Course Two: The Agency Life


Partners: The Role of the Agency and Client

If a corporation could hire its own public relations staff to do all its public relations work, why do so many hire agencies? Strategic insight is the number one reason organizations use a public relations firm, according to a recent study by the Strategic Public Relations Center at the University of Southern California’s Annenberg School. Anyone can hire people to execute but what takes public relations professionals to the next level is their ability to use experience and critical thinking to protect a client’s equity and drive their business to the next level.

Taking care of clients and delivering results should be the number one goal for public relations agencies. It costs an agency less to generate additional revenue from an existing client than it does to put the time and resources against getting new business.

The following sections provide insight into life at a public relations agency, including everything from day-to-day activities, billing, working in a team and keeping the client happy.