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This is an outline and summary of various chapters of the textbook, Public Relations-- Strategies and Tactics (Sixth Edition).
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32 pages (~225 words per page)
File: D0_MTprbkou.rtf
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Agee and Glen T. Cameron. Because this is the sole source used, they will not be cited throughout the paper, except in the case of attributed quotes. Chapter 5
This chapter focuses on public relations departments and agencies and their roles in an organizations overall PR program. The key points covered in
the chapter include the role of PR departments and organization of such departments and line and staff functions in these departments. The chapter also focuses on outsourcing of PR functions
to agencies; discusses mergers between PR firms and advertising agencies and focuses on fees that such firms charge for their services. The role of internal PR departments
While the main role of public relations departments is to publicize a company or organization by whatever means possible, executives of organizations more and more
view corporate and/or nonprofit public relations as, in the words of University of Maryland professor of public relations James Grunig, "building good relationships with strategic publics" (p. 100). As such,
it is the role of a PR departments, in the most basic sense, to assist top management in developing policy and communicating that policy to various groups. How organizational PR
does this depends, however, on the type of organization. Studies performed by the University of Maryland and Towson State University demonstrate that larger organizations are more likely to include PR
in the policy-making process of their companies than are smaller firms, as larger firms are more sensitive to public attitudes and policy issues.
The perception of PR in such organizations also determines what the role of the function is. In some organizations, top-level management considers that PR is more of a journalism
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