What is a press relations agency?

A press relations agency helps companies develop their visibility with the media. Its role is to identify the topics likely to interest journalists, build a coherent editorial strategy and develop a regular media presence for the brand.

Depending on the needs, an agency can work on PR strategy, press releases and press kits, product launches, product testing, press loans, interviews, press events, media monitoring and coverage tracking. Press Relations are therefore not only about sending press releases: they rest above all on strategy, media knowledge and sustained work over time.

Why Press Relations remain essential

In the age of social media, some companies think Press Relations have become secondary. In reality, they still play an essential role: consumers generally give more credibility to information published by an independent outlet than to a message broadcast directly by a brand.

They notably help grow awareness, strengthen credibility, support a product launch, back the sales teams, reassure retailers and improve the brand's overall visibility. They are often the first level of trust, before a consumer looks at reviews, videos or comparisons.

Not all agencies are alike

Choosing an agency is not only about comparing references or fees: approaches can differ greatly. Some favour one-off campaigns, others build a continuous media presence. Some work mainly on distributing press releases, others support brands in a genuine visibility strategy. The key is to choose an agency whose method matches your objectives.

The criteria for choosing a press relations agency

1. Expertise in your sector

All markets work differently. A consumer tech, smart home, finance or lifestyle brand does not address the same media or the same journalists. A specialised agency understands your sector's expectations, launch cycles and specific stakes — which makes for a more relevant and effective strategy.

2. A strategic rather than operational approach

A good agency does not start by sending a press release. It starts by understanding your objectives, your market, your competitors, your calendar and your key messages. The tools come afterwards: strategy is always the starting point.

3. A long-term vision

The best results are rarely seen after a single campaign. Brands that grow their visibility generally work their Press Relations all year round: this progressively establishes the brand, strengthens its credibility, grows its share of voice and builds lasting relationships with the media. Press Relations work more like an investment than a one-off operation.

4. The ability to measure performance

Indicators have evolved a lot. An agency must be able to analyse the quality of coverage, the tone of publications, share of voice, brand visibility and the evolution of media coverage. The goal is not only to obtain publications, but to measure their contribution to the overall strategy.

5. A good understanding of the other levers

Press Relations no longer work in isolation: the best-performing strategies are integrated. An agency able to coordinate Press Relations with Creator Marketing, affiliate marketing or TikTok Shop brings more coherence to the brand's communication.

The most common mistakes

• Choosing on price alone.
• Comparing the number of placements rather than their quality.
• Expecting immediate results.
• Stopping Press Relations after a launch.
• Working each communication lever separately.

The best strategies favour consistency, quality and coherence.

Why integrate Press Relations with Creator Marketing

The purchase journey has changed: a consumer may discover a product through an article, then watch a creator's video, check reviews and complete their purchase a few days later. Press Relations build credibility. Creator Marketing brings demonstration and closeness. Affiliate marketing then measures commercial performance. These levers reinforce each other when they are designed together.

The questions to ask before choosing

• What is your approach?
• How do you measure performance?
• What experience do you have in our sector?
• How does reporting work?
• Who will our contacts be?
• How do you adapt the strategy over time?

These answers often let you gauge the level of support offered.

FAQ

How JAIA supports brands

At JAIA, we design Press Relations strategies built to last, run with Creator Marketing and affiliate marketing as one system: the same media, the same creators, one report. Our PR leads, former tech journalists, cover France, Benelux and the UK for consumer tech, home, sport and lifestyle brands. Coverage builds the brand; media and affiliate-site partnerships measure it all the way to the sale.

← All articles