PR Firm vs In-House Communications for Calgary Companies

As Calgary companies grow, they often face a choice: hire a communications manager in-house or work with an outside PR firm. Both can work. The right answer depends on how much news you produce, how many outlets you need to reach and what skills you can afford to keep on payroll.

What an in-house communications person brings

An in-house communicator knows your business deeply. They're available every day, understand internal politics and can handle a wide range of tasks: internal communications, website updates, social media, speeches, newsletters and media inquiries.

Strengths:

• Deep company knowledge
• Daily availability
• Consistent voice
• Handles internal and external communications

Limitations:

• One person's media relationships and skills
• Salary, benefits and overhead whether there's news or not
• Limited reach into national or specialised outlets
• Can be pulled into unrelated tasks

What a PR firm brings

A PR firm provides a team with media relationships, writing skills and distribution tools.

Strengths:

• Wider media network, including national and international outlets
• Specialists in writing, pitching, broadcast and crisis
• Scales up for launches and down when it's quiet
• Fresh outside perspective

Limitations:

• Less day-to-day company knowledge
• You share their attention with other clients
• Needs good briefing and a clear contact inside your company

Side by side

	In-house	PR firm
Cost	Salary plus overhead	Retainer, project or placement fees
Media reach	One person's network	Firm's network and tools
Availability	Daily	Agreed scope
Company knowledge	Deep	Grows over time
Flexibility	Fixed	Scales up or down

When in-house makes sense

Hire in-house when you have a steady daily workload: frequent internal communications, multiple stakeholders, regular media inquiries and lots of content. Larger Calgary companies, especially in energy and regulated industries, often need this.

When a firm makes more sense

Choose a firm when your news comes in bursts, you need reach beyond your own network, or you want specialist expertise like broadcast placement or crisis support without hiring for it.

Cost beyond salary

When comparing, count the full cost of an in-house hire: salary, CPP and EI contributions, benefits, software, training and management time. Then compare it with the total cost of a partner for the same output. Our post on how much PR costs in Calgary explains how partners price their work.

The hybrid that works for many

Many mid-sized Calgary companies combine both: an in-house marketing or communications coordinator who knows the business, plus an outside partner for media placements, broadcast and larger campaigns. The coordinator briefs the partner and amplifies the results internally. See outsourced marketing department for Calgary companies.

Make either option work

Whichever you choose:

• Plan announcements a quarter ahead
• Agree on key messages and spokespeople
• Measure coverage against business goals
• Make sure someone follows up the inquiries coverage creates

See PR services in Calgary for what to include.

How Blastily supports both

Blastily works well alongside an in-house team or in place of one. Your communications person can use the Blastily dashboard to find media, submit Blast requests, read industry news and draft content with AI, while Blast Press, broadcast and podcast placements extend your reach. Our team follows up leads, so communications and sales stay connected.

The bottom line

In-house brings depth and availability. A PR firm brings reach and flexibility. Most growing Calgary companies benefit from a coordinator inside and a media partner outside. For freelance options, see Calgary PR agency vs freelance publicist.

Keep reading

• Media Relations in Calgary: How to Build Relationships With Journalists
• Press Release Distribution for Calgary Companies: Local, National and Wire
• B2B PR in Calgary: Getting Your Company Into Trade and Business Media

Get PR and marketing that turn attention into revenue

Blastily gives Calgary and Alberta businesses PR, marketing and the software to run it in one place: press placements, radio, TV, billboards, podcasts, creators, social, email, SMS and SEO, all tracked in one dashboard. Then our team follows up your leads and books the appointments. We Blast. We Book. You Bank.

Book a media rep with a Blastily media consultant, or open your free Blastily dashboard to see what's available in your market.