ADPR 3850 1st Edition Lecture 3 Outline of Last Lecture I An Integrated Perspective Integrating Journalism Advertising Marketing II How PR is used to generate public opinion Outline of Current Lecture II Careers in Public Relations A Six Skills for PR B Public Relations Organizational Positions C Gender Differences in PR Current Lecture Careers in Public Relations The PR industry is growing in many nations Because of this it is a changing field Crisis management is the larger context of strategic management of conflict This is one of the faster growing areas of public relations There is also growth for PR professionals in health care education financial services and technology Public Relations positions Where do people work Corporations 26 PR firms agencies 20 Education 13 Government 10 Self employed and Freelance 6 Other 8 Six Skills for PR 1 Writing skills Professionals need the ability to frame and convey information and ideas 2 Research skills Ability to back arguments with facts May PR firms conduct their research inhouse 3 Planning expertise One should be organized enough to understand the big picture like fitting a company within a realistic budget 4 Problem Solving Even more important as different departments are becoming integrated 5 Business Economics Competence There should be some understanding of the managerial side of business and economics 6 Expertise in Social Media It is constantly evolving so a need to keep on top of developments in social media 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 Ten Qualities that Employers Want in PR practitioners 10 Good writing 9 Intelligence 8 Cultural literacy 7 Ability to recognize a good story when you see it 6 Media savvy 5 Good contacts network 4 Good business sense 3 Broad communications 2 Specialized Experience 1 Fresh perspective PUBLIC RELATIONS POSITIONS organizational PR positions Communication Technician Taking photographs Writing brochures Preparing news releases Organizing events Supervisor Roles Oversee technicians Oversee specific projects Prepare and work with budgets Scheduling Manage day to day activities Communication Manager Making communication policy decisions Overseeing multiple communication strategies Supervising employees responsible for tactics Director Roles Looks at long range planning Serves as a direct liaison between executives and other workers Executive Roles The executives shape the organization mission what they stand for as a company strategy and policy Entry level Salaries in Public Relations Average median yearly salaries are slightly higher in Public Relations than in many other communications fields 33K A person with less than 2 years of experience can earn approx 37 000 The National Median Salary for Experienced Professionals Approximately 85 000 with 7 10 years experience and over 150 000 for practitioners with more than 20 years These numbers vary and depend on where the job is Gender Differences in PR pay In general women in Public Relations make less This is due to 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