KEY OBJECTIVES AGENCY VS. COROPORATE PR

KEY OBJECTIVES AGENCY VS. COROPORATE PR - functions,...

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Key Objectives for Agency vs. Corporate PR 1. Understand the structure of a PR agency and the structure of corporate PR department. Agency: VP-Account Supervisor-Senior Account  Executive-Account Executive-Assistant Account Executive Corporate: Sales and Marketing(sales, product marketing/management,  marketing communications), Public Relations Corporate: Sales and Marketing (sales, marketing communications and pr,  product marketing/management) 2. Know what someone in marcom does. PR, Direct mail, advertising, tradeshow, online, sales support 3. Know the benefits of working in corporate PR and agency PR. Corporate: higher salary, deeper knowledge of company, work alone, varied job  function, more jobs, expense/first cut, vested in company Agency: quicker promotions, knowledge of many industries, team, focused job 
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Unformatted text preview: functions, staffing depends on clients, many companies 4. Know the skills needed in both corporate and agency PR. • Corporate: writing, planning, design, web, project management • Agency: lots of writing, pitching, media, planning, client service 5. Understand the benefits of outsourcing PR versus keeping it in-house. • Outsourcing: media expertise, domain expertise, outsider view, resources, staffing flexibility • In-House: cost savings, company/product expertise, understand company politics, can do more than media relations 6. Be able to discuss agency specialization. • Agencies specialize • Specialization within agencies i. Consuber ii. Tech iii. Sports iv. Digital v. Travel and tourism...
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This note was uploaded on 02/28/2011 for the course PUBLIC REL 3343 taught by Professor Daraquakenbush during the Spring '11 term at Texas State.

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KEY OBJECTIVES AGENCY VS. COROPORATE PR - functions,...

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