We realize that a lot of companies like to keep their PR in-house. And there are good reasons for doing so. Some like the potential for cost containment. Others consider PR a subset, like social media, of the core marketing function. And some, particularly those with strong internal cultures, like to “own the outcome.”

These are all sound reasons.

But let me play devil’s advocate and argue for outsourcing at least part of your PR.

Consider these points:

1.  It’s not your core competency. With all due respect, if you’re in marketing, you’re not a PR specialist – you’re a consumer of the product. Stick with what you’re good at.

2.  You may not do it well. I freely admit that PR doesn’t require an MBA or a J.D., but it is its own craft, with tricks of the trade (like strong writing skills) and a long tradition of on-the-job learning.

3.  Your problem is not unique. From product launches to crisis communications, other companies have walked down this road. Why not learn from someone who walked with them?

4.  Outsider ideas are often valuable. We exist outside of your corporate culture and chain of command. A good PR agency person can step back and say, “Have you ever thought of doing it this way?”

5.  You’ve got someone to blame if you don’t like the results. Let’s face it, an outside agency is easier to replace than a whole department. Sure, they’re nice people, but business is business.