Jacks of all trades can't master PR

It often leads to reduced results, and less value-add for both the clients and the agency. Working with an agency that specialises in one industry offers a host of benefits for clients, from immediate, tangible results to strategic input into the business.

For most companies, a large part of their PR strategy is about media relations. An agency that specialises can develop strong, personal relationships with journalists covering that industry, and build a solid reputation. This benefits clients as it means that they do not have to invest their PR time in building those relationships from scratch, and, importantly, it delivers fast results.

Good media relationships

If an agency has good media relationships, the journalists know they can expect quality information, and this increases a client's chances of getting good publicity. In addition, journalists covering certain industries know which agencies to contact when they are doing a story, so working with a specialist may open up more PR opportunities.

Specialists also tend to have an in-depth knowledge of the industry as a whole. They can therefore guide clients on hot topics, and help create newsworthy angles for their stories. It is also easier for them to have an understanding of a client's business - they know the basic principles, jargon and buzzwords, and can convert this into a language and concepts that are easy for the general public to understand.

Aside from delivering better results, it is more straightforward for the company to work with specialists as they do not have to invest time and resources educating them on the basics. This is particularly relevant for companies facing the challenges of the current economic climate.

Define or refine

A specialist PR firm's understanding of its clients' business and broader industry issues means that it can consult on communications issues affecting the company's business. Often this advice helps clients to define or refine their strategies, delivering strategic value.

Specialisation also means that PR execs are connected with broader industry players, and can help clients identify further profiling opportunities, such as speaking at key industry events. In addition, because the agency is servicing other companies in the same industry, cross-client introductions can lead to actual business opportunities.

Take advantage of these benefits and choose an agency that specialises in a specific industry. It is specialisation that is the key to making PR win in the tough economic climate.