Transcript Cutlip & Center's Effective PUBLIC RELATIONS

Cutlip & Center's
Effective
PUBLIC RELATIONS
Tenth Edition
PART I
Concept, Practitioners, Context, and Origins
Chapter 3
Organizational Settings
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Study Guide
After studying Chapter 3, you should be able to:
1.
Discuss top management’s (dominant coalition)
impact on determining the relative importance and
role of public relations.
2.
Distinguish between line and staff functions.
3.
Explain advantages and disadvantages of internal
departments and outside counseling firms for serving
an organization’s public relations needs.
3-1
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Study Guide
After studying Chapter 3, you should be able to:
4.
Describe working relationships between the public
relations unit and other departments in
organizations.
5.
Outline four primary approaches public relations
firms use for billing clients.
3-2
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Approaches To Integrating
Public Relations
1.
2.
3.
4.
Internal, not delegated
Internal, delegated department
External firm or agency
Internal–External Combination
3-3
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Line and Staff Organization Chart
3-4
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Corporate Public Relations Department
3-5
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
How Top Management
Shapes Public Relations
1. Commitment to and participation in public relations
2. Hires and retains competent counsel
3. Includes public relations in policy making
4. Uses two-way communication with both internal
and external publics
5. Acts consistent with what is said
6. Clearly defines goals and objectives
3-6
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
What is an organization’s
“dominant coalition”?
Why is public relations
sometimes excluded from
the dominant coalition?
3-7
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Factors Influencing Public Relations’ Role in
Management
1. Proximity and access
2. Organizational changes
(management or structure)
3. Characteristics of practitioners
4. Extent to which research is used
5. Views of line managers and the
practitioners themselves
3-8
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Advantages of an
Internal Department?
Disadvantages of an
Internal Department?
3-9
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Advantages of an
External Firm?
Disadvantages of an
External Firm?
3-10
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Annual Revenue Per Practitioner
Based on Billable Hours for Ten
Largest Independent Firms (2007)
Total income = $148,000
Total employees
Data Source: Jack O’Dwyer’s Newsletter, 3/12/08
3-11
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Annual Revenue Per Practitioner
Based on Billable Hours for
Example Firms
Qorvis Communications, D.C.
$ 354,616
Regan Communications, Boston
283,397
Edelman Worldwide PR, NY/Chicago
138,285
Waggener Edstrom, Bellevue, WA
132,968
Text 100 International, NY
109,091
3-12
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
All rights reserved.
Four Ways to Pay Counseling Firms:
1. Monthly retainer
2. Minimum retainer, plus monthly charges
3. Hourly charges, plus expenses
4. Fixed project fee
3-13
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
3-14
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.