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In-House PR vs. Agency: Which Strategy Works Best for Growth?

In-House PR vs. Agency: Which Strategy Works Best for Growth?

Do you find yourself wondering if your architecture firm, interior design studio, or product brand should have a dedicated internal PR person or team—or instead partner with an experienced group of PR specialists? This decision can significantly influence your brand's growth trajectory. But what if the secret to maximizing your PR and marketing strategy isn't choosing one over the other, but effectively leveraging both?
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Let's explore the unique advantages of in-house PR teams versus PR agencies—and how a hybrid approach could amplify your brand's growth.

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The Case for In-House PR

Having an internal PR team comes with several advantages. These professionals live and breathe your brand every day. They have deep institutional knowledge, direct access to leadership, and a pulse on the company culture.
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An internal PR team brings several critical strengths:
  • Brand Consistency: Your in-house team intimately understands your brand identity, design philosophy, and long-term business objectives. Their daily immersion in the company’s daily operations ensures every communication—whether press releases, social media, or project announcements—stays aligned with the company’s voice, values, and long-term goals.
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  • Immediate Access: They are physically present within the company, making it easier to coordinate with executives, marketing teams, and project managers. This can be especially beneficial when handling crisis communications or rapid response PR needs.
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  • Cost Efficiency (for Large Brands): While hiring an in-house team requires an upfront investment, larger firms with continuous PR needs may find that having dedicated personnel reduces outsourcing costs. However, this depends on the size and expertise of the team—smaller teams may lack the full range of PR skills needed to execute a dynamic strategy.

However, there are limitations. Many in-house teams are small and may lack the broad expertise, media relationships, and strategic perspective that a specialized agency provides. This is where a PR agency becomes a powerful partner.

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The Value of a PR Agency

A PR agency offers something that an internal team often cannot: a fresh, strategic, and wide-ranging perspective that extends beyond the day-to-day of your brand. Here’s how an agency can amplify your efforts:
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  • Media Relationships That Matter: PR agencies have long-standing relationships with journalists, editors, and influencers across multiple industries. They understand how to pitch stories in a way that resonates with the media, significantly increasing the likelihood of securing high-impact coverage in major design, real estate, and architecture publications.
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  • Access to a Full Team of Experts: Rather than relying on one or two internal professionals, an agency provides a multidisciplinary team with expertise in media relations, content strategy, crisis communication, digital marketing, and event planning. This ensures that every aspect of your PR strategy is covered by specialists.
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  • Scalability & Flexibility: PR agencies can quickly scale efforts based on your current needs. Whether you’re launching a new building project, introducing a high-end home decor line, or expanding into a new market, an agency can provide the resources necessary to execute a comprehensive campaign without increasing in-house headcount.
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  • Industry Benchmarking & Best Practices: Agencies work across multiple clients in the same industry, giving them a broad perspective on what works and what doesn’t. They can provide valuable insights into industry trends, competitors’ strategies, and emerging PR opportunities that an in-house team might not have visibility into.
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The Best Approach? A Hybrid Model

Rather than viewing this as an either-or scenario, many architecture and design brands find success with a hybrid approach—leveraging an internal team for day-to-day brand stewardship while partnering with an agency for high-impact initiatives.
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For example:
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  • Your in-house team maintains brand messaging, handles internal communications, and nurtures long-term relationships with existing clients.
  • Your PR agency executes high-impact campaigns, top-tier media placements, crisis management, and strategic digital strategy.

A Proven Track Record: The Power of PR in Action‍

In 2024 alone, UpSpring generated over 34,000 media placements, creating more than 315 billion impressions for clients in the architecture, interior design, and building products sectors. Our clients have been featured in some of the most influential publications, including Bloomberg, The Wall Street Journal, Business Insider, Interior Design Magazine, and Metropolis, reinforcing their expertise and positioning them as thought leaders.
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Whether it’s a real estate developer’s project highlighted in WSJ, an interior designer’s latest trend forecast published in Fast Company, or a building product manufacturer profiled in Forbes, the right media placements build trust, credibility, and lasting brand recognition.

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A Client’s Perspective: How a PR Agency Can Transform Your Brand

One company that has experienced the power of working with an agency is Resource Furniture. Their Vice President of Marketing & Brand Strategy, Challie Stillman, shares their success story:

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“Partnering with UpSpring has been a game-changer for our brand. Over the past three years, their PR team has secured hundreds of press mentions and orchestrated several high-profile influencer partnerships. They've been instrumental in fine-tuning our brand voice and positioning within the industry. When it came time to elevate our marketing strategy, ad campaigns, and social media presence, it was a no-brainer to turn to UpSpring's digital team. Their expertise and passion for driving results have been transformative!”
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This testimonial underscores the value that a PR agency brings—not just in securing press, but in shaping a company’s entire marketing trajectory.

By the Numbers: PR Agency Impact

Still unsure if an agency is worth the investment? Consider this:

Brands that invest in PR see a 30% increase in brand credibility and awareness.¹

Companies using external PR support generate 2.5x more media coverage than those relying solely on in-house efforts.²

60% of businesses that work with agencies say they see a higher return on investment than with an internal-only approach.³


Ready to Elevate Your PR Strategy?‍

‍If you’re looking to take your architecture or design brand to the next level, a PR agency can be a game-changer. Whether you need media placements, strategic storytelling, or a campaign that puts your firm in the spotlight, we’re here to help.
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Let’s chat about how we can complement your in-house efforts and drive real growth.

LET'S TALK

[1] HubSpot, "The Impact of Public Relations on Brand Credibility," 2022.
[2] Forbes, "Why PR Matters More Than Ever for Business Growth," 2023.
[3] PR News, "Measuring the ROI of PR Agencies vs. In-House Teams," 2023.