At my PR agency VLIV Communications, we often hear things like “PR is really expensive…it’s not something we think is worth it for our brand” from prospective clients. They’ll often ask “How expensive IS a beauty PR agency?”
That’s a great question – but on the flip side, brands should consider “How expensive is NOT hiring a beauty PR agency?”
Even though I’m of course a bit biased in that I run a beauty and fashion PR agency, the truth is, NOT engaging PR support is often more expensive long-term.
That said, I do understand that not every single brand needs PR. (In fact, many brands don’t!)
Sometimes the budget isn’t there, and the money needs to go elsewhere. I also understand that in today’s chaotic state of business (tariffs, anyone?) budgets are squeezed tighter than before. Other brands do incredibly well growing their businesses via organic community outreach. They’re able to easily hit the niche audience they’re focusing on without PR.
But if your business is growing, and you’re looking to solidify your place in your niche and continue to reach new audiences, retailers, and sources of funding, you can’t afford NOT to invest in PR.
Because, yes, PR is certainly expensive but…what’s more expensive?
How Expensive Is NOT Hiring A Beauty PR Agency?
It’s Expensive to Lose Market Share to Competitors Without a Beauty PR Agency
Your competitors may start to take hold of the keywords and phrases that you’re hoping to own and be leader in. They’ll be the “go-to” brand for your space, and their name will be the one associated with your niche…not yours. Do you want to be known for a key ingredient? Or an innovative technique? Engaging beauty PR support is hugely helpful. Trends may start on social media, but they take off on Google AI and ChatGPT. Where do these places source their information from? Oftentimes from media outlets!
You’ll Miss Out on Opportunities Due to Lack of Visibility
Expanding into new retailers? Looking to secure funding? Wanting to solidify a partnership with an industry peer? Stellar press coverage can greatly work in your favor. It increases exposure and draws these influential decision-makers to your brand. If they see your brand in a top-tier outlet, it works as a massive credibility booster. Nothing like those third party endorsements – particularly from respected digital and legacy media. When an editor who has seen it all sings YOUR brand’s praises, your target audience will have more trust in your products.
You’ll Lose Momentum by Thinking You Can Turn PR On and Off
I’ve seen this happen countless times…a brand will be riding high on the wave of amazing PR hits secured by their agency, and think that coverage and editor love will continue even they put their PR team on pause to save money. It rarely works like that, unfortunately. While a one-year PR campaign can garner substantial placements and build editor relationships, once PR isn’t a priority and is no longer top of mind for media, coverage stalls. To pick it back up and re-engage PR is lost momentum, as editors move around from publications and beats, and the brand will be playing catch-up.Are you launching a full, multi-product collection and want to display a lot of SKUs? In that case, an in-person event does this vastly better than virtual. Editors and beauty/fashion media can touch, feel, smell, and understand the new launches fully.
