Comstrat 312 1nd Edition Lecture 7 Outline of Last Lecture 1. Two-way asymmetric2. Two-way symmetric modelOutline of Current Lecture 1. Careers2. In-house PR departments vs PR agencyCurrent Lecture1. Careersa. Salary and dutiesi. Entry level1. Skills orientation (writing) b. Experienced practitionersi. National average $63,000ii. Top corporate salaries reach six figures c. Women trail men in salaries, often by 20% or mored. Selected corporate PR/ communication functions (in order)i. Media relations (secure media stories & other placements) 96%ii. Crisis management 75%iii. Special events 68%iv. Employee communication 64%v. Community relations 60%vi. Marketing 35%vii. Product advertising 16%e. Selected agency/PR counselor functions (in no order)i. Marketing communication 1. Often media relations and related workii. Executive training1. Speeches, media interviews iii. Research and evaluation (measurement)iv. Crisis communicationThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.v. Special events f. Large versus small firmsi. Large firms1. Large clients2. Smaller role3. More formal system g. Small firmsi. Smaller clientsii. Bigger role (more experience sooner)iii. Less formal system 1. Easier to shine2. In house PR departments vs PR agency a. Knowledge about organizationi. In house: good, home turfii. Agency: must learn iii. Dominant coalition 1. People that you know and trust b. Organization credibility (depends)i. In house: good, part of the teamii. Agency: good, seen as experts c. Objectivity (receiver oriented) (audience orientation communication)i. In house: often lacks objectivityii. Agency: can provide a fresh look1. Less biased communication2. May be more audience oriented3. May have new ideas or insights d. Range of skills/resources/contactsi. In house: tends to be more limitedii. Agency: tends to e more
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