Best Practices for PR Consulting with Amanda Lang
The essential tips and insights for successful PR consulting curated by Amanda Lang, a seasoned professional in the field. From reputation management to crisis communication, discover the key elements of effective public relations strategies and engagements.
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Presentation Transcript
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 What it is NOT: Marketing Advertising Paid Media Content development How? Editorial coverage/Earned Media Social media (sometimes) Press releases Counsel with regard to policy decisions Evaluating current media Talking Points
Needs Questions you should answer before interviewing consultants: 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?
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.
