prclass

There are many areas of specializations within PR and various kinds of PR agencies. In recent years, PR agencies specialties have reflected an increased growth and emphasis in crisis communication PR, on-line PR, and technology/IT PR. Social media is transforming marketing, media, and public relations, and a new breed of PR specialists is emerging. The services PR agencies offer need to be able to tap into blogs, utilize the web on behalf of their clients, increase their clients visibility on the web, search-engine market, and strategize/ consult (Bounds 2006).

What PR agencies are seeing in corporations is a move towards integrated communications. With the changing nature of business in recent years, there has been an increased need for various divisions within companies (e.g. PR, marketing, advertising, and technology) to work together towards achieving the best results (Mayo Clinic 2006). So, while it is useful to have an area of specialty, the lines between related fields in the business sector are continuing to blur. The distinctions between what PR, marketing, advertising, and technology roles are, are becoming less and less clear. In fact, what are considered the new vital technology trends for PR agencies (such as blogs, search engines, online press releases, and online newsrooms) would have been considered areas for IT departments not that long ago. So, while integrated communications may be helpful to PR firms by opening more doors and creating more opportunities, it also has the potential to hinder them because less definitions means a need for more specialties under a broader scope. It is no longer enough to be very experienced in one area; an individual must be knowledgeable regarding many different areas. Wider horizons, also translates into more competition and overlap.

Also, with small businesses increasing access to “do-it-yourself” PR techniques available online, PR agencies need to ensure that they continue to adopt means of high-tech communication in order to continue to evolve and stay relevant, and to avoid becoming out-dated and obsolete. PR agencies need to be adaptable, embrace technology and change, and establish a means of measuring outcome (Fulford, 2006).

- Kim Resendes (edited by: Caitlin Yearwood)

References:

Bounds, G. (2006, September 25). Small business (A special report): How to get attention in a new-media world: The rules of the publicity game are changing; Here are ways to claim the spotlight for your business. Wall Street Journal (Eastern edition), p. R1. New York, N.Y.

Fulford, L. (2006, May 19). Time to jump on the bandwagon or risk becoming obsolete.

Media, 14. Singapore, Hong Kong.

Mayo Clinic. (2006, October 2). It’s time for PR to take the lead in integrated

communications. PR News, 37(63), 1. Potomac.

Websites:

• MarketingFind - Shopping for a PR Agency

http://www.marketingfind.com/articles/shopping_for_a_pr_agency.html

• Wikipedia - Public Relations

http://en.wikipedia.org/wiki/Public_relations

There are two different types of public relations consultants. One is an independent consultant and the other is a public relations consultant who works for a consultancy.

            An independent consultant works independently with many clients at one time. Because they don’t work for a consultancy, they are more flexible because they are not tied down to one consultancy.

            When public relations consultants work in one building, this is known as a public relations consultancy. They vary in size and provide service to other organizations.

            There are benefits to working both ways. As an independent consultant you are your own boss, free to make your own choices. However, working on a consultancy means you may have a boss there is more job security.

            There are many reasons a person would hire a public relations consultant, independent or consultancy. From an architectural point of view, projects and deadlines can eat much of an architect’s time and therefore there are many missed public relations opportunities. But once a public relations consultant is hired, the architect can concentrate on the projects at hand, and not have to worry about missed public relation opportunities.

            A public relation consultant builds a relationship with their clients, or people involved in the organization. They are effective communicators, good at problem solving and can see multiple points-of-view. They can work in different types of companies, such as corporations, non-profit organizations, the government, education, entertainment, or finance.

Some of the duties of a public relations consultant include working for their clients, with what is needed by the client or organization. These duties may include things such as getting people to attend an event, to get more publicity, crisis management, getting people to donate to their charity or buy their product

As a public relations consultant, there are a few tips to help consultants along the way. Some of these include don’t try to meet everyone’s concept of perfection, have a short-term focus with a long-term goal and be biased towards action.

Here are some websites to check out:

This is a job profile of a PR Consultant:

http://www.jobprofiles.org/buspublicrelations2.htm

This is a blog about beginning a career in public relations. It is written by Kelly Papinchak.

http://www.publicrelationscareer.blogspot.com/

This is another blog by Steven Newton.

http://www.pr-consultant.co.uk/blog/

This is “10 steps to a fab job as a public relations consultant”

http://www.fabjob.com/tips122.html

                                                                                       –Cherie Borho