There are two types of public relations personnel in the field of public relations. They are public relations personnel who work for the agency and the in-house.
In the past, I have been working hard to meet customer requirements, preparing for publicity and promotion meetings, and coordinating public relations companies to organize specific public relations activities. I have been dealing with client press releases for many years, and since then I have been using my trusted camera and tablet to record what happened around me.
Looking back, I left the public relations company in 2006 and transformed the corporate public relations department. I spent a long time learning and adapting to the similarities and differences between public relations companies and corporate public relations departments. Therefore, I would like to take this opportunity to elaborate on the differences between public relations companies and corporate public relations departments, and hope to provide some useful suggestions for public relations personnel with similar job-hopping experience.
Experience and experience SWOT analysis of corporate stories (advantages, disadvantages, opportunities, threats), competitive investigations, corporate visits and more. None of these events can replace the dynamic business itself.
When working for a PR company, I usually work between 6 clients, all of whom have different press releases and different needs. So, I developed a weekly visit form to make the most of my time, and I tried to find ways to achieve my goals. When I moved to the public relations department within the company, my perception of public relations changed.
When you are inside the company, you realize that now your customers are different departments within the company and they need your help to share their respective press releases. The workload is the same as before, but different; you can even "probe" your bonus. However, if you want to understand all aspects of the business, there will still be a few obstacles, and you will find a solution to this problem; however, most of the time, you can record the "daily life" of the business on site.
Real-time Experience the news happening around you in real time, which means you can respond more quickly to the 24-hour news cycle. I often hear people from public relations companies say, "Don't worry, sir! When a customer has news, my phone will ring and I will deal with it immediately."
This is indeed the case, and employees of public relations companies receive filtered content from their customers. I know this very well, because I used to be on both sides of the phone. The content delivered to public relations companies is usually the third, fourth, and fifth iterations. Public relations companies make decisions based on contracts or internal group discussions, consider how to publish content, and specific publicity plans: make requests and negotiate, and usually use negotiation and then request.
And the public relations personnel inside the enterprise can experience the news events happening in real time. When an event occurs, you know immediately and choose the news material you want from unfiltered sources. From the experience of the press release, there is a big difference between the public relations staff of the company and the public relations company.
Of course, there are always exceptions to the rule. In fact, some public relations companies will send a public relations officer to work inside the company for a few days (a few days a week to work for the company), the purpose is to better write a press release from a corporate perspective .
Response time As a public relations person within your company, you are the barometer of reaction time. In the past, when I was writing a press release, media brief, or other public relations manuscript at a public relations company, I always had to wait for the customer's call to update. This delays communication and wastes the best time. And inside the company, you can use some appropriate "pressure" to promote the completion of the publicity process.
Sometimes you will receive complaints and dissatisfaction from colleagues, and of course you will also smile. You need to communicate with colleagues every day, search and research the materials and core of various stories and news in the enterprise, and decide what elements to use to improve the story you want to tell. The more you do, the more likely you are to make this communication a success.
Make a decision. As a PR inside your company, you will likely start your new role-becoming a decision maker. You will have many team members and you may even report directly to the vice president. However, the goal of your employment is to bring your expertise and ideas into the enterprise, then you have to make better use of your decision-making power.
One day, you will find that a story is worth spreading. You take pictures and videos, write a press release, and then publish the manuscript, all without going through the normal request and order. This process is different, and it is more likely to gather the ideas of various departments than to follow the orders of the boss. Now you can stand at the door, holding a red pen, and make corrections and reviews before the press release is released.
This description may be completely different from your experience, but if you know how to involve and support your colleagues, and also show how your work can help them, and how to balance the relationship between the two, then the whole The process goes smoothly.
Crisis When a crisis occurs, everything is tightly combined. Public relations companies can be fully prepared for company layoffs, factory closures, or personnel changes, but the company's internal public relations department can have a uniquely important position when a crisis comes.
If the crisis happens suddenly, then "on the spot" becomes especially important, and being in the company will be more helpful. When I was working in the public relations department of the company, I was "unlucky" and "very honored" to deal with arson, theft, and unexpected strike demonstrations. I believe that both internal and external communications will be caused by Gain knowledge of the business.
If faced with a long-term crisis, such as streamlining layoffs, the public relations company or the internal public relations department of the enterprise may handle such external public relations very properly. However, when everything is settled, the real differences can be seen. In this regard, after the company completes the employee adjustment, the company's public relations department can formulate and revise the notification message according to the actual situation of the company, notify all departments, and soothe the emotions of all employees.
I'm sure there is more to talk about on this topic, which is why I started this discussion. I want to listen to the voices of people in the public relations field, whether it is a public relations person working for a company or a public relations company. So, what is your ideal choice?