Naturally as the GM of a major PR consultancy my response is yes. The range of PR services available in New Zealand are as wide and varied as the needs of the individuals and organisations who procure these services. Anyone who spends money on PR rightly expects a meaningful communication outcome. I was therefore intrigued to find out more about a DIY PR programme and service which claimed to be a ‘threat’ to PR.

Presumably the claim, made in a media statement that PR consultancies are under threat, was designed to get attention, as was the statement suggesting that companies currently pay exorbitant amounts of money to generate publicity.  For what is apparently a much lower fee, organisations can learn how to do it themselves and save money in the process.  ‘All it takes’ is an understanding of the publicity process and you can ‘do your own’ PR.

An interesting proposition, and let me make it clear,  I am not criticising the premise of people doing their own PR, nor deriding the author of this media statement who might  offer a good service for the right people. 

There are a good number of people who drive their own publicity and others who, if they had the knowledge and inclination, could also do so. But there are some who should not and plenty more who, while willing and possibly able, will simply never get around to it.  

The DIY advocate focuses on the common misconception that PR is simply about generating publicity via the media. Today, PR is about building strong relationships with publics; effective, authentic and mutually beneficial relationships. Thus the term: PUBLIC RELATIONS.
 
One of the key benefits brought to a company by an external agency is the third eye and an independent perspective. We are experts in the PR business while the client is the expert in their business. 

Sound PR, focused on building relationships, is most certainly worth the investment and will contribute to long-term success. 

Even positive publicity does not necessarily build great relationships or add value to your business. It can, but simply looking to generate publicity for the sake of column inches is not always good PR.   

Whether you DIY, or engage experts – internally or externally – at the forefront of your mind should be an understanding of the needs of all target audiences. Great PR people will develop strategies that ensure a company addresses all audiences, and will help develop a programme that is genuinely mutually beneficial to all.

Tags: Consultancy, DIY PR, media, PR, public relations, Publicity, Relationship building

This entry was posted on Thursday, July 8th, 2010 at 1:05 pm and is filed under Brand, PR Matters. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.