PR Management: Corporate PR Departments as Profit Centers

Brody, E.W.
September 1989
Public Relations Quarterly;Fall89, Vol. 34 Issue 3, p13
Academic Journal
The "house agency" label has been attached to what earlier was called the consultant model for organizational public relations. The term "house agency" must be disposed of at the outset. That label may be applied pejoratively in advertising, where internal departments often have been labeled as agencies in order to capture media commissions. In public relations, where there are no media commissions, the words have been erroneously applied to what can only be called a method of operation. Interdepartmental funds transfers that may be involved in applying the consultant model create only incidental benefits. These elements create a monetarily based "score-keeping" mechanism that enables public relations managers to monitor the progress of their departments. The "selling process" required of public relations managers who use the consultant model is far more important. Selling services to organizational departments that are under no compulsion to buy demands that public relations executives demonstrate the value of those services.


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