Comstrat 312 1nd Edition Lecture 8 Outline of Last Lecture 1. Careers2. In-house PR departments vs PR agencyOutline of Current Lecture 1. In-house PR department vs PR agency2. Pros and cons of using large PR firms3. In-house PR departments: Staff v LineCurrent Lecture1. In-house PR department vs PR agencya. Range of skills/ resources/ contactsi. In house: tends to be more limitedii. Agency: tends to be more broad1. Do as much as possible for you to make more moneyb. Flexibilityi. In house: less flexibleii. Agency: more flexible c. Cost (depends)i. In house: more cost effective for routine workii. Agency: more cots effective for nonroutine work d. Agency feesi. Monthly retainer (fixed hours/services)ii. Minimum retainer 1. For overhead and administration expenses2. Plus actual cost3. Hourly fee plus out-of-pocket expense4. Fixed pocket feea. Usually in response to an RFP2. Pros and cons of using large PR firmsa. Pros (selected)These 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.i. Depth of experienceii. Broad range of expertise and resourcesiii. Geographic reachiv. Investment in talent b. Cons i. Profit driven1. What best for the client?ii. Junior staffers do legworkiii. Formulaic approachesiv. You’ll be one of many clients 3. In-house PR departments: Staff v Linea. Definition/descriptionb. Advantages (of
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