Handbook of Corporate Communication and Public ... - Blogs Unpad

1-way mandate
from HQ
24%
Local unit decision
with HQ input
24%
Figure 26.4 Strategic decision making
Local units act
autonomously
24%
Joint decisions
HQ and units
28%
great distance from headquarters feel starved
of information. Finally, he is the coach and
inspiration who transmits that most indefinable
but, arguably, most important element:
the corporate culture.
Qualities of good PR consultants
Over and above the qualities needed by all PR
practitioners, the following are those required
of agency executives:
• Observe the successes and failures of techniques
employed for other clients and
bring this knowledge and experience to
bear for the benefit of clients you are
currently serving. Achieve mastery and
knowledge of the subcontracting services
available to the agency that will benefit
clients.
• Use the resources and expertise of other
professionals within the agency when
faced with a complex problem.
• Sharpen your creative edge by maintaining
regular contact with other professionals
in the firm.
• Maintain strong powers of analysis, presentation
and creativity, because an
agency has to sell its services in competition
with other agencies. In short, consultants
have to win the right to practise
public relations.
• Understand budgeting and business
management, vital elements for a career
in a PR organization.
• Keep abreast of media developments,
new communication techniques and the
current mood of public opinion on a variety
of issues, if your advice is to be valued
as smart, objective and reliable.
• Manage your own time expertly, allocating
it appropriately among client contact,
programme execution, monitoring results,
reporting to the client and maintaining
direct contact with the media and other
publics.
• Though difficult, the right time blend
must be achieved because the client pays
for a combination of expertise and time.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors