Managing Public Relations, 2nd Edition

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DISTINCTIONS BETWEEN AGENCY AND NONAGENCY OPERATIONS

Individually, however, those same companies need leaders who have specialized

knowledge, skills, and experience that suit their respective businesses. Someone with

a great deal of local nonprot PR background may not be suited for a leadership

position at a multinational manufacturing company. But someone with a great deal of

agency PR experience that included serving many clients successfully over the years

in particular industries could make a move to a corporate PR department, especially

if the person’s experiences were in related industries. The opposite of that could be

done as well, ...