The benefits of calling in the PR specialists

I’m rather surprised at some of the views expressed in the article “The specialist subject” on public relations (MW April 21), concerning the value of specialist agencies.

Fraser Hardie contends that possessing a specialist PR knowledge may act as “a constraint on achievement” and result in a formulaic approach. However, far from being formulaic, a specialist PR agency can offer a service that is original, informed and results-focused.

In fact, by employing a specialist PR agency you benefit in two key areas. First, in knowledge. Specialists have in-depth understanding of the issues related to the sector you work in, and it is this knowledge of the issues that allows them to devise strategic and creative campaigns.

Secondly, specialists have extensive, “warm” contacts with journalists who cover their industry and target markets – and journalists are far more receptive to those they have trusted and established contacts with.

It’s this insight that specialists provide that really adds value to a PR campaign – allowing the quick and effective implementation of highly targeted campaigns that get results.

Ian Roberts

Joint managing director

Z’est Public Relations

London W1F

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