12/2/2022

Cutlip & Center's

Effective
PUBLIC RELATIONS
Tenth Edition

PART I
Concept, Practitioners, Context, and Origins

Chapter 3
Organizational Settings

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Study Guide
After studying Chapter 3, you should be able to:
1. Discuss top management’s (dominant coalition)
impact on determining the relative importance and
role of public relations.
2. Distinguish between line and staff functions.
3. Explain advantages and disadvantages of internal
departments and outside counseling firms for serving
an organization’s public relations needs.

3-1
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Study Guide
After studying Chapter 3, you should be able to:
4. Describe working relationships between the public
relations unit and other departments in
organizations.
5. Outline four primary approaches public relations
firms use for billing clients.

3-2
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

1
 12/2/2022

Approaches To Integrating
Public Relations

1. Internal, not delegated

2. Internal, delegated department
3. External firm or agency
4. Internal–External Combination

3-3
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Line and Staff Organization Chart

3-4
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Corporate Public Relations Department

3-5
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

2
 12/2/2022

How Top Management

Shapes Public Relations
1. Commitment to and participation in public relations

2. Hires and retains competent counsel

3. Includes public relations in policy making

4. Uses two-way communication with both internal

and external publics

5. Acts consistent with what is said

6. Clearly defines goals and objectives

3-6
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

What is an organization’s
“dominant coalition”?

Why is public relations

sometimes excluded from
the dominant coalition?

3-7
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Factors Influencing Public Relations’ Role in

Management

1. Proximity and access

2. Organizational changes
(management or structure)
3. Characteristics of practitioners
4. Extent to which research is used
5. Views of line managers and the
practitioners themselves
3-8
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

3
 12/2/2022

Advantages of an
Internal Department?

Disadvantages of an
Internal Department?

3-9
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Advantages of an
External Firm?

Disadvantages of an
External Firm?

3-10
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Annual Revenue Per Practitioner

Based on Billable Hours for Ten
Largest Independent Firms (2007)

Total income = $148,000

Total employees

Data Source: Jack O’Dwyer’s Newsletter, 3/12/08

3-11
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

4
 12/2/2022

Annual Revenue Per Practitioner

Based on Billable Hours for
Example Firms

Qorvis Communications, D.C. $ 354,616

Regan Communications, Boston 283,397

Edelman Worldwide PR, NY/Chicago 138,285

Waggener Edstrom, Bellevue, WA 132,968

Text 100 International, NY 109,091

3-12
Copyright ©2009 by Pearson Education, Inc.
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

Four Ways to Pay Counseling Firms:

1. Monthly retainer

2. Minimum retainer, plus monthly charges

3. Hourly charges, plus expenses

4. Fixed project fee

3-13
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.

3-14
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Cutlip & Center's Effective Public Relations, Tenth Edition Upper Saddle River, New Jersey 07458
Glen Broom All rights reserved.