In-House vs. Agency: Four Questions to Consider When Deciding the Needs of Your Comms Team

I still remember my frustrations working with one particular PR agency as an in-house nonprofit communications manager. At times, using them took more work on my part than the value those consultants provided, which was especially disheartening when the bill came.

For several of us on the Gladius team, this is our first time working in an environment where we aren’t a part of an in-house team, venturing into the role of “consultant” after spending years embedded within organizations. 

When working in Washington, D.C., one of the first questions you typically hear when meeting someone is “What do you do?” When people would answer “consultant,” I was the first to respond with another follow-up: “What does that mean?” I never expected that more than 15 years later, I would be on the other end of that question. 

But my answer now is different than the ones I used to hear in Washington. Because at Gladius, our experience means we approach our roles as consultants differently — aiming to be the type of advisor who we would have wanted back in the day.

Companies often face another common question: Do you grow your in-house comms team or hire an outside consultant? There are many factors when deciding what is best for your unique situation. Here are four questions that are worth considering: 

1. Is this a fixed-term project or one that will last for the foreseeable future? Do you need an instant problem-solver or a long-term teammate?

If your needs are limited to a specific project or initiative with a precise end date, outside communications support may be your best option, allowing you to tailor the length and scope of work to fit your precise needs.

Utilizing a consultant or outside expert provides the benefit of additional support without the obligation of expanding your permanent team — and the long-term onboarding, training, and managing that goes with that. The right consultant can jump in quickly and work independently to help problem-solve immediately.

If it’s a longer-term priority, either option could fit your needs. However, a full-time hire limits you to a specific level of experience or job skills. Using the right consultancy group gives you access to a wide range of people and talents.  

2. Do you need an outside voice to support or validate your ideas?

Sometimes, having an external consultant can be an extra voice in your corner, bringing credibility to a strategy or plan to present to others in your organization. Or a consultant can offer valuable honesty with extensive experience that doesn’t report up your organizational chain of command. For certain executives, you may not have a peer-level position within your company who can provide constructive feedback and refine ideas before they go to the CEO. An objective outsider can help with that. 

3. Do you need flexibility?

Depending on the communications contractor or agency you work with, you may have access to a broader range of skills, experience, or expertise than relying on a set number of internal team members alone. For example, Gladius has experienced pros from the C-suite level to mid- and early-career, with skillsets and expertise that include external media relations, internal employee engagement, visual and video, executive and team training, thought leadership development, and content — just to name a few. (Check out our bios for more!)

Need a CCO-type partner to help support or advise your executive team? Or more tactical assistance for specific tasks you want off your plate? With a consultancy that is nimble and flexible, you have a greater opportunity to pick and choose your needs, including: 

• Estimated number of hours you need in a given week or month

• Level of experience of the comms partner, based on who they will be interacting with on your team 

• Type of work you need, such as objective input and counseling, writing, editing or strategic planning

4. Do you have the right comms partner? 

Ultimately, an outside consultant should add value to your work, but there are important elements that can make or break a good partnership. The same things that are important in a long-term teammate should be expected in a consultant as well, including communication, trust, reliability, proactive engagement, experience, problem-solving, and creative thinking. 

With the added flexibility of a consultancy, you have a better ability to pick and choose an outside partner that fits your team’s culture, personality, and needs. 

In the end, choosing between an in-house communications team and an outside consultant isn’t about which option is better — it’s about what’s best for your business at the specific moment. Both can bring unique strengths to the table. An internal team offers deep institutional knowledge, guaranteed access, and day-to-day oversight, while an external partner brings fresh perspective, specialized expertise, and scalability. Many organizations find success with a hybrid approach that blends the two. Whatever path you choose, the goal remains the same: clear, consistent communication that moves your business forward.

The Gladius team prides itself on being anything but “one-size-fits-all.” We aim to embed ourselves into the organization we work with, so that working together is not only seamless but tailored perfectly to your needs.