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PR agencies cope with change as more brands take PR in-house

Digiday 11 Jan 2019 05:01
Digiday+ Member Article

As more brands build in-house marketing capabilities, PR agencies are grappling with a new market reality as more communications work is done internally.

Compared to in-housing programmatic or media buying, bringing PR in-house is a much easier, not to mention less expensive, of a commitment. There’s also a push away from working with PR firms as they are known for passing even large clients off to greener employees. “Companies have been burned by PR firms a lot,” said a publicist at a PR agency in a Confessions with Digiday this week. “You get a lot of smoke and mirrors and bullshit from agencies.”

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