Chapter 4: Public Relations Departments & Firms

Here are some notes from Chapter 4 of Public Relations: Strategies & Tactics (9th Edition):

  • There are many different names used for public relations departments, including corporate communications, corporate relations, marketing and corporate affairs, investor relations, public affairs, marketing communications, community relations, and external affairs.
  • Organizations are divided into line and staff functions. Line managers can “delegate authority, set production goals, hire employees, and directly influence the work of others.” Those that make up the staff have next to no authority and sometimes influence others by mere suggestions or comments.
  • Four areas where friction may occur in public relations are legal, human resources, advertising, and marketing.
  • Services provided by public relations firms include marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, and financial relations.
  • The three “most common methods,” for a public relations firm to charge for its services are (1) a basic hourly fee, plus out-of-pocket expenses, (2) a retainer fee, and (3) a fixed project fee.
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Filed under COMM 2322, Reading Notes: Comm 2322

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