Public Relations Departments and Firms

25 Sep

Test: Public Relations Strategies and Tectics- 9th Edition- Wilcox, D & Dennis, G.

Chapter 4- Public Relations Departments and Firms


                        Role of various organizational structures

                        Today, public relations is expanding from its traditional functions to exercise its influence in the highest levels of management.

            There is importance in today’s worlds, importance of organizational structure,

            Names of Departments

                        Commonly big departments do not use term “public relations” but “corporate communications” or “communications”.

            Organization of Departments

            Line and Staff Functions

                        Access to management

                        Levels of influence

            Sources of Friction

                        Legal, human resources, advertising, marking

            The Trend Toward Outsourcing

            Services They Provide

                        Marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, financial relations.

            Global Reach

                        Public relations firms are usually situated in most of the world’s major cities and capitals.

            The Rise of Communication Conglomerates

                        Move toward more integration.

            How Public Relations Firms Get Business

                        Request for Proposal

            Pros and Cons of Using a Public Relations Firm

                        Advantages- objectivity, variety of skills, extensive resources, international jobs, offices throughout the country, special problem-solving skills, and credibility.

                        Disadvantages- superficial grasp of client’s unique problems, lack of full-time commitment, need for prolonged briefing period, resentment by internal staff, need for strong direction by top management, need for full information and confidence, and cost.

            Fees and Charges

                        3 most common: basic hourly fee, plus out-of-pocket expenses, retainer fee, and fixed project fee.


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