Corporate PR and PR Agency Roles
Most Fortune 500 companies today require a corporate public relations group (internal) and a PR agency (external) to manage overall communications. By establishing a successful partnership, corporate PR and PR agency teams can work together to positively impact a company's image and achieve measurable business results.
Currently in the PR industry, as in corporate America, consolidation and globalization are decreasing the number of competitors while increasing the level of competition. Simultaneously, nontraditional marketing programs are expanding with the introduction of new technological devices that are redefining distribution systems and customer relationships (i.e. interactive cellular phones, pagers). In short, quality communication to customers is essential to every company's success, and thus, the demand for public relations professionals in the U.S. is at an all-time high.
Corporate Public Relations
The in-house corporate public relations group works for one organization exclusively, creating and implementing a PR plan geared to its company's business goals. The corporate public relations manager is responsible for managing the overall image and reputation of the company, and must be able to integrate communications throughout the organization.
Public Relations Agency
PR agencies work from a wider base of priorities, providing independent services to client organizations - often working with very different industries and target markets. The PR agency role requires an in-depth understanding of PR campaign implementation and execution, especially to target media audiences.
Public Relations Titles and Required Experience
Roles and titles in public relations organizations are often inconsistent. In an effort to help clarify, we've outlined the common positions and titles, with related industry experience required.
