The 21st-century attributes present public relations consultancies with an expanded scope and dynamics of managing a public relations consultancy. Unlike just an agency, a public relations consultancy must demonstrate an adequate understanding of the information age and the era of knowledge with the challenge of aligning with the dynamics of trend analysis, predicting their consequences and counselling organization leaders. This course will expose students to the meaning of a consultancy, the difference between an agency and a consultancy, the fundamentals of managing a consultancy business, the basic requirements for establishing PR consultancies and the similarities and differences between a PR consultancy and other consultancies. The course will also allow for an appreciation of the different structures and organograms for a PR Consultancy, the universe of a public relations consultancy, skills for networking and sourcing for clients, handling PR briefs and business pitches, emotional intelligence and human relations and management.