Departments and Firms

Question 1

PR pros seen as strategic communication
managers that bring upside to an
organization:

Answer 1

PR offers 184% ROI (International Association of Business
Communicators)
Many CEOs want communication that is strategic, research-based, and two-way

Question 2

contributions can be constrained: Organizational factors determine the role of public relations (large and small firms)

Answer 2

Large rather than small firms more likely to include PR in decision-making
Small firms more likely to view PR as fulfilling only a technician role

Question 3

what determines the role of pr

Answer 3

management perceptions

Question 4

diff btw a

Answer 4

decision-making function and a tactical or production function

Question 5

Public relations increasingly getting a seat at

the decision-making table

Answer 5

64% of all corporate senior-level 
practitioners (and 77% of those in Fortune 
500 companies) report to either the CEO 
(Chief Executive Officer), COO (Chief 
Operating Officer), or chairman

Question 6

line manager

Answer 6

Delegates, sets goals, hires, influences others’

work

Question 7

staff function

Answer 7

Little direct authority, must influence through suggestions, recommendations and advice
PR is a staff function

Question 8

PR influence is linked to their access to top management

1. Advisory role

Answer 8

Management has no obligation to request or
act on recommendations
Purely advisory practitioners are often ineffective

Question 9

Compulsory-advisory role

Answer 9

Management is required to listen

to public relations’ perspective before acting

Question 10

concurring authority role

Answer 10

PR and others must agree on an action

Question 11

important pr issues

Answer 11

Gain a seat w/ decision makers (34%)

Measure value of PR (28%)

Question 12

most valuable influence resources

Answer 12

Relationships w/ others (46%)
Professional experience (46%)
Performance record (33%)
Expertise (28%)

Question 13

friction with legal

Answer 13

differences on public statements

Question 14

friction with human resources

Answer 14

disagreements over who should control employee communications

Question 15

friction with advertising

Answer 15

comp for resources and philosophical diffs

Question 16

friction with marketing

Answer 16

focusing on only one public: current or prospective customers vs. many publics

Question 17

friction btw law and pr

legal responses

Answer 17

Say nothing
Cite legal sensitivity
Deny guilt
Shift or share blame

Question 18

friction btw law and pr

pr responses

Answer 18

Be candid
State company policy
Announce investigation
Admit problem and implement remedy

Question 19

trend toward outsourcing
Almost 90 percent of Fortune 500
companies use outside PR counsel
in varying degrees

Answer 19

Almost 90 percent of Fortune 500 companies use outside PR counsel in varying degrees

Question 20

what’s outsourced?

Answer 20

Writing and communications
Media relations
Publicity
Strategy and planning
Event planning

Question 21

advantages

Answer 21

Objectivity – different perspective on things
Skills and expertise – specialists a company will not have
Extensive resources – media contacts, data, etc.
Offices throughout the country/world – global perspective
Problem-solving skills – expertise in crisis or CSR
Credibility – makes others pay attention to your organization

Question 22

disadvantages

Answer 22

Superficial knowledge – The PR firm doesn’t make widgets
Part-time commitment – You are not their only client
Need for long briefing – Moving beyond a superficial knowledge takes time
Internal resentment – Who are these people?
Need for confidence – Must trust the firm and provide access to information
High costs

Question 23

fees and charges

Answer 23

Basic hourly fee, plus out
-of-pocket expenses (e.g., travel) Most widely used among large firms
Retainer fee 
-Specified number of hours for counselling each month
Fixed project fee 
-Preferred by clients, but not by firms 
Pay for placement 
-Least used billing method