1. THINK Public Relations
Wilcox/Cameron/Reber/Shin
Chapter 2

2. Ch 2: Careers in Public Relations

3. A Changing Focus in Public Relations
The evolution of the role of PR beyond publicity and media relations
Growth for PR professionals in health care, consumer goods, financial services, and technology
Crisis management in the larger context of strategic management of conflict

4. The Range of Public Relations Work
The employment categories of PRSA members
Corporations (26%)
Public relations firms/agencies (20%)
Nonprofits/charities (17%)
Education (13%)
Government (10%)
Self-employed/freelance (6%)
Other (6%)
Professional services (2%)

5. What Do You Think?
What skills are required to become a public relations professional?
This question will stimulate discussion of the essential skills to become a public relations professional.

6. Personal Qualifications and Attitudes
Six Essential Abilities
Writing skills
Research ability
Planning expertise
Problem-solving ability
Business/economics competence
Expertise in social media

7. What Employers Want: 10 Qualities
Good writing
Intelligence
Cultural literacy
The ability to recognize a good story when you see one
Media savvy
Contacts -- what are you doing to network?
Good business sense
Broad communications experience
Specialized experience
Fresh perspective

8. Organizational Roles Communication technician roles
Taking photographs
Video shooting & editing
Writing brochures
Preparing news releases
Organizing events
Communication manager roles
Making communication policy decisions
Overseeing multiple communication strategies
Supervising employees responsible for tactics

9. The Value of Internships
Win-win situation for both the student and the organization
Anything negative?
Many major PR firms have formal internship programs. Noted in our book:
Edelman Worldwide (Edel-U)
Weber Shandwick (Weber University)
Hill & Knowlton
Ketchum

10. Salaries in Public Relations
Entry-level salaries
Average median yearly salaries are slightly higher in public relations ($32K) than in many other communications fields.

11. Salaries in Public Relations
The national median salary for experienced professionals
Approximately $85,000 for practitioners with 7 to 10 years of experience
Over $150,000 for practitioners with more than 20 years of experience 3

12. Salaries in Public Relations
In general, women working in the PR field earn less than men.
Factors that could lead to gender discrepancies
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 2

13. What Do You Think?
Which vital service does public relations provide to today’s organizations?
What current events have the potential to change the direction of the PR field?
This question will stimulate discussion of the value of public relations. 1

14. The Value of Public Relations
A service to society
Informative
Relevant
Earned influence through managing competition and conflict #

15. Events Report
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