SurvivingPR

People think that liaising is just a fancy world for not doing any work and answering the occasional email in disdain. 

Let’s take an example. Today, in the office, we were talking about a multinational company with a small marketing and PR team in the UK (1-2 people). They had just been pitched by a few agencies and decided to drop their previous one (in what they regarded was all of a sudden - though, surely, contracts are dated). To this, someone raised a point that they should instead fire their internal marketing team as they’re useless anyway. 

I’m not a crusader on this but I disagreed saying that their job was to liaise. “Ah, liaise” was said in a sarcastic voice. Now, let it be noted, as someone who deals with multinational companies and is in need of assets on a daily basis, I’m in no way a fan of the slow, long, approval-filled processes that create a long chain of back and forth emailing. However I do believe they serve a purpose.

That one person in marketing is your link to everyone. You address them for assets, approvals, data, designs, information and upcoming plans and they (slowly) deliver - be you a PR agency, supplier and at times even consumer. Without that person it would be chaos. Misguided members of the public would email your director asking for “a pic” thinking their request is of so high importance that it has to reach the top - but only to get lost in the binary haze of an overflowing Outlook and it wouldn’t get done.

Everyone has their purpose in a company. Even if that is to liaise.