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Today's PRactice: Depts & Firms

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by

Sadie Wilks

on 2 February 2017

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Transcript of Today's PRactice: Depts & Firms

Intro to Public Relations
MC 3010
In-House Counsel
vs. Outsourcing

Pros?
Cons?

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
Friction?

PR & Mkt
This ONLY works if you know the language...

Graphic design, social media, SEO, get technical!

#Manship3010

Writing
Media relations
Publicity
Strategy & planning
Event planning
Influencing the C-suite, CEO
Relationships with others
Professional experience
Performance record
Persuasive skills with top execs
Professional expertise
Trend Toward Outsourcing

2012 USC Study:
18 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 comm technicians
Focus is on building long-term relationships with two-way communication
Why? Reduces costs of:
-litigation
-regulation
-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


Legal
HR
Advertising/Mkt
Services Provided by Firms
Everything.

Why are we using them?
49 percent are satisfied with level of alignment
PROS

Objectivity
Variety of skills/expertise
Extensive resources
Offices around the country
Special problem-solving skills
Credibilty

Review chart on p. 83, THINK text
CONS
Superficial understanding of clients
Lack of full time commitment
Prolonged briefing
Resentment by internal staff
Need strong direction by top execs
Need full info and confidence
High costs!
Department or Firm?

Depth vs. Breadth

When might internal staff prefer to use outside firm?


Adding Value
Line or Staff?

What's the difference?
Full transcript