Winning and keeping clients - networking processes and perceptions in public relations consultancies

摘要

The concept of relationships is implicit in the term 'public relations', with publicrelations scholars widely advocating the notion of relationships at the core of publicrelations scholarship and practice (e.g. Ferguson, 1984; Grunig, 1992; Cutlip, Centreand Broom, 1994). Despite this focus on the relational perspective of public relationstheory and practice, few studies have explored how public relations consultanciescreate and maintain business relationships, with even less focus on how relationshipswith clients are acquired and maintained.This paper outlines an exploratory pilot study aimed at identifying the role andimportance of business relationships within public relations consultancies, and atgaining a deeper understanding of the extent to which public relations practitionersemploy networking as a means to both acquire and maintain client relationships andso support the consultancy's survival and growth. The pilot study was carried out in asmall North West public relations consultancy and consisted of in-depth interviews,supported by the use of network mapping and repertory grids. The findings revealedseveral key themes in practitioners' formation and maintenance of businessrelationships. The most notable of these were the content of practitioner's networksand network relations, the style of networking adopted, the role of the 'key contactrelationship' in client and media relationships, and the barriers to networking whichpractitioners experience. These findings have led to a conceptualisation ofnetworking within public relations consultancies that will be explored in furtherstudies. The expected contribution of the full study will be to provide anunderstanding into several neglected areas, namely public relations consultancies,the role and contribution of networking to public relations consultancy value, and thecontent of practitioners' network relations. It also aims to further theory in networkrelations and provide an understanding of the survival and growth of professionalservice small businesses. The conclusions of the final study will also havemanagerial implications as they may advise and assist public relations practitionersand consultancy owner managers in their efforts to acquire and retain clients, andcontribute to consultancy survival and growth.