Pr Chapter 2 | Course Paper

Public Relations:

Strategies and Tactics

11th Edition

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

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Chapter 4

Public Relations Departments and

Firms

Chapter 4 Objectives

Understand the role and functions of a

public relations department

Be more knowledgeable about the staff

function of public relations

Understand the structure of a public

relations firm and its various activities

Know the difference between working in a

department and working in a firm

BEFORE: primary

objectives were

promotion and

publicity

NOW: complex and

dynamic process of

negotiation and

compromise with a

number of key

publics

Public Relations Departments

The role of public relations in an organization

often depends on:

1. The type of organization

Large and complex organizations include PR in the policy-

making process. The PR dept establishes interactive social

media sites, regular contact with traditional media, sponsorship

of events, writing executive speeches, and counseling mngmt.

Small-scale organizations’staff perform basic duties, such as

producing the company newsletter and issuing routine news

releases. They don’t have input into mngmt decisions and policy

formation.

Corporate Structure Shapes the

Public Relations Role

The role of public relations in an organization

often depends on:

2. The perceptions of top management

Top-level mngt might perceive PR as primarily a

journalistic and technical function (media relations

and publicity).

Or as only a support function of the marketing

department.

The capabilities of the public relations executive

Corporate Structure Shapes the

Public Relations Role

The role of public relations in an organization

often depends on:

3. The capabilities of the public relations executive

Often PR personnel self-select technician roles

Corporate Structure Shapes the

Public Relations Role