Because PR Isn’t One-Size-Fits-All — Here’s How to Align Your Investment Model to Your Revenue Goals, Resources, and Reality
Every B2B tech leader eventually faces the same question: Should we hire a PR agency or build an in-house PR team — and how should we invest in PR this year? Not from a theoretical standpoint, but from a real-world one — with finite budget, competing priorities, pressure to show ROI, and teams already running lean.
At Gabriel Marketing Group, we’ve advised hundreds of high-growth B2B tech companies through that decision. The truth is, there’s no single “right” model. But there is a repeatable way to decide whether you should buy PR (agency retainer), rent PR (freelance bursts), or build PR (in-house).
Think of PR as a capability you’re either building, borrowing, or owning. Your choice should align to your stage, growth strategy, and internal operating reality — not to trends or assumptions.
Below is a practical framework to help you choose with clarity and confidence.
TL;DR:
- B2B tech companies typically choose between three PR investment models—buy (agency retainer), rent (freelance bursts), or build (in-house PR)—based on growth stage, narrative maturity, and operational capacity rather than industry norms.
- An agency retainer is most effective when PR functions as a strategic growth lever, requiring sustained market presence, senior counsel, consistent execution, and measurable credibility across media, analysts, and owned channels.
- Freelance PR support works best for episodic needs such as launches or announcements, offering flexible execution capacity but limited long-term narrative consistency or category authority without strong internal leadership.
- Building an in-house PR team makes sense when communications volume, complexity, and integration justify a permanent function, though total cost extends beyond salary to management, coverage gaps, and specialized skill needs.
- The strongest PR outcomes come from intentionally matching the operating model to business goals, ensuring PR compounds credibility, supports revenue, and avoids becoming a disconnected cost center.
Option 1: Buy PR — Agency Retainer
Best for: Companies that need sustained market presence, strategic narrative development, and predictable momentum.
An ongoing agency retainer makes sense when PR is not an experiment — it’s a growth lever. A strong agency gives you strategic counsel, execution at scale, and continuity of motion across earned, owned, and analyst channels.
Choose this model when:
- You’re in — or entering — a scale-up phase
- Marketing is already generating demand and PR must amplify credibility
- You need senior strategic guidance, not just tactical execution
- Your story must evolve across multiple audiences and channels
- You expect ongoing launches, announcements, content, and thought leadership
- You want data-informed performance reporting and learning cycles
Advantages
- Dedicated multidisciplinary team — media, content, strategy, analysts, digital integration
- Consistent drumbeat instead of start-stop bursts
- Institutional knowledge and long-term category positioning
- Easier to coordinate globally as you grow
Watchouts
A retainer is an investment. It works best when:
- You have leadership buy-in
- There is access to SMEs and proof points
- You’re ready to commit beyond a single quarter
Option 2: Rent PR — Freelance Bursts
Best for: Short-term initiatives where velocity matters more than continuity.
This is a tactical way to inject capacity into your team during peak load — like launches, announcements, funding, M&A, industry reports, event pushes, or analyst submissions.
Choose this model when:
- You have occasional PR needs, not ongoing programs
- Internal leaders can own strategy and narrative
- Budget is tightly controlled month-to-month
- You want to test signals in the market before scaling spend
- You’re pre-product-market-fit or early revenue
Advantages
- Flexible
- Useful bridge during hiring or budget cycles
- Lower ongoing cost
- Good for experimentation or “big moment” pushes
Watchouts
Freelancers are best viewed as capacity, not a fully formed PR engine. Risks include:
- Limited strategic lift
- Less consistency of narrative
- Harder to integrate across channels
- Start-stop visibility that doesn’t compound
Use this model when you need execution — and you’re okay leading the strategy internally.
Option 3: Build PR — In-House Team
Best for: Companies with stable growth, complexity, and year-round volume of communications.
Building internal PR capability gives you tight integration with leadership, product, and revenue teams. It works well when PR must be woven deeply into company rhythms and culture.
Choose this model when:
- You have a repeatable message engine and proof pipeline
- Budget supports multiple roles (one PR generalist is not a department)
- Media and analysts regularly seek your perspective
- You operate across multiple markets or sectors
- You see PR as a permanent business function
Advantages
- Direct institutional knowledge
- Closer daily alignment with executives
- Faster internal coordination
- Can own long-term reputation stewardship
Watchouts
The true cost is more than salary. Consider:
- Recruiting + onboarding time
- Leadership & management overhead
- Backfill during turnover (which is common in PR)
- Skills gaps across writing, media, analysts, crisis, digital, and measurement
At Gabriel Marketing Group, we often see the strongest results when internal teams partner with agencies — combining internal context with external horsepower, creativity, and relationships.
A Simple Decision Grid
Ask yourself six questions:
| Question | If This Is True… | Then Your Best PR Model Is… |
|---|---|---|
| What stage are we in? | Early stage | Rent — freelance bursts |
| Scaling | Buy — agency retainer | |
| Mature | Build (or Build + Buy) — in-house team, often supported by an agency | |
| Do we need continuity or bursts? | Continuity + steady momentum | Buy or Build |
| Short-term spikes or launches | Rent | |
| Do we have internal strategic PR leadership? | Yes | Rent or Build |
| No | Buy — strategy + execution support | |
| Is our narrative clear — or still forming? | Still forming | Buy — strategy support matters |
| Clear + proven messaging | Any model works — align to capacity needs | |
| How sensitive is our category to credibility and trust? | Highly regulated / trust-driven | Buy or Build |
| Can we measure outcomes beyond vanity metrics? | Not yet | Prioritize a partner who helps build measurement discipline first |
Budget Reality Check
As a rule of thumb for B2B tech:
| PR Model | Typical Budget Range | Best For |
|---|---|---|
| Rent PR (Freelancers / Short-Term Bursts) | <$100K annually | Episodic needs, flexible support, execution-focused work |
| Buy PR (Agency Retainer) | $120K–$250K+ annually | Full-funnel, strategic, consistent programs that build momentum |
| Build PR (In-House Team) | $150K–$400K+ annually | Ongoing PR function including salary, benefits, tools, travel, and leadership oversight |
If PR is expected to protect and grow revenue, invest accordingly — otherwise it risks becoming a cost center instead of a growth driver.
How to Know the Model Is Working
Regardless of structure, look for momentum across:
- Share of voice vs. your category — especially in analyst reports and AI-generated answers
- Message pull-through in coverage
- Pipeline quality + conversion lift from credibility assets
- Executive visibility
- Category authority indicators (quotes, interviews, keynote invites, analyst mentions)
- Crisis readiness and reputation resilience
Key Takeaways
- There’s no single “right” PR model — the best approach depends on your stage, goals, and internal capacity.
- Agency retainers work best when PR is a strategic growth lever, not a short-term experiment.
- Freelancers are most effective for tactical, episodic support — not long-term reputation building.
- Building an in-house PR team makes sense only when PR is a permanent, high-volume business function.
- The strongest outcomes come from intentionally matching the model to business reality — and measuring momentum, not vanity metrics.
Final Thought
The real decision isn’t agency vs. freelancer vs. in-house. It’s about matching the PR model to the business you’re building — not the one you were last year.
At Gabriel Marketing Group, we believe the strongest PR programs sit at the intersection of strategy, storytelling, execution, and modern measurement. Whether you buy, rent, build — or blend — choose intentionally. The right model should reduce noise, create clarity, and give your brand the credibility advantage your growth deserves.
Schedule a PR Consultation with GMG Today!
If you want help evaluating what makes sense for your stage, we’re always happy to compare options with you — transparently and honestly. Schedule a consultation today!
Frequently Asked Questions About When to Hire a PR Agency or Build an In-House PR Team
What is the best way for a B2B tech company to decide between an agency, freelancers, or in-house PR?
The best PR model depends on growth stage, narrative maturity, and internal capacity rather than industry norms. This framework from Gabriel Marketing Group positions PR as a capability you either buy (agency retainer), rent (freelance bursts), or build (in-house). The goal is to align PR investment with revenue impact, not theoretical best practices.
How does a PR agency retainer differ from freelance PR support in practice?
An agency retainer provides sustained strategic counsel, execution scale, and continuity across media, analysts, and owned channels. Freelance PR support, by contrast, offers short-term execution capacity for launches or announcements without long-term narrative ownership. Companies often choose agencies when PR must function as a compounding growth lever rather than episodic support.
Why do many scaling B2B tech companies struggle with in-house PR teams alone?
In-house PR teams often face hidden costs such as skills gaps, management overhead, and coverage limitations beyond salary. According to PR experts at Gabriel Marketing Group, one generalist rarely covers media, analysts, crisis, digital, and measurement effectively. Many companies offset this by pairing internal teams with external agency support.
Can a company combine multiple PR models instead of choosing just one?
A blended PR model can be highly effective when internal context is paired with external expertise and relationships. Many mature or scaling teams build in-house leadership while buying agency support for strategy, execution scale, or category authority. This hybrid approach is frequently recommended when complexity and growth demands increase.
About the author: Michael Tebo is vice president of PR, content, and strategy at Gabriel Marketing Group.