A. Public Relations Departments
        1. Importance in today's world

--relationship building
--counselor’s role
--cost saving (from litigations, boycotts, etc.)
--revenue generation (fundraising)
            Role of PR depends on
            --Type of organization
            --Perception of Top Management
            --Capabilities of PR Executives

2.  Expertise Required in a Department
        a.  Strategic and management knowledge
        b.  Research Knowledge
        c.  Negotiation Knowledge
        d.  Persuasion Knowledge

3.  Line and Staff Functions
    a. Line positions have direct authority
    b.  PR is a staff function, using recommendations
    c.  Access to management is essential for staff
    d.  Levels of Influence
            (1) Advisory
            (2) Compulsory-Advisory
            (3) Concurring Authority
            (4) Command Authority
4.  Sources of Friction
        a.  Legal
        b. Human Resources
        c. Advertising
        d. Marketing
5. Integration of Communication Efforts
        (1) Committee represented by all departments
        (2) Eqaul power for dept head
        (3) All heads report to same Executive
        (4) Written responsibilities

B. Public Relations Firms
        1. Wide-ranging Size one one-person shop to global giants
                Burston Marsteller employs more than 2000 in 35 nations.
                U.S. has most PR firms (about 10,000).
        2. Variety of Services
            From speech training to crisis communication, public affairs, research and evaluation
        3.  Global Reach
           15 U.S. firms generated more than 40% of their fees overseas.
        4. Advertising and PR Mergers
            a.  Major trend in 1970s and 1980s
            b. Total Communication Services Were the Goal
c. Advertising and PR Tend to Have Separate Clients

5.  Structure of a Counseling Firm

a.  President
b.  Executive Vice President
c.  Vice President
d.  Account Supervisor
e.  Account Executive
f.  Assistant Account Executive
g.  Secretarial/Clerical Staff

6. Pros and Cons of Using Firms

a. Advantages

(1) objectivity
(2) variety of skills/expertise
(3) extensive resources
(4) offices across country/globe
(5) Credibility

b. Disadvantages

(1) Superficial grasp of client problem possible
(2) Lack of Full-time commitment
(3) Resentment of internal staff possible
(4) Need for full info and confidence from client
(5) $$$$ Expensive $$$$

c. False Expectations

(1) Guaranteed results
(2) Quick change in perception or attitude
(3) Make a client/organization what it is not

 7. Fees and Charges

(1) Hourly Fee and Out-Of-Pocket Expenses
(2) Retainer Fee
(3) Fixed Project Fee

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