Ch. 4- Public Relations Departments and Firms

26 Sep

Public Relations: Strategies and Tactics- 9th edition. Dennis L. Wilcox & Glen T. Cameron

  • Survey of CEOs to discover what key attributes they were looking for in a communications head
    • Detailed knowledge of the business
      • Be an expert in communications as well as having a knowledge of business and details of the particular company
    • Extensive communications background
    • A crystal ball
      • Anticipate how different audiences will react
    • C-suite credibility
      • Experience in actually running a business or division
    • Extensive internal relationships
      • Know employees at every level
    • Team player
    • Educator
      • Educate CEOs and rest of company on communications skills and how to develop strategies for communicating company’s values
  • Companies views of PR departments
    • Mixed organic/mechanical organizations
      • Authority and power of the PR department is quite high
    • Small scale organizations
      • Scant PR activity
        • Staff perform technician roles as producing company newsletter and issuing routine news releases
        • PR has little and no input into management decisions and policy formation
    • Top-level management in many organizations perceives PR as primarily a journalistic and technical function
    • Large-scale mechanical organizations of low complexity, think of PR as only a support function of the marketing department
  • PR firms VS. Corporate PR
    • PR Firm
      • Pros
        • Variety
          • Work on several clients and projects at a time
          • Fast-paced, exciting
          • Networking leads to better job opportunities
      • Cons
        • Seldom see impact of your work for a client
        • Intense daily pressure on billable hours, high productivity
        • Somewhat high employment turnover
        • Budgets and resources can be limited
        • Salary traditionally low at entry level
    • Corporate PR
      • Pros
        • Less intense daily pressure
        • Less turnover
        • More resources
        • Salaries tend to be higher
        • Benefits usually good
      • Cons
        • Jobs more difficult to find without experience
        • Sometimes little variety at entry level
        • Slower paced
        • Hard to find time for networking


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