Your business should have the best of both worlds. That is, the benefit of: –
external support with decades of strategic and tactical communications experience, immediately accessible – with the benefit of distance;
in-house media service, trained and assisted to drive social and traditional media – from your own office.
You communicate competence by being competent. Speaking directly – rather than through external agencies – is a good start.
When you are trying to tell the world that you are not in a crisis, it is not great that they should hear about you through an external ‘crisis communications’ agency.