Why do media companies outsource?  This is a question I hear sometimes from colleagues, when I say I have been a consultant for 20 years.

As someone who has worked on a variety of assignments ranging from 1–very specific goals and timeframes to 2- on-going audience development and database management for clients, I find there are a variety of reasons that firms hire consultants. 

Some of these include:

1. No one on staff with audience development expertise
2. Need audience development expertise on an on-going basis
3. Additional oversight or assistance on a large project
4. Short-staffed, so need temporary help
5. Vendor sourcing and vetting
6. Technology and data conversions
7. Have a specific task that needs someone to manage, with specific time frames and goals
8. Train a novice employee
9. Group presentations about anything audience development related   
10. Help with a new brand purchased, a launch, or one folding

Everyone has areas of expertise.   I have referred prospects to other experts, when the work is outside my knowledge base.  If you do look at bringing outside help, be sure that you vet your consultants like you would other suppliers.   For more ideas on how to source and hire your first consultant, you can find some tips here and here.

The journey continues.

Cindy