Growing B2B companies often struggle to determine if they should hire a corporate communications professional in-house or choose an agency when it’s time to scale the business. Ideally it’s a combination of both because an experienced in-house communications leader will know how to work with the agency to optimize the return on investment with them, especially if they have experience on both sides of the fence. But as a start-up, how do you afford to have both an experienced in-house communications leader and an agency? Hire a fractional chief communications officer, or fCCO. Fractional CCOs can move as quickly as anyone else on your internal leadership team to respond to the fast-changing circumstances of a startup. They can use EOS if that’s how you run your business. They are truly accountable for setting and achieving communications objectives. They know how to advise CEOs, strategize and synchronize with CMOs and CROs to support growth goals, and work with HR leaders to build employer brands that attract and keep the right people in the right seats. And you only pay for the fraction that you need. The fCCO is well-positioned to hire agency support as needed to help execute the program they define with you. Agencies are particularly great at bring creativity and executing thought leadership campaigns, knowing how to work with journalists outside of your core 3-4 editors/reporters, scaling to support important shows or launches, entering new international markets, and staying on top of the topics and issues most likely to drive interest and engagement across earned and social media. Good agency teams should also have great content writers (though that’s not a given). #PR #marketing #startups
Pearson Consulting LLC’s Post
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I love this post! Thanks Sarah Kissko Hersh (and an old friend for commenting on it). PR people are also good at being inspired by great content around them - and remixing it: "PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry." Over the years I've worked for clients in: Architecture and design B2B B2C Nonprofits The study of sport in society Libraries Sound systems for home, office and beyond Smart city networked sensors on lampposts Snowskate shaped like a skateboard Public companies Private companies Start-up companies Entertainment marketing Sailing center NASCAR driver Professor at UCal-Berkeley Tech Adtech Fintech Martech Medtech Military and aerospace tech Social media tech Travel and hospitality tech Luxury Cybersecurity Dogs for security HVAC and heat pumps AI-powered neural sensing platform And more (even Deborah Henson-Conant who reinvented ways to play and wear the jazz harp). The principles are the same, and they are transferable (and teachable). New media relationships can be made. Old media relationships should age like fine wine. Businesses can be grown. So if you're hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills AI skills Work ethic Life ethic Work/Life balance Curiousity Creativity Collaboration Communication Genuine interest in following news Genuine interest in making news Tenacity Agility Strategic acumen Fun Past success.
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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Strategic PR & Communications Specialist | Crafting Compelling Narratives, Enhancing Brand Reputation & Driving Audience Engagement | Expertise in Media Relations & Crisis Management
Sometimes very little. The difference is really in the talent. You're hiring individuals, when the deliverable is comparable to that provided by consultants. I've met and worked with plenty of PR and advertising agency execs who are as proficient at approaching and considering client challenges as business strategists as they are in their role as marketers and communicators. These individuals should be on any agency team you hire. #pr #publicrelations #communication
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Communications ++ The role of 'PR' professionals/ communicators/ corporate communications is usually put in a box. People tend to think 'this role is to send out press releases' or fabricate narratives. That era is passe. This role has now evolved and think of communications as an underlying architecture to your tools. Communicators can help with: - Digital Marketing - Product Marketing - Sales - Customer experience/ engagement - Better team communications It is more a role of building everything together with a strong foundation of transparent and data driven communications. Here is a request to all hiring managers/ CHROs to please not box the function. This, perhaps, can be one of the most versatile roles in the organisation.
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Yup. I spent over 5 years working my tail off to show B2B executives how true this was. It was a hard sell that I gave up on earlier this year. Now, I spend all of my attention on offering our services to PR & marketing executives. We all speak the same language, understand the same strategies, and execute the same tactics. My business is growing better, and I'm WAY less stressed. PR is PR. Industry doesn't matter - skill at PR does. #PR #CustomerService #Sales
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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Communications Professional, Storyteller, Creative Thinker, Relationship Builder, Public Speaker | ex GetYourGuide, Klarna, COS
Completely agree with this! Perfectly put. I believe a varied PR background and time spent across different industries only adds to one’s strength and often fresh perspectives they bring to a role. 💥👌🏻✨ #PR #PublicRelations #Comms #Communications #skills #jobs #transferableskills #industry
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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Completely agree with this perspective! My journey in PR so far has spanned across multiple industries, and I've found that the core principles of PR are truly universal. Whether it's crafting compelling narratives or building strong media relationships, the skills we develop are adaptable and transferable across any field. When selecting a PR professional to join your team, it's crucial to look beyond just industry experience. Prioritizing attributes, such as those outlined by the author of the post, can make all the difference. These are the qualities that drive success and enable PR professionals to thrive in any environment!
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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I 100% resonate with this! A skilled communicator with deep experience can thrive in any industry. The core principles of PR remain the same—understanding your audience, crafting compelling narratives, and building strong relationships. While each industry has its nuances, a seasoned PR professional can adapt and succeed across the board. PR is PR, no matter the field.
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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PR is PR
PR Consultant, Advisor, Coach, and Trainer Ongoing or on-call PR problem-solving + counsel 19k+ followers | 10M+ content views Founder, Type A Consultancy | I help PR people become even better PR people
PR is PR is PR. With very few exceptions, if you can successfully do PR/comms in one industry you can successfully do PR/comms in any industry. Over the years I’ve worked for clients in: Travel and hospitality Architecture and design B2B B2C Non profits Museums Associations Consumer packaged goods Government and quasi-government orgs Public companies Private companies Entertainment Marketing Tech Luxury Retail And more (even a jazz dance troupe) The principles are the same, and they are transferable. New media relationships can be made. So if you’re hiring a PR person or PR agency partner, prioritize things like: Chemistry fit Attitude Writing skills Work ethic Creativity Genuine interest in following news Tenacity Agility Strategic acumen Past success
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Hiring a PR agency? Here are a few questions to ask: ✅ What does success look like? ✅ How do you stay on top of industry trends? ✅ How will I show the value of PR to my boss/board? ✅ How can you help with my business challenges? ✅ How do you manage working with our extended team? My colleague Hanni Itah shares more.
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Why hire a PR consultant? One reason is for media relations which entails building press relationships and conducting outreach. Another is for press release planning, writing and distribution. So you know how to do these already? Great. Then ask yourself, do you have time? If not, hire a PR agency or consult to develop a plan and deliver results. #PR #publicrelations #PRAgency #PR #publicrelations #startups #CEOs #founders
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