Ever felt stuck choosing between hiring a PR consultant or signing with a PR agency? You’re not the only one. Businesses of all sizes face this question at some point. The tricky part is that both options can help, but in very different ways. 

The choice comes down to your goals, your budget, and the type of relationship you want. Get this right, and PR can push your business forward. Get it wrong, and you risk spending money without seeing real results. 

What is a Public Relations Consultant? 

A public relations consultant is usually a solo professional who works independently or with a small support team. They’re often highly experienced and have worked in-house or at agencies before going solo. 

You can think of them as your personal PR expert: one person who understands your brand, your voice, and your goals, and works closely with you to bring your story into the spotlight. 

What is the Role of a PR Consultant? 

So, what does a consultant actually do for you? They shape your public image by writing press releases, pitching your stories to journalists, coaching you for interviews, handling crisis communications, and guiding you on what to say and what not to say. 

Because consultants don’t carry the overhead of a big agency, they can work in a more focused way. That means less red tape and more direct action. You’ll often see results faster because you’re dealing with one person instead of a large team. 

Tailored Expertise for Specific Business Goals 

One of the biggest strengths of consultants is their specialised expertise. For example: 

• If you’re launching a health tech product, you can hire a consultant who knows health media inside out. 

• If you’re breaking into a local market, you can pick someone who has contacts with the right journalists in that region. 

This is like hiring a personal trainer who designs workouts just for your body type and goals, instead of joining a gym with one-size-fits-all classes. 

Why Should a Consultant Feel Like Part of Your Own Team? 

One of the strongest reasons companies hire a consultant is the way they fit into the day-to-day. A good consultant doesn’t stay on the sidelines; they step in, learn your brand voice, understand your goals, and work as if they’re one of your own staff. 

You’ll deal with them directly through quick calls, messages, or regular check-ins, which makes updates faster and accountability clearer. No chasing different people or waiting for layers of approval like you might with a bigger agency. 

Instead of projects being passed around, you get one consistent partner who knows your business inside out. That builds trust and cuts out miscommunication. 

For companies that value collaboration, openness, and the ability to move quickly, this setup is golden. It’s almost like bringing on a senior team member without adding them to your staffing costs. 

What to Expect from a PR Agency 

A PR agency is a full company made up of different specialists. You’ll find media strategists, content creators, social media managers, event planners, and crisis experts all working under one roof. 

This setup means you get access to many skills at once. It’s less personal, but much broader in scope. 

Access to Full-Service PR Capabilities 

Agencies bring in teams who can run entire campaigns across different channels. That could mean: 

• Managing your media relations 

• Running influencer partnerships 

• Organising press events 

• Creating content for social media 

• Monitoring and reporting on results 

It’s like having an outsourced PR department ready to cover every angle of communication without hiring full-time staff.

Ideal for Larger-Scale Campaigns and Media Reach 

If your company wants to launch nationwide or global campaigns, agencies are built for that scale. They have large contact lists, media databases, and multiple people working on your account at once. 

So, if you’re aiming for big media coverage or long-term campaigns across multiple markets, an agency might be the smarter move. 

PR Consultant vs PR Agency: Key Differences to Consider 

Let’s get to the direct comparison: 

• Cost: Consultants usually charge per project or per hour. Agencies prefer monthly retainers and higher budgets. 

• Flexibility: Consultants adapt quickly and give you direct answers. Agencies follow structured processes but give you access to more resources. 

• Communication: With a consultant, you always know who you’re talking to. With agencies, you may deal with account managers or junior staff. 

• Scale of work: Consultants shine in focused, smaller projects. Agencies are better for large, multi-channel campaigns. 

• Expertise: Consultants bring niche knowledge. Agencies offer a wide range of services. 

When to Choose a PR Consultant Over an Agency 

A consultant is the better choice when: 

• You need niche expertise in your industry. 

• You want personal attention and direct communication. 

• You’re a startup or SME with a smaller budget. 

• You’re planning short-term campaigns or testing new ideas. 

When a PR Agency Makes More Sense 

An agency is the better choice when: 

• You need long-term planning and consistency. 

• You’re running scalable campaigns across markets. 

• You want to cover multiple channels like media, social, events, and influencers at the same time. 

• You have the budget to invest in a larger setup. 

Consider Your Strategy Before Choosing Between a PR Consultant or Agency 

There’s no universal answer. A PR consultant can give you focused, personal support at a lower cost. A PR agency offers scale, resources, and broader campaigns. 

The smartest decision is to match the choice to your business goals, your budget, and how you like to work with partners, At The Work Crowd, we connect businesses with the right PR experts and agencies to achieve real impact. 

FAQs 

What does a PR consultant do? 

They manage communications, build media relationships, write press releases, and help protect and grow your reputation. 

How is a PR consultant different from a PR agency? 

A consultant offers direct, personal service. An agency provides a team with wider services and a bigger media reach. 

Is hiring a freelance PR consultant cost-effective for small businesses? 

Yes, many SMEs choose consultants because they cost less and provide flexible support. 

Can a PR consultant handle crisis communications? 

Yes, especially if they’ve specialised in crisis PR. Always ask about their experience in this area. 

How do I choose the right PR partner for my industry? 

Look for proven experience in your sector, ask for case studies, and check references to make sure they understand your space.