Does your current public relations strategy need a second set of eyes? A fresh perspective can be invaluable. However, in-house communications teams are sometimes so busy or concerned about the optics of bringing in an outside team that this inherent value is overlooked in the process. It should not be.

Navigating multiple competing priorities requires careful planning, execution and excellent messaging. When it comes to effective communication, it can be challenging for in-house public relations or marketing teams to maintain an endless stream of creative thinking or an objective perspective on their strategies and tactics among their numerous priorities.

But even the most carefully developed messaging, well considered campaigns and communications processes can fall victim to stagnation, groupthink or tunnel vision without the benefit of fresh outside perspective. This is where partnering with an independent public relations agency can help.

Viewing Your Comms Strategy Through a New Lens

A PR agency can inspire new creativity to communications and provide a unique perspective to complement an organization’s existing marketing and communications team. Done in a collaborative environment, bringing in a public relations agency can drive diversity of thought and enhance your communications strategy.

And because outside PR firms are independent of the company itself and often paid to be so, they are free to challenge the status quo and drive healthy debate. They also bring varied experiences or modes of operation that can help further enhance the organization’s communications efforts, as they are not part of the larger internal culture. A communications strategy is only as good as the story it tells, and often an established story is made better by inviting new voices to the table.

Further, busy in-house communications and marketing teams may simply benefit from the extra sets of hands an outside agency can provide. A good PR agency partner can help carry the water on a priority media campaign or help explore new partnerships, emerging trends or untapped markets and introduce new tactics into your PR strategy. In turn, the in-house team is freed to focus on the bigger picture, organizational strategies and other priorities, unlocking new avenues for growth and expanding the reach and strength of the brand.

Finally, keeping pace with the rapidly changing communications and marketing landscape is no easy task. Consumer behaviors, technological advancements and industry trends are constantly evolving. Businesses and nonprofits need to adapt constantly to stay relevant. In-house teams do not have to shoulder this responsibility alone.

Taking a Cue from History

In an increasingly competitive business environment, the value of cooperative but independent perspectives related to communications cannot be overstated. There are numerous examples to consider when it comes to people coming together from different backgrounds to collaborate for the greater good. With the US preparing to celebrate Independence Day, the Founding Fathers offer an apt example.

They came together with diverse thinking, representing 13 different and diverse colonies for a common purpose. They recognized listening to multiple voices with assorted perspectives may have proved challenging, but it was also a surer path to victory than working alone. They knew that the best outcome for all would be found in collaboration.

So, this Independence Day, consider the value an independent voice might lend to your organization’s communication strategy. A good PR agency will not just be another line item on your expense sheet. They’ll deliver results that will make a positive impact.