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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Best Practices for PR Consulting Amanda Lang
Strategic Communications and Public Relations<br>
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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<br>
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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<br>
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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<br>
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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:<br>
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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?<br>
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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.<br>
