Organizational Settings inPublic Relations
Presented byBrett Atwood
“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
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
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
Perrier Product Contamination
BP Oil Spill Crisis
TEPCO Nuclear Disaster
Johnson & Johnson Tylenol Poisoning
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
In-House vs. Agency
• Knowledge about Organization– In-House: Stronger knowledge – Agency: Needs to Learn
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”
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
In-House vs. Agency
• Range of Skills/Resources/Contacts– In-House: More Limited– Agency: More Broad
In-House vs. Agency
• Flexibility– In-House: Less Flexible– Agency: More Flexible
In-House vs. Agency
• Costs– In-House: More Cost Effective for Routine Work– Agency: More Cost Effective for Non-Routine Work
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
Pros of Using a Large PR Firm
• Pros– Depth of Experience– Broad Range of Expertise & Resources– Geographic Reach– Investment in Talent
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
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
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
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