Public relations can make an important contribution to a company’s success. But who should you trust to develop and carry out your communications strategy? Choosing an agency deserves careful thought.
There are many options, from small specialist teams to agencies offering a broad range of services across the Benelux. Whatever their size or structure, they depend on the people doing the work. A good PR consultant needs a varied set of skills. Here are five qualities that matter.
Take the initiative
PR consultants often work with several clients in different fields. They need a sound understanding of each client’s products, strategy and needs. At Progress Communications, a new relationship therefore starts with a briefing and a discussion of the company’s messages and positioning.
Once the priorities are clear, the consultant needs to add value by identifying opportunities or helping create them. That requires knowledge of both the media and the client’s sector. Following developments, investigating what matters and spotting relevant connections are part of the daily work. Waiting for an opportunity to arrive is rarely enough.
Build relationships through empathy
Client meetings, internal discussions, networking, presentations and contact with journalists are just some of a consultant’s everyday activities. Being able to work with different personalities, nationally and internationally, is essential.
Whether you are presenting an idea to an EMEA PR manager or asking a project lead for information, you need to understand the other person’s perspective. What matters to them? What constraints are they working with? What do they need from you?
Good relationships develop through regular contact and thoughtful collaboration. At Progress, that means staying in touch with clients and actively thinking alongside them, rather than appearing only when an approval or a quote is needed.
Manage time and stay composed
A consultant may be managing several clients or projects, following up agreed actions, arranging an interview and preparing a press release. An unexpected issue can change the priorities again. There is plenty of variety in PR.
That variety calls for planning, sound time management and the ability to remain composed. Keeping an overview of deadlines and commitments helps the team make sensible choices about what needs attention first. Being a versatile professional also means knowing when to ask colleagues for help.
Focus on useful outcomes
Much of a PR consultant’s work involves absorbing information and turning it into something relevant to an audience. The challenge is to translate the client’s needs into concrete actions that serve a clear purpose.
Keep asking whether the approach reaches the right people. In one situation, a blog may be the most useful format. In another, a press release, interview or social campaign may be a better fit. Choosing the channel should follow the objective and the audience, rather than habit.
Work well with a wider team
A consultant needs to take responsibility independently, but many assignments depend on collaboration between different specialists. An integrated brief may combine PR with a social media strategy, content marketing and other communications work.
Those elements need to support one another. Team members must share information, understand their responsibilities and work towards the same objective. A successful pitch or campaign is often the result of bringing the right people together, rather than the work of one individual.
These qualities help a consultant build trusted relationships and turn ideas into useful communications. They also shape how we work as a PR agency in the Benelux.
Interested in our approach or in working with our team? Contact Progress Communications to start a conversation.
Veerle
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