Is a PR agency still relevant or can I “DIY”?
In a year when algorithms rewrite themselves before lunch and newsrooms trim yet another desk, South African marketers are asking a blunt question: Do we still need a PR agency, or can we do it ourselves?
The short answer, industry watchers say, is yes, PR remains one of the most cost-effective ways to build credibility, if you can consistently turn business goals into stories journalists want, on the channels audiences actually use. That’s where many DIY efforts stall.
“Attention is the scarce resource,” says Maria Joubert – Founder at Purple Word Box. “You’re not just competing with your competitors – you’re competing with everything in the feed. To have a successful PR campaign you need access, timing and a point of view.”
Access still matters. The media ecosystem is leaner and faster. Stories are shaped by people under deadline pressure who need clear angles, credible voices and usable material. Agencies live in that rhythm – knowing who’s commissioning features, which formats book quickly, and how to package a quote that survives the edit.
Timing is second most important. News has a half-life. That means if you can’t respond today, or at least meet the deadline, you’re too late.
Then there’s point of view. The DIY version often stops at writing press releases and posting to the website, but editorial demand starts at insight. We call it “the so what factor”. A capable agency turns internal knowledge into publishable angles – case studies with outcomes, opinion pieces with evidence, and spokespersons trained to bridge tough questions without ducking them.
None of this dismisses in-house muscle. Brands with strong marketing teams can absolutely own their channels, from LinkedIn to newsletters, and so they should. But earned media brings third-party credibility, and that usually requires relationships, repetition, and relentless packaging.
So, agency or DIY? Consider these 3 points:
- Speed: Can you respond to a topical news hook in under two hours – have the content drafted, approvals secured from the spokespeople, and media outreach in motion?
- Story supply: Do you have a library of case studies and thought-leadership mapped to seasonal and industry moments?
- Spokesperson bench: Do the company leaders have media training and the time to jump on a live or virtual media interview at short notice?
The brands that win won’t shout the loudest; they’ll say the right thing, at the right time, to the right audience – again and again.
Curious whether to DIY or partner? Book a 30-minute consultation and we’ll map a practical PR plan for your next quarter.
