What is a situation when a beauty or fashion brand SHOULDN’T leave their current PR agency?

“We just want to switch things up and get some fresh ideas.”

I sometimes hear this when I’m on discovery calls with beauty and fashion brands interested in hiring VLIV Communications to handle their PR.

The fashion or beauty brand will have a PR agency that they’re currently working with, and have been with for a year or more. They’re happy with the results, but feel that there could be more, and think that switching agencies will take them to the next level.

Honestly – this is not a great reason to leave your current PR agency.

Why not?

Why “Switching Things Up” Isn’t the Best PR Approach

Changing agencies isn’t a magic solution that will suddenly take your coverage from good to great.

It’s certainly possible that a new agency may have different perspectives that will lead to a temporary bump in placements. But if nothing much has changed with your brand in terms of messaging or products? You may not ultimately see a drastic difference in the types of placements you get.

Changing to a new agency will also slow momentum. The new agency needs to get up to speed and learn about your company. Meaning – you might potentially missing out on coverage opps.

That’s not to say that brands shouldn’t leave their current agency. If they feel they can’t help them achieve their goals, or if it’s no longer a fit, then it might be time to look at options.

But it’s worth a conversation with your current agency. While most PR firms will solicit feedback from their clients frequently to ensure everyone is on the same page, if you otherwise like with your PR team but want to change something about the approach, you should tell them. They might surprise you with the ideas that they have.