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Internal vs. External: What an Agency Brings to the Client


April 23, 2013

“Why can’t internal PR staff do what an agency does?”

We get this question from clients all the time. Every agency does. Especially during these lean times, when every company is trying to do more with less, the answer has little to do with curiosity and is a practical challenge.

Our response often has been to recast the question and show the objective performance numbers that an agency can provide.

To be sure, there are brilliant PR practitioners at work in the communications departments of corporations, trade associations and nonprofits all over the world. The question is not one of skill, intelligence, aptitude or acumen. The question is one of results.

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Paul Dusseault, APR Paul Dusseault, APR, is a senior vice president and senior partner in the Atlanta office of Fleishman-Hillard International Communications. He is co-founder of the Fleishman-Hillard Media Council.

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