Best Practices for PR Consulting Amanda Lang
Author : stefany-barnette | Published Date : 2025-05-29
Description: Best Practices for PR Consulting Amanda Lang Strategic Communications and Public Relations Amanda Lang Trained as a lawyer Started in PR at law firms Spent almost a decade consulting for Columbia Spent a significant amount of time running
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Transcript:Best Practices for PR Consulting Amanda Lang:
Best Practices for PR Consulting Amanda Lang Strategic Communications and Public Relations Amanda Lang Trained as a lawyer Started in PR at law firms Spent almost a decade consulting for Columbia Spent a significant amount of time running communications at non-profits Currently at Teachers College Reach me at amanda.r.lang@gmail.com or al2314@tc.columbia.edu Definitions Client = you Consultant = a non-Columbia employee, could be an individual or an agency Stakeholder = who you report to/who has a stake in the success of an engagement Engagement = shorthand for “business engagement,” which is a type of formal partnership for the entirety of the agreed-upon work between a client and consultant Why PR? What? Reputation Management Brand and messaging saturation Analyzing Public Opinion Planning Communications Strategy Crisis management How? Editorial coverage/Earned Media Social media (sometimes) Press releases Counsel with regard to policy decisions Evaluating current media Talking Points What it is NOT: Marketing Advertising Paid Media Content development Needs What is the need? Why can’t that be accomplished with current staff? What are your expectations about outcomes? What are the stakeholders expectations? How will you judge the success of any engagement? So do you need a PR agency, or is it something else? Questions you should answer before interviewing consultants: What to look for in an agency Strategic Partner Innovator—you don’t want “yes” people; you’re paying them to push back Do they understand your voice? Do they understand your stake in the market/what you do? Things to Remember Manage expectations—both from the firm and from the stakeholders. Be careful when you write a scope of work. PR Agencies are not a magic bullet. They can help you build reputation, but it is a long-term endeavor. You are hiring a thought partner and an advice-giver. You are NOT paying them to develop content or execute strategy.
