If you’ve ever worked in a PR agency, you’ve probably daydreamed about moving in-house. Maybe it was during a late night client call, while juggling your tenth account, or simply the allure of one brand and the ever-elusive work-life balance.

But, if you’re in-house, you might fantasise about the greater creative freedom, quicker progression routes, and the variety that agency life seems to offer.

I’d encourage anyone who’s seriously considering switching to pursue the opportunity — but assess roles carefully. The reasons people cite for jumping ship are often based on misconceptions. The grass isn’t greener, it’s just a different shade on the other side.

In-house myths

The biggest myth about in-house PR is that it’s a place to coast.

The prevailing narrative is that once you’ve cut your teeth in the fast, exciting agency world, in-house is routine, corporate, and safe. Anyone who’s actually worked in-house will tell you the job can be just as challenging.

You’re still managing crises, crafting narratives, dealing with personalities, and making tough calls. But, now you’re also wading through internal politics and becoming a subject-matter expert in your company’s space. You’ll live and breathe one brand while servicing multiple stakeholders, and that kind of focus can be incredibly stimulating and rewarding.

Another well-worn myth is that in-house comes with an automatic work-life balance upgrade. While agency hours can be punishing, especially when deadlines stack, in-house doesn’t mean you’re suddenly off the clock at 5.30pm. It means your stress looks different, as you face longer-term pressure, more accountability and fewer buffers between you and leadership. You are the go-to person for everything, and that weight can be heavy.

People often think agency is the only pathway to real growth because you’re constantly sharpening your media skills and learning about different companies — that sells in-house roles short.

You’ll learn how to navigate complex organisational dynamics, build influence as the company’s PR authority and steer messaging from inside, not the sidelines. You’ll also forge tactical relationships with journalists and other stakeholders that go far beyond pitching, and focus more on the communications discipline.

What do PR recruiters say?

Charlotte Bradshaw, founder and director of PR and comms headhunting agency Bradshaw Search said:

“As you get more senior in agency, the usual path is to come off the activation and coal-face communications work to take on more operational responsibilities, such as forecasting, budgets, line management, agency culture, and high-level strategy. A good way to highlight commercial nous for in-house candidates is to include detail of pitching for and winning additional budget. Highlight the challenges you faced, the ideas you presented, and the additional budget gained.”

One element of agency work that differs significantly from in-house, especially as you progress into senior roles, is the expectation to bring in new business. But, how do you overcome this if you only have in-house experience?

Nandita Samant, recruitment manager at Comms Search and Selection said:

“If candidates lack formal business development experience, but bring strong subject matter expertise to the table, it still tends to go down well, especially when there’s alignment with the agency’s core client base. For instance, if the company works within the built environment and the candidate comes from the construction sector, they should emphasise their industry knowledge and ability to influence senior stakeholders. Hiring managers are often more interested in a candidate’s ability to influence and build trust than in traditional salesmanship.”

If you’re craving more strategic influence, closer ties to leadership, or a broader approach to storytelling, then in-house could be the right move. Just don’t expect a break from pressure or a simpler job. If you love variety, thrive in a fast-paced environment, and feed off creative collaboration, then there’s no reason to leave your agency just because everyone eventually goes in-house. That’s another myth worth busting.

Try both if you can. As someone who's spent time on both sides of the divide, I believe every PR professional should experience the two environments at some point in their career to truly understand the full spectrum of what PR can be, and come away with broader, more balanced skill sets. The change doesn’t need to be permanent, but you owe it to yourself to find out where your strengths shine — and where the myths don’t match the reality.