Based on what you read in Chapter 4 of your Public Relations Strategies & Tactics book, do you think it’s more beneficial for a new PR practitioner to begin his/her career in a PR department or in a PR firm? What are the advantages and disadvantages of each? (Be sure to link to at least two sources for your information.)

A career in a PR department entails working for an organization. The best thing about working for a PR department? Many big companies with large PR staffs will sometimes  provide training programs for new employees. A disadvantage about working for a PR department is that top management limits it’s workers. Upper management tends to view PR practitioners helpful when dealing with marketing or journalism. Hard workers might not always receive the credit they deserve which in my opinion, limits potential.

PR firms are much smaller and companies will often seek help from PR experts. PR firms are growing quickly and provide a wide variety of services. Staff at the firm can handle marketing and crisis communication, speech training, research, and analysis.  One disadvantage is that a client’s perspective might be difficult to grasp; making the client difficult to work with. There are several things that can happen if a client is not communicating his/ her needs clear enough. The program could end up being a disappointment. If the program fails or isn’t up to customer standards, there will definitely be unsatisfied customers. Not only were there requests not met but they also wasted money despite the efforts of a firm. Another disadvantage is trust. Depending on the situation, if a client goes to a firm for counseling all discussions are unhelpful if the client is distrustful of the firm and won’t give full information. There must be a mutual degree of trust between a firm and a client so that the service provided by the firms can be as helpful as the client’s information.

Which is more beneficial to start your career with? It’s difficult to answer but I think working for a PR department first would be the best bet. Although management at departments don’t give PR practitioners enough credit, the experience will be helpful for the future.  There is a chance that the business will train new employees. Not only is the training included, but the accreditation of working for a business will make things easier if a practitioner is interested in establishing a firm later on in his/ her career.

Public Relations Strategies and Tactics- all information provided can be found in the book

~ by nikkiarc on June 3, 2010.