Coordinate with other internal teams to make sure the public relations program reflects consistent messaging and supports the company’s business and communications goals.Oftentimes, this is a smart idea especially if the firm is going to be charted with executing the plan. The internal PR manager may want to involve the PR firm in developing a strategic plan. Drive the PR strategy and make sure the company develops long-term strategic plans that mesh with its overarching business goals.The internal PR manager should act as a liaison between the external agency and the company, and help both teams meet expectations. Manage the PR budget to ensure it is being used efficiently.Build support for PR as a strategic tool, determine how much the company is willing to spend on PR initiatives and clearly outline the activities the team plans to implement. Secure internal buy-in from the executive management team.Roles & Responsibilities of an Internal PR Team It is also ideal if the external team and internal PR specialists and managers have shared expectations about processes and procedures.īased on our collective experience and observations on both the client and agency side, these are the roles and responsibilities that you should consider for your external team vis-a-vis any in-house PR staff: In order to strategically leverage public relations and foster a positive relationship between the two teams, the roles and responsibilities should be clearly outlined. Many times, when a company decides to hire both an internal and an external PR team, one of the areas of confusion revolves around the roles and responsibilities of the teams. Some companies employ in-house PR teams, hire external PR agencies or use a combination of the two. PR teams vary depending on the company’s size, business objectives and level of support needed.
There is no right or wrong organizational structure for a PR team. When organizing a PR team, there are many factors to consider. The overarching goal of a public relations team is to provide strategic support for a company and its products and ensure the highest quality of communications to foster a positive public perception of the company.
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