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PR sectors and specialisms

In: Public Relations for Asia

Author

Listed:
  • Trevor Morris
  • Simon Goldsworthy

Abstract

Many companies use Public Relations (PR) for marketing purposes. Typically such PR work is controlled by the marketing department or director and, as we have seen, is used alongside advertising and other promotional techniques. Corporate PR is distinct from this. It is typically run by a senior person, backed up by only a small team of helpers. Though seldom a member of the board of directors, he or she often reports directly to the chief executive and certainly has a lot of direct contact with the CEO and other senior staff. The term “PR” is normally dropped in favor of “Corporate Communications,” “Corporate Affairs” or just “Communications.” Their duties consist of managing the overall reputation of the company and its standing in the outside world. This is something that matters enormously to Chief Executives, who know that their jobs can be only one news story away from oblivion and that even the most powerful organizations are surprisingly vulnerable to hostile comment. CEOs themselves seldom have the skills, experience or confidence to deal with such difficulties on their own.

Suggested Citation

  • Trevor Morris & Simon Goldsworthy, 2008. "PR sectors and specialisms," Palgrave Macmillan Books, in: Public Relations for Asia, chapter 0, pages 19-30, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-58345-0_5
    DOI: 10.1057/9780230583450_5
    as

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