The PR Department… A thing of the past?

Currently, the economy is not at its best. This may be the most obvious declaration you have read in quite some time. Our daily activities consist of eating, sleeping, working and being reminded of how the economy is ruining our lives. However, there are underlying aspects to this statement that some may fail to initially recognize. One of which is local outsourcing. The job market relies heavily on the economy, and in times such as these, we are seeing shifts in the common practices of big business. 

When a company’s budget gets tight, it is no secret that the public relations and advertising department is the first to get the ax. As PR students and practitioners working in the industry, it is important to be aware of potential cutbacks and actions companies take throughout the aftermath. 
The Turner Broadcasting Company in Atlanta, Ga., has recently had to trim down their amount of employees. Being the successful mega-business that they are, Turner acknowledged that though the payroll was getting shorter, they still had to produce the same end results. Here enter syndication and outsourcing. 

Among others, Career Sports and Entertainment was hired by Turner to create quality results equal to in-house production. Career is a private marketing agency in Atlanta, Ga., located literally down the road from the broadcasting company. 

Hiring private PR, talent and/or production firms to do the work, pay the workers, package the results and deliver it to your door is more cost efficient than in-house labor. Turner has inadvertently presented some of their staff with two options: either do the work of two to three people or accept the act of outsourcing. 

The efficient practice of outsourcing is nothing new. Since the Industrial Revolution, we have been searching for ways to raise productivity and profit.

However, we normally equate the topic with the global market, not the local business down the street. This traditional view of international outsourcing has shielded our eyes from local practices that, eventually, may affect your company and more importantly, your job. 

Our present economy has led people to worry about their livelihoods by the masses. Outsourcing is not the most frightening practice we are experiencing, but it adds discomfort and confusion to stressful times. 

The ideal situation would be to keep every employee on staff and hire private firms when projects call for collaboration or specific talents. Except, things are not looking so ideal in the big business world, and realistic adjustments are being implemented. 

Whether I am a 22-year-old PR student, eager to enter the job market, or a 46-year-old company MVP, the current job cuts cause one to question her occupational future. 
Will the company PR/Advertising department become a thing of the past, leaving private PR firms to reap the benefits? Or, will outsourcing plateau and become a steady, healthy practice?

-Meredith C. 

PR in the New Economy

In today’s world it’s getting harder to make ends meet. The economy is on everyone’s mind during this time of banking crises, foreclosures, high gas prices and the ever-declining value of the dollar. In this new economy, people are forced to prioritize and focus on the essentials. Corporations have to cut back to stay competitive and some would think that public relations would be one of the first to get the knife. But public relations is not a luxury in a corporation; in fact, there are many reasons why public relations is a necessity in the new economy.

Research: Public relations is vital to a company’s research. PR professionals help the company keep up with the pace of world trends. For instance, if the world becomes more involved with the green movement, the public relations department should report this to the business so they can be more alert to global trends.

Image: The public relations department is also focused on conducting research based upon the company’s image. Seeing how others view the company plays a key role in the mission and direction in which the company goes. Ultimately, it is public opinion that allows a firm to sink or swim, so businesses need every bit of help they can get on developing and maintaining a positive image with their publics.

Strategy: Along with conducting research on global trends and views of the company, public relations develops strategies. A communication plan makes a company think in the long-run. Having one-year, five-year and 10-year plans allows the overall company to project its direction, define its goals and finally achieve them. In today’s economy, having a long-range plan helps business stay on track while making changes in the present.

Crisis Management: This issue has been in the news a lot lately. As businesses have been undergoing transitions and downfalls, management has not known what or how much to say. During the recent banking crisis, some of the banks that ended up closing reported that they were doing fine until after they declared bankruptcy. Crisis management requires public relations because there is one person disseminating information, who knows how much to say, and gives a consistent message of what is actually happening.

Public relations is needed just as much today as it was in the old economy. As we progress into a new economy, we must not forget how necessary public relations is in forming our futures.