The work of the head of the PR department in companies of different sizes
Posted: Mon Jan 20, 2025 10:40 am
The PR service can be compared to the company’s brain – this department develops projects, the implementation of which requires the participation of “working hands and heads” (creators, designers, media planners, journalists, photographers, search engine optimization specialists).
It has become common practice all over the world that PR departments rarely employ copywriters, photographers and other creative specialists. There is no need for this.
On the contrary, when developing a project, the PR service needs a fresh look from the outside, free from stereotypes, and invited creatives can take a different look at things that are familiar to the department employees. After all, over many years of work, people get used to the brand and the product, so it can be difficult to notice something fresh in a new project.
A deep understanding of the market's specifics is both a hindrance and a help, so working together with agency representatives allows for more interesting initiatives.
At the same time, the responsibilities why purchase dentist database from us of the head of the PR department include clearly adhering to the strategy, competent and prompt work on managing contractors in order to promptly identify fresh ideas and monitor the progress of their implementation in relation to commercial effectiveness.
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The work of the head of the PR department in companies of different sizes
The role of the department is determined by the type of a specific organization, the understanding of the role of PR by its managers, the personal qualities, knowledge and skills of the PR director. The degree of participation of the department's specialists in the process of making the company's main decisions depends on this.
Typically, in large enterprises, much more often than in small organizations, such specialists are included in the “management team”.
There is a logical explanation for this. Large companies are usually highly competitive, so they are more likely to be noticed by the press, meaning they are under close public scrutiny and it is very important for them to maintain their reputation.
Companies need to hold periodic press conferences, build relationships with the press (both formal and informal), prepare speeches for executives to deliver, and stay informed about situations and consult on issues that may affect the company's operations.
A line manager should not be doing this; there is a position of head of the PR department for this kind of work.
Experts have drawn up an ideal PR service structure for large companies. According to their estimates, it should include the following departments:
press service;
Government Relations Department;
Department for work with foreign media;
Department for work with regions;
Investor Relations Department;
analytical department;
Internal Corporate Communications Department;
department for the formation of the image of the first person.
The structure of PR expenses in large organizations looks like this:
Rank Type of expenses Share of companies, %
1 Conducting corporate events 17
2 Writing articles 16
3 Creation of a corporate publication 15
4 Development of a PR program 15
5 Holding press conferences 13
6 Organization of press tours 10
7 Internal corporate PR 8
8 Writing press releases 7
It has become common practice all over the world that PR departments rarely employ copywriters, photographers and other creative specialists. There is no need for this.
On the contrary, when developing a project, the PR service needs a fresh look from the outside, free from stereotypes, and invited creatives can take a different look at things that are familiar to the department employees. After all, over many years of work, people get used to the brand and the product, so it can be difficult to notice something fresh in a new project.
A deep understanding of the market's specifics is both a hindrance and a help, so working together with agency representatives allows for more interesting initiatives.
At the same time, the responsibilities why purchase dentist database from us of the head of the PR department include clearly adhering to the strategy, competent and prompt work on managing contractors in order to promptly identify fresh ideas and monitor the progress of their implementation in relation to commercial effectiveness.
Read also!
"9 Types of Customer Loyalty Programs"
Read more
The work of the head of the PR department in companies of different sizes
The role of the department is determined by the type of a specific organization, the understanding of the role of PR by its managers, the personal qualities, knowledge and skills of the PR director. The degree of participation of the department's specialists in the process of making the company's main decisions depends on this.
Typically, in large enterprises, much more often than in small organizations, such specialists are included in the “management team”.
There is a logical explanation for this. Large companies are usually highly competitive, so they are more likely to be noticed by the press, meaning they are under close public scrutiny and it is very important for them to maintain their reputation.
Companies need to hold periodic press conferences, build relationships with the press (both formal and informal), prepare speeches for executives to deliver, and stay informed about situations and consult on issues that may affect the company's operations.
A line manager should not be doing this; there is a position of head of the PR department for this kind of work.
Experts have drawn up an ideal PR service structure for large companies. According to their estimates, it should include the following departments:
press service;
Government Relations Department;
Department for work with foreign media;
Department for work with regions;
Investor Relations Department;
analytical department;
Internal Corporate Communications Department;
department for the formation of the image of the first person.
The structure of PR expenses in large organizations looks like this:
Rank Type of expenses Share of companies, %
1 Conducting corporate events 17
2 Writing articles 16
3 Creation of a corporate publication 15
4 Development of a PR program 15
5 Holding press conferences 13
6 Organization of press tours 10
7 Internal corporate PR 8
8 Writing press releases 7