The Nature of

Public Relations

Types of Public Relations

Public Relations
Department

Public Relations
Consultant

Public Relations Organizations

The
Role

To provide management with communications

expertise in the form of counseling and active
communications skills

The
Function

To advise management of the most cost effective

and efficient means of achieving
identified communications
strategies and tactics

The
Responsibilitie
s

To make sure that strategic and tactical

Public Relations objectives are achieved

PR Sturucture
To operate effectively, a Public Relations
department must meet the needs of the task

Some organization they have the needs to

have Public Relations department (In house
Public Relations)

However, for others organization it is not cost

effective to have In house department of Public
Relations, and prefer to outsourcing the expertise.
(External Public

Relations/Consultancy)

Public Relations Department activities

Liaison with the PR consultancy if one is employed
Writing news release, commissioning photograph and
feature articles, etc Distributing information to identified
publics
Maintaining an accurate media information service
Training and rehearsal of organization staff who will meet the media
Organizing events such as media visits, receptions and conferences
Arranging media interviews with top management
Editing & production of journal, annual reports, external journal & other
printed publications

To provide a full service from concept, through planning, creation,

management, until evaluation for corporate identity programs,
presentations, exhibitions, sponsorship and sales /dealer conferences

Public Relations Staffing

Small
setting

Larger setting
structure

General

Divisional
structure

Public Relations Manager /Public Relations Officer

Public Relations manager are responsible for the
Public Relations
function, and report to the management.
Public Relations officer are the working Public
Relations people. They are the ones that have on
going external contact, and provide the liaison
between the Public Relations function and its range of
contacts and publics.

Press Officer

The main responsibilities are :

To maintain contact with individuals in the media

To supply information to the media

General Structure
Managing Director
Finance
Director

Marketing
Director

Production
Director

Public Relations
Personnel
Director

Divisional Structure
Managing Director
Public Relations Press officer Event
management
Finance
Director

Marketing
Director

Production
Director

Personnel
Director

External Public Relations / Consultant

Types of Public Relations Consultancy

Full Service
The consultant give any kind of service in Public
Relations
Specialist
The Consultant specialized in one area only

External Public Relations / Consultant

Role

To provide client management with communication expertise

in the form of counseling and active communication skills in
order to further interest of the client organization

Function

To advise the management of client organization of the most

cost-effective and efficient means of achieving identified
communication strategies and tactics, and to implement
strategies and tactical plans in order to achieve those objectives

Charging
1.

FIXED FEE
Monthly installment
Additional fee to cover any unexpected needs

2.

3.

4.

RETAINER AND HOURLY/DAILY CHARGES

The Client is charged on agreed amount for each

service provided be based on hourly or daily charge
that comes from timesheet

MINIMUM FEE AND HOURLY CHARGES

A minimum is agreed for the length of the contract.

After minimum fee has been used it is supplemented
with hourly ( or Daily ) charges

OTHER CHARGES

The Fees are strictly for Public Relations Peoples time and
expertise

FUNCTIONAL STRUCTURE

Account
Manager

Press
Office

Managing
Director
Publications Events

CLIENT STRUCTURE

Client A

Evaluation /
Research

Admin
Finance
Office
Managing Director

Client B Client C Evaluation/ Admin

Press

Film

Office

Press Film Event

Press Film
Event

Advantage of In house

Public Relations staff are employed by the organization, they :

Identify closely with the aims and objectives of the organization
Have personal stake in the organizations success
Do not need to refer or if they do, it is relatively easy because
they have access
Are close to the decision makers
Can offer 24 hours service
Can move freely around the organization
Can inform internal networks with employees from across the
organization

Cost of space, admin back up, etc can be offset against a

general overhead budget.
Internal communications can be set up throughout the
organization
Continuity may be improved because internal staff probably

tend to be more stable in employment than consultancy staff.

Disadvantage of
In House Public Relations

Staff can be:

Too close identify with their product offerings
Become biased in favor of their organization
Have only a narrow range of experience
Training maybe on the job rather than specialist,
particularly if a person is seconded to Public Relations from
another department
Be limited in their aspirations, they may see their long
term careers elsewhere in the organization

If there is not a full Public Relations department, the

function may be allocated to another manager
It is far easier to change consultancies than to change full
time staff

It is difficult to set up a department of the right size.

Advantage of
External Public Relations/ Consultant
There is no long term commitment to employed
staff.

Cost are directly related to the work done.

The budget can be agreed in advance. Cash flow is

controlled

Budgets can quickly be changed as necessary

The public Relations people have current

experience in the markets

Their range of equipment and support services is

likely to be better since it has greater use made of
it

They can provide one or more limited services,

such as a central information service or service
to do with a specific overseas market

Disadvantage of
External Public Relations/ Consultant
Consultants will have limited knowledge of the
organization and its products, etc

Access is difficult, especially to secure areas

Identification is with the consultancy, before the

client

Staff turnover may be higher than in house

Complex or difficult queries will have to be

referred to an organizations manager before the
media can be briefed.

Learn is Knowledge
Knowledge is Inspiration Be

Inspire until Youll become an

Inspiration
By: Mr. Alexander Mamby Aruan, SE, M.Si, AMIPR

Material Reference by: Ms. Yunita Permatasari, Msi & Ms. Sylvia
Roennfeld,M.Si