Media Maven Mike | |||||||||||||
PR Consultant or In-House Specialist? | |||||||||||||
by Mike Janes Director, Media Relations |
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Firms wishing to upgrade their public relations image often face a difficult question: Do we add to our in-house staff or hire an outside agency or consultant? A simple analysis focusing on the pros and cons of each will help you make a sound decision. In-house: more in-tune? Agencies, however, generally bring with them a wealth of expertise, savvy, and media contacts that a hired public relations specialist might not possess. This can be especially pertinent if the PR manager you bring on board has three years or less of hands-on PR experience. With myriad resources at their disposal, PR firms can be enormously helpful with writing, logistics, pitching, and crisis communications. A public relations agency or consultant may be especially valuable if you have one specific project or initiative that requires "all hands on deck." During the selection process, you can (and should) require that each proposal outline specific experience and expertise that indicates the agency's ability to get the results you're looking for. An in-house specialist, generally speaking, will offer only broad communications experience and usually can't match the resources or manpower of a full-service agency. Cost and other factors Other questions you'll need to ask yourself include: A PR person, whether an in-house staff member or an outside vendor, can offer a whole new dimension to your firm. Representing the company at local business functions, placing stories in the regional Business Journal or daily newspaper, designing innovative brochures and visual materials, or just serving as a jack-of-all-trades on communications issues can all be a part of your public relations director's job description. With a bit of thought and reflection, you can bring on the right PR pro who will provide the best fit for your needs. Copyright 2002 The American Institute of Architects. All rights reserved. |
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