“PR” gets used to mean everything from press releases to party planning, so it’s fair to ask what a public relations agency actually does — and whether your business needs one. The industry body PRSA defines it well: public relations is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” In short, a PR agency helps you earn attention and trust you can’t simply buy with ads.
PR is earned attention, not paid
Advertising is space you pay for and control. PR is coverage you earn — a journalist writing about you, a podcast inviting you on, an editor quoting you as an expert. It’s harder to get, which is exactly why it’s more credible: readers trust a story far more than a banner ad.
What the work looks like day to day
- Media relations — real relationships with the journalists and editors your audience reads, and pitching them stories worth running.
- Press materials — announcements and media kits written to get picked up, not ignored.
- Thought leadership — getting your founder quoted, published and known as an expert voice.
- Story angles — finding the hook (the data, the milestone, the point of view) that makes you newsworthy.
- Launch and event publicity — timing coverage around your big moments.
The main types of PR
“PR” covers several disciplines, and most agencies lead with one or two:
- Corporate / reputation PR — the overall reputation of the organisation.
- Consumer / lifestyle PR — brand and product coverage aimed at the public.
- B2B / technology PR — trade press, industry credibility, thought leadership.
- Crisis communications — protecting reputation when something goes wrong.
- Digital PR — earned coverage that also builds SEO authority through links (more below).
- Internal, investor and public affairs — employees, investors and government/regulatory audiences.
How PR agencies charge
Most PR work is sold on a monthly retainer (often with a 6–12 month commitment), with some project-based or hourly work. In Singapore, indicative retainers reported by industry sources range roughly from around SGD 2,000–4,000 for entry-level or boutique support to SGD 8,000–15,000+ for global-network agencies — treat these as ballpark figures that vary widely by scope and seniority, not fixed prices. The key point: PR is an ongoing programme, not a one-off buy.
How PR is measured (and why “AVE” is out)
Good agencies have moved past vanity metrics. “Advertising Value Equivalency” (AVE) — pricing coverage as if it were an ad — has been formally rejected by the industry’s Barcelona Principles as a measure of PR value. Modern measurement looks at share of voice, message pull-through, sentiment, referral traffic, earned links/domain authority, and business outcomes like leads and hires. If an agency’s only proof is “impressions,” ask what those impressions actually did.
Digital PR and SEO
Earned coverage in credible publications often comes with links back to your site — and those links build the domain authority that helps you rank in Google. This is where PR and SEO meet, and it’s a natural fit for a creative studio that also handles content and search.
In-house vs an agency
An in-house hire knows your business intimately; an agency brings a wider network of media relationships, more bandwidth around launches, and outside objectivity. Many companies run a small in-house function and an agency for reach. If you’re weighing it up, the deciding factors are usually media relationships, bandwidth and budget.
How to choose and brief a PR agency
Look for relevant media relationships, honest measurement, and case studies in your space — and be wary of anyone guaranteeing specific coverage. A strong brief makes all the difference: spell out your objectives, target audience, the story you want told, and how you’ll define success. In the first month, expect onboarding, a messaging and positioning phase, media-list building and the first pitches — coverage builds from there.
Do you actually need one?
You don’t need a blockbuster announcement to do PR. Expert commentary, a contrarian point of view, useful data and a compelling founder story all earn coverage. If you want the right people to know you exist — customers, partners, investors, future hires — PR is how you reach them with credibility.
Advent runs PR as part of a creative studio, so we don’t just pitch — we produce the video, photography and content that make your story worth covering. See our public relations service, or the wider reputation management offering it sits within, and tell us what you’d love to be known for.
How is PR different from marketing?
Marketing usually drives direct action through channels you control; PR builds reputation and trust through third parties. They work best together.
Can a PR agency guarantee coverage?
No reputable agency guarantees a specific outlet — coverage is earned, not bought. What a good agency guarantees is a strong story, sharp targeting and persistent, professional pitching.
