Public Relations Practice & Skillset (Week 24)
What is a PR
Consultancy?
- A professional practice giving expertadvice in a particular field
-
Either horizontal (i.e. Generalist)
-
Or vertical specialist (e.g. B2C, tech,
investor).
- The provision of specified technical and creative services... By way of professional fees paid for by clients under contract
- Professional services firms such as management and PR consultancies offer services directed at the solution of client problems...
Why do Clients hire
PR Consultancies/Agencies?
The PR Process
Creating
Relationships
So...The creation of value for organisations through the
application of: Knowledge, Techniques and Assets in order to help improve
performance. More added value when creating effective relationships between the
agency/client is to do with impression management and convincing managers that
they need consultants that are familiar with the latest know-how.
Performance Isn’t
Enough:
This double-focus makes the client handling role critical to
consultancy success or failure.
Account Handling
All staff need business advisory skills and to become much
more savvy about a bigger business picture so that they can take PR into the
boardroom and be part of the dominant coalition.
Full-service:
- Media relations
- Product marketing
- Copywriting
- Press office
- Online/digital comms
- Media/presentation training
- Sponsorship
- Conference/event management
- Research/evaluation
- Corporate identity etc.
- Strategic planning
Is In-House PR
Different?
All PR folk are really consultants. The approach is similar:
-
An issue or situation is analysed
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A desired outcome interpreted into quantifiable
objectives
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Critical audiences identified
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Messages translated to strategy
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Action plan developed/implemented
-
Results evaluated
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