This post was originally published on June 26, 2014 on PRSA’s PRSAY blog.

One big advantage of the corporate PR practice is the ability to “have the best of both worlds”, practicing in a corporate setting while engaging an external agency. I’ve often heard marketers wondering out loud why an internal PR group would need to retain an external PR agency. The arrangement provides several advantages:

1. Immediate access to supplemental talent, skills, and specialties. As corporations develop new capabilities and explore new communications platforms, the media relations staff may not immediately have the expertise to execute, and the need for long-term expertise is not certain. An example may be a Hispanic Mom Blog tour or a customized communications platform for the vice president in charge of diversity. An agency will likely have available experts as well as experience in that area through work with other clients. In addition, when need for PR services is at its highest peak, rather than risk burning out staff or hiring untested temporary help, the agency can step in to get clients through these high-demand periods.
2. Validation of approaches. Corporate PR departments are generally rather small, and members may desire the opportunity to bounce ideas off of other PR professionals to test them and talk through potential details and pitfalls. An outside PR agency can serve as a “sounding board” for these approaches, and as discussed in No. 1, may be able to provide the expertise needed to help get a new, experimental approach off the ground.
3. Fresh thinking as a result of the agency’s experience with other clients and new technologies and media. Outside agencies can provide valuable counseling based on their experiences with other clients. Simply providing a Point of View document on a proposed media partner or awards program can prove helpful to corporate PR departments to develop long-term strategy.
4. Access to journalists through broader relationships. As previously mentioned, internal corporate PR departments are generally compact and lean. Each professional brings his or her own established media contacts to a position, and as part of the function, works to forge additional media contacts to most efficiently do the job. Add the media contacts of an outside PR firm, and a very good cross section of general and specialty media can be approached to achieve maximum coverage of the brand.
5. Dedicated focus on critical initiatives. All practitioners know that it is very easy to become consumed by the day-to-day details of our work, yet major initiatives that drive the company’s business strategy still must be addressed. With an outside PR agency as a partner, corporate practitioners can focus on these strategic initiatives and help drive the company’s business, a key activity to enable the PR department to have a seat at the corporate strategy table.

Along with these advantages, and they are significant, one warning must be presented to corporate PR departments working with an outside PR agency: In order to ensure that the relationship is successful, remember the old adage, “Garbage in, garbage out.” An agency can only work with the information that is provided. Don’t piece-meal background information and send extraneous information. Take the time to go through all directions and input and package them simply. Being simple and direct will ensure a fruitful relationship between corporate and agency PR partners.