1.    Ready and on-deck—A PR firm is an extension of a your communication staff, ever ready to provide services that achieve agreed-upon goals, public relations firms provide a critical perspective for clients, keeping them abreast of issues and advising them on the best ways to respond.

2.    Objective expertise—Public relations firms are integral and trusted partners, who provide a critical outside perspective and strategic counsel across a full spectrum of communications programs.

3.    Stakeholder engagement and influence—Managing the diplomacy of interaction, public relations firms improve a client’s ability to engage stakeholders such as employees, customers, media, online influencers, community leaders, shareholders, and public officials.

4.    Voice of the customer—The ability to persuade through clear explanation, public relations firms help client’s research data and garner third party credibility from targeted media.

5.    Messages and conduits—Figuring out the most appropriate message to present to media can be difficult. The public relations mindset is your natural integrator for developing a comprehensive communications strategy and identifying the best conduits to use. Public relations firms continually fine-tune outreach activities to enhance the relevance of every marketing effort, public relations campaign, and public affairs initiative and/or crisis response.

6.    Digital know-how—Because they adapt readily and integrate different communications activities, public relations firms maximize social media platforms and corresponding networks. Public relations firms serve as a combination of communications counselor, navigator, and interpreter.

7.    Speed to market—Public relations firms are poised for action, built for speed and conditioned to work in the 24/7 information age. They are results-oriented and focused. By comparison, internal staffs are often bogged down by executive “pet projects” and other internal issues.

8.    Fiscally responsible—Hiring a public relations firm can be extremely cost effective relative to the cost of direct employees. Public relations firms can provide peak-load capacity, which can scale up or down as programs ebb and flow. In addition, there are value-added services the firm might subscribe to that greatly enhance any communications programs, but would be both costly and problematic for many staffs.

9.    Paralysis by analysis—Doing nothing during tough times is not an option for any serious business operation. Public relations firms work with the highest level of corporate executive down to the critical tactical work in the trenches, always making sure clients are prepared and visible and with a higher focus on ROI than many, a firm is better positioned to keep things moving.

10.    Cross pollination—Typically, public relations firms work across multiple industries, geographies, and cultures, enabling them to cross-pollinate ideas, providing clients with more robust strategic thinking and more effective marketing communications offerings.

Scott K. Russell is the director of account services and business development for P2R Associates. For more information call 248-348-2464, email This e-mail address is being protected from spambots. You need JavaScript enabled to view it , or visit www.p2rassociates.com.

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