Public Relations and Communications

10 The Roles of PR Practitioners

DOI: 10.4324/9781003253815-10

Chapter Contents

1. 10.1 Learning Outcomes
2. 10.2 Introduction
3. 10.3 In-house PR
4. 10.3.1 Internal Communications
5. 10.4 PR Consultancy
6. 10.4.1 Agency Structure
7. 10.4.2 PR Consultancy Fee Structures
8. 10.4.3 Other Costs
9. 10.5 Other PR Roles – Freelance and Publicity
10. 10.6 For Discussion
11. References

10.1 Learning Outcomes

On completion of this chapter, the reader will be able to:

• Demonstrate a critical understanding of the varied roles of public relations (PR) practitioners.
• Understand the differences between agency and in-house PR.
• Identify how PR agencies are structured and how the client/agency relationship is managed.

10.2 Introduction

In the PR census carried out by the US Public Relations ...