When you’re looking for a new marketing communications / PR agency, one question often crops up: Do you hire a sector specialist who lives and breathes your industry, or a generalist who works across many?
On the surface, PR principles apply across the board. But in technical or B2B sectors – like construction, engineering, or manufacturing – the difference between hiring a generalist and hiring a sector specialist can be the difference between good enough and game-changing.
Why Sector Knowledge Matters
A sector specialist comes armed with years of experience in your world. They understand your challenges, your audience, your jargon – and your opportunities. That means:
- A shorter learning curve – They’re up to speed faster, delivering results sooner.
- Fewer costly mistakes – You’re not paying for someone to “learn your language” or correct avoidable errors.
- Stronger media relationships – They already know the editors, journalists, and trade publications you want to reach, along with exactly what kind of content gets published.
But What About Fresh Ideas?
Some argue that generalists bring creativity from other sectors. True – but most sector specialists work across a variety of clients within their niche, so they’re more than capable of bringing in fresh, proven ideas without the painful trial-and-error.
The GP vs. the Specialist
Think of it like medicine: a GP can spot that something’s wrong, but when the stakes are high, you want the consultant who has spent their career diagnosing and treating your exact problem.
In short, if you want faster results, fewer frustrations, and maximum impact from your PR investment, hire the agency that knows your sector inside out. Because when it comes to expertise, the real cost isn’t the fee – it’s the price you pay for not having it.
Author: Debbie Darling, Jooce Marketing & PR