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What is the difference
Public Relations Agencies:
There are lots of challenges and
opportunities for growth and development in a PR Agency.
The work is enormous because companies that have in-house public relations departments and those who do not would at one time or the other require the services of an independent PR organisation.
Thus, agencies handle public relations activities of other organisations, corporations, non-profit set ups, governments and
even individuals.

For instance, some corporations may hire a PR Agency to handle its annual report to stockbrokers or its overseas investors. The agency could be hired to partner with other agencies or bodies or even the public relations department of a corporation to do research, planning, communication and evaluation.
Just as it is in advertising agencies, staff of public relations agencies are often assigned to accounts. Usually, an account would include all the public relations activities planned for one particular client.

Accounts are managed by account executives. It would be their job to research into the public relations problems, write messages, and decide on media and placement.
They equally do evaluation of such campaigns. It is common to have public relations staff specialising in various areas of an account.
Some are experts in message designing, media planning
and placement, while others focus on research. In some cases, a staff
could take up more responsibilities than one.
Public relations agencies vary in size. There are some that work as a small part of big advertising agencies while others are full-fledged, fullblown agencies, yet others are one room agencies.


Independent Public relations Consultants:
A PR practitioner may equally wish to ply you trade as a one man public relations consultant. Successful public relations consultants are often persons with broad experience having worked in a few agencies and handled several successful accounts.

They are a one-man agency. Very often they specialise in small areas of public relations like crisis communication, speech writing, international public relations, etc.
In this case the consultant alone bears the responsibility for success or failure.


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