Public Relations Departments and Firms

26 Sep

Chapter 4 Reading Notes COMM 2322

Public Relations: Strategies and Tactics

Public Relation Departments

  • Importance in Today’s World – seen as a complex process of negotiations and compromises with a number of key publics.
  • Importance of Organizational Structure – perceptions of top management and capabilities of  public relations executives.
  • Multiple names = corporate communications, communications, public relations, external affairs, marketing and corporate affairs

Organization of Departments

  1. Line and Staff Functions – )Line give orders, delegate authority. Staff give suggestions, advice, no direct authority,
  2. Access to management – called on to make recommendations that affect the entire company.
  3. Levels of Influence – advisory = line management has no obligation to take recommendations or even requests. compulsory-advisory =  quick recall (Tylenol) concurring authority = publishing brochure. eyes of PR see it before printed. command authority = legal department can change it with or without approval from PR.

Sources of Friction

  • Legal
  • Human Resources
  • Advertising
  • Marketing

Public Relation Firms

  1. Executive Speech Training
  2. Public Affairs
  3. Media Analysis
  4. Research and Evaluation
  5. Financial Relations
  6. Crisis Communication
  7. Marketing Communication

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