Chapter 10 discussed the difference between traditional advertising agencies and direct marketing or sales promotion firms. Public relations firms, too, differ substantially from ad agencies. And, in some cases, they are stealing corporate advertising duties away from traditional advertising shops. It is important to explore the function of public relations firms. Visit the Web sites for five of the following PR companies and answer the questions that follow.
■ Ballard Communications: www.ballardpr.com
■ Burson-Marsteller: www.bm.com
■ Hill & Knowlton: www.hillandknowlton.com
■ Ketchum Public Relations: www.ketchum.com
■ Euro RSCG Magnet: www.magnet.com
■ Porter Novelli: www.porternovelli.com
■ Rowan & Blewitt: www.rowanblewitt.com
■ Rowland Communications Worldwide: www.rowland.com
■ S&S Public Relations, Inc.: www.sspr.com
■ Stanton Communication: www.stantoncomm.com
a. Who is the intended audience of the site?
b. What are the scope and size of the firm’s business?
c. What is the focus of the firm’s work (i.e., consumer, business-to-business, not-for-profit)?
d. What is your overall impression of the firm and its work? Why?