It's all about the two BIG "E"s

Endorsement and Expertise

Here's the endorsement acid test: Imagine a sales person coming to see you. They are very full of themselves and they say things like: "I am great. In fact I am terrific. I do the best work in the world"

Would you like that person? Would you believe them? Would you want to do business with them? No. We thought not!

Now:

Imagine meeting a colleague who starts talking about someone: Your colleague says: "They are great. In fact they are terrific. They do the best work in the world".

How was that? See how the words feel natural and believable. We bet you'd really like to meet the person and company they are talking about. You are almost ready to give them a purchase order.

Endorsement is a strong tool. And one that cannot be used lightly.

The best people to praise your company are other people! And that's where an agency comes in. We can say things about you that you couldn't (and wouldn't) say yourself.

The Expertise angle is very important.

Because an agency is always in touch with the media, always working to find out what's happening - and what's about to happen, always aware of "hot issues", it means they are ideally placed to find an angle to get your message across.

Remember that with an agency you get a whole TEAM of experts, all committed to promoting your company. People who have exciting new ideas, and who have tried and tested formulae for success. An agency will be totally focused on your results, whereas an in-house PR person may have other duties which mean that PR gets to the bottom of the pile

Add to this, that the media tend to prefer to deal with an agency ("we speak the same language").

And after all that, there's the kudos that "your company is serious enough about its reputation to have an agency". Speaks volumes to your clients, suppliers & employees!