Internal and External Public Relations

Have you ever wondered who handles the policies in an organization or how a company responds to media coverage? Well if you didn't know, it is public relations who handles these essential tasks. 

Public relations (PR) provides strategic support for a company and its products to help make sure the organization has the highest quality of communications and a positive public perception.

Roles & Responsibilities of an Internal PR Team

Secure internal buy-in from the executive management team. Build support for PR as a strategic tool, determine how much the company is willing to spend on PR initiatives and clearly outline the activities the team plans to implement.

Manage the PR budget to ensure it is being used efficiently. The internal PR manager should act as a liaison between the external agency and the company, and help both teams meet expectations.

Prioritize PR requests in order to ensure the agency is focused on the right value-added programs and supporting activities that are most strategic.

Coordinate with other internal teams to make sure the public relations program reflects consistent messaging and supports the company’s business and communications goals.

Roles & Responsibilities of an External PR Team

Work with the internal team to flesh out messaging or to develop a messaging architecture.

Champion program planning activities with strategic input from the internal team. The agency is responsible for identifying key audiences, major messages, objectives, strategies and tactics for carrying out these programs.

Execute on plans as needed. Write press materials, such as press releases, corporate backgrounders and media alerts. Draft speeches or presentations. Develop briefing materials for executives so they are prepared for key interviews. Secure speaking opportunities.

Happy Learning!

Anamika Gupta

IAAN