Do I Need a PR Agency? (And When Doing It Yourself Is Costing You More Than You Think)

If you’re sending press releases scattergun-style, BCC’ing half a media list, inviting hordes of influencers to 'come try us for free,' and pitching the same journalists regardless of the story, timing or outlet – you don’t need to push harder.

You need a PR agency.

As a Sunshine Coast PR agency working with businesses across Brisbane and Queensland, we see this pattern often. PR looks deceptively simple from the outside. Doing it well – and consistently – is another thing entirely.

Is a PR Agency Necessary?

Short answer: not always. Honest answer: more often than you think.

Yes, you can do PR yourself. Many businesses try – particularly founders, marketing managers or lean teams juggling multiple roles.

But unless you come from a journalistic or PR background, or you’ve had specific training, the results tend to plateau quickly.

That’s because effective PR isn’t about effort. It’s about judgement.

PR professionals take a strategic, long-term view. We don’t chase headlines for the sake of it, and we don’t react day-to-day based on what feels urgent. We plan, sequence and build reputation over time – something that’s difficult to do when PR is squeezed in between meetings.

Can I Do PR In-House?

You can – but context matters.

When PR becomes a bolt-on to your day job, it’s usually done:

• ·       As quickly as possible

• ·       With familiar angles that feel 'safe'

• ·       When there’s a spare moment, not when media demand is highest

This approach might secure the occasional mention, in the same-old publications, or inclusion in a listicle or two. But it often results in predictable, lightweight coverage that doesn’t meaningfully shift brand perception – particularly in competitive markets like Brisbane and South East Queensland, where journalists are pitched constantly.

And if you’re honest? You already know that.

Why Use a PR Agency Instead?

At Sass Communications, we don’t rely on volume, luck or mass distribution. We rely on exceptional experience, strong media relationships and restraint.

Here’s what that looks like in practice.

Targeted pitching (not “spray and pray”)

We use press releases selectively and with intent. Every distribution has a clear audience and a reason to exist. No blasting an entire database and hoping something sticks.

Up-to-date media relationships

We actively maintain our media contacts – removing journalists who’ve moved on, tracking promotions, and adding new writers as they take on relevant beats. That way, stories land with the right people, not outdated inboxes.

One-to-one outreach

When we pitch, we pitch to individuals. Every email is written for that journalist, outlet and audience – not copied and pasted to dozens of others. That distinction matters more than many businesses realise.

Stronger story angles

We shape stories to suit specific publications and writers, matching the angle to the outlet’s editorial focus. The goal isn’t coverage anywhere – it’s coverage where it actually counts.

Direct contact when it matters

Yes, we pick up the phone. Sometimes a short conversation ensures a pitch is understood clearly and saves time on both sides. Knowing when to call – and when not to – comes with experience.

Timing that protects relationships

We know the best days and times to pitch particular outlets, and just as importantly, when not to pitch. Long-term media relationships are built on respect, not persistence alone.

Strategic planning, not reactive scrambling

We stay flexible enough to respond to news, but we also build six to twelve-month PR calendars. That’s how brands establish credibility – not by working week to week.

(If this level of judgement sounds hard to replicate internally, you might find this useful:The value of journalistic experience in PR.)

What Else a PR Agency Helps With

Beyond media coverage, a PR agency provides:

• ·       Expert guidance to build and protect reputation, not just generate noise

• ·       Media issues and crisis support, so your internal team can focus on managing the business itself

• ·       Clear external messaging when pressure is high and missteps are costly

These are not skills most businesses want to learn on the fly – particularly when visibility is already heightened.

So … Do I Need A PR Agency?

If you’re comfortable with inclusion in listicles, safe coverage, and modest results, you may not feel the need – yet.

But if you want credibility, consistency and media relationships that compound over time, then yes: a PR agency isn’t just worth it. It’s essential.

And choosing the right agency matters just as much as choosing one at all.

If you’re weighing up whether a smaller, senior-led agency might suit your business – particularly if you’re based on the Sunshine Coast or in Brisbane, but operating more broadly across Queensland or nationally – this is a good place to start.

Final Thought...

PR done well should feel calm, considered and quietly effective – not frantic or forced.

If you’re ready to stop guessing and start building smarter media momentum, we’re always happy to talk.

Book A 20-Minute Intro Call