For full-service agencies, the temptation to be all things to all clients is a powerful one. Yet, when a client asks for public relations support, a familiar dilemma often arises. Do you take on a new service that you’re not fully equipped to handle, or do you refer the work away to a specialist, risking a loss of revenue and, potentially, client control?
This is a problem many agencies face, and it’s leaving a significant amount of money on the table. The solution isn’t to become a PR expert overnight; it’s to find a reliable partner that allows you to confidently sell and execute high-margin PR services, increasing your client lifetime value and solidifying your position as a full-suite provider.
If you need to diversify your agency income fast – keep reading, this is exactly what you need to do next:
The High Cost of Referring Away PR Work
The practice of referring out PR work is common, but a recent Sitetrail study of 1,150 Agency Partners revealed its frequency and the underlying challenge. A significant 69% admitted they had referred PR work away in the past year, with a smaller 31% keeping it in-house despite limited expertise. This data shows a clear gap in the market. Agencies are leaving a potential revenue stream untouched because they lack the confidence or the resources to execute on it. This isn’t just about a one-time loss of income; it’s about a failure to maximize the lifetime value of a client relationship and to become their sole, trusted partner for all their marketing needs. As agencies know, increasing client lifetime value is a crucial metric for long-term profitability and sustainable business growth.
The Operational Roadblock to In-House PR
The reasons for this hesitation are valid. Building an in-house PR team from scratch is a major undertaking. It requires hiring and training specialized talent, investing in expensive media databases, and dealing with the inherently unpredictable nature of media relations. The operational overhead can be immense, and the risk of not delivering for a client is a major hit to your agency’s reputation. This is where the old model fails modern agencies that are built on efficiency, scale, and clear, measurable ROI for their clients. It’s an antiquated approach in a modern, streamlined world. As documented in a recent guide to building an in-house PR team, the process requires defining team structure, identifying the right skills, and creating a collaborative culture—all significant commitments of time and money that many agencies simply don’t have.
The Solution: A Strategic PR Partner for Agencies
The most forward-thinking agencies have found a solution: partnering with a dedicated PR services for agencies provider. This model allows an agency to offer a full-scale public relations service under their own brand name, while the partner handles all the execution in the background. It’s a seamless process that removes the operational roadblocks and allows you to instantly become a full-service agency. You can now confidently say “yes” to a new service without any of the associated headaches or risks. This kind of partnership is the future of agency growth, as it allows agencies to leverage outside expertise without the overhead.
How to Confidently Sell and Execute PR Services
With a reliable PR partner for agencies, selling PR becomes a natural extension of your existing services. You can pitch it as a way to amplify the client’s SEO strategy, as earned media generates high-authority backlinks and improves brand authority. You can frame it as a content marketing accelerator, as a single press release can be the foundation for dozens of social media posts, blog articles, and email newsletters. This allows you to integrate PR into your core offering, demonstrating a clear and compelling value proposition that your competitors simply can’t match. This approach also helps you productize your services, making them easier to sell and scale.
A Case Study in Partnership: “Catalyst Marketing”
Consider the anonymous case of “Catalyst Marketing,” a mid-sized digital marketing agency specializing in content and social media. When a new client, a B2B SaaS company, requested PR support, the team had a choice: refer the work away or take a risk. They decided on a third option: to outsource PR services to a trusted partner. They sold the client a “Brand Amplification” package, which included a monthly press release and a guaranteed number of media placements. The partner handled all the drafting, pitching, and placement, while Catalyst’s team managed the client relationship.
The results were transformative. Not only did they generate a new, high-margin revenue stream, but their client’s SEO results improved dramatically thanks to the new backlinks. The client was thrilled with the full-suite service, leading to a significant increase in their overall lifetime value. This partnership transformed Catalyst Marketing from a good agency into a great one, solidifying their position as a full-service provider that gets tangible results.
The Financial Upside: Higher Lifetime Value, More Revenue
The financial model of partnering with a PR partner for agencies is incredibly attractive. By not referring work away, you are keeping a significant revenue stream within your business. You can set your own pricing, marking up the service to reflect the immense value it provides to your clients. This model also significantly increases your client’s lifetime value, as they are now relying on you for an additional, high-margin service. This is how you build a more profitable and sustainable business, one client at a time. This approach also provides a high level of flexibility, allowing you to scale your offerings up or down based on client demand without the risk of adding permanent headcount.
A Comprehensive Agency Model for the Future
The agencies that will win in the future are those that can provide a full, integrated suite of services. The traditional siloed approach is no longer effective. By using a white-label PR partner, you can fill a critical gap in your offerings and present yourself as a true one-stop-shop for your clients. This not only helps you win new business but also strengthens your relationships with existing clients, boosting client retention and making you an indispensable part of their marketing strategy. It’s a strategic move that enables your agency to grow without taking on unnecessary risk.
Your Next Step to Unlocking New Revenue
Are you ready to stop leaving money on the table and start offering a high-margin, high-impact service to your clients? It’s time to explore how a strategic PR partner can transform your agency. By leveraging a silent fulfillment provider, you can instantly add a new revenue stream, differentiate your agency in a crowded market, and build a reputation as a full-suite provider that gets results.
To learn more about how we can be your silent PR fulfillment partner, visit Sitetrail’s Newspass.
