Careers in PR

Question 1

The public relations industry is growing in many

nations

Answer 1

Almost $8 billion spent each year in the U.S.
Expected growth of 23% in Asian revenue in the
next five years
Annual spending of $2.2 billion in China

Question 2

a changing focus in PR

Answer 2

The evolution of the role of PR beyond publicity and media relations
Growth for PR professionals in health care, education, financial services, technology, etc.
Crisis management in the larger context of strategic management of conflict

Question 3

Where do ppl work?

employment categories of PRSA members

Answer 3

Corporations (26%)
Public relations firms/agencies (20%) 
Nonprofits/charities (17%) 
Education (13%) 
Government (10%) 
Self-employed/freelance (6%) 
Other (8%)

Question 4

6 essential qualities

Answer 4

writing
research
planning expertise
business/economic competence
expertise in social media

Question 5

writing

Answer 5

Ability to frame and convey information and ideas
Increasingly, the ability to do so in small amounts of
text (social media)

Question 6

research skills

Answer 6

much pr research now conducted in house (sometimes go to academics to get data)
Ability to back arguments with facts
Example: baseball statistics

Question 7

planning expertise

Answer 7

being organized enough to understand the “big picture”

fitting a company with a realistic budget (fitting a company within a realistic budget)

Question 8

prob-solving ability

Answer 8

even more important as diff departments become integrated

Question 9

business/economics competence

Answer 9

primarily a focus on the managerial side of business and economics

Question 10

expertise in social media

Answer 10

constantly evolving, so a need to keep on top of developments in social media

Question 11

10 qualities that employers want in their PR practitioner

Answer 11

Good writing
Intelligence
Cultural literacy
Ability to recognize a good story when you see it
Media savvy (e.g., in what mediums can this play?)
Contacts
Good business sense
Broad communications experience
Specialized experience
Fresh perspective
GIC AMC GBSF

Question 12

Survey of Practitioners: What qualities are most important?

Answer 12

1. Writing
2. Editing
3. Media relations & placement
4. Special events
5. Speaking & talking
6. Production
7. Research
8. Planning & programming
9. Training
10. Administration

Question 13

PR positions from least to gr8est

Answer 13

Entry-level technician
Supervisor
Manager
Director
Executive

Question 14

communication technician role (entry-level)

Answer 14

taking photos
writing brochures
preparing news releases
organizing events
develop materials to support and implement strategy set by others

Question 15

supervisor

Answer 15

oversee technicians
overseen specific projects 
prepare and work with budgets
scheduling
manage day-to-day activites

Question 16

communication manager roles

Answer 16

manage day-to-day activities at a departmental level
making communication policy decisions
overseeing multiple communication strategies
supervising employees responsible for tactivs

Question 17

director roles

Answer 17

looks at long-range planning

serves as liaison between executives and other workers

Question 18

executive toles

Answer 18

shape organization mission, strategy, and policy

Question 19

salaries for organizations

least to greatest

Answer 19

Non-profit
PR agency
Corporation
Technology
Financial Services

Question 20

why do women get paid less?

Answer 20

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

Question 21

where do PRs work?

Answer 21

PR/Advertising/Marketing/Communication firms-43
Corporations-23
Non-profits/Charities-12
Self-employed-7
Education-4
Government-3
Trade associations-3