In house or “in agency”? That is the question…

Chat with Vanessa French, founder of Pivot Point Communications

Our PR professor, Claiborne Linvill, hit the nail on the head when she said Vanessa, who spoke to our class tonight via skype, was a “bundle of energy with some great ideas!”  There’s only so much you can learn about the PR world from blog posts and reading online.  Sure, I’ve had an internship in an agency and now work at a small business as the PR representative, but hearing about Vanessa’s experience creating and branding her own small communications agency in D.C. really put the whole industry into perspective.  Every time I learn more about PR, it just screams “this is what you want to do!”  I know, I know…working until 10p.m. and  every other weekend as “the norm” does sound a bit intimidating but I can’t really see myself working any less.  Knowing myself I’m sure I’d find SOMETHING (writing press releases for the fun of it, rescuing kitties from tall trees, etc.) to fill in that time anyways..

There were a few things that stood out to me.  The first was how Vanessa has “partnered” with other firms.  Pivot Point is PR and social media focused but companies come to her for more than that.  That’s where it helps to have great relationships with other marketing companies that might be lacking the social media aspect but have an understanding of the media buying or website managing aspects.  That way, she can guarantee a client that hiring her company can still be a “one stop shop.”  Also, Vanessa could not stress enough how much networking and “putting yourself in front of people” was.   Whether it be through Twitter, dinner benefits or speaking gigs, most of the clients, partners and employees of Pivot Point have come from networking.  I’ll have to make a mental note to volunteer and reach out to speak at different events, maybe not as an expert…quite yet

I was so glad Vanessa started to tackle the infamous question (okay, at least it’s been on MY mind a lot lately) of whether to work “in house” or in an agency.  I think she convinced me that my initial thoughts were correct-shew!  I think working in an agency right out of college to get more “text book PR strategies” (as I like to call it) and more experience in the corporate world would really boost my creative juices and insight to, later, as a good-ol’ PR veteran, take them to an independent company.

Working in a small business as an “in house” PR representative, I will agree with Vanessa, is easier in some aspects because you only having to be an expert in one subject.  Representing only one organization means you can get great at that topic, know all the contacts in the media who are interested it and what publics care the most about it.  There are still some huge challenges for working at an organization as the communications/PR/marketing representative.  For example, as I’m experiencing now, one PR representative does not have all the resources (graphics, media buying experience, website maintenance) to do everything that a business may need.  Therefore, “in house” usually means being the “expert” in the PR portion of the marketing for the business but usually working with an outside firm to complete the other objectives…sending a brochure to get it published, integrating new pages on the website or buying advertisements.

I feel still that, without more PR experience under one’s belt, you cannot be as effective.  Although working in an agency can mean having to become an expert on new clients (who consistently change with consistently changing budgets),  it is experience that is invaluable to learning how to adapt and use diverse techniques to brand your client to get the intended goals and is MORE than necessary to understand the world of branding and PR.

Thanks Pivot Point Communications for the “real world” advice!  By the way, love the logo that is creatively used as flowers on your Facebook page!