2024 Survey Snapshot: PR Agencies Vs. In-House PR Teams

Each year, our Global Comms Report gathers perspectives from comms leaders across the world to shed light on the trends, challenges, and opportunities ahead for public relations and communications teams.

This year, we’ve uncovered some fascinating differences between agencies and in-house PR teams. Our deeper dive into the data shows how both groups are tackling today’s challenges and embracing the opportunities – from data reliance and AI adoption to managing communications in a crisis. 

No matter what side of the house you work on, these insights offer practical takeaways for all PR practitioners.

The Data Revolution in PR

PR’s reliance on data is only increasing, and it’s changing how PR teams work, informing everything from their campaign strategies to media outreach. Our survey backs this up: 42% of comms leaders are more heavily relying on data and analytics in 2024 - a significant uptick from the prior year. This data-driven approach is influencing team structures and resource allocation as PR teams look to bring in dedicated data analysts, and in-house teams are leading the charge. 

The Ongoing Challenge of Proving PR’s Value

Despite the growing influence PR and comms has with the C-suite, the ability to effectively demonstrate the impact of their efforts remains tricky. Half of all comms leaders say it’s one of their biggest challenges, and only a quarter feel like they have the tools they need to do so. For both agencies and corporate PR groups, measuring earned media’s impact on business objectives is especially difficult; however, in-house teams seem to have an advantage.     

The New World of Artificial Intelligence

AI has been used in PR for years, but generative AI and large language models like ChatGPT and Gemini have only recently been making their mark on the industry. Artificial intelligence, and its evolution, was a major topic of conversation in 2023. So of course, we were interested to see if and how PR and comms teams were using the technology. Our survey shows a split in adoption rates when looking at agency and in-house teams together:

• One-third of teams use AI regularly
  
• Another third use it, although more infrequently
  
• The final third are considering adoption, but haven’t started using it
  

When looking at as separate entities, our data shows that in-house teams are embracing AI at a faster clip, especially for creating content that is more repeatable or templated. Agencies may be taking a more cautious approach due to client expectations or concerns over AI-developed content.      

Confidence in a Crisis

When it comes to PR crises, having the right tools to manage them is just the beginning. Although the majority of PR and comms teams (77%) feel they have the tools they need, our survey reveals a confidence gap. Only 29% feel strongly about their ability to respond to a crisis, and just 21% feel confident in preventing them.

When broken down by agency and in-house teams, the story becomes more nuanced: Agencies seem more confident in crisis response, possibly due to their experience handling diverse client situations. In-house teams, with their deep knowledge of the organization and industry, feel stronger about crisis prevention. Here’s the breakdown:

Overcoming the Obstacles

Every PR pro faces hurdles, but the nature of these challenges differs between agencies and in-house teams. Budget concerns top the list for agencies, reflecting the ongoing (and continuous) need to demonstrate value to clients. In-house teams struggle more with internal alignment and tool selection, highlighting the complexities of working within larger organizational structures. 

Taking Care of Business

Each team has its strong suits and areas for growth. We asked PR and comms leaders to rate their team’s abilities across key areas. The results indicate that agency confidence lies in crafting brand narratives and media relations, likely due to their broad experience across multiple clients. In-house teams score themselves higher on investor relations and competitive analysis, perhaps due to their more in-depth company knowledge.  

Here are the areas where the gap between the two groups was significant:  

Takeaways for Agency Teams

Dig Into the Data

While agencies might not have as many dedicated analysts, robust tracking and measurement are critical. Boost your internal data expertise through training or better tools. If you lack direct data access, work with clients to build dashboards that show real value and business impact (leads, sales, subscriptions, sign-ups, etc.). Strong ROI reporting and case studies can help secure budgets and win new clients. With expanded expertise in this space, agencies can consider offering data analysis as a value-added service to differentiate your organization.  

Learn more with our tip sheet, 7 Essential PR Metrics to Prove Impact.  

AI Adoption

If your team has been hesitant to embrace AI, start small - but start now. Experiment with AI tools in your workflows to find efficiencies. This can free up time for strategic planning, bringing more value to clients. To address client questions or concerns, be transparent about your AI use - consider adding disclosures in contracts to promote trust. And like all things, stay updated on AI developments in PR to remain competitive and innovative.

Learn more with our guide, From AI to Z: A Starter Guide to Using Generative AI in PR & Comms.

Crisis Control 

Leverage your crisis response confidence in client proposals and service offerings. It's a key strength, as many organizations struggle in this area. Don't forget prevention, though. Building off your crisis response knowledge, develop your team's crisis prevention skills to offer clients a more complete PR package. Consider creating crisis simulation exercises as an additional service to help clients prepare proactively. 

Learn more with our tip sheet, Crisis Comms Checklist: 3 Steps to a Proactive PR Strategy.

Takeaways for In-House Teams

Measuring Business Impact

Continue refining your measurement approach to link PR efforts directly to business outcomes. Go beyond the vanity metrics to capture meaningful data that clearly demonstrates ROI. Align your reporting with other departments like sales and marketing for a comprehensive (and compelling) view of PR's impact. Regularly present these insights to leadership to reinforce PR's value to the organization.

Crisis Control 

Work on bridging the gap between your crisis prevention strength and response confidence. Develop a robust crisis strategy, including media training, template messaging, and stakeholder alignment. This preparation builds team confidence for if and when a crisis occurs. Take advantage of crisis communications seminars and networking opportunities to expand your skill set and build supportive peer connections. Consider running regular internal crisis simulations to keep your team sharp.   

Learn more with our Crisis Communications Toolkit.

Media Relationships

Build your team’s confidence and skills in media relations. Focus on finding relevant contacts, improving pitches, and crafting compelling brand stories. Quality relationships take time, so prioritize understanding media professionals and providing value to them and their audience. Invest in ongoing media landscape training for your team to stay current with industry trends and journalist preferences. 

Many in-house teams leverage comprehensive media databases (we’re obviously a bit biased toward CisionOne) that can do the heavy lifting for you. A solid platform can act as your all-in-one tool to identify and research contacts, personalize your outreach, track engagement, and manage those all-so-important media relationships. 

Learn more with our guide, The Complete Guide to PR Pitching.

Cision’s tools are built by PR pros, for PR pros. No matter what side of the house your team sits on, we can help. To learn more, speak to an expert on our team.