General principles of organizing a pr department

Many practitioners have had the challenging task of establishing a pupil relations department in an organization where nothing of the kind had existed previously. This provides an excellent opportunity of starting in the right way, but the first task is often to educate others in the organization in order to make them understand the function of public relations and the manner in which it fits in with other departments such as personnel and welfare, labour relations and advertising.

Public relations consultancy structures

The majority of public relations consultancies are privately owned limited companies. It is perhaps surprising that with aspirations to professional status this form of corporate structure for public relations firms should be the norm, rather that the partnership structure to be found in the accountancy and legal professions. In many instances the senior members of the staff are board directors and it is not unusual for them to be shareholders as well. Most public relations companies have some method of profit-sharing to enable at least senior staff to participate in the success of the enterprise.

Fee systems used by pr consultancies

Consultancies are in business to make a profit for the shareholders and a good living for their staff, as well as to offer service to clients. In general they seek to make an overall profit from income of between 10 and 20 per cent before tax. Fixed fee. Negotiated annually with the client based on historical experience of the volume of work (time) involved, or estimated based on experience against a detailed agreed programme. This is usually paid monthly in twelve equal parts. Retainer fee. And hourly or per diem charges, hi this system clients pay a very modest retainer fee which means they can draw on the consultancy service when needed, but the retainer does not 'buy' any service and is payable even when no work is done.

Pr as a Process

Working definitions of principal concepts. Advertorials. Advertising on controversial issues, or joint advertising/PR features to promote a product in a journal. Annual report. A corporate information document filed each year with the Securities and Exchange Commission. Many companies expand their reports with illustrations and text for distribution to stockholders, employees, and other interested persons. Appreciation of the situation. Assessment of the current situation, using observation, experience or scientific research, in order to identify communication strengths and weaknesses before making recommendations for a PR campaign. Communication audit. A review to determine what PR material the target audience is Deceiving and what it desires to receive.

Expenses. Cost of traveling, meals, hospitality, hotel bills and other reimbursements at cost and recoverable from client or employer. Evaluation of results. Assessment of achievements of a PR programme. Feature article. Press item with greater substance than a news report and usually bearing author's name a PR article should be negotiated with editor and written to suit editor's of proposed programmes. House journal. Also known as house organ or company news paper. Marketing mix. All the elements contained in the marketing strategy. News release - news story supplied to the media by a PR source.

Opinion leaders, formers. People who express their opinions about subjects, and may be regarded as authorities. Can be anyone who influences others, from 'parents to politicians.

Press kit or park.