Chapter Four basically describes the differences between Public Relations Departments in a company and stand alone Public Relations Firms. In a public relations department you are part of a larger company. In this sense you are more of a ‘technician’ as they say in the book, in the sense that you work only for this one company and are mainly behind the scenes. You also may be an advisor to a top executive of the larger company to direct him on public relation issues, or have a role in policy making. In a public relations firm you are more on your own and work for different companies that hire you to handle there account. Most of these have now recently merged with advertising agencies and work together. These have advantages and disadvantages. An advantage would be the diversity and use of extensive resources, but the disadvantage of these would be not having as much of a commitment as from an in-house PR department in your company.
TEXT: Public Relations Strategies and Tactics 9th edition Dennis L. Wilcox & Glen T. Cameron