As more brands build in-house marketing capabilities, PR agencies are grappling with a new market reality as more communications work is done internally.

Compared to in-housing programmatic or media buying, bringing PR in-house is a much easier, not to mention less expensive, of a commitment. There’s also a push away from working with PR firms as they are known for passing even large clients off to greener employees. “Companies have been burned by PR firms a lot,” said a publicist at a PR agency in a Confessions with Digiday this week. “You get a lot of smoke and mirrors and bullshit from agencies.”

  • LinkedIn Icon