In the comments on a previous post I invited David Phillips to suggest a job description for the public relations manager as organisational relationship manager. He responded, and here’s the key point:
The Relationship Manager is not ‘in-charge of relationships’. The role is about helping, inspiring and leading people to facilitate and enhance/optimise relationship management.
It’s a managerial role more than a technician role, so David goes on to point out that this will marginalise still further the role of press agentry. I have no difficulty with this latter point, but am still struggling to conceptualise the skills set required and toolkit available to such an omnipotent figure. (David hints that he has developed the tools, and they’re commercially available.) To keep this debate on track and intelligible, what might this mean for the role of the PR consultant (as adviser to the relationship manager)?