PR agencies – pros and cons
When someone decides to make a career in PR, he has to make a choice. Whether is he going to work for agency, or in corporate PR. Of course, people with PR education can also work in public sector – on spokesman position. But nowadays PR is much more than speaking on behalf of others. However, job security is definitely an advantage.
As profession rises, general trend is that private sector is much more interesting careerwise. First natural step is working for agency. First position in hierarchy is a PR assistant. Person that holds this position prepares documents for consultant and does some less responsibility jobs, in order to gain experience. Next step is junior consultant. He has more responsibility because of the role in making decisions. The biggest executive role has consultant. Usually he is the one who works the most. He has to make severe difficult choices almost on a daily basis. Also, the consultant is one to blame if something goes wrong. Finally, senior consultant acts as a supervisor for everyone else. He has a role in strategic planning, and communicates the most with clients. Working for PR agency has its advantages. Working in a team helps in developing positive competitive spirit. Job is dynamic, because clients are different. Professional reputation is on a higher level, because corporate PR means that you are not independent. And operating with many clients automatically means many contracts and bigger salaries.
On the other hand, disadvantages include potential conflicts with clients, if time management skills are not on the level they should be. When client feels unhappy with dedication, working together as a team may not be possible any more. Working for client in other country represents danger of failure due to some unknown local circumstances. And of course, free market means that other PR agencies are watching your every step, and sometimes do everything necessary to endanger your reputation.