PR Ch. 4

factors that determine roles in PR

1. perception of value by top management
2. practitioners taking on a managerial role
3. reporting to CEO
4. years of professional experience

Numbers of people in PR departments

13% dept. with 10 employees
45% dept. with 2-5 employees

Line managers functions

can delegate, set production goals, hire employees, directly influence work of others

Staff functions

little or no direct authority, indirectly influence work through suggestions recommendations and advice

Most frequently outsourced activities

writing and com
media relations
publicity
strategy and planning
event planning
social media

other staff functions

legal, human resources, advertising, marketing

services provided by firms

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

Pros of a PR firm

objectivity, variety of skills and expertise, extensive resources, offices through the country, special problem-solving skills, credibility

Cons of a PR firm

superficial grasp of a client's unique problem, 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 confidence, costs

PR fees

basic hourly fee, out of pocket expenses, retainer fee, fixed project fee