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
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