INTERNAL VERSUS EXTERNAL PR

M. Deepak

Why?
Executives must determine how much of the PR effort should be

outsourced, which functions should be retained in-house and which agency is the best fit
Making the decision to use an outside agency to handle all or a

part of a companys communications can be a complex process, but its one that offers the chance for adding considerable expertise, professional skills and activity to the companys PR function
In examining the value of inside vs. out-of-house public relations

staffing, your should consider the following advantages of each alternative and reach a blend of outsourcing and inside capabilities that works best for you

In-House
The Advantages of Handling PR with In-house Staff Convenience Having someone nearby can mean the difference between getting it done today and waiting for a phone call tomorrow. This also allows for immediate follow-up and quick response time in crisis situations Understanding the client In-house PR departments are directly affected by their actions. Aspects ranging from managing their overhead to understanding their organizations needs are factors that an outside PR firm often cannot provide. The more familiar people are with their client, the more likely they are to aim for greater results Responsiveness to opportunities An in-house PR professional is on site when developments occur. A trained PR specialist who participates in company meetings to discuss future programs will be able to point out possible opportunities that otherwise would have gone unnoticed

Agency
Outsourcing PR to an Agency-The Advantages A team of professionals By outsourcing to these specialists, businesses need not worry about compromising their message for the sake of publicity; because they have well-respected, well-established professionals on their side Media and vendor relationships Agencies through their many employees can put a client in touch with a wide universe of media and provide a breadth of media contacts that an in-house PR department cannot The outsiders perspective Its easier to ask an independent party to sum up the image of the company than to ask an internal PR person, who may paint a picture stamped with bias. Moreover, an outside professional works with a number of clients, generating a wider perspective on an industry and a deeper understanding of the issues confronting it