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Today's PRactice: Depts & Firms
Transcript of Today's PRactice: Depts & Firms
PR departments that closely align with their companies' strategic business goals have greater support, larger budgets and higher perceived value
...three examples of corporate management
PR reports directly to President/CEO
PR as an equal to other depts (HR, Mkt, Legal)
PR as an integrated comm dept, reports to VP
This ONLY works if you know the language...
Graphic design, social media, SEO, get technical!
Strategy & planning
Influencing the C-suite, CEO
Relationships with others
Persuasive skills with top execs
Trend Toward Outsourcing
25 percent of PR budgets spent on outside firms
90 percent of large companies used outside firms
What are the most frequently outsourced activities?
PR Today - Recap
Moving toward strategic communication rather than employing tacticians
Focus is on building long-term relationships with two-way communication
Why? Reduces costs of:
-less time spent on clean up!
Organizational Factors Determine Role of PR
Org structure - how complex?
Top managment - how do they perceive their comm staff?
Skills of PR executives
Services Provided by Firms
Why are we using them?
Variety of skills/expertise
Offices around the country
Special problem-solving skills
Review chart on p. 83 in text
Superficial understanding of clients
Lack of full time commitment
Resentment by internal staff
Need strong direction by top execs
Need full info and confidence
Department or Firm?
Depth vs. Breadth
When might internal staff prefer to use outside firm?
Line or Staff?
What's the difference?