Contents 2. Major considerations 3. Management of change and PR status and structure 4. Pros and Cons of in-house PR 5. PR consultancy 6.

Pros and Cons of PR consultancy

Major Considerations
In order to organize or re-organize a PR setup anywhere, time, thought, pertinent discussion, fact finding exercise, planning skills and execution is involved. Essentials aspects are: 3. Whether its an industry , private or public sector , a profit or non-profit making organization, government department or an institution, every unit will have its own particular PR outfit and the management will have demand fulfillment of its larger objectives. 4. Another consideration is the management perception of public relations, nature of delegation and the support that the management would be willing to extend.

3. Whether the public relation objectives and the organizational objectives match with each other for the realization of set aims and goals. 4. Readiness of the management to provide adequate budget allocations for the successful execution of a planned PR program. 5. The actual role and task PR would be expected to perform both internally and externally. 6. PR will be required to have a sensitivity of social and political forces that have an impact of the functioning of the organization and the PR department.

Management Of Change and PR Status and Structure
1. In case of multi-unit organizations the facilitation

of a delegatory style and effective co-ordination. 2. In order to facilitate the development of a committed culture structuring the PR department is necessary. 3. The growth of teamwork and integration of functions. 4. As an essential component of the total organizational framework, the development and recognition of PR.

 In-house PR provide full-time service with continuity of

functions. They have direct access to decision-makers within the organizational framework.  Management can ensure easily the value for money and time spent on PR activity in the diversed fields.  Organizational having people-oriented structures will require in-house PR more in order to promote and maintain good relationships with emphasis on people aspects at all the levels of working.  PR personnel can protect the interest of the organization better at the time of crisis communication, investors relations and consumer communication.

 In-house PR people normally do not have nor they

are interested in knowing the good aspects of PR activity in other organization.  Normally in-house PR persons fail to seek information of value various outside sources and are at a disadvantage as far as national or global communication is concerned.  Employment conditions prohibit doing away with inefficient PR persons and hence they become redundant.  Many PR person lose unbiased behavior as a result of loyalty to the organization.

PR Consultancy
Advice for coping with change: Consultants are very often known as change agents. This would include new information techniques, problem analysis and solutions, effective public relations programs and making available a standard professional services. Provide efficient support services: Support services relating to audiovisuals, print work, photography, film and other tools of communication are required and to be provided by PR consultants. Provide advice: The PR consultant is expected advice on investors and financial relations, government affairs and employee relations.



1. Consultancy firms are like advertising agencies who can be done away with if found inefficient. 2. Consultants can provide unbiased and impartial services facilitating correct assessment of the situation by the management. 3. PR consultants will have locational advantage enabling companies situated at distant places for maintaining the line of contact with the government, media and other agencies. 4. The consultants are better equipped to collect a host of information from varied sources which will be of value to the management. They can even reach across the world for global communication matters. 5. Normally PR consultants possess wider range of experience and exposure by working with many organization.


Most of the consultants employ inexperienced personnel with lower salaries resulting in halfhearted performances by them. Divided loyalties and partial services of the consultants create barriers of communication for an organization. Lack of continuous functioning is a major hindrance to effective building up of reputation for the consultants. A consultant will have needed to make frequent references to management for approval while dealing with the press and the government. The consultant may lack sufficient knowledge about the organization for which he is working and make errors.

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