Before reading chapter 4 of “Public Relations Strategies and Tactics” I would have not exactly known the true difference between a Public Relations department or firm. A public relations department has several specialized areas. Strategic and Operational Management Knowledge is where they develop strategies for solving problems, manage organizational response to issues, develop goals and objectives for department, prepare budgets, and manage the people. There are other “knowledge” areas too like Research Knowledge, Negotiation Knowledge, and Persuasion Knowledge. All of these areas are highly specialized in what they do.

Public relation firms provide a variety of services as well. There are marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, and financial relations. Firms seem more of a better deal because they seem more specialized in the true things that matter in a job and that will make a difference in someone’s life.

I would advise a public relations practitioner to start out his/her career in a PR firm. There are better options to choose from and they would have a much higher chance of being promoted.


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