CH4 Flashcards
How does PR save $
reduce litigation cost, regulation, legislation, pressure campaign boycotts, lost revenue from bad relationships
How does PR help make $
cultivate relationships w. donors, customers, employees, shareholders and legislators
What is tactical role in pr
actions such as press releases, etc
What are managerial roles in pr
big decisions, top management
What is the organization structure top- down
President– overall business
Exec. VP– site head
Sr. VP – direct operations
Acc. supervisor– in charge of one major or many smaller acc
Acc. Exec– direct contact w. client + handles most of day-to-day activities
Assistant Acc. Exec.– routine maintenance
STAFF functions include
little to no direct authority, but can influence others
PR, MKT, Advertising, HR, Acc+Finance
Line Functions
Decision-makers
delegate authority, set departmental/ org. goals, hires new employees, makes policy
Ex: manufacturing, supply chain management, C-suite
What are some sources of friction between PR + other functions?
Legal: concerned about possible effects of any public statement on current or potential litigation
HR: Turf battle over employee communication
Advertising: Compete for funds to communicate with external audiences
MKT: key publics defined much larger in PR beyond consumers and potential consumers
Ways to help friction between departments
Serve together on key committees
heads of departments should be = in job titles
all departments should report to the same superior
Utilize informational networks
written policies should spell out responsibilities
What are some outsourcing issues
Look for services outside firms (writing, media relations,etc)
can be superficial + lack full time commitment
Long learning curve w. need for strong direction from top management
$$$ and resentment from internal staff
What are some PR agency services
mkt com.
exec. speech training
research + evaluation
crisis comm.
+ of working for PR firms
gain great experience fast
run various projects
learn variety of skills
rapid advancement bc high turnover
networking
+ for working in companies
less daily pressure, more long term results
more stability
higher starting salary
emphasis on management
Common approach for engaging services of PR firm
Issuing a request for proposal
