THINK Public Relations WilcoxCameronReberShin Chapter 2 Ch 2
THINK Public Relations Wilcox/Cameron/Reber/Shin Chapter 2
Ch 2: Careers in Public Relations
A Changing Focus in Public Relations ● The evolution of the role of PR beyond publicity and media relations ● Growth for PR professionals in health care, consumer goods, financial services, and technology ● Crisis management in the larger context of strategic management of conflict
The Range of Public Relations Work ● The employment categories of PRSA members ○ ○ ○ ○ Corporations (26%) Public relations firms/agencies (20%) Nonprofits/charities (17%) Education (13%) Government (10%) Self-employed/freelance (6%) Other (6%) Professional services (2%)
What Do You Think? ● What skills are required to become a public relations professional?
Personal Qualifications and Attitudes ● Six Essential Abilities ○ ○ ○ Writing skills Research ability Planning expertise Problem-solving ability Business/economics competence Expertise in social media
What Employers Want: 10 Qualities ● ● ● ● ● Good writing Intelligence Cultural literacy The ability to recognize a good story when you see one Media savvy Contacts -- what are you doing to network? Good business sense Broad communications experience Specialized experience Fresh perspective
Organizational Roles ● Communication technician roles ○ ○ ○ Taking photographs Video shooting & editing Writing brochures Preparing news releases Organizing events ● Communication manager roles ○ Making communication policy decisions ○ Overseeing multiple communication strategies ○ Supervising employees responsible for tactics
The Value of Internships ● Win-win situation for both the student and the organization ○ Anything negative? ● Many major PR firms have formal internship programs. Noted in our book: ○ ○ Edelman Worldwide (Edel-U) Weber Shandwick (Weber University) Hill & Knowlton Ketchum
Salaries in Public Relations ● Entry-level salaries ○ Average median yearly salaries are slightly higher in public relations ($32 K) than in many other communications fields.
Salaries in Public Relations ● The national median salary for experienced professionals ○ Approximately $85, 000 for practitioners with 7 to 10 years of experience ○ Over $150, 000 for practitioners with more than 20 years of experience 3
Salaries in Public Relations ● In general, women working in the PR field earn less than men. ○ Factors that could lead to gender discrepancies § § § The number of years in the field Technician duties versus managerial responsibilities The nature of the industry The size of the organization Women’s attempts to balance work and family 2
What Do You Think? ● Which vital service does public relations provide to today’s organizations? ● What current events have the potential to change the direction of the PR field? 1
The Value of Public Relations ● ● A service to society Informative Relevant Earned influence through managing competition and conflict #
Events Report ● Report something you have logged… ###
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