Ch. 4 Notes- Public Relations Departments and Firms

February 23, 2010 at 2:20 pm (Comm 2322, Reading Notes) (, )

  • The public relations departments of today’s Fortune 500 are actually usually not referred to as public relations. Instead, companies use names such as “corporate communications” or “communications” to describe these department.  Companies believe that today’s departments go beyond traditional public relations roles. These roles maybe considered “employee communications, shareholder communications, annual reports, consumer relations, branding, reputaion management, and corporate philanthropy.” Consultant Alfred Geduldig believes, “The term public relations had suffered from repeated derogatory usage, causing companies to move away from the term. He also thought that the term corporate communications was a sign that public relations people were doing many more things in a company than in the past, reflecting a integration of communication services.”

Pg. 102 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Public relations firms act independent from companies and operate for their own benefit and the companies who hire them. “Big or small, each form gives cunsel and performs tactical services required to carry out an agreed-on program. The firm may poerate as an adjunct to an organization’s public relations department or, if no department exists, conduct the entire effort.”

Pg. 110 Public Relations Strategies and Tactics by Wilcox and Cameron

  • This is a list of the variety of services a public relations firm can provide
  1. Marketing communications
  2. Executive Speech training
  3. Research and evaluation
  4. Crisis communication
  5. Media analysis
  6. Community relations
  7. Events management
  8. Public affairs
  9. Branding and corporate reputation
  10. Financial relations

Pg. 112-113 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Advantages public relations firms can offer
  1. Objectivity
  2. A variety of skills and expertise
  3. Extensive resources
  4. International jobs
  5. Offices throughout the country
  6. Special problem-solving skills
  7. Credibility
  • Disadvantages of companies hiring public relation firms
  1. Superficial grasp of a client’s unique problems
  2. Lack of full-time commitment
  3. Need for prolonged briefing period
  4. Resentment by internal staff
  5. Need for strong direction by top management
  6. Need for full information and confidence
  7. Costs

Pg. 120-122 Public Relations Strategies and Tactics by Wilcox and Cameron

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