Organising and Training for Excellence
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If there was a best way to organise public relations, everybody would be doing it, but they aren’t, because there isn’t. What determines the difference is often just the sheer size of the organisation. An international pharmaceutical giant might find that what works best is to have one type of structure for its brand PR and another for corporate affairs. For the brands, public relations would simply be a sub-function of brand marketing, with the specific tasks of marketing support and customer relations.
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