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In the PR world, there are countless directions our careers can take, but one of the most intriguing decisions is choosing between working in-house or at an agency. There are a lot of misconceptions about either option - many people think going in-house means you’re going to be ‘bored’, and on the other side, going to an agency means you’re set for a fast-paced life and long hours.
So, to explore the topic further, we’ve chatted with some of the most talented PRs who have made the transition each way. We wanted to hear their thoughts on how they realised it was time for a change, the differences they’ve experienced between working in an agency versus in-house, and how their PR strategies have evolved.
We talked to…
Alex Hickson Burr: Alex's career has spanned several top agencies, including Rise at Seven and Trunk BBI. Recently, he transitioned to working in-house at Lowell, a leading credit management company in Europe.
Amber Buonsenso: Amber was formerly the PR Manager at The Evergreen Agency and has since moved to Homebase, a major UK home improvement retailer, where she continues her role as PR Manager.
Jack Jolly: Jack has a rich background in hospitality PR, however, he has recently transitioned to agency life and now serves as the PR Lead at Add People, a digital marketing agency based in Altrincham.
How To Realise When You’re Ready To Change Roles
Deciding to change roles can be one of the most exhilarating—and daunting—decisions in your career. Whether it's a creeping sense of burnout, a yearning for fresh challenges, or the simple desire for a new environment, the push to move on often comes from deep within. But what signs do you look out for to realise when you need to change roles?
Burnout and Work-Life Balance: One common reason for changing roles is the pursuit of a better work-life balance. For example, Jack Jolly transitioned from an in-house role in the hospitality sector to an agency to gain more control over his hours. "Changing from in-house to agency meant that I could have more control over my hours and achieve a better work-life balance with my wife," he says. In-house roles, especially in demanding industries, can often lead to long hours and high stress, prompting a switch to a different work environment.
Pursuing Passion and Expertise: Another motivation can be the desire to delve deeper into specific interests or industries. Alex Hickson-Burr moved from an agency to an in-house role driven by his passion for finance and economics. "One of my reasons for changing roles was my interest in finance, economics, and consumer affairs. I had always naturally gravitated towards these types of roles throughout my agency career," he explains. This shift allowed him to focus more on creating impactful campaigns rather than just building links or promoting products.
Organic Transitions: Amber Buonsenso’s journey is a prime example of how career transitions can happen organically. “It was never a solid plan for me,” she explains. “I had thought about how I would likely go in-house at some point in my career, but it was working with businesses in the home and garden and retail industry that was important to me, whether that was agency or in-house. It just happened that I was made redundant at a time when Homebase was hiring for my role, and it felt like the perfect transition!”.
What Are The Differences Between Working In PR In An Agency And Working In-House?
Understanding the key differences between working in an agency and in-house can help you decide which environment suits you best. Both settings offer unique advantages and challenges, and your career goals, personal preferences, and work style will significantly influence which is the better fit for you. Our experts reveal what they think are the biggest differences…
Depth vs. Breadth: In-house roles often allow for deeper engagement with a single business, offering the opportunity to understand and influence broader business strategies. Alex notes, "Working in-house definitely feels like there’s more time to really delve into the 'reason to be' for each piece of activity and campaign. You get to see the impact on customers, the industry, and wider society in a way that wasn’t possible agency-side." This deeper connection can lead to more meaningful and fulfilling work.
In contrast, agency roles provide variety and the opportunity to work across multiple industries. Jack highlights, "In an agency, the focus shifts to becoming knowledgeable about multiple industries and developing relationships across niche trade publications." This variety can be stimulating and broaden your expertise, but it also requires agility and effective time management.
Exposure to the Business: Amber shares her initial observations from her recent transition. “It’s very early days for me, but a difference I instantly noticed was how much more you’re exposed to the wider business when working in-house, and it’s made me realise how important it is to have an understanding of the wider business when planning PR strategies.”
Planning and Pace: Planning cycles differ significantly between the two environments. In-house roles often involve long-term planning and strategic thinking. Alex mentions, "In-house, especially in my industry, there are more stakeholders, and it can feel like there’s more planning involved to get things moving. However, it feels far less frantic than those crazy agency days."
Agency work, on the other hand, follows shorter planning cycles, requiring quick adjustments and a fast-paced approach. Jack states, "The planning is often month-by-month or quarter-by-quarter, rather than an annual plan. This necessitates quick adjustments to strategies in response to market changes and client needs."
How Does Your Approach To PR Change When You Move In-House Compared To An Agency?
Transitioning between agency and in-house roles can significantly alter your approach to PR. The change in environment brings about new challenges, responsibilities, and ways of thinking that can fundamentally shift how you plan and execute PR strategies. Our experts have revealed how their approach has changed…
Holistic Strategy: In-house roles require a holistic view of PR, integrating it with broader marketing strategies. Alex shares, "I’ve approached our digital PR strategy in-house the same way I would for a financial client in an agency, but my 'onboarding' has been living and breathing the business every day. Digital PR has gone from being my sole focus to part of a broader strategy." This approach ensures that PR efforts align with the overall brand and marketing goals.
Amber also notes a shift in her role’s scope. “My role has also changed slightly, meaning I don’t just focus solely on digital PR, so I now consider print coverage in our strategy and have to think about sending pitches out to meet the lead times of those publications. In addition, I see and appreciate the brand awareness side of PR much more. I know when you are on the agency side, especially in digital PR, it’s all about the links, but there’s so much more to PR!”
Resource Management: In agencies, managing time and resources effectively is crucial due to the need to balance multiple clients. Jack notes, "There are fewer meetings and emails in an agency, but logging time for client billing is less flexible. Stakeholder management shifts too, with less client face time compared to department interactions in-house."
What Are The Biggest Challenges When Moving In-House or Agency Side?
Both Alex, Amber, and Jack faced unique challenges during their transitions, offering insights into what to expect. Moving between these environments requires adaptability and a willingness to embrace new ways of working, as each setting presents different obstacles and learning curves.
Adjusting Pace and Scope: Alex found adjusting to the slower, more strategic pace of in-house work challenging. "The biggest challenge has been adjusting to the change of pace. Agency work is incredibly fast-paced, but in my new role, I set the strategy and deadlines. Compliance and regulation are also complex areas I’m still getting to grips with," he reflects. Moving from a specialist to a generalist role required significant adjustment and a broader skill set. In an agency, you might focus solely on digital PR, but in-house, you need to handle various aspects of brand, social, and content strategy, requiring a broader skill set and deeper understanding of the business.
Shifting Perspective: Amber shared her challenges: “I would say just being the ‘client’ essentially and being on the other side of the agency/client calls felt strange!” Transitioning from the agency side to an in-house role required Amber to adapt to a new perspective. In an agency, the focus is on delivering for the client, pitching ideas, and executing campaigns based on the client’s objectives and feedback. However, as the in-house PR manager, Amber now found herself in the position of the client, receiving pitches and evaluating ideas from agencies.
Access to Resources and Strategic Thinking: Jack faced challenges in managing stakeholder expectations and resources in an agency. "Explaining the value of sharing internal data with clients and not having immediate access to the brand's product for samples or content creation were major challenges," he says. Agency roles require strategic thinking to secure budgets and propose bold ideas without the immediate resources available in-house.
The Best Advice For PRs Who Want To Move In-House
Considering a move in-house? Here’s some practical advice from those who’ve made the leap. Understanding what to expect and how to prepare can make the transition smoother and more successful.
Amber’s Advice:
Understand the Fast-Paced Nature: “I think there’s a common misconception that agency life is much more ‘fast-paced’ compared to working in an in-house role. I think working in-house, in retail in particular, is equally as busy, especially approaching Christmas, and whilst you’re working on the same business every day, there is still SO much variation day-to-day.”
Align with Business Goals: “Stay as aligned to the brand and wider marketing team as possible when coming up with ideas. Having the luxury of being exposed to sales data means you can factor in product pitches that support wider business and sales goals.”
Embrace the Role of the Client: “Adjusting to being the ‘client’ and on the other side of the agency/client calls can feel strange, but it’s an important shift. You need to think critically about the proposals you receive and ensure they fit within the larger business strategy and brand vision.”
Appreciate the Broader Scope: “In-house roles expose you to the wider business, and it’s crucial to understand the broader business context when planning PR strategies. This holistic view is essential for creating effective campaigns.”
Alex's Advice:
Passion is Key: "Make sure it’s a business or industry that you genuinely love or feel passionate about. You will be living and breathing that business every day."
Leverage Your Experience: "Don’t be afraid to wear your agency badge on your sleeve! Your agency experience will bring valuable skills and fresh perspectives to the in-house team."
Understand the Business: "Try and get to know the mechanics of the business as soon as you can, in every area. Get to know how the customer team engages with customers, how the compliance team works, and more."
The Best Advice For PRs Who Want To Move To An Agency
If you're considering a move to an agency, here’s Jack’s advice based on his experience. Agencies offer a dynamic and varied work environment that can be both challenging and rewarding.
Jack's Advice:
Try Different Environments: "If you’ve never worked in an agency, consider giving it a go at some point in your career, and vice versa if you’ve only worked in agencies."
Apply Early: "Start applying for agency roles sooner than you might think necessary to find the right fit."
Meet Agencies and Recruiters: "Engage with various agencies and recruiters to understand the level of role you’d be suited for without prior agency experience."
Tailor Your CV: "Highlight skills that agencies value, such as PR understanding, time management, and multi-client management."
Network Actively: "Use LinkedIn and arrange coffee chats to build your professional network and gain insights."
Research Thoroughly: "Investigate each agency to ensure it aligns with your cultural and professional preferences."
A big thank you to all three of these amazing and talented PRs for taking time to put together some helpful and interesting comments about their experience. Make sure you follow them on LinkedIn and Twitter.
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