The Use Of New Media In Consultancy

The Use Of New Media In Consultancy

1 INTRODUCTION

In this essay the use of new media in a consultancy will be discussed by providing definitions and in depth understanding of these concepts. Consulting is the process by which an individual or firm assists a client to achieve a stated outcome. The assistance can come in the form of information, recommendations, or actual hands-on work. A consultant is a specialist within a professional area who completes the work necessary to achieve the client’s desired outcome. Every interaction is an opportunity to model goal communication, teamwork and high-quality work (Biech 1999:2).

1.1 Consulting Public Relations

According to Skinner, Von Esssen, Mersham and Motau (2007: 27) the following aspects characterise PR in this sphere:

    • The size of a private practice is mostly determined by the number of clients involved

    • The people who handle a portfolio of clients are called account executives- they give advice to clients in shaping the PR plans and execute them jointly

    • The range of services offered by consultancies varies from the full house services of larger consultancies to a fairly narrow range of specialist services such as promotions and media relations.

Many consultants emphasise the flexibility of their staff and their operations as a prime advantage. Their large number of contacts and specialised knowledge provide immediate input to tackle clients’ needs (Skinner   et al 2007: 28). The value and importance of new media in public relations was heatedly debated during the nineties, but the argument is essentially moot.Research shows that twenty-first century practitioners do need new media.The question now is how best to adapt traditional practices to the new technologies (Ryan 2003: 335).

2 NEW MEDIA

Media development is dynamic, and the changing nature of technology provides new opportunities as well as new challenges (Sanders 1991 cited in Stafford & Faber 2005: 23-24).New media and old media differ,...