“If I was down to my last dollar, I would spend it on public relations,” said Microsoft founder Bill Gates, who is far from his last dollar by $129 billion. Nevertheless, we can learn from the experience of someone who has known many struggles and crises about the importance of maintaining a business reputation and refreshing brand image. A good CEO knows how to set goals, but to reach them, they need a complete orchestra playing in harmony. Continuing with the analogy of the conductor and the orchestra, the media consultant writes the notes that ensure the company or organization reaches its goals without any jarring sounds. These notes are a communication strategy plan, and that's also the significant difference between a PR agent and a media consultant: a PR agent focuses on building a positive image in the media, while a media consultant develops and implements comprehensive communication strategies, connecting the organization's values to its business goals. In other words, media consultant or PR agent: it all depends on goals and strategy.
Why not just make a few calls to journalists? - Why do you need a media consultant?
In a world where information flows freely and quickly, every company needs to be equipped with the right communication strategy to understand its target audience and reach them in the best way. A communication strategy expert helps the company in managing business reputation and in an intelligent branding positioning that supports its business objectives and brand value.
While a PR agent focuses on the short and medium term, aiming to improve the image in real-time, a media consultant, also known as a strategic consultant, focuses on the organization's overall communication strategy, mapping target audiences, and aiming to achieve even distant organizational goals.
Both are involved in writing the messages that make up the client's positioning, but an experienced strategic consultant knows not only to respond in image management but also to be prepared for crisis management. Statistics show that every medium and large company will experience at least one crisis every 5 years, what will determine its fate is a plan that builds resilience and preparedness of management and stakeholders for a time of crisis.
How to choose a media consultant?
Choosing a professional and suitable media consultant is a complex process that requires consideration of several factors. Firstly, it's important to choose an expert with extensive and proven experience in the field of communication, who can identify and understand the needs of the organization and its target audience. Additionally, it's crucial that the consultant is updated on current trends in communication, digital marketing, and social media. Furthermore, ensure that the expert's approach fits the corporate culture of the company and can work harmoniously with the various teams in the organization.
Professional and effective communication consulting can become a powerful tool in the hands of any company, allowing it to build and maintain a positive image, manage communication crises correctly, and promote its business objectives. Choosing the right expert for communication strategy is not just a matter of experience and knowledge, but also of a deep understanding of the changing world of communication.
How to choose a communication strategy?
Building a communication strategic plan begins with investigative work around the client and its competitive environment. Goals are examined and refined considering the organization's values, the target audience, and the channels through which communication with them is possible. In the next step, the messages that we want to convey are defined, and a comprehensive communication strategy is developed that addresses the relevant media and public channels, suitable content and actions, and the desired timeline. The work of a media consultant also includes implementing the plan, monitoring the impact of the actions, and sometimes changing on the go to improve according to the feedback received to optimize the impact.
