“…But in certain situations, outside agencies can bring their own set of attributes, including: a fresh, “out-of-the-box†perspective;
specialized expertise on such issues as brand/property marketing or positioning, big events, labor relations, financial communications and crisis work; digital/social media; specific media contacts; and arms-and-legs support for internal staff. Additionally, from a cost standpoint, you can turn the faucet on and off as needed…”
When tackling a public relations issue (positive or negative), be it at the property or at a corporate level, the factor to be weighed most carefully and objectively is the understanding as to what resources are at your disposal and how they should be utilized.
Generally speaking, the most important decision is whether to use internal PR staff (to the extent it exists) or an outside PR firm. There is no one right answer, but this large and potentially expensive decision does require several factors to be carefully considered.
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