4. Public Relations Departments and Firms Flashcards
old school pr
promotion and publicity, take direction from management.
Modern
building and maintaining relationships with strategic publics, managerial level(strategic, two way, research based; roi)
Advisory
PR may reccommend only (least influential)
Complusory-advisory
PR is listened to( moderte influence)
Concurring authority
PR reviews and approves communicated with external audiences and may work with legal (most influential)
Legal department
often wants to block/stop communication
Human reasources
turf wars over internal communication and reporting internal events
adverstising
budget competition , goals (sales v relationships)
marketing
see adverting
Corp: Entry-level,______, Manager, Director, Executive
Supervisor: Plans, schedules, Budgets, etc for projects
Corp: _____, Supervisor, Manager, Director, Executive
Entry-level: information gathering and dissemination, research
Corp: Entry-level, Supervisor, ____, Director, Executive
Manager: Analysis evaluation
Corp: Entry-level, Supervisor, Manager, ____, Executive
Director: Operational planning
Corp: Entry-level, Supervisor, Manager, Director, ______
Executive: Organizational vision, strategic objectives, goals, policies, systems
Agency: ____, Account Executive, Account Supervisor, VPs and SVPs, Executive VP
AAE or AC: information gathering and sharing research
Agency: AAE or AC, ______, Account Supervisor, VPs and SVPs, Executive VP
Account Executive: Client contact, day to day direction
Agency: AAE or AC, Account Executive, ______, VPs and SVPs, Executive VP
Account Supervisor: Mulitiple accounts or a large account
Agency: AAE or AC, Account Executive, Account Supervisor, ______, Executive VP
VPs and SVPs: Account supervision, special projects, gaining business (RFP response, pitches, networking)
Agency: AAE or AC, Account Executive, Account Supervisor, VPs and SVPs, ________
Executive VP: Leads area Office
True or False, Agency Top Tasks involve writing and communication, media relations, publicity, strategy and planning, event planning. They are more suitable for entry level practitioners and it is a faster pace
True
True or False, Retainer fees still have hourly constraints/expectations
True
True or False Fixed project fees compete with clients of the other two types of fees.
True
What are the 5 components to practicing good PR
- Find an organization that values it, 2. Watch for practitioners who practice good PR, 3. Recognize it takes years to be in charge, 4. Know which departments you’ll need, 5.Know which departments youll need and make friends,
