lunes, abril 17, 2006

"Public Relations. The Effectiveness of Influence" Chapter 3 Synopsis


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 Departments

3.3. Communications and PR Director

3.3.1. Training for Communications and PR Directors

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.


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