We manage 360° integrated marketing for our clients, from brand strategy to campaign execution. But when a situation calls for a specific marketing expertise that may be outside of our wheelhouse, then we want to make sure that we have a vetted and trusted partner to bring to the table. Public relations is one of those specialties, and Missy Hurley and her team at B2 Communications are one we like to turn to. We asked Missy to share her advice on key moments organizations should supplement with a PR firm, and how that can make a real difference for a growing business. 

Growing businesses often know when it’s time to invest in professional marketing and advertising services. However, it’s often not as easy to know when a public relations agency can make a significant difference for your company.

There are five times that a growing business should work with a public relations agency:

1. When you’re merging with or acquiring another company.

Businesses that are merging with another company, or acquiring another company, have many audiences to consider: 

• Employees
• Customers/clients
• Shareholders or Board members
• Elected officials or regulatory bodies
• Local news and industry reporters
• Vendors
• Referral sources
• Industry partners
• And more 

A public relations agency works with in-house communications professionals to build a communications plan that addresses the specific concerns of each audience. This ensures that each audience receives a consistent and cohesive message.

2. When you’re making a leadership transition.

Changes, particularly leadership changes, make people nervous and can be perceived as a negative signal of a company’s health. But it’s often the start of a growth period. 

A public relations agency can craft a story that highlights the positive aspects of the leadership change. These positive aspects might include steady continuity, new perspectives, growth markets or deep industry expertise. When desired, the story can honor the legacy or impact of a transformative leader while positioning the new leader for success.  

3. When you need to hire (or are having trouble hiring).

Companies with name awareness and positive brand associations automatically draw top candidates for open positions. However, there are plenty of companies doing incredible work in their market that don’t have broad name recognition. These companies frequently have more trouble drawing top talent into their ranks.

A public relations agency can work with a growing company to highlight the healthy work culture and positive outlook for the company’s growth. These communications strategies might include pursuing “Best Places to Work” nominations or highlighting community involvement on social media or in the news.  

4. When you need to be found online.

Showing up online is just as important as being found in person. If your prospective clients or employees can’t find you, they can’t hire you or apply with your firm. SEO was the name of the game over the past 10 years, and now it’s time to update your company’s website for AI-powered search. 

A public relations agency can work with your marketing team (or marketing agency) to create content that will be found and cited by ChatGPT, Claude, Perplexity and other AI search and content tools. 

5. When your internal marketing & PR team is stretched too thin.

Just like marketing agencies work with your internal teams, PR agencies can provide additional capacity to your internal communications team. In addition, PR agencies may have expertise in areas where your internal team doesn’t have as much experience, such as media relations or writing for trade journals.

A public relations agency can partner with your in-house team to accomplish cornerstone projects, alleviate overflow work and assist your team in the ways that make the most sense. 

What questions should you ask a potential PR partner?

Companies that are exploring PR partnerships should look for agencies that know their market, either in the local community or in the industry. When vetting potential partners, look for proof of their experience through case studies, speaking engagements or blog posts. 

Once you have a short list, schedule conversations with the PR agency to better understand their approach to public relations and collaborating with in-house communications teams. These conversations will reveal their capabilities and help you envision if they’re the right strategic PR partner for your team.

During the conversations, consider discussing the following topics:

• An overview of what you want to accomplish with the PR partner 
• Ask probing, open-ended questions during initial calls (e.g., “How do you measure success?”, “How do you work with clients?” or “How long is your typical engagement with a client?”)
• Discuss their industry or local market knowledge relevant to your business 
• Request references

Hiring a strategic PR partner is a big commitment, and the right one can drive growth and increase visibility for your business. A custom PR strategy becomes a powerful driver of brand awareness, industry authority and overarching success.

This guest blog post was written by Missy Hurley, APR, CEO of B2 Communications, a public relations agency that specializes in B2B and complex industries.