ABSTRACT
This chapter covers the business of public relations consulting. That’s as opposed to the “profession” of public relations, which covers everyone who works in public relations—from corporate communicators to those in associations and nonprofits, to government communication staff. Public relations consultants work in firms that offer communication advice and services to clients—for a fee. Consultants must balance the interests of clients, employees and the firm’s owners. Public relations consulting began as an industry in the early 1900s. And at the beginning it was an industry dominated by individual counselors—larger than life figures who helped shape the reputations of entire industries and became legends in the field. Today’s public relations industry would be unrecognizable to its pioneers. The ad agencies saw public relations as way to move up the ladder and to broaden their offering to clients. The size, scope and influence of public relations consultants have grown to put the industry on the same level as any other communication discipline.
