £3,000+ per month, and often much more. You’re also covering overheads you won’t see — fancy offices, admin teams, client entertainment, and more.
Shallow Brand Understanding: Agencies juggle multiple clients and may not fully capture your unique tone, values, or product nuances. This often leads to generic, less impactful pitches.
Slower Response Time: PR often requires speed. Waiting on an agency for approvals or revisions can mean missed opportunities.
Divided Attention: Unless you’re one of their top-paying clients, you may not be a priority when urgent press opportunities arise.
And even if you hire an agency, you’ll still be involved. You’ll need to supply samples, quotes, images, updates, and approvals. PR isn’t something you can fully hand off — it’s a collaborative process.
The In-House PR Model
Managing PR in-house means either you or a team member handles media outreach directly — often with the help of a platform like PR Dispatch, which provides tools, journalist contacts, templates, and training to make the process easier.
Many eCommerce brands are finding this approach far more cost-effective and agile.
The Pros
Deeper Brand Knowledge: You know your brand better than anyone. This means your PR messaging will be more authentic, accurate, and aligned with your values.
Real-Time Control: You can jump on trending stories or respond to journalists quickly, without waiting for an agency to act.
Affordable & Efficient: Platforms like PR Dispatch cost a fraction of agency fees. And PR doesn’t have to be a full-time job — some brands handle all their PR in under an hour a week.
Agility: In-house teams can act fast on time-sensitive media requests and breaking news.
What You’ll Need to Handle
Researching and identifying the right journalists
Writing and sending pitches
Following up and tracking coverage
Fortunately, platforms like PR Dispatch make this easy, providing all the tools and training needed — even if you’ve never done PR before.
Plan ahead and stay reactive with a go-to calendar of key dates designed to fuel your PR and marketing success all year round.
So, Which PR Approach Is Right for You?
To decide between a PR agency and an in-house platform model, ask yourself the following:
Budget
Can you afford to spend £2K–£5K+ per month on PR?
If not, in-house is the smarter, more sustainable option. In fact, brands under £150K turnover are generally better off managing PR themselves.
PR Goals
Do you want consistent, long-term PR — or are you launching a one-off campaign?
In-house platforms help you maintain visibility all year round, not just during campaign bursts.
Control
Do you want direct oversight of your messaging, press assets, and outreach?
If yes, managing PR yourself gives you the control and flexibility to adjust your strategy in real time.
Industry Needs
Do you work in a niche industry that requires specialist PR knowledge?
In some cases, a hybrid model can work well — using a platform like PR Dispatch for ongoing outreach, and bringing in a niche agency for a specific campaign if budget allows.
Final thoughts: The strategy that keeps paying off
The PR landscape is evolving. In 2025, more brands than ever are skipping expensive retainers and choosing to build direct media relationships themselves.
It’s faster, more cost-effective, and allows for complete control over messaging and brand representation.
If you’re looking to take PR in-house, PR Dispatch gives you everything you need:
✅ A UK press database with up-to-date journalist contacts
✅ Pitch templates that are quick to customise
✅ Weekly journalist requests and newsjacking opportunities
✅ Live editor calls, workshops, and training through our PR Academy
And no, you don’t need to be a PR expert. We’ll guide you through every step of the process.
👉 Want to take control of your PR — without paying for a PR agency?
Explore PR Dispatch and start securing consistent, high-impact coverage for your brand.