978-0205960644 Chapter 4

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CHAPTER 4: PUBLIC RELATIONS DEPARTMENTS AND FIRMS

OBJECTIVES

After reading this chapter students should be able to:

1. Understand the role and functions of a public relations department.

2. Be more knowledgeable about the staff function of public relations.

3. Understand the structure of a public relations firm and its various activities.

4. Know the difference between working in a department and working in a

firm.

SUGGESTED PROJECTS AND DISCUSSION

This chapter helps the student to thoroughly understand the diversity of activities assigned

to public relations in an organization, as well as the role of public relations as a staff

function interacting with other areas of the organization. Emphasis is placed on the

management and counseling function, and the friction that might occur in an organization.

The structure of public relations firms and the dynamics of client-firm relationships are

covered. There is specific information about how public relations firms charge clients for

services. Attention is also given to global public relations practice.

1. Invite two practitioners from your local PRSA chapter, one that works in a

department setting, and one that works for a public relations firm. Ask each of the

guest speakers to describe the nature of their work and to touch on the similarities

and differences between their jobs.

2. Have students role play different scenarios on how a department representative may

handle a situation differently than the agency person. What are the ramifications of

their decisions? Also, how do these types of people “work together” on projects

where work is outsourced to an agency?

3. Describe the notion of a “dominant coalition” and give students a scenario where

they have a compulsory-advisory role to top management. Then, give the students a

scenario where they have little or no role in decision-making. How might the

outcome change based on level of practitioner input?

4. Ask students compile billable hours by creating a budget for their role as a “perfect”

student. Have students consider their contributions to class projects, service to

student organizations, time spent in class, time studying, etc. in order for them to

develop his/her budget using the billable hours approach. Explain the notion of line-

item descriptions and the different fee structures that may apply in context of the

situation.

5. Analyze a college/university public relations program, and discuss potential public

relations situations that might be helped by outsourcing. Why so, and what types of

firm/counsel is most appropriate?

6. Hand out a news release and/or press kit to the class, and then discuss the “potential

input” or friction that may be caused by departments such as legal, human

resources, marketing, and advertising with regard to the specific situation or issue.

7. Give students two job descriptions, one for an entry-level position at a PR firm and

the other for an entry-level position with a corporation. Ask students to choose the

job that appeals to them most and to explain their choice drawing from the

information presented in the text.

CASE ACTIVITY: PLANNING A CAREER IN PUBLIC RELATIONS

Job candidates shouldn’t break down opportunities by black-and-white notions alone. For

example, weighing salary and benefit options is important. But the most important factor,

especially in a first job, is growth potential and the “fit” of the organization to your

strengths and ideals. The candidate should understand the requisite pressures and

expectations of each job/offer, and see if that work environment is a good short and long-

term fit. Researching job satisfaction studies with regard to corporations versus firms, or

local companies versus those in outside locations, would prove helpful.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. How have the role and function of public relations departments changed in recent

years?

2. In what ways do the structure and culture of an organization affect the role and

influence of the public relations department?

3. What are the top five activities of a public relations department, according to a

survey by CCI?

4. Name and describe the five job levels in public relations.

information, persuade, gather data, or solicit feedback; 2) Supervisor: supervises projects,

including planning, scheduling, budgeting, organizing, leading, controlling, and problem

solving; 3) Manager: constituency and issue-trend analysis; departmental management,

including organizing, budgeting, leading, controlling, evaluating, and problem solving; 4)

Director: constituency and issue-trend analysis; communicating and operational planning at

departmental level, including planning, organizing, leading, controlling, evaluating, and

problem solving; 5) Executive: organizational leadership and management skills, including

developing the organizational vision, the corporate mission, strategic objectives, annual

goals, businesses, broad strategies, policies, and systems.

5. What is the difference between a line and a staff function? To which function does

public relations belong, and why?

6. Why is a compulsory-advisory role within an organization a good one for a public

relations department to have?

7. Read the job description for a public relations specialist (pg. 103) and the job

description for an account executive at a public relations firm (p. 116). In what

ways are they similar in terms of qualifications and skills required? In what ways

are they different?

8. What four areas of the organization cause the most potential for friction with public

relations? Explain.

9. In your opinion, should public relations or human resources be responsible for

employee communications? Why?

10. Name at least seven services that a public relations firm offers clients.

(5) Media analysis, (6) community relations, (7) events management, (8) public affairs, (9)

branding and corporate reputation, and (10) financial relations.

11. What are the four largest communications conglomerates in the world?

12. How important is international business to American public relations firms? (pg.

114) Most of the major firms generate substantial revenues from international

13. What are the pros and cons of using a public relations firm?

14. What are the standard methods used by a public relations firm to charge for its

services?