Marketing Communications

Download free eBooks at bookboon.com

Marketing Communications
Public Relations

These advantages of setting up an internal public relations department:

1. The public relations staff become identified with the aims and objects of the organization
   and have a personal stake in its success.


2. They are able to assist the press without the constant need to refer to other executive in
   the organization.


3. Being members of the staff themselves, they are able to move freely within the organization
   and to establish friendly relations at all levels. This facilitates the promotion of internal
   public relations activities.


4. If the size of the organization warrants it, economy and efficiency can be increased by
   having specialist subsections to deal with the press, publications, films, photograph and
   other related activities.

CHARACTERISTICS OF A GOOD PUBLIC RELATIONS DEPARTMENT

1. The department must have a good organization that enables best use of available staff and
   facilities.


2. Simple printing and book-binding facilities should be provided for the department and such
   equipment as – recording and copying machines, telex machine, video camera and others.


3. Work allocation should be flexible within the department to avoid delays in programme
   implementation; adequate back-up staff should be employed. The department must
   be reliable.


4. Staff working in the department must have adequate public relations skills – in terms of
   communication, programme planning and implementation.


5. The head of the department must have good personality and his attitude to the work must
   collaborate with his subordinates, superiors and other departments he has to contact for
   the public relations programme implementation.


6. The department should provide training opportunity for staff in order to understand the
   function of public relations and the manner in which it fits in with other departments such
   as personnel and welfare, labour relations, advertising, sales and marketing.


7. The public relations department should make room for sub-divisions or sub-department
   such as:
   
   
   1. PRESS OFFICE: to liaise with the press and the media.
   
   
   2. PUBLICATIONS: taking care of house journals, annual reports and others.
   
   
   3. PUBLICITY: in charge of films, exhibitions, displays and other special events.
   
   
   4. GENERAL SECTION: which will concern itself with the face, voice, research and general
      administration of public relations programme.
   
   
   5. COMMUNITY RELATIONS: the sub-department responsible for visits, organization
      tours, intelligence and community-related matters.