Working at a PR Agency vs. Working In-House: What You Need to Know to Make the Right Decision for You

When it comes to choosing between working at a PR agency or working in-house, it’s a little like choosing between being a superhero in a blockbuster movie or being a superhero at a local comic con—both have their perks, but which one suits your style?

If you’ve ever found yourself wondering whether you’d thrive better at a PR agency in Sydney or within an in-house PR team, you’re not alone. The PR world offers two very different career paths, and the decision can feel like choosing between a high-speed chase or a slower and steadier, more considered walk through the park. So, let’s dive into the two worlds of PR, where one side offers a whirlwind of activity, and the other is more like a long-term relationship with a brand.

Working at a PR Agency: The “I Can Juggle Chainsaws” Experience

At a PR agency, you’re basically a jack-of-all-trades, master of almost all. Working in an agency is like living in the fast lane of a never-ending traffic jam, but hey, it’s also where the cool kids often hang out. You’ll be constantly juggling multiple clients, managing deadlines that make you feel like a caffeinated chipmunk, and delivering campaigns that could be your greatest masterpiece or protecting you client from their worst nightmare — either way, you’re on the frontlines.

The Perks of Being a PR Agency Ninja:

1. Variety Is the Spice of Life: One minute, you’re crafting a media strategy for a luxury hotel brand, and the next, you’re figuring out how to handle a potential PR disaster for a handyman’s tool brand. It’s like speed dating with different industries, and every “date” could turn into a long-term commitment…or it might just be a super speedy launch campaign. The unpredictability keeps it exciting.
2. Teamwork Makes the Dream Work: You’ll work with an eclectic group of people who have different personalities, skills, and the occasional snack obsessions. Account managers, media relations wizards, and content creators all throw their creative energy into every project. It’s like being in a PR version of The Avengers—everyone brings something to the table (even if sometimes it’s just coffee).
3. Creative Freedom: You’ll be encouraged to throw spaghetti at the wall and see what sticks. Want to try an unconventional pitch or do a viral social media campaign? Go for it. There’s a certain level of freedom in agency life that lets you flex your creative muscles. Just be prepared to explain why your wild idea is a brilliant one when it gets to the client – rationale and insights are everything in this job.
4. Networking—The PR Version of a Party: Agencies have a rotating door of clients, journalists, influencers, and industry professionals. As you bounce from one project to the next, you’ll constantly be rubbing elbows with the movers and shakers of the business world. So, if you like socialising and making connections that could lead to your next big opportunity (or at least a free lunch), agency life has you covered.

The Drawbacks of the PR Agency Hustle:

1. The Never-Ending Workload: Working at an agency can feel like you’ve signed up for a marathon, except there are no water stations and everyone is sprinting. Multiple clients, last-minute requests, and endless revisions can make your workload feel a bit like trying to solve a Rubik’s Cube while riding a roller coaster.
2. Clients with Big Expectations (and Bigger Requests): Some clients will expect you to pull a rabbit out of a hat, and when you can’t—because, spoiler alert, you’re not a magician—they might get a little upset. The pressure to deliver results can make you feel like you’re constantly walking a tightrope without a safety net.
3. Limited Control Over Strategy: At the end of the day, the client gets the final say, which can feel a bit like being in a band where the lead singer calls all the shots. You might have a killer strategy, but if the client wants to do something…well, let’s just say you’ll be adjusting your plans accordingly.

Working In-House: The ‘Slow and Steady Wins the Race’ Approach

Now, if the idea of being a PR superhero in a high-speed chase doesn’t quite appeal to you, perhaps you’d prefer working in-house. Here, you’re not bouncing between clients like an over-caffeinated kangaroo—you’re focused on a single brand. Think of it like being in a committed relationship with one company, where your job is to shape its reputation, craft its story, and make sure it doesn’t do anything embarrassing at family gatherings (aka the public eye).

The Perks of the In-House PR Team:

1. Know Your Brand Like a Friend’s Birthday: When you’re working in-house, you get to know your brand so intimately, you’ll be able to finish its sentences. You’ll live and breathe the company’s mission, values, and quirks, giving you a deep connection that an agency member can only dream about (unless, of course, they’re really into the company’s branding guidelines).
2. Long-Term Strategy, No Short-Term Stress: In-house PR tends to focus more on long-term reputation management and consistency, rather than the roller-coaster of short-term campaigns. It’s like being in a stable, long-term relationship. You’re not constantly dating around; instead, you’re nurturing a brand, carefully cultivating its image one thoughtful campaign at a time.
3. Strategic Control (No Need for Constant Negotiations): One of the perks of working in-house is having more control over the overall strategy. You don’t have to pitch your idea to a room full of clients—you’re the one making the calls. You’re essentially the architect of your brand’s image, which can be incredibly satisfying (and yes, occasionally a little ego-boosting).
4. Work-Life Balance: If the hustle of agency life has you dreaming of a nap in a hammock, in-house PR roles often come with a more predictable workload. Sure, there will still be busy times, but it’s generally a more structured environment that offers work-life balance (unless your CEO just got a new social media account…then, good luck).

The Drawbacks of In-House PR:

1. The “Same Brand, Every Day” Syndrome: Working in-house means you’ll be sticking with one brand, so if you’re the type of person who thrives on variety, this can feel a bit like watching the same movie on repeat. It’s not for everyone, but for those who like diving deep into one company’s ethos, it’s a dream job.
2. The “You Can’t Please Everyone” Challenge: When you work in-house, you’ll be constantly navigating internal politics and making sure that different departments are happy with the PR strategy. And let’s face it, trying to get everyone to agree on the same message can sometimes feel like herding cats.
3. Limited Exposure: Since you’re working with just one brand, you won’t get the chance to dip your toes into various industries. If variety is what you crave, in-house life might start to feel like a one-flavour ice cream cone in a world full of options.

The Verdict: Choose Your PR Adventure

Ultimately, the decision between working at a PR agency and working in-house is like choosing your favourite type of vacation: action-packed adventure or laid-back relaxation. If you love variety, team collaboration, and a whirlwind pace, then PR agency life—whether it’s crafting online PR strategies or managing campaigns in Sydney—might be your dream job. On the other hand, if you’re someone who likes stability, in-depth brand knowledge, and a little less chaos, working in-house at brand level, might be the perfect fit.

Whatever path you choose, just remember: the world of PR is never boring, and at the end of the day, you’re making stories that matter (even if you occasionally feel like you’re writing the script of a reality show).

As for me (in case you’re wondering), I made the choice to work at a Sydney PR Agency 20 years ago, and I haven’t looked back.  I love the challenges, the ups and downs, the huge wins and most of all, working with my beautiful team.  It certainly gets me out of bed each and every day!

Agent Sharon