ADPR 3850 Lecture Notes - Lecture 4: Prweek, Cultural Literacy, Production Function

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3850
• Professor: Michael Cacciatore

Document Summary

Almost billion spent each year in the us. Expected growth of 23% in asian revenue in the next 5 years. Annual spending of more than . 5 billion in china. Pr practitioners increasingly seen as bringing upside to an organization. Organizational factors determine the role of pr: large firms more likely to include pr in decision-making, small firms more likely to view pr as fulfilling only a technician role. Ultimately, management determines if pr is to provide a decision-making function or merely a tactical or production function: pr increasingly getting a seat at the decision making table, but ultimately pr is a staff function. Staff- little direct authority, must influence through recommendations and advice. Line- delegates, sets goals, hires, influences others" work: levels of influence. Advisory role- management has no obligation to request or act on recommendations. Compulsory-advisory role: management is required to listen to pr"s perspective before acting. Concurring authority role: pr and others must agree on an action.