Posted by: Sarah Kemp | February 6, 2009

Chapter 4

Chapter 4 mainly discussed PR departments, the roles in the departments, the advantages and disadvantages of a PR Firm and their services as well. This chapter had a lot of insight into the corporate PR field and the office setting of different types of PR. I was most interested in the information on the PR firms because that is where I would like to work in the future…

Public Relations firms, also called agencies, are found in almost every industrial nation. This provides a great outlook for jobs in the field as well as great competition. The United States has the world’s most public relations firms with almost 7,000 companies. “PRWeek’s Agency Business Report 2007 reported that revenues were up 17% in 2005 and another 15% in 2006” (p. 110). This is a great outlook compared to many businesses in the economic problems. Public Relation agencies have advantages and disadvantages, but something that they proud themselves on is the wide variety of services they can provide.

Some of the services include:

Marketing Communications– promotion of products and services
Executive Speech Training– coaching of top executives on public affairs
Research and Evaluation– Scientific surveys to measure public attitudes
Crisis Communication– what to do and say for communication crisis
Events Management– News conferences, rallies, ect.
…And many more!

Some PR firms that were mentioned in the book were Edelman Worldwide, Ogilvy Public Relations, & Fleishman- Hillard

I also found it very interesting how Public relations firms charge for their services because they can get costly depending on what a client needs…

Most firms use three main methods:

1. Basic Hourly fee, plus out-of-pocket expense: The number of hours spent on a client’s account plus expenses like cab fares, car rentals, airline tickets and meals.

2. Retainer fee: A basic monthly charge billed to the client covering ordinary administrative and overhead expenses. Out of pocket expenses are usually billed separately.

3. Fixed project fee: The firm agrees to do a specific project for a fixed fee. This is the least popular method because it is difficult to predict all the work and expenses in advance.

ogilvy-laf
Notes from: Public Relations Stategies and Tactics (9th ed.) by D. Wilcox, G. Cameron.
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