Strategic Public Relations Leadership, 2nd Edition

14 The consultant

DOI: 10.4324/9781003185253-17

Chapter overview

This chapter sets out the case for public relations leaders thinking and working like consultants. It highlights the key facets of consultancy from a public relations perspective and links this way of operating back to key strategic communication priorities.

Introduction

This chapter is a call to action for public relations leaders to adopt a consultancy-based approach. It applies whether a practitioner works in-house, for a public relations agency or is a self-employed freelancer. The reason is simple. Good consultancy practice helps to bridge the gap between a public relations leader knowing what their strategic role should be and ensuring this is how they spend their time. ...