Firms and Departments

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.

The role of public relations in an organization often depends on the Type of organization
The perceptions of top management The capabilities of the public relations executive The differences between large and complex organizations and small-scale organizations

Perception of value by top management Practitioners taking on the managerial role Reporting to the CEO Years of professional experience

Traditional management theory divides an organization into Line and staff functions Line managers Can delegate authority Set production goals Hire employees Directly influence the work of others Staff Have little or no direct authority Indirectly influence the work through suggestions , recommendations, and advice Although public relations departments can function only with the approval of top management, there are varying levels of influence that departments may exert

Advisory Compulsory
-Advisory Concurring - Authority

Ideally, public relations is part of managerial sub system and contributing to organizational strategy Other staff functions are required in the communication process with internal and external publics Requires cooperation to avoid possible friction with Legal Human resources Advertising Marketing