There are two myths I frequently confront regarding public relations consultancies. At year one, many of my students believe that working in PR must mean working in a PR consultancy (thus ignoring the majority of PR roles and work experience opportunities). Then, later, many still believe that to further their in-house career ambitions, they need a stint in a consultancy. The belief seems to be that all high-powered PR work goes on in consultancies, not in-house.
There are great niche consultancies serving specific sectors and there is some thought leadership amongst the international firms (this is a good example involving blogs). Julian Henry’s piece in Media Guardian a week ago sparked some response on this week’s letters page. But I would contend that the centre of gravity in the PR industry has moved in-house, and that consultancies are now at best a niche business. You may disagree.