Tham khảo tài liệu 'public relations a practical guide to the basics_2', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 2 External Public Relations Sources Introduction Public relations work is normally carried out either by the in-house resource of an organization or through some form of external resource usually a public relations consultancy. On occasions however it can be a mix of both methods. This chapter looks in outline at some of the external resources that are available for public relations work. Consultancies A consultancy is not an agency although the latter term is often used misleadingly when describing a consultancy. For example a management consultancy is different from a management agency in that the former offers a whole range of consultancy services while the latter works on commission from employers. Similarly advertising agencies are agents of the media from whom they gain much of their income by commission on space and air-time. They get accredited or recognized by media owners 5 Public relations - a practical guide organizations eg The National Press Agency or the Independent Television Contractors Association . They are a sort of commission agent unlike public relations consultancies whose income comes from fees based on expertise experience and the number of hours worked on a particular client s account. Why use a consultancy Public relations consultancies are usually employed for the following reasons The organization concerned is not big enough financially or otherwise to justify its own PR department. Company policy lays down that all public relations is handled externally. The organization needs specialist services. To supply a media-relations service. To plan and execute a public relations programme. Convenience. If an organization has several offices a consultancy can provide centrally based services for organizing functions such as press launches conferences and receptions. To handle one-off assignments. To provide specialist services such as house journal production corporate or financial public relations and parliamentary PR sponsorship. In the .
