Organizational Settings in Public Relations
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Learn more about the structure and relationship of public relations to organizations in the U.S. This slideshow was prepared by Brett Atwood (clinical associate professor at Washington State University).
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Organizational Settings in Public Relations
- 1. Organizational Settings in Public Relations Presented by Brett Atwood
- 2. “A Seat at the Table” • PR practitioners can function at many levels within an organization – Most effective to have direct line to top executives • “A seat at the table” = high-level input to strategic decisons – Can be internal vs. external to a company
- 3. How Does an Organization View PR? • Some companies are proactive in embracing PR – In some organizations, PR execs rank high on the org chart • Some reluctantly embrace PR after some form of crisis – Layoffs – Legal troubles – Customer backlash
- 4. PR & Top Management • PR is a management function – whether an organization recognizes that or not – Examples: • Perrier product contamination crisis • BP Gulf oil spill • TEPCO response to nuclear disaster in Japan • Johnson & Johnson Tylenol product tampering crisis
- 6. BP Oil Spill Crisis
- 8. Johnson & Johnson Tylenol Poisoning
- 9. Outside Counsel vs. Internal Staff • Organizations may decide to use internal, full-time PR staff or use external agencies – There are pros and cons to each
- 10. In-House vs. Agency • Knowledge about Organization – In-House: Stronger knowledge – Agency: Needs to Learn
- 11. In-House vs. Agency • Organizational Credibility (Can Vary) – In-House: Can be good since they are already a known entity and part of the existing team – Agency: Outsiders might be seen as “experts”
- 12. In-House vs. Agency • Objectivity – In-House: Often lacks objectivity – Agency: Provides a “fresh” look • Less biased in communication • May be more audience-oriented • May have new ideas and insights
- 13. In-House vs. Agency • Range of Skills/Resources/Contacts – In-House: More Limited – Agency: More Broad
- 14. In-House vs. Agency • Flexibility – In-House: Less Flexible – Agency: More Flexible
- 15. In-House vs. Agency • Costs – In-House: More Cost Effective for Routine Work – Agency: More Cost Effective for Non-Routine Work
- 16. In-House vs. Agency • Agency Fees Can Vary – Monthly Retainer (Fixed Cost per hour/Services) – Minimum Retainer (for Overhead and Admin Expenses) plus Actual Costs – Hourly Fees plus Out-of-Pocket Expenses – Fixed Project Fees
- 17. Pros of Using a Large PR Firm • Pros – Depth of Experience – Broad Range of Expertise & Resources – Geographic Reach – Investment in Talent
- 18. Cons of Using a Large PR Firm • Cons – Profit-Driven – Junior Staffers Often Do Legwork – Formulaic Approaches – You’ll Be One of Many Clients Competing for their Attention
- 19. Evolution of PR in Organizations Entry Level Skills • Writing Press Releases and Newsletters • Support for Human Resources department Critical Thinking and Specialized Skills • Strategic Consulting of Execs • Crisis Management • Maintaining Complex Relationships with Multiple Publics
- 20. Evolution of your Career • When you start out, you’ll likely do many “entry level” skill-based tasks – Press release writing – Assistance with event planning – Social media
- 21. Evolution of your Career • As you advance in your career, you will get more leadership and/or management opportunities – More integration into key business decisions – Must be 100% reliable and disciplined to succeed – Work is evaluated based on quantitative outcome more than emotions/gut feeling