As B2B tech companies scale, many reach a critical decision point: should public relations remain in-house, be outsourced, or operate through a hybrid model? To help unpack the tradeoffs and timing when outsourcing PR for B2B tech, we asked Leah Nurik, founder and CEO of Gabriel Marketing Group, about how fast-growing tech firms can structure their PR function for visibility, velocity, and strategic impact. Here’s what she had to say:

Q: When do B2B tech companies typically reassess their PR strategy?

Leah Nurik: Companies often revisit their PR strategy during inflection points—such as funding rounds, product launches, market expansions, or when internal efforts stop gaining traction. In many cases, in-house teams become stretched thin, and PR turns inconsistent or reactive. That’s often when leaders consider outsourcing PR for B2B tech to bring more structure, momentum, and media influence.

Q: What does an agency bring that in-house teams typically don’t?

Leah Nurik: Internal teams have the advantage of proximity—they’re deeply embedded in company culture and close to product development. But they often lack the media reach, editorial execution, and agility to respond to fast-moving news cycles. Outsourcing PR for B2B tech brings those capabilities at scale. Experienced PR partners pitch media daily, maintain strong relationships, and know how to shape stories that resonate. Just as importantly, they offer an outside-in perspective that refines messaging based on what reporters, analysts, and the market actually care about.

Q: How should companies evaluate the cost of in-house PR versus outsourcing?

Leah Nurik: It’s a common mistake to view PR costs as just a budget line item. Leaders should also factor in time, talent, and opportunity cost. Building an in-house team—salaries, tools, onboarding—often exceeds the monthly cost of outsourcing PR for B2B tech to an experienced agency. The bigger risk is being absent from the conversations that shape your market. If competitors are appearing in top-tier publications or analyst briefings and you’re not, it can impact deal velocity, hiring, and even valuation.

Q: What are the risks of outsourcing PR for B2B tech—and how can companies avoid them?

Leah Nurik: The biggest risk is hiring a generalist agency that doesn’t understand your buyers or industry. That disconnect leads to delays, misaligned messaging, and underwhelming results. Gabriel Marketing Group specializes in B2B tech. Whether it’s SaaS, AI, cybersecurity, or cloud infrastructure, we understand the nuances and can ramp quickly and function as an embedded partner, not just an external vendor.

Q: Can a hybrid PR model offer the best of both in-house and agency support?

Leah Nurik: It can—if the roles are clearly defined. Typically, the internal team manages executive relationships, product messaging, and internal approvals. The agency takes ownership of external execution, like media outreach, campaign strategy, and amplification.
At Gabriel Marketing Group, we’ve found these hybrid relationships to be especially effective. When both teams collaborate well and stay in their swim lanes, the result is faster execution and greater strategic clarity.

Q: What should companies look for when selecting a PR agency?

Leah Nurik: Start with results. Has the agency delivered meaningful outcomes for companies like yours? Do they have established relationships with the media your buyers trust? Can they show how they develop and execute strategy—not just deliver tactics? Fit also matters. You want a team that understands your space, communicates clearly, and collaborates well with senior executives. At GMG, we emphasize alignment from day one—on expectations, goals, and what success looks like.

Q: When is the right time to bring in a PR agency?

Leah Nurik: Outsourcing PR for B2B tech can be a game-changer during high-stakes moments—whether it’s a product launch, funding announcement, executive transition, rebrand, or market entry. These are more than just press release opportunities; they’re pivotal chances to shape perception and accelerate growth. The right PR partner helps position your story, time your outreach, and capture maximum attention when it matters most.

Q: What can go wrong when early-stage SaaS companies try to manage PR themselves?

Leah Nurik: Many underestimate what PR really involves. Writing a press release is one piece—but understanding editorial calendars, managing journalist relationships, and crafting the right pitch takes time and expertise. Too often, startups put out announcements that are too generic, poorly timed, or misaligned with media priorities. That leads to weak pickup and lost opportunities. In PR, timing and targeting are everything—and it’s hard to get a second shot at a first impression.

Final Thoughts: When Does Outsourcing PR Make Sense?

Leah Nurik: There’s no single right answer—but for many high-growth B2B tech companies, outsourcing PR for B2B tech is often the most efficient way to gain speed, credibility, and strategic insight. The right agency partner can help you break through the noise, show up where it counts, and turn brand stories into measurable business results. Whether you’re preparing for a funding round, entering a new market, or building momentum for an exit, outsourcing PR can help you move faster and with greater impact.

Key Takeaways

• Outsourcing PR can be a smart move when internal teams are overextended and strategic visibility is a priority.
• A hybrid model—where in-house and agency teams share responsibilities—can deliver strong results, but only if roles and communication are clearly defined.
• Building an internal PR team often costs more than expected when factoring in salaries, tools, and the opportunity cost of delayed or missed media wins.
• Partnering with a PR agency that specializes in your industry can help avoid the pitfalls of generalist firms and accelerate results.
• The most effective agencies know how to translate complex products and services into compelling stories that drive measurable business growth through earned media.

Let’s Talk About What Outsourcing PR for B2B Tech Could Do for Your Business

Ready to explore your options for building a stronger PR strategy? Schedule a free consultation with Gabriel Marketing Group. Whether you’re considering an in-house team, evaluating agencies, or designing a hybrid approach, we can help you clarify your goals, assess your visibility gaps, and recommend a path forward that delivers measurable results.

About the expert: Leah Nurik is founder and chief executive officer of Gabriel Marketing Group.