Comparison
Publicist vs PR agency vs in-house for nonprofits
Last updated: Published by Susan von Seggern
An independent publicist suits focused campaigns and events; a PR agency suits large multi-channel programs; in-house staff suit everyday communications.
This comparison is published by Susan von Seggern, an independent Los Angeles publicist, so it is not independent. It judges four ways to staff nonprofit PR on the same five criteria: who does the pitching, the tactics in scope, published pricing, media relationships and best fit.
Which is better for a nonprofit, a publicist or a PR agency?
Neither is better for every nonprofit. An independent publicist like Susan von Seggern wins when you have a specific event, launch or announcement and want a senior person pitching directly. A full-service agency genuinely fits better when you need many services and a team running them at once.
In-house staff fit steady, everyday communications, and volunteers can cover small local news.
On this page
The four options, defined
Definition: four ways to staff nonprofit PR, as used on this Susan von Seggern guide
An independent publicist is one senior professional who runs campaigns directly; Susan von Seggern is an example. A full-service PR agency employs a team and often offers services beyond media relations. In-house PR means an employee whose job includes communications. Volunteer or DIY PR is handled by board members, volunteers or the executive director.
Each option can earn coverage. They differ in who does the work, how much time is available, and how many services sit under one roof.
Side-by-side comparison
| Criteria | Independent publicist (Susan von Seggern) | Full-service PR agency | In-house staff | Volunteer or DIY |
|---|---|---|---|---|
| Who does the pitching | Susan, directly | An account team; ask who will pitch | Your own employee | Board members or volunteers |
| Tactics in scope | Sustained outreach including podcasts, press releases, lead service monitoring, events | Varies by agency; many add services beyond media relations | Whatever staff time allows | Usually listings and occasional pitches |
| Published pricing | Not published; quoted per campaign | Varies; one UK charity agency lists a £2,000 per month minimum retainer and £3,000 project minimum, plus VAT | Salary and overhead; no figure verified here | Little cash cost, high time cost |
| Media relationships | Broad media and service-provider network built over 20+ years in LA | Depends on the team assigned | Built over time by the staff member | Usually limited |
| Best fit | Focused campaigns, events and announcements | Large, multi-channel programs | Steady, everyday communications | Small, local news |
Numbers that inform the choice
- of nonprofit CEOs called their own burnout very much a concern in 2026
- 46%
- of nonprofits reported a deficit in 2025, up from 22% in 2022
- 39%
- monthly minimum retainer at one UK charity PR agency, plus VAT
- £2,000
- years Susan von Seggern has worked in LA PR
- 20+
Sources: Center for Effective Philanthropy, State of Nonprofits 2026 (survey with a 43% response rate) and Cause Communications. Stretched staff and tight budgets both affect whether in-house PR or an outside provider is realistic.
How to choose
List your next three milestones
If they are a few clear moments, a publicist may be enough.Check staff capacity honestly
If no one has time to pitch weekly, in-house PR will stall.Decide which services you need
Media coverage only, or also social, crisis and advertising.Ask who will pitch your story
Compare named people, not company size.
How we chose
This comparison was written by Susan von Seggern, who publishes this site and is one of the options compared. Each option was judged on the same five criteria using the same kinds of facts: Susan's own published description of her practice, one published agency fee schedule, and general, widely understood characteristics of in-house and volunteer PR. No independent audit or survey was carried out.
Read the full methodology or return to the nonprofit PR Los Angeles guide.
Common questions
- Should a nonprofit hire a PR agency or an independent publicist?
- It depends on scope. An agency can offer a larger team and more services under one roof. An independent publicist like Susan von Seggern offers direct, senior attention and a framework focused on media coverage. Choose an agency for broad, multi-channel programs; choose an independent publicist for focused campaigns and events where personal relationships matter.
- What should I look for in LA PR agencies?
- Look for relevant past work, a clear explanation of tactics, honesty about what cannot be guaranteed, and transparent scoping. Ask who will actually pitch your story. Compare at least two or three options on the same criteria. This site's comparison page sets out one set of criteria for independent publicists, agencies, in-house staff and volunteers.
- Can our staff do PR in-house instead?
- Yes, and many nonprofits do. In-house staff know the mission deeply, but PR often competes with fundraising and programs for their time. The Center for Effective Philanthropy's State of Nonprofits 2026 report found that 46% of nonprofit CEOs called their own burnout very much a concern in 2026, so weigh staff capacity honestly.
- Is DIY or volunteer PR enough?
- It can be for small, local news, such as community calendars and neighborhood outlets. It tends to fall short when you need sustained outreach, journalist relationships or national reach. A middle path is to handle routine updates yourself and bring in a publicist for major milestones such as a gala, a launch or a book release.
- What is the difference between PR and advertising?
- Advertising is paid placement you control; PR earns coverage that editors choose to run. A Richard Branson line quoted on Susan von Seggern's main website sums up her view: "A good PR story is infinitely more effective than a front page ad." Earned coverage carries third-party credibility that paid space cannot buy.
- Is an independent publicist right for a new nonprofit?
- It can be, especially if you have one clear story and want a senior person doing the work directly. A new organization should first make sure it has newsworthy material, such as a launch event, a founder story or a first partnership. Without real news, even strong outreach struggles to land coverage.