Public RelationsThe PR Department’s Activities

PR Dept. Activities

• The kind of work carried out by a PR manager and staff will obviously differ from one organization to another and is capable of many variables. The years’ work may consist of any or all the following:

a) Writing and distributing news releases, photographs and feature articles to the press, compiling press lists.

b) Organizing press conferences, receptions and facility visits.

c) Maintaining a media information service.

d) Arranging press, radio and television interviews for management.

e) Briefing photographers and maintaining a picture library

PR activities continued

f) Editing and producing staff magazines or newspapers, and or organizing other forms of internal communication such as videotapes, slide presentations, wall newspapers, etc.

g) Editing and producing external journals aimed at distributors, users, customers, etc.

h) Writing and producing print such as educational literature, company histories, annual reports, induction literature for new staff, educational posters for schools, etc.

i) Commissioning and organizing PR exhibitions and displays, including provision of vehicles.

j) Handling PR sponsorships

Five Advantages of PR manager and Dept.

1. The Pr manager is familiar with his or her own organization.

2. The PR manager may also have specialist knowledge or experience of the trade, industry or subject with which the organization is concerned.

3. The PR manager can easily establish lines of communication inside the organization and so get reliable info. quickly.

4. The PR manager is on the spot and can act swiftly, or get quick decisions in an emergency.

5. The PR manager is in a strong position to give management day-to-day advice.

The Five disadvantages of a PR manager and Dept.

1. The PR manager could be so close top the organization, or so enthusiastic about it, as to be biased. This could be reflected in his or her writing, to the disadvantage of the org.

2. If he or she is not properly trained and qualified, the PR manager could be a liability.

3. The PR manager may lack sufficient executive status to enjoy the respect of management and of the media.

4. The PR manager may simply be given the title PRO by management which sees this as a good way of promoting a senior person ‘sideways’ and so he or she will dabble in a profession about which little is known.

5. Management may not have agreed a job specification.

Public Relations Consultants

PR consultancy defined

• Public Relations consultancy practice is the provision of specified technical and creative services by an individual or a group of individuals, qualified to do so by reason of experience and training, and having a legal corporate identity registered for the purpose of business.

Clients defined

• A client is an organization, corporate body, individual or group of individuals which retains the professional services of a public relations consultancy for an agreed programme (or project) of advice or activity, for a specified period on terms previously agreed between the consultancy and the client and binding on both.

Definition of Services

• The services provided by the PRC (Public Relations Consultancy) may comprise all or in part, the following:

• ‘

• Establish channels of communication with the client’s public or publics, management communications, marketing and sales promotion related activity, advice or services relating to political, governmental or public affairs, financial public relations, personnel and industrial relations, recruitment training and higher and technical education.

• Not all PRC will claim competence in every area; some will confine their practice to certain industries or interests, while others may offer consultative but not executive services.

In-house PR dept. use of specialist outside PR consultancy

Company PR Department

ExhibitionsSponsorships

House journal editing, design, production

Corporate, financial PRParliamentary Liaison

Organizing eventsOverseas PR

Charging and Budgeting Fees

• There are many ways by which consultancies arrive at their fees but the recommended method is to charge on the basis on time (working hrs.) plus the cost of materials (stationery, postage, photographs, etc) plus the cost of expenses (hospitality, travel, etc.)

• The time is calculated on the number of hours estimated for carrying out the PR programme.

• An hourly rate is calculated and charged so that it recovers the cost of salaries, administration expenses, office overheads and allows a profit. Sometimes a daily rate may be charged.

Budgeting Fees

• A PR programme should be scrupulously budgeted so that both client and consultant know what is going to be done and what it will cost.

Advantages of a PR consultancy

• Is an independent adviser, able and willing to criticise.

• Has a wide experience gained with many clients requiring a diversity of techniques.

• Is familiar with more media than the staff PR manager in one organization may be expected to be.

Advantages continued

• Has more facilities, and has acces to specialist services with whom good working relations are enjoyed- printers, photographers, news release distribution services, research units, translators and so on.

• Has skilled specialist staff.• May have a central urban location close

to media, venues for receptions and suppliers of services.

Disadvantages

• The PR consultancy:• Is remote from the internal organization of

clients.• Probably works through only one person

in the client organization, at best through only a few people, and lacks the internal lines of communication open to the staff PR managers.

Disadvantages continued

• Is limited in operations by the size of the fee, unlike the staff PR manager who works full-time for an employer.

• Has to share loyalties among clients.• May know little about the client’s trade,

industry or special interest, and within the limited time represented by the fee may not have time to learn very much.

Let’s do an activity!

• As Public Relations practitioners it is important for you to understand the importance of publics and how to establish credibility between your organization and the publics.

Take 20mins.

• In groups of two make up a fictitious company name and purpose. Create a PR problem that has occurred between the publics and your organization.

• State the problem and the possible PR resolution strategies employed to re-establish the credibility of your organization.

• Choose a member of the group to present the information.