Chapter 3 – The role of Public Relations
within an organization
3.1. PR Agencies
3.1.1. Recommendations: How to get the
most out of a PR agency
3.2. In-house Communications and PR
3.3. Communications and PR Director
3.3.1. Training for Communications and PR
3.4. Agency, in-house communications
department or PR Director?
Chapter 3 Summary
Chapter 3 References
Chapter 1 References
Chapter 3 Synopsis
Public relations has become fundamental
for organizations in a world that is more and more competitive (and
more “hypercommunicated” every day) because they are allowed to
differentiate themselves. PR is very important for reputation
management in an age when certain groups can mobilize society quickly
and en masse.
To get the most out
of Public Relations, organizations have three options: hire a
specialized agency, create an internal communications department, or
hire a VP (or Director) of Communications.
Each one of these options has its
advantages and disadvantages. In some cases, the need to have experts
with a broader vision leads organizations to hire an agency. In
others, the need to avoid the transfer of confidential information and
preserve the value of an organization makes companies lean towards an
internal PR staff.
A Communications executive (VP or
Director) will need the support of an external agency so that he or
she has time to handle strategic issues regarding the organization’s
He or she will also need specific training
and constant education to be able to handle their duties effectively,
since in most cases the candidate will need to create and lead complex
processes or direct in moments of crisis.
In any case, the organization’s leaders
can get counsel from external consultants to help them make the best
choice and get the most out of PR.