The Nature of Public Relations in

Organizations

Principles of PR: The Role of PR & Ethics (Session 2)

 Public Relations Department Activities
● Writing news release, commissioning photograph
and feature articles, etc.
● Distributing information to identified publics
● Maintaining an accurate media information
service
● Training and rehearsal of organization staff who
will meet the media
● Organizing events such as media visits, receptions
and conferences
● Arranging media interviews with top management
● Editing and production of journal, annual reports,
external journal and other printed publications
● To provide a full service from concept, through
planning, creation, management, until evaluation
for corporate identity programs, presentations,
exhibitions, sponsorship and sales /dealer
conferences.
 Type of Public Relations

1. In-House Public Relations (Internal PR)

2. Public Relations Consultant (External PR)

 In-house Public Relations
1. Depending of the size of the
organizations/company, Public Relations
might be formed as a dedicated
department/division that conducts PR
and communication functions.
2. It usually consists of a group of people
with different function based on the tasks
and roles.
3. In many companies, PR is usually
combined and functioned together with
Marketing, Customer Service and
Corporate Secretary - to save cost and
efficiency.
4. Considered cost-effective and efficient
when the companies have regular PR
activities related to the daily operations.
 Roles within In-house PR
1. Public Relations Manager
Manage and responsible for the whole PR strategy and tactics of the
organizations. A Manager usually have a yearly plan that consists of main goal
and Key Performance Indicators to be executed by the staff.

2. Public Relations Executive/Officer

The executor of the strategies and tactics who creates the detailed campaign
or messages for the organization. They work closely with the staff to make sure
that programs are conducted according to the big plan.

3. Public Relations Staff

May consists of many roles in the department depending on the task assignment
and clients/public they are handling. They are the ones that do external
contact, including the media, and provide the liaison between the Public
Relations function and its range of contacts and publics.
Public Relations Department – Internal PR

The Role :
To provide management with communications expertise in the form of
counseling and active communications skills

The Function :
To advise management of the most cost – effective and efficient means of
achieving identified communications strategies and tactics

The Responsibilities :
To make sure that strategic and tactical Public Relations objectives are
achieved.
Small Setting – General Structure

Managing Director
Public Relations

Finance Marketing Production Personnel

Director Director Director Director

Large Setting - Divisional Structure

Managing Director
Public Relations

Press officer Event

Research Government
management
liason

Marketing Production Personnel

Finance
Director Director Director
Director
 Public Relations Consultant (External)
Companies or organizations that needs certain planning and approach, like
campaign and issue handling, needs external PR or PR agency to help them
execute or extend their PR functions.

External PR like agencies are sometimes considered money-spending, yet the

outcome and results are more measurable and reliable.

PR agency services usually used for short or medium-term projects and has fair
budget projections in some campaign/plannings
PR Consultant
There are 2 types of
Public Relations
Consultancy:
◦ Full Service
The consultant give
any kind of service in
Public Relations
◦ Specialist
The Consultant
specialized in one
area only
 External PR - Role & Function

◦ Role :
To provide client management with communication expertise in the form of
counseling and active communication skills in order to further interest of the
client organization

◦ Function :
To advise the management of client organization of the most cost-effective
and efficient means of achieving identified communication strategies and
tactics, and to implement strategies and tactical plans in order to achieve
those objectives
PR Consultant Charging
1. FIXED FEE
– Monthly installment
– Additional fee to cover any unexpected needs

2. RETAINER AND HOURLY/DAILY CHARGES

– The Client is charged on agreed amount for
each service provided be based on hourly or
daily charge that comes from timesheet

3. MINIMUM FEE AND HOURLY CHARGES

– A minimum is agreed for the length of the
contract. After minimum fee has been used it
is supplemented with hourly (or Daily)
charges
 FUNCTIONAL STRUCTURE
Managing
Director

Account Press Publications Events Evaluation / Admin

Manager Office Research Finance
Office

CLIENT STRUCTURE
Managing
Director

Client A Client B Client C

Evaluation/ Admin
Press Film Event
Research Finance
Film Event
Office
Press Film Event
 Advantage of PR Department
○ Have personal stake in the organization’s success
○ They have access
○ They are close to the Decision Makers
○ Can offer 24 hours service
○ Can move freely around the organization
○ Can inform internal networks with employees from
across the organization
○ Continuity may be improved because internal staff
probably tend to be more stable in employment than
consultancy staff.
 Disadvantage of PR Department

● Too close with the product/organization

● Become biased in favor of their
organization
● Have only a narrow range of experience
● Training maybe on the job
● If there is not a full Public Relations
department, the function may be
allocated to another division manager
● It is far easier to change consultancies
than to change full time staff
● It is difficult to set up a department of
the right size.
 Advantage of PR Consultant

● There is no long – term commitment

● Cost are directly related to the work done
● The budget can be agreed in advance, Cash flow is controlled
● Budgets can quickly be changed as necessary
● The Public Relations people have current experience in the
markets
● They can provide one or more limited services, such as a
service to do with a specific overseas market
 Disadvantage of PR Consultant
● PR Consultants only have limited knowledge of the
organization and its products, etc.
● Access is difficult, especially to secure areas
● Identification is with the consultancy, before the client
● Staff turnover may be higher than in house
 Group Discussion:

Public Relations structure in:

• Government Institution
• E-Commerce company
• Non-profit organization
• Mining company
Which area they are focusing on?
• Write 1 page of report about your discussion