How to Structure a Public Relations Dream Team

Public Relations teams serve as vital links in today's fast-paced business world. Their role is to shape public opinion and build strong, lasting relationships.

Structuring such a team requires a careful approach. Considerations include team size, skill sets required, and the specific roles each member will play. I've learned this firsthand while growing my own marketing agency, GrantSpark.

But first, let's talk about the Public Relations department structures you have to choose from.

Structuring Public Relations Department

There are two main types of department structures based on company size and resources.

• Public Relations department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Public Relations department structure by function
  • Org Type: Employees are grouped by activities and objectives
  • Best For: Small to Medium Sized Business (SMB)

Let’s go in-depth to each one of them.

1. Public Relations Department Structure by Discipline

Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.

Discipline	Key Skills	Potential Roles
Media Relations	Storytelling, Media networking, Crisis management	Media Relations Manager, Press Secretary
Social Media	Content creation, Community management, Data analysis	Social Media Specialist, Social Media Manager
Content Development	Writing, SEO knowledge, Creative thinking	Content Strategist, Copywriter
Event Management	Organizational skills, Budgeting, Communication	Event Coordinator, Event Manager
Corporate Communications	Strategic planning, Corporate branding, Internal communication	Communications Director, Corporate Communications Specialist
Public Affairs	Government relations, Policy knowledge, Advocacy	Public Affairs Specialist, Government Relations Officer
Investor Relations	Financial literacy, Strategic communication, Relationship management	Investor Relations Manager, Financial Communications Specialist
Community Engagement	Interpersonal skills, Local awareness, Stakeholder management	Community Engagement Officer, Community Relations Manager

2. Public Relations Department Structure by Function

Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.

Function	Key Skills	Potential Roles
Strategy Development	Strategic thinking, Problem solving, Analytical skills, Creativity	PR Strategist, PR Director
Brand Management	Branding, Market research, Creativity, Strategic communication	Brand Manager, Brand Strategist
Internal Communications	Interpersonal skills, Empathy, Writing skills, Strategic communication	Internal Communications Manager, Communications Officer
External Communications	Media liaison, Writing skills, Crisis management, Strategic communication	External Communications Manager, PR Specialist
Client Relations	Customer service, Relationship management, Problem solving, Communication	Account Manager, Client Relations Specialist
Measurement and Analytics	Data analysis, Strategic thinking, Problem solving, Reporting	PR Analyst, PR Metrics Specialist

Public Relations Team Size versus Business Scale

To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.

Business Scale	Ideal Department Size	Explanation
Start-up	1-2	Minimal resources, focus on core growth strategies.
Small-Medium Business	3-5	Increased needs, but maintaining budget control.
Large Enterprise	6+	Complex needs require larger, specialized teams.

Factors to Consider When Deciding On a Public Relations Department Structure

1. Company Size: Consider the size of your organization. Smaller companies might only need a few PR professionals, while larger corporations may require a whole department.
2. Industry Type: The nature of your industry will also impact your PR team structure. More competitive sectors may need a more aggressive PR approach, requiring additional resources.
3. Business Objectives: Align your PR team structure with your business goals. If expanding market reach is a priority, you may need team members specialized in different regions or industries.
4. Budget Limitations: Financial resources will inevitably impact your PR team structure. Be realistic about what your company can afford without compromising other areas of operation.
5. Future Projections: Consider where your company is headed. If growth or diversification is in the future plans, your PR team should be structured to handle these changes effectively.

Explore other marketing departments:

• Performance Marketing Team Structure
• Field Marketing Team Structure
• Content Marketing Team Structure

So, there you have it, a detailed overview of a Public Relations team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.