ADPR 3850 1st Edition Lecture 3 Outline of Last Lecture I. An Integrated Perspective: Integrating Journalism/Advertising/MarketingII. How PR is used to generate public opinion Outline of Current Lecture II. Careers in Public RelationsA. Six Skills for PRB. Public Relations Organizational PositionsC. Gender Differences in PRCurrent LectureCareers in Public RelationsThe 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 in-house.(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 perspectivePUBLIC RELATIONS POSITIONS (organizational PR positions)Communication TechnicianTaking photographsWriting brochures Preparing news releases Organizing events Supervisor RolesOversee techniciansOversee 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 planningServes as a direct liaison between executives and other workers Executive RolesThe executives shape the organization mission (what they stand for as a company), strategy, and policy.Entry-level Salaries in Public RelationsAverage median yearly salaries are slightly higher in Public Relations than in many other communicationsfields ($33K). A person with less than 2 years of experience can earn approx. $37,000.The National Median Salary for Experienced ProfessionalsApproximately $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 payIn 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