When conversations with industry folk turn to how my career in PR has taken me to my new role at Firefly, I know my in-house background is a good conversation starter. A common question is which discipline I prefer. Having given it some serious thought, it's an unanswerable question that could have featured in one of my favourite 2010 tactical press releases.
It’s possible to argue a case for both; however the best answer is to do both. It’s the only way to guarantee a leopard changes its spots and in doing so, ensure a PRO understands the pressures and needs of both prowls.
The established norm with agency folk is that you learn your living in agencies first, and then earn your living in-house. Having chosen a different path already in my career, I can see obvious pitfalls in their concept that you rise in an agency and then step into “semi-retirement” in your in-house home.
Now I’m back agency side (I first worked in an agency after studying PR at Uni – the merits of which is a debate for another blog), here's what I appreciate and respect about in-house heroes:
- - They know an industry and its media inside out
- - They work with executive stakeholders across different disciplines
- - They understand how to build relationships with non-paymasters
- - They don’t just talk it – they do understand the bigger picture
- - Working as a function that doesn’t directly generate revenue, they have to constantly justify their existence and importance in the company food chain
- - We have to be meticulous, analytical and know the value of time resources and a plan of action
- - The risk and rewards are greater. You can progress faster, but if you can’t deliver you will be found out
- - We are constantly striving for balance; balance between content generation and execution and the desire to produce your best against the time constraints
- - A valued in-house colleague can open up internal contacts and content for the agency to craft media opportunities, allowing them to fulfil their role as expert media consultants
- - There are constant commercial pressures
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