Reading Notes: Chapter 4

June 11, 2010

A department of public relations in an organization usually does not go by the term “Public Relations” but usually under the terms of corporate communications, communications department, corporate relations, marketing and corporate affairs, investor relations, public affairs, marketing communications, community relations, and external affairs.

There are also many specialized sections within a department which are:

  • Media relations
  • Investor relations
  • Consumer affairs
  • Governmental relations
  • Community relations
  • Marketing communications
  • Employee communications

The staff functions within an organization operate at various levels of authority.

Advisory: where the line management has no obligation to take recommendations or even request them.

Compulsory-advisory: organization policy requires that line managers at least listen to the appropriate staff experts before deciding on a strategy.

Concurring authority: limits the freedom of the public relations department by not allowing things to be approved until the public relations department approves it first.

 Accreditation is the major effort to improve standards and professionalism in PR around the world.

Objectivity, variety of skills and expertise, extensive resources, offices throughout the country, special problem-solving skills, and credibility are noted as advantages of using a PR Firm.

Superficial grasp of client’s unique problem, lack of full-time commitment, resentment by internal staff, need for strong direction by top management, and costs are among some of the disadvantages noted by using a PR firm.

Information in the post can be found at Public Relations: Strategies and Tactics. Authored by Dennis Wilcox and Glen Cameron


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