Public Relations Departments and Firms, ch. 4

Public Relations departments vary from company to company in what they do.

Public Relations firms can range from one to two person operations to global size firms. The sizes range everywhere. Here in the United States, we have the world’s most public relations firms. The estimated number is around 7,000. Pretty neat right? The field continues to grow as there is a need for PR professionals.

Here’s a list of services public relations firms provide today:  (this list can be found in the textbook, page 112-113)

  • Marketing communications– promotion of products and services through the use of news releases, feature stories, special events, brochures, and media tours.
  • Executive speech training- top executives are coached on public affairs activities, including personal appearances.
  • Research and evaluation– scientific surveys are conducted to measure public attitudes and perceptions
  • Crisis communication- management is counseled on what to say and do in an emergency
  • Media analysis– appropriate media are examined for targeting specific messages to key audiences
  • Community relations- management is counceled on ways to achieve official and public support for projects such as building or expanding a factory
  • Events management– news conferences, anniversary celebrations, rallies, symposiums, and national conferences are planned and conducted
  • Public affairs– materials and testimony are prepared for government hearings and regulatory bodies, and background briefings are prepared
  • Branding and corporate reputation– advice is given on programs that establish a company brand and its reputation for quality
  • Financial relations-management is counseled on ways to avoid takeover by another firm and effectively communicate with stockholders, security analysts, and instituational investors

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.


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Filed under Class Notes Overview, PRCA 2330

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