Winning and keeping clients - networking processes and perceptions in public relations consultancies
Year: 2003
Type: report
Abstract: The concept of relationships is implicit in the term 'public relations', with public \nrelations scholars widely advocating the notion of relationships at the core of public \nrelations scholarship and practice (e.g. Ferguson, 1984; Grunig, 1992; Cutlip, Centre \nand Broom, 1994). Despite this focus on the relational perspective of public relations \ntheory and practice, few studies have explored how public relations consultancies \ncreate and maintain business relationships, with even less focus on how relationships \nwith clients are acquired and maintained. \nThis paper outlines an exploratory pilot study aimed at identifying the role and \nimportance of business relationships within public relations consultancies, and at \ngaining a deeper understanding of the extent to which public relations practitioners \nemploy networking as a means to both acquire and maintain client relationships and \nso support the consultancy's survival and growth. The pilot study was carried out in a \nsmall North West public relations consultancy and consisted of in-depth interviews, \nsupported by the use of network mapping and repertory grids. The findings revealed \nseveral key themes in practitioners' formation and maintenance of business \nrelationships. The most notable of these were the content of practitioner's networks \nand network relations, the style of networking adopted, the role of the 'key contact \nrelationship' in client and media relationships, and the barriers to networking which \npractitioners experience. These findings have led to a conceptualisation of \nnetworking within public relations consultancies that will be explored in further \nstudies. The expected contribution of the full study will be to provide an \nunderstanding into several neglected areas, namely public relations consultancies, \nthe role and contribution of networking to public relations consultancy value, and the \ncontent of practitioners' network relations. It also aims to further theory in network \nrelations and provide an understanding of the survival and growth of professional \nservice small businesses. The conclusions of the final study will also have \nmanagerial implications as they may advise and assist public relations practitioners \nand consultancy owner managers in their efforts to acquire and retain clients, and \ncontribute to consultancy survival and growth.
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2275090011