Do We Go "Outside" for Advice?

One of the biggest dilemmas owners and directors face is whether they should utilize internal resources for their communications project or go outside and hire a consultant. Admittedly, it takes some courage to go external. Here are a few of the pros and cons that go with each:

Utilizing existing staff:

Pros - no incremental salary costs; they know the operation from the inside; you know them; they may be very agreeable; you hear what you want and expect to hear

Cons - loss of productivity when staff are moved to the project; lack of outside perspective; they know you and depend upon you for their regular pay cheque and benefits

Hiring a consultant:

Pros - idea generation; outside perspective is brought inside; access to specialists; candor; less expensive than hiring a full-time employee; your situation will be researched

Cons - incremental cost; some time is required to research your firm; you don't always hear what you want or expect to hear

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The route that sometimes feels easiest and looks cheapest is often the one that's most expensive and provides the least value.

In my experience, the most refreshing voice at the boardroom table has always been the one of the retiree who was hired back on a short-term contract. Or the external consultant. Why? It's simple: they want to do what's right for the broader organization and will articulate their expertise without reservation. They are not concerned about having to comply with "the norm" or don't feel the need to participate in groupthink because they're only there for the project at hand.

Leaders should seek these people out for this type of candid, confidential counsel. The fresh ideas and external perspective are often just what the doctor ordered. It's a quick way of testing ideas and concepts before they go public; better to discover a fly in the ointment before your customers do. Customers are not always kind when you misstep. Here's a great example of what someone thought was a brilliant ad campaign. In reality, it infuriated their target market. The brand: Motrin. Watch this video to see the ad and then take a look below to see the type of press they garnered. The moral of the story: never confuse value and cost...