Should I Use a Freelancer or PR Agency for Press Releases?

You've decided not to go it alone. Smart. Now the next fork in the road: hire a freelance writer, or bring in a PR agency?

Both can be excellent. Both can be a waste of money if they're the wrong fit. Here's how to choose.

What a freelancer typically offers

Pros: - Lower cost per release. Fewer overheads, simpler pricing. - Direct access. You talk to the person writing your release. - Flexibility. Great for one-off projects. - Specialists exist. Some freelancers know your industry deeply.

Cons: - Often writing-only. Many don't pitch or have media relationships. - Capacity limits. One person, one inbox. Vacations and sick days happen. - Less strategy. You may get a well-written release without a plan for what happens next.

What a PR agency typically offers

Pros: - Strategy. Finding the angle, planning the timing, connecting releases to bigger goals. - Media relationships. Agencies pitch regularly and know who covers what. - A team. Writers, strategists, designers and pitchers working together. - Bigger capacity for campaigns, crises and launches.

Cons: - Higher cost, often via retainers or campaign fees. - You might be a small fish. At large agencies, junior staff may do most of the work. - Long contracts sometimes required.

Quick comparison

	Freelancer	PR Agency
Cost	Lower	Higher
Writing	✓	✓
Strategy	Sometimes	Usually
Media pitching	Sometimes	Usually
Capacity	Limited	Larger
Best for	One-off, simple news	Campaigns, high-stakes news

For actual price ranges, see How Much Does a Press Release Cost?

Choose a freelancer if…

Your news is straightforward
You mainly need a polished, published release (for your website or SEO)
You or your team will handle the pitching
Budget is tight

Choose an agency if…

You want media coverage, not just a published release
The news is high stakes — funding, crisis, rebrand, major launch
You want ongoing visibility, not one release
You don't have time to manage the process

Or skip both

Some businesses don't need either yet. If your news is simple and you're comfortable writing, DIY can work beautifully. We weigh that option honestly in Should I Write My Own Press Release or Hire Someone?

Red flags with either

Guaranteed coverage promises. No one can guarantee editorial coverage. Paid placements exist, but they should be clearly labelled as paid.
Vague deliverables. "We'll get you out there" isn't a plan.
No relevant samples.
Reports full of vanity metrics like "potential reach" with no real outcomes.

Ask the right questions up front — our checklist is here: What Questions Should I Ask Before Hiring a Press Release Writer?

What about small businesses?

Small businesses often feel PR isn't "for them." It absolutely can be, but the approach should match the budget. We tackle that in Should Small Businesses Bother With Press Releases?

The bottom line

A freelancer is a great writer you hire for a task. An agency is a partner you hire for an outcome. Decide which one you need — words, or results — and the choice gets easy.

Quick FAQ

Can a freelancer pitch media too? Some can, and some have great contacts. Ask directly, and ask for links to stories their pitching produced.

Is an agency overkill for a startup? Not always. If the news is a funding round or launch that shapes how investors see you, strategy matters. See Do I Need a Press Release to Build Credibility for My Startup?

How do I compare quotes from different providers? Line them up by what's included: writing, revisions, distribution, pitching and reporting. A cheaper quote that skips pitching isn't really cheaper if what you need is coverage.

Blastily sits in a sweet spot: agency-level strategy and placement, built for founders and growing businesses. Start your Blast at blastily.com.