What does a public relations consultant do?
It turns out that introducing oneself as a public relations consultant is not self-explanatory. It occurred to me that if I have to explain it at parties, it probably couldn’t hurt to explain it here as well. Public relations is a lot of things you might expect (press releases, of course!). It’s also a lot of things you might not.
The official list of services Minick Public Relations, LLC provides includes message development; strategic counsel and planning; media relations; crisis communication; web content development; scriptwriting; speechwriting/talking points; newsletters; columns/op-eds/letters to the editor; media training/spokesperson training; public speaking training; and professional writing training. But that doesn’t mean we can’t go off-script occasionally.
For instance, sometimes the thing you’re trying to promote is you. I just finished helping a client who, as part of a job search, was preparing for an executive-level interview. She wanted to make sure the interviewers remembered her by leaving behind a sleek document that briefly outlined her biography, philosophy and goals. She engaged me for assistance. I interviewed her to learn about her experiences, beliefs and priorities. We talked about her qualifications and the reasons why she wanted the job. Using her resume and the information I gleaned from talking with her, I was able to assist with developing and designing a document that ensured interviewers would remember her as imminently qualified, principled and enthusiastic.
Similarly, I’ve helped organizations create things like handouts, pamphlets and brochures that showcase their mission and achievements. Projects like these marry quality writing, crisp photography and clean design - and they can be a really fun collaboration!
Another time a group asked me to look through their website as an objective observer to make recommendations about what should be included and what should be excluded; what should be highlighted and the best ways to highlight it. This is just another way a public relations consultant can help an organization put its best foot forward.
The point is, public relations consultants work to elevate and promote their clients’ organizations and initiatives, and that can look very different depending on the needs and circumstances involved. In fact, it doesn’t always have to include a press release - and more often than not, it won’t.
Whatever message you’re trying to convey, engaging a public relations consultant can offer strategies and tactics that compliment your efforts and boost your outcomes.
Mandy Minick is the principal and founder of Minick Public Relations, LLC. She is the immediate past chief communications officer for the Ohio Department of Education and has 20 years of public relations and entrepreneurial experience. Find Minick Public Relations on LinkedIn.