UCD Careers Week Ciara Kennedy Wilson Hartnell Public Relations 10 th February 2011

What is PR?

"Public relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics“ Institute of Public Relations, UK

Skills Required Excellent writing skills Strategic thinking Interest in media / current affairs Effective communications Creativity Time Management Presentation skills Energy and Enthusiasm

A Typical Day? No such thing in PR! Time management, ability to prioritise Photocall Media Relations Stakeholder Engagement Media Monitoring Crisis Management Design & Print Campaign Planning Press Releases Digital Client Services

Specialist Areas of PR Consumer Healthcare Lifestyle Sport Corporate Technology Public Affairs Digital

Agency or In-house? Same skill set required Agency / Consultancy –Level of client services –Portfolio of clients In-house –In-depth knowledge of industry sector –Reporting to Marketing Director, Head of Corporate Affairs, Head of Communications

PR Qualifications Masters in PR –DIT, Aungier Street (one year, full time) Diploma in PR –Full-time / Part-time –Fitzwilliam Institute, European Institute of Communications, Rathmines College, Dun Laoghaire College of Further Education Work Experience

Getting into PR Formal Qualifications Work Experience Opportunities through hobbies / interests Internship Programmes

Roles and Salaries Average gross salaries / guideline bands Commensurate with experience Public Relations Institute of Ireland (PRII) website cites salaries as; –Entry level graduate: €20,000 - €23,500 –Account Executive: €23,500 - €32,500 –Account Manager: €32,500 - €50,000 –Account Director: €50,000 - €65,000 –Divisional Directors: €65,000 - €85,000

PRII Public Relations Institute of Ireland Promotes the professional practice of PR in Ireland Best interests of people working in PR Examinations / Qualifications Training Workshops Job Vacancies

WHPR Consistently ranked in top three agencies –Established 1973 as WHPR, acquired by Ogilvy in full time PR executives, plus external consultants and shared support Award winning programmes Part of Ogilvy PR Worldwide Member of the Public Relations Consultants Association (PRCA)

Some of our clients

How I got here…

Some recent campaigns…

Lundbeck ‘Lean on Me’ Campaign

Pfizer / Arthritis Ireland ‘Easy To Use’ Campaign

Bayer ’50 Years of the Pill’ Campaign

Advice / Tips Work experience / internship Evaluate role of PR in context of other marketing disciplines It’s 99% hard work - don’t go into PR thinking it’s all fun and parties! PRII / MII websites and events