ABSTRACT
Some agencies have a general and average hourly rate. Others make distinctions among strategic planning, research, account management, and administrative and support activities. An insight drawn from advertising is that the pattern of communication can be of crucial importance for public relations and marketing communications. The research phase moves to an outline of each key public and, for each, an overview of the relevant goals and objectives. A basic guideline for advertising seems to hold true for other aspects of marketing communication and public relations: focus on key publics. Similar to presentation by goals or objectives, presentation by department acknowledges that the distinctive segments of the strategic communication plan parallel existing organizational structures, such as departments, divisions, and programs within the organization. When the time comes to begin putting student’s public relations or marketing communication program together, first review the information gathered during the research phase of the program.
