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The other day I was talking with a tool vendor and the question was asked, “How does a marketer reach in-house agencies; does anyone know how many there are?” I thought it was a great question.  I’ve been trying to research how many independent PR consultants there actually are out there for years. Turns out no one really knows for sure how many Indies are out there. The census bureau only goes as small as agencies with 1-4 employees.  As an illustration, in 2021 there were 7,927 agencies in this category.

Regardless of market size, at PRToolfinder we understand that the technology tool needs of PR professionals vary depending on their size and business model. For example, In-house PR teams have varying needs and challenges compared to external agencies or consultants. Their primary goal is to manage and safeguard their organization’s reputation. In-house agencys’ common PR tool requirements typically include:

• Media Monitoring and Analysis: Real-time monitoring of media coverage to stay updated on relevant news and brand mentions.
• Media List Management: Often delivered via a media suite of tools
• Crisis Communication Tools: Rapid response capabilities during crises or negative news events.
• Content Distribution and Outreach: Platforms for distributing press releases and engaging with media.
• Social Media Management: Managing their organization’s social media presence, including scheduling, monitoring, and analytics.
• Reporting and Analytics: Measuring the effectiveness of their efforts and demonstrating PR’s value.
• Market Research/Competitive Analysis: Monitoring competitors’ PR strategies and industry trends.
• Influencer and Stakeholder Management: Identifying and engaging with key influencers and stakeholders.

These are just some of the 30 PR categories in the PRToolFinder database. From Market research tools to selecting the right podcasting resources, PRToolFinder can help agencies of all sizes find and select the right PR Technology to fit their immediate and long-term needs. To get a list of all of the categories, download the PRToolFinder category eBook.

On the question about in-house agencies, and taking into account that in-house agencies handle far more than just PR, I did a little digging.

Did you know that there is an association for in-house agencies?

Yes! The In-House Agency Forum (IHAF) is that association. IHAF is a unique membership organization dedicated to supporting every function within the in-house agency model, from creative and media to executive management. Founded in 2005, IHAF provides its members with exclusive year-round benefits, including benchmarking data, best practices, conferences, events, and networking opportunities.

This market is growing

In-house agencies apparently are rapidly gaining popularity, offering brands increased control, faster turnaround times, and cost savings. There was an interesting article yesterday in Chief/Marketer by Clive Sirkin, Executive Chairman of workflow automation platform Screendragon, about scaling an internal team from small start-ups into major marketing powerhouses, and the challenges they encounter.

Key strategies for overcoming these hurdles include strengthening collaboration with stakeholders, aligning agency initiatives with broader corporate goals, and adopting the right technology tools. Not surprisingly, the article also makes the point that effective use of AI and machine learning, streamlined workflows, and fostering a symbiotic relationship with external agencies are also critical and that by addressing these aspects, in-house agencies can scale efficiently and drive sustainable growth for their brands.  Read the full article here on Chief/Marketer.