What are the two approaches to organizing a PR firm?

The two primary approaches to organizing a PR firm are the functional approach and the team-based approach. The functional approach divides the firm into specialized departments, such as media relations, crisis management, and content creation, allowing for deep expertise in each area. In contrast, the team-based approach organizes staff into cross-functional teams that collaborate on specific client accounts, fostering flexibility and responsiveness to client needs. Each approach has its advantages, depending on the firm's size, client base, and overall strategy.