Recently, we've seen a remarkable number of new registrations from agencies at Presscloud. These are marketing, communication, content, and other agencies that guide multiple companies and want to add PR to their services. We previously wrote this blog and this blog about it.
This development is not so strange. Customers increasingly expect an agency to look beyond advertisements, social media, and their own website. They want to be visible and credible. Not only in their own communication but especially through independent media.
PR increases the value of an agency
For an agency, PR can be a logical extension of the service offering. Helping a client with campaigns or content is valuable, but a publication in a news medium or trade magazine adds something that is hard to match with own channels: external validation.
By offering PR, an agency can:
help clients increase their visibility and credibility;
distinguish itself from agencies with a narrower service package;
work longer-term with existing clients;
generate new income without building a completely new department.
Offering PR does not necessarily mean that an agency must hire a full PR team. With the right knowledge and tools, press releases, press lists, and distribution can become part of a broader marketing or communication strategy.
From SEO to GEO
Especially agencies that work a lot with SEO notice that the playing field is changing. Where organizations wanted to score in Google for years, users now increasingly get direct answers from ChatGPT, Gemini, Claude, and other AI systems (see also our earlier blog about this).
This leads to a new discipline: Generative Engine Optimization, or GEO. Visibility is not only about the content of your own website but also about what reliable external sources write about an organization.
AI systems base their answers in part on news media, trade publications, interviews, and expert quotes. A brand regularly mentioned in relevant journalistic contexts may also increase its presence in AI responses. This is where PR and GEO intersect. Earned media is becoming an increasingly important part of the overall picture.
Executing PR for multiple clients
This shift also explains why more and more agencies are opting for an Agency account at Presscloud. From one environment, they can manage the PR activities of multiple clients.
For each client, the agency can separately:
write and send press releases;
get personalized press lists compiled;
view campaigns and publication results;
manage own contacts and a newsroom.
This way, an agency can add PR without working with separate accounts, spreadsheets, and fragmented reports. This helps maintain an overview, and the agency can easily inform clients about what results have been achieved.
The increase in Agency registrations thus shows a broader trend. PR is no longer seen as a separate specialty but increasingly as an indispensable part of modern marketing, reputation, and online findability.
