The marketing ecosystem has evolved manifolds in the last couple of years. The transformation might have taken a few years but in the marketing world, it seems like everything happened in the blink of an eye. Everybody who is a part of the digital business has managed to take it as it came. That resulted in hierarchy and divisions like PR agencies and influencer marketing agencies under the marketing umbrella.

For an outsider, it is difficult to understand the difference between influencer marketing agencies and PR agencies. But what’s more bewildering than that is for people to understand what is the need of different marketing agencies?

Almost a decade ago, we were only familiar with marketing and advertising agencies. But the digital world expanded and so did the types of marketing agencies.

Here’s why we need different types of marketing agencies:

1. The professional can channel their expertise in their preferred niche.
2. Each type of agency caters to different goals.
3. Different divisions help simplify the marketing strategies.

These types of marketing agencies are all interrelated and the services provided by them help in the comprehensive growth of the influencers and brands. We have heard of digital marketing agencies, influencer marketing agencies, influencer marketing platforms, PR agencies, social media marketing agencies, and so on.

Some agencies offer all of these services while some stick to their respective niches. We will soon decode them all but today, let’s start with influencer marketing agencies and PR agencies.

What is an influencer marketing agency?

To put it simply, an influencer marketing agency strategizes, executes, and analyzes different types of influencer marketing campaigns. Given the significant rise of influencer marketing in the recent past, it is needless to say that expertise provided by influencer marketing agencies can be nothing but highly resourceful.

What does an influencer marketing agency do?

Different types of influencer marketing agencies provide varied services. Some also provide end-to-end influencer marketing services which may include, finding influencers for brand marketing campaigns, production assistance, research, performance analysis, etc.

influencer marketing agencies help their clients create different types of content for social media like sponsored content, affiliate marketing, long-term collaborations, brand ambassador program, UGC campaigns, etc.

What is a PR agency?

A PR agency or a public relations agency is accountable to build and maintain relationships between their clients and their audience. Each company has a persona, a reputation. It’s the task of a PR agency to communicate the same to their target audience. People may often confuse press releases with public relations. And it only seems fair to do so because the former is a public relations tool.

Earlier public relations were only limited to conferences and releases. But now we get to see PR agencies maintaining public relations on Instagram and utilizing other social media platforms to communicate their messages.

What does a PR agency do?

PR agencies build, reform, and maintain the company or individual’s reputation in the public eye. They perform tasks like:

1. Spreading awareness about a new launch.
2. Handling crisis management in case of any mishaps.
3. Hold press conferences and do press releases to provide any statement.

These are only a few of the tasks performed by PR agencies. When companies or individuals are a part of the limelight and are the talk of the town, a PR agency seems mandatory to be their representative and act in their best interests.

Just by the mere introduction of these two types of agencies, we can see how influencer marketing agencies are different from PR agencies. And yet, they are both an integral part of the digital marketing and influencer marketing domain. We can see what do PR agencies do that is so different from influencer marketing agencies but let’s take a deeper dive here.

Difference between PR agency and influencer marketing agency

1. A PR agency is responsible for spreading messages whereas an influencer marketing agency helps in creating campaigns to promote brands and their products.
2. PR firms handle the reputation of influencers and brands whereas the influencer marketing agencies only handle their respective campaigns.
3. PR firms have a long-term relationship with their clients whereas influencer marketing agencies work together till the campaign is ongoing. However, they can still continue to work together on different projects.

Both the PR agencies and influencer marketing agencies add to the careers of their clients. But who are these clients?

The general stigma says that PR agencies work with big brands only whereas influencer marketing agencies work for celebrity endorsements and brands campaigns with mega influencers only. Let’s clear the air around this and talk about who can work with PR agencies and who can work with influencer marketing agencies?

Both brands and influencers from different influencer marketing niches can and should work with influencer marketing agencies as well as PR agencies. They can work with a firm that has both influencer marketing and PR or choose to work with two different types of agencies.

In simple terms, influencer marketing agencies are responsible to get work for influencers whereas PR agencies are responsible to make sure that their work, accomplishments, and other news reach their audience. It would only be fair to say that influencer marketing agencies and PR agencies are interdependent.

You must have often seen Instagram posts where influencers receive PR packages from brands. This is an example of how are influencer marketing and PR related.

Many marketing agencies in India have adapted to these changing dimensions by integrating influencer marketing and PR into their business plan. It is easier for brands and influencers to find PR agencies and influencer marketing agencies in India.

WORD Marketplace is one of the top influencer marketing platforms and agencies that caters to both influencers and brands. It provides various kinds of services that align well with the goals of brands and influencers. Given the ROI that influencer marketing helps to generate, it is only ideal to collaborate with an agency that aims to bring its A-game at all times.