PR Consultancy-

andComparison b/w News

story & PR
522
PR Consultancy

Consultancy is not an agency

 Consultancy gives whole range of PR / communication services
Agency is media agent, it works on commission from advertiser for
Print – space
Electronic air-time
And from media for selling of their space/time
PR consultancy charge for – expertise, no. of working hours, services
PR Consultancy

Public Relations activities are carried-out by in-house Public Relations Department or

external Public Relations consultancy or mixture of these two – both work together

E.g.
Unilever – in-house PR department
Unilever – PR consultancy
Unilever In house-house PR
PR-Consultancy (Mediators)
PR Consultancy

PR consultancy practice is the provision of technical and creative services by a company

comprised of experienced and trained PR staff having strong media relations
Services they offer to companies
Types
Multinational - Local/ National
Government – Private
NGOs
Communities
Individual Bodies
PR Consultancy

Why Use Consultancy ?

1. Organization not so big to keep internal PR department can also get event based jobs)
2. Company policy lays down all PR is handled externally
3. The organization needs experts/ specialists services
4. For strong media relations
5. Excessive PR work (can share with consultancy)
PR Consultancy

Services offer  PR trainings

 CSR events
 Establishing channels of communication with the client’s
public  Sponsorships
 Press Release/ photo Release/ video Release  Web development
 Media coverage  Translations
 Publications  Graphics/ Designing
 Crisis Handling  Printing
 Advices  Communication campaigns
 Event Management
 Communication with Government
PR Consultancy

PR Consultancy Departments
1. Client Service
2. Creative & Planning
3. Media Monitoring & Management
4. Event Management
 Comparison b/w News story & PR
News Story
 Written by Journalist
 Written in inverted pyramid style & 5Ws H
 Journalists file/ run story in
print/electronic/digital media
 Follows elements of news story writing
(accuracy, objectivity, concise & clear, balance)
 Comprise of Headline, byline, story & source
Press Release (PR)
 Written by PRO (Public Relation Officer)
 Written in inverted pyramid style & 5Ws H
 PRO sent PR to media for release
 PR favors the objectives of its company or client
 Comprise of headline, story, information about
PRO & Company/Client
 Comparison b/w News story & PR

News Story Press Release

 Comparison b/w News story & PR

News Story Press Release

Link news story:

https://
www.thenews.com.pk/print/763523-eme
rging-technologies