The public relations industry is most prominently separated into twocamps - in-house and agency. As industry consolidation becomesmore prevalent
organizations are more often faced with a choicebetween boutique firms or large global agencies. Smaller firmstypically specialize in only a couple topic areas so they have agreater understanding of their client's business and stronger relationships with journalists in a specific market. They are also oftencheaper and grant more attention to smaller clients.
. Larger firmshave access to more resources and experts in certain areas of publicrelations.Almost any organization that has a stake in how it is portrayed in thepublic arena employs some level of public relations. Most often oneor more PR managers that work for the company works with a teamof agency employees that work on several different accounts. Largeorganizations have larger dedicated teams for PR.
.Public relations is an important management function in anyorganization. An effective public relations plan for an organization isdeveloped to communicate a message that coincides withorganizational goals and seeks to benefit mutual interests whenever possible
Methods, tools and tactics
Public relations andpublicityare not synonymous but many PRcampaigns include provisions for publicity. Publicity is the spreadingof information to gain public awareness for a product, person, service,cause or organization, and can be seen as a result of effective PRplanning.
A fundamental technique used in public relations is to identify thetarget audience, and to tailor every message to appeal to thataudience. It can be a general, nationwide or worldwide audience, but