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These include the organisations sector (stable sectors need sustained, pre-planned PR campaigns, fast moving sectors require reactive as well as proactive programmes) and size (if small the PR department will be multifunctional or the PR work may be outsourced, if large multiple specialists can work in a specialised PR department or within other departments, and may be part of management) (Gregory 2006a).

Systems Theory

Systems theory summarises the structure and operation of an organisation, and how it interacts with its environment, breaking the organisation itself into subsystems impacting on each other and the organisations environment (Gregory 2006b).

Organisational theorists typically present five subsystems; Production, producing the products and services of an organisation; Maintenance, spanning the organisation and encouraging unity and co-operation e.g. Human Resources, and Adaptive, covering research, development and strategic planning, helping the organisation to adjust to environmental changes. Management, the dominant subsystem, directs and controls all other subsystems, managing conflicting demands between them, and conflict between the whole organisation and its environment. Marketing is part of the Disposal subsystem, focusing on the marketing and distribution of products and services.

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