But the most important role would be that of a consultant, a guide who can see the potential of the client and make them improve or enhance their image. Here he helps the client to use his own talent and expertise to the benefit of the organisation and society at large.Now here I do not mean manipulation or any other such works which also aids in creation of pseudo events and thus pseudo images.
Sometimes it is seen that a client himself doesnt realise his true worth and is stuck in the cycle of publicity and pseudo events which usually does bring some press coverages but its value lasts for a short while.
It is the role of a PR advisor, consultant who helps manifest the potential of his client and helps him grow in his career or business.
The practitioner is therefore a mentor, a guide and a friend who stands by the client in all times and has the courage to speak up to his client when he is going wrong.
Maybe then the client-agency relationship or the PR department-company relationship will go beyond that of an executive or a manager. Maybe then PR relations practitioners will be seen as 'Gurus' and not mere publicists.
I am sure it is not simple and sometimes not realistic as it sounds.What could be the obstacles? What do you think?