If at all there is a problem that has come to hit the PR industry, it's just one problem - that of people , professional and organisations in this space over-promising to clients! The client, gets a feeling that once he has the services of a PR company, there's a magic wand that will transform his company's image the minute he signs up an annual retainer.
And post signing the retainer, the post sign-off dissonance is so much that the client ends up thinking that PR agents are nothing more that rogues - sorry about the usage of the word though.
When you make a pitch and promise the moon, if the client and his team spent a bit of their resources on a check about the delivery capability of the agency, and the relevance of it from their organisational ecosystem - then they would be not fretting and fuming about what promises they fell for.
The consolidation of the big global communications companies will only accentuate to the already sagged image problem for PR. Their presence may transcend boundaries, but would they have the local expertise to help build or re-build the image of a company in far of Bali or Cochin? Yes, with some and No, with most of these communications power-houses!
In this comes a great opportunity for home-grown communication professionals - only if do not fall in the over-promise trap!
So, where is the image problem in PR? and who is responsible?? Think!
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