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PR Counseling

In PR, counseling involves recommending a course of action to support a client’s short- and long-term goals. This advice often addresses needed changes in communication strategies or actions, especially in response to external events or shifts in audience perception. Effective PR counseling positions consultants as strategic partners, offering clients well-considered recommendations for impactful results.

When is Specific Counsel Needed?

Clients typically need focused counsel in situations like perception challenges, slow product movement, market expansion, takeovers, lawsuits, competitive pressure, reputation concerns, environmental accusations, or launching new technology. In these cases, PR professionals should provide custom strategies aligned with the client’s urgent needs, keeping communications as the core focus.

Crafting a Counseling Recommendation

Every recommendation should consider the perspectives of all affected audiences, weighing both potential benefits and risks. Counseling is most effective when it’s based on strong client trust, practical insights, proactive problem-solving, and collaborative team support. Consultants must also remind clients that consistency is key – messages shared with one audience should align with overall communications and remain fact-based.

An effective counseling recommendation should address:

  • Objectives that align with the client’s goals
  • Necessary steps for implementation
  • Expected audience reactions and ways to manage them
  • Potential misunderstandings or risks
  • Required time, resources, and client commitment
  • The PR-centered approach, with notes on possible legal or financial checks

Extending Support During a Crisis

If a client faces a crisis in an area outside your usual work, consider sending a ‘counseling letter’. This letter should acknowledge the issue, demonstrate your awareness and willingness to help, and suggest a meeting to discuss solutions. A well-timed letter can build client trust, potentially expand your role, and show that you are aligned with their interests even when not directly involved.

Effective PR counseling can solidify client relationships, demonstrate strategic insight, and reinforce your value as a trusted advisor.