Debunking myths about PR : using consultancies

Published 2003

Here are some common myths about public relations consultancies.

You mainly buy a consultancy for its media contacts.

Granted, Sydney and to a less extent Melbourne, are media-driven cities. And to have good media contacts is a serious bonus for a PR consultancy. The reality is however that when it comes to interviews and opinions, the media want to talk to you - the company. The PR consultant’s role is to facilitate that contact. And think about what would happen if you and your consultancy should part company - who walks away with the media contacts? Contacts are important, but they are not the reason to employ a consultancy. And media is only one part of the public relations mix - and a declining one!

A consultancy can’t know our business well enough.

The reason for hiring a consultancy is to add value to what you already do - not duplicate your knowledge. Occasionally a consultancy can know your business - or at least your industry - as well as you. However you should be hiring a consultancy for the expertise it can bring - be it in media, production, marketing communications or whatever. As well it brings what is probably the most important factor - an external perspective and an ability to see you how others do. That’s sometimes impossible if you are sitting on the inside looking out.

A bigger consultancy will be better.

If you need a wide range of skills or access to different specialisations then a large consultancy may be your natural choice. But service - and access to people - is largely a function of budget. If you don’t have a large enough budget then there’s little point being with a large consultancy because you may not be able to afford to access the specialists. Any choice should be based on the best blend of experience and deliverables for you. If you choose carefully, some medium sized or smaller consultancies can outperform their larger competitors - on price, service, knowledge and strategy.

Consultancies are expensive.

Yes, and no. Ill-used, anything can be expensive. Consultancies charge by time. What that charge is, depends on a number of factors including experience, skills and availability. If you’re looking at using a consultancy, think about what percentage of your work needs to be done at a senior level, and what tasks spill down from that. The simple fact is that one extra person within your organisation could cost around $100,000 all up (salary, super, office, equipment, taxes, etc) but you may be able to place the same work through a consultancy for much less. How can this be? Instead of relying on one (internal) person to possess all the skills required for the job (and paying accordingly), you will be able to gain those skills from various people in your consultancy - and only pay the applicable rate for each person. And the consultancy doesn’t require sick leave or four weeks annual vacation!

Note: The author of this article is a senior Sydney based independent corporate PR consultant with 30 years PR agency experience, who works with PR Managers to help them get the best out of their relationships with PR agencies, as well as helping them review and select PR agencies. He also advises, coaches and mentors PR Managers and undertakes audits of PR Department structures and programs. He blogs regularly on PR and communications topics similar to those in this article.

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