chapter  10
8 Pages

Consultancy public relations

In looking at the nature of consultancies it is useful, first, to consider how the different forms might be categorized. There are two broad groups: those that have a vertical specialization and those that are more horizontally oriented:

1 Vertical consultancies are those firms that have chosen to specialize either in a field of practice or in a type of client. For example, there are consumer consultancies, which concentrate on those clients whose aim is to reach the mass market ; there are public affairs specialists, which deal with issues and the mat ters influencing legislation; there are business-to-business consultancies, which concentrate on another marketing area; and there are specialists in high technology, the environment, employee relations, local authority communication needs and many other fields.