Public relations is an essential resource to protect brands and maintain the credibility of the message communicated.
Outsourcing or internal department?
This is the question that many small and medium-sized enterprises (SMEs) are asking. These are met with several options: from working with an internal department to hiring an external agency, or combining the previous two.
The decision is not related to the size of the company, as both small and medium-sized companies will have to execute this analysis at some point. Below, we share some added values that each one can bring from their role.
The Provider of Truth
Having a public relations department within your SME is a source of first-hand information, because it knows for sure what the real state of the company is, the details of the business units, products or services, and the circumstances surrounding the company.
This gives rise to a truthful message in the provision of accurate data, and informational support from the inside out.
Experience Partners
Having external advisors who provide strategies, solutions and proposals for the growth of communication with stakeholders is part of the advantages of having an outsourcing public relations agency. Their experience allows them to always be one step ahead, and contribute to making sound and timely decisions for the benefit of the company. All this without forgetting that they offer an external perspective; that is, they see things from the sidelines.
Less can be more
Evaluating the possibility of hiring a public relations agency can contribute to the reduction of costs and infrastructure, allowing those resources to be invested in the development of communication strategies.
In this sense, you can count on an interdisciplinary team without generating extra investment to sustain a plant team within the company.
In times of crisis
The intervention of a team of external professionals is usually vital in times of crisis. Their objectivity and professionalism allows them to be prepared to intervene and handle such situations in the shortest possible time and without harming the image of the organization.
The vision from 'outside' of an agency will allow a global and balanced interpretation, in addition to measuring the pulse of each actor. In this way, he becomes a mediator and conciliator.
Two is more than one
When it comes to combining efforts, ideas and coordinating activities, the coherent combination between a communications department and an external public relations firm can generate a competitive advantage in the company, in addition to giving value to the brand compared to other competitors.
This is the product of a team of professionals who, by working in a coordinated manner, generate strong communication with their different audiences.
Time is gold
To open new channels of communication, and sustain the relationship with existing ones, requires dedication, effort and, above all, time. It is then that it is necessary to evaluate whether internal human resources will be based on that purpose 100%, or if it will definitely be more profitable to support or delegate to an external advisor.
You may think that it is necessary to take one of two paths (having the pr professional within your SME or hiring an external consultant). However, the truth is that more and more companies are choosing to do a coordinated work between the two fronts; linked by the same purpose, which generates greater advantages.
Regardless of the decision that your SME chooses when doing its public relations, the most important thing is that the work that is done results in guidelines where the company should move. That is: management must provide tools to managers to decide and target their relationships in the most appropriate way.
Discover more trends and tips on digital marketing in the SME go Digital blog or consult their Benefits Guide directly from ConsorcioTec™.