1. The key differences in
agency, non-profit and
corporate PR
Amanda Gonzalez
March 28, 2013
2. Agency PR
An agency in public relations works for its clients to
create a positive perception of the client's products and
services.
Firms and individuals hire an agency when they want to
protect or build their reputation
In order to be successful, agencies must
understand what the client wants
develop a plan/pitch
use PR methods to reach clients goal
3. Corporate PR
Also known as Corporate Communications or Public Affairs
One of the primary functions is ensuring that relations with
stakeholders such as employees, investors, and the public are
in check by keeping open communication
Clear channels must be used to communicate with employees
Internal newsletter
Bulletin
Special events
More “in-house cleaning” demands than an agency
4. Non-Profit PR
The organization of non-profits base their
communication efforts on their mission, objective, and
goals.
Representatives are paid, and generally need a high
level of commitment not motivated by salary
PR is the means of gaining public attention for these
organizations
5. Difference in Salaries
PR Week. (2012). 2012 Salary Survey: Let the talent
war begin. Retrieved from:
http://www.prweekus.com/article/salary-survey-
2012-let-talent-war-begin/1279959
6. Family Reach Foundation
Non-Profit Organization
Mission-
To provide financial relief and heartfelt support to families
fighting cancer
Objective-
To achieve awareness and donations for financial reliefs
through events and programs
Goal-
A successful implementation of the Reach Leadership Program
