Many large organizations have the monetary means to hire a team of communications professionals. They may even have a devoted public relations practitioner or a marketing team. But for smaller organizations who can’t afford this expense hiring and retaining outside counsel is a good alternative.
Chester Burger, a longtime consultant to the public relations industry, suggested six reasons why organizations retain public relations firms.
- Management has not previously had a formal public relations program and lacks experience in organizing one.
-Without proper knowledge and expertise in public relations, creating a program from the ground up would be ineffective and cost prohibitive. It would also not likely garner the results you would expect.
- Headquarters may be located far from communications and financial centers.
-Many organizations have headquarters outside of our community. This sometimes means they are removed from the delicate microcosms of the area. Knowing the history and issues surrounding the area sets us apart from larger firms located in metropolitan areas. Public relations issues that may slide in a larger city may not land as softly in our region. We have a vast network of colleagues, professionals and community leaders who act as a sounding board for ideas.
- The firm has a wide range of up-to-date contacts – Working with the media is what we do. We have both worked as broadcast journalists and have worked within the market. We interact with the media daily and know who to reach out to.
- An outside firm can provide the services of experienced executives and creative specialists who would be unwilling to move to other cities or whose salaries a single organization could not afford.
-At CK Communications, we work with clients of all sizes and strive to work within an organization’s budget. Our expertise is unmatched in the area and our rates are highly competitive.
- An organization with its own public relations department may need highly specialized services that it cannot afford or does not need on a full-time, continuous basis.
-Whether it’s crisis communications, publicity or garnering attention for a new project, we can do it all. Although we believe that a successful public relations program is a continuous endeavor, we know that some organizations cannot afford a full-time team of public relations practitioners.
- Crucial policy matters require the independent judgment of an outsider.
-Sometimes organizations can be too close to a subject to see it clearly or to see what the public’s perception may be. An independent counsel, we can accurately gauge perception and work with an organization to determine the best course of action.
Independent outside counsel can be more effective, cost efficient and practical than hiring a full-time employee or starting a program from the ground up. If you’re looking to implement a successful public relations campaign or need professional public relations practitioners call CK Communications.