THE THREE TYPES/CATEGORIES OF PR CONSULTANCY
There are three general types of PR consultant:
1. The Media Pitcher - is great at selling a story.
They’re the ones who get the ink. They have the connections, they have strong
people skills, fascinating to talk to, conversant on a range of topics,
persuasive, engaging, strong sense of humor, rich voice with a range of
intonation, nicely measured pace, and can really spot a story. Pitchers love
the media and keeping on the pulse of the industry. Give a Pitcher a story and
they’ll run with it – never happier than on the phone or in the bar with
reporters.
The main challenges for Pitchers tend to be their
organization, their team work and their ability to spot potential issues with
clients.
2. The Writer – is a copy expert. Give a Writer a topic, some
supporting bullet points and sources of further research, and she’ll turn in
crisp, engaging copy to the exact length. A Writer is a polymath, interested in
a range of topics, deeply considered, has an interesting perspective, a good
turn of phrase, broad vocabulary, and an eagle-eye for grammar and syntax. A
Writer has the ability to hammer out copy with single obsession despite noise
and banter around them without distraction. She naturally spots a story and is
able to weave in messages seamlessly. Writers also like feedback on their copy
to hone and refine it, as long as it stays sharp. Writers create the ammunition
for a PR campaign.
The main challenges for Writers tend to be their time
management (when they’re in the zone), their interpersonal skills and ability
to balance multiple projects simultaneously.
3. The Client Manager – has a sixth sense when it comes to
client management. The Client Manager simply understands and can anticipate the
client’s needs and expectations. Client Managers are able to build strong
relationships with clients, ones which are long term, can weather the highs and
lows of a campaign and often border on personal friendship. Client Managers
really care for their clients, are compassionate, extremely organized,
articulate, planned, deadline-oriented and good team leaders. Client Managers
are capable of absorbing huge amounts of granular detail and tracking progress
across several campaigns. These are the guys who keep clients happy and the PR
campaign on track.
The main challenges for Client Managers tend to be in keeping
an external perspective from the client, pitching the press and creativity.
Most PR consultants excel in one of these three areas. The
good ones have strengths across two and occasionally all three. Considering
which you are will help develop your skills within your agency into other
areas. Or focusing on one to become a real expert can help in interview
situations – there will always be positions in agencies for strong Media
Pitchers, or excellent Writers, or people who can hold down clients.
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