Writing, editing, media relations and placement, special events, speaking and talking, production, research, planning and programing, training, administration respectivelyability to be a patient teacher, need to manage time and budgetsPR PositionsEntry-level technicianSupervisorManagerDirectorExecutiveOrganizational PR PositionsCommunication technician roles:Taking photos, writing brochures, preparing news releases, organizing events, develop materials to support and implement strategy set by othersSupervisor roles:Oversee technicians, oversee specific projects, prepare and work with budgets, scheduling, manage day to day activitiesCommunication manager roles:Manage day to day activities at a departmental level, making communication policy decisions, overseeing multiple communication strategies, supervising employees responsible for tacticsDirector rolesLooks at long-range planning, serves as a liaison between executives and other workersLess concerned with day to day, more concerned with how to firm is going forwardExecutive roles:Shape organization mission, strategy, and policyThe value of InternshipsWin-win situation for both the student and the organization…why?If you work at a PR firm, they can teach you the ways of their firm, training you for a very specific positionYou get exposure, they get the free workMany major PR firms have formal internship programsEdelman, Weber Shandwick, Hill and Knowlton, KetchumWhat about the paid positions?Entry level salaries in PR:Average median yearly salaries are slightly higher in PR than in many other communication fields ($32,000)A person with less than 2 years of experience can earn a salary of $37,000The national median salary for experienced professionals:Approximately $85,000 for practitioners with 7 to 10 years of experienceOver $150,000 for practitioners with more than 20 years of experienceA coveted position…The overall median salary was $87,000, up from $82,000This shows it is a growing, healthy industrySalaries constantly on the risePR practitioners received an average of 17.5 vacations day in 2011PR Salaries in 2012Nonprofit: 70,000PR agency: 81,500Corporation: 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 morePR Salaries by Title 2012Executive VP: 220,000Senior VP: 172,000VP: 125,000Director: 105,000Senior manager: 91,000Manager: 72,000Account supervisor: 68,300Senior account executive: 55,500Account executive: 42,000 but all of these titles are very organization independentGender differences in PR PayIn general, women working in the PR field earn less than men, sometimes as much as $20,000 lessThis 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 male may get promoted ahead of the female because of gender biases, but the goal is to lessen thisWhere 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 PRA service to societyInformative: important source of informationProvides relevant infoMaking an organization relevant in a particular field by building awarenessHelps organization manage competition and conflict to better control own densityPR Growth rateProjected growth by 2018: 24%Much faster than average growthOne of the fastest growing fields that does NOT require a Master’s degreeHistory of PRBrief history of PR: Ancient beginningsThe Rosetta Stone (196 BC)Amounts to a press release of pharaoh (Ptolemy V) accomplishments “press release” to announce his accomplishments in 3 different languagesJulius Caesar (60 BC)Threw parades as part of a campaign to fulfill political ambitions using parades and celebrations as campaign strategy, getting public support, one of the first event planners*The Church (11th century)enlisting followers in the name of penance or forgiveness techniques making people compelled to join the churchBrief history: Colonial American (16th-18th century)PR tactics huge in getting people to move here, promoting settlement in USStruggle for independenceE.g. Boston Tea Party (“the greatest and best known publicity stunt of all time)Propaganda used to rouse support for the Revolutionary movement brochures, sermons to understand need to split from BritishSam Adams: PR specialistrecognized the power of the penused writing as a means of communicating about the importance of independence, and unity, and about the injustice of the coloniesRecognized the power of special events and symbolsHe was behind the Boston Tea PartyHe understood that if you could get to people’s emotions, you could get them on your sideUsed slogans“no taxation without representation”Used press releases and news leaksWrote an account of the Boston Tea Party BEFORE the event had even occurredPaul Revere delivered the account to newspapers as soon as the event occurredGot news of battles through press leaks--> understand importance of maintain relationships with people that are publishing informationleaking news yourself when convenientSam Adam’s Objectives1. Justify the cause2. Promote advantages3. Arouse the masses4. Neutralize opponents5. Phrase issues clearlyBrief history of PR: The age of the press agent (1800s)The age of hype:Davy Crockett, Buffalo Bill, Annie OakleyBuilt 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 showPress agent tacticsThe master of the pseudoevent:PT BarnumUsed ticket giveaways and opinion leaders to ensure event successPress agentry: PT Barnum, master of the pseudo eventJoice HethLooked incredibely old, PT Barnum purchased her and putting her in traveling show, told people she was former nanny to George Washington people would come just to see herTom ThumbJenny LindShe was a singer, called the Swedish song girl, PT Barnum spent ton of money to get her from Europe to America, sold out shows in NYC, etc.“Jumbo” circus elephantsBrief history of PR: PR grows as America growsPR was pivotal in the early growth of AmericaSelling the American westRailroad promotion techniques (ex. Free tickets to journalists)Brief history of PR: The rise of Politics and