ADPR 3820 1st Edition Lecture 3 Outline of Last Lecture I PR Objectives II Strategic communication III PR for Public Opinion Outline of Current Lecture II PR Positions and their roles A Entry level technician supervisor manager director executive III The value of internships IV PR Salaries a Statistics b Gender difference V History of PR a Sam Adams Current Lecture Survey of Practitioners what qualities are most important The people who have been hired recently Writing editing media relations and placement special events speaking and talking production research planning and programing training administration o respectively o ability to be a patient teacher need to manage time and budgets These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute PR Positions Entry level technician Supervisor Manager Director Executive Organizational PR Positions Communication technician roles o Taking photos writing brochures preparing news releases organizing events develop materials to support and implement strategy set by others Supervisor roles o Oversee technicians oversee specific projects prepare and work with budgets scheduling manage day to day activities o Communication manager roles o Manage day to day activities at a departmental level making communication policy decisions overseeing multiple communication strategies supervising employees responsible for tactics Director roles o Looks at long range planning serves as a liaison between executives and other workers Less concerned with day to day more concerned with how to firm is going forward Executive roles o Shape organization mission strategy and policy The value of Internships Win win situation for both the student and the organization why o If you work at a PR firm they can teach you the ways of their firm training you for a very specific position o You get exposure they get the free work Many major PR firms have formal internship programs o Edelman Weber Shandwick Hill and Knowlton Ketchum What about the paid positions Entry level salaries in PR o Average median yearly salaries are slightly higher in PR than in many other communication fields 32 000 o A person with less than 2 years of experience can earn a salary of 37 000 The national median salary for experienced professionals o Approximately 85 000 for practitioners with 7 to 10 years of experience o Over 150 000 for practitioners with more than 20 years of experience A coveted position The overall median salary was 87 000 up from 82 000 o This shows it is a growing healthy industry o Salaries constantly on the rise PR practitioners received an average of 17 5 vacations day in 2011 PR Salaries in 2012 Nonprofit 70 000 PR agency 81 500 Corporation 113 000 ex PR for Wal Mart Technology 115 000 ex PR for Google Financial services 120 000 also depends on location those in cities tend to make a little more PR Salaries by Title 2012 Executive VP 220 000 Senior VP 172 000 VP 125 000 Director 105 000 Senior manager 91 000 Manager 72 000 Account supervisor 68 300 Senior account executive 55 500 Account executive 42 000 but all of these titles are very organization independent Gender differences in PR Pay In general women working in the PR field earn less than men sometimes as much as 20 000 less o This could leave because of maternity leave the number of years in the field technician duties vs managerial responsibilities the nature of the industry the size of the organization women s attempts to balance work and family o male may get promoted ahead of the female because of gender biases but the goal is to lessen this Where do PR people work globally PR Advertising marketing communication firms 43 Corporations 23 Nonprofits 12 Self employed 7 Education 4 Government 3 Trade associations 3 The Value of PR A service to society o Informative important source of information o Provides relevant info o Making an organization relevant in a particular field by building awareness Helps organization manage competition and conflict to better control own density PR Growth rate Projected growth by 2018 24 o Much faster than average growth One of the fastest growing fields that does NOT require a Master s degree History of PR Brief history of PR Ancient beginnings The Rosetta Stone 196 BC o Amounts to a press release of pharaoh Ptolemy V accomplishments press release to announce his accomplishments in 3 different languages Julius Caesar 60 BC o Threw parades as part of a campaign to fulfill political ambitions o using parades and celebrations as campaign strategy getting public support one of the first event planners The Church 11th century o enlisting followers in the name of penance or forgiveness o techniques making people compelled to join the church Brief history Colonial American 16th 18th century PR tactics huge in getting people to move here promoting settlement in US Struggle for independence o E g Boston Tea Party the greatest and best known publicity stunt of all time o Propaganda used to rouse support for the Revolutionary movement brochures sermons to understand need to split from British Sam Adams PR specialist recognized the power of the pen o used writing as a means of communicating about the importance of independence and unity and about the injustice of the colonies Recognized the power of special events and symbols o He was behind the Boston Tea Party o He understood that if you could get to people s emotions you could get them on your side Used slogans o no taxation without representation Used press releases and news leaks o Wrote an account of the Boston Tea Party BEFORE the event had even occurred o Paul Revere delivered the account to newspapers as soon as the event occurred o Got news of battles through press leaks understand importance of maintain relationships with people that are publishing information leaking news yourself when convenient Sam Adam s Objectives 1 Justify the cause 2 Promote advantages 3 Arouse the masses 4 Neutralize opponents 5 Phrase issues clearly Brief history of PR The age of the press agent 1800s The age of hype o Davy Crockett Buffalo Bill Annie Oakley Built a traveling show market it and publicize it come and see the shows PR in terms of building publicity making them want to see this traveling show o Press agent tactics o The master of the pseudoevent PT Barnum o Used ticket giveaways and opinion leaders to ensure event success Press agentry PT Barnum