MOORESTOWN, NJ: A b-to-b PR sole proprietor has created a program
to help small- and medium-sized businesses or divisions accomplish more
of their PR activities in-house.
Holly Winzler, the president and sole employee of Helios Marketing
Communications, calls her idea the Outsource/ Insource program. It will
teach corporate employees basic PR tools, techniques, and strategies.
"It's not a replacement for strategic outside thinking," Winzler
explained. "It's so companies can find resources to use to their own
But some people say the program cannot only cost outside agencies their
clients, it can cost the profession some hard-earned credibility.
Bill Adams, associate PR professor at Florida International University,
said Winzler's idea concerned him. Teaching management or employees
publicity techniques without grounding them in the strategic PR process,
he said, could lead to problems.
Adams added that his local PRSA chapter had offered one-day PR workshops
for small businesses. But underlying the techniques taught, Adams said,
were sessions on ethical practices, setting goals and objectives, and
using appropriate techniques.