Cutlip Centers Effective PUBLIC RELATIONS Tenth Edition PART

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.