1. Copyright © Allyn & Bacon 2003 Jobs in Public Relations Chapter 2 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2003 Where The Jobs Are: Corporations Corporations Nonprofit organizations and trade associations Nonprofit organizations and trade associations Government Government Agencies Agencies Independent consultancies Independent consultancies

3. Copyright © Allyn & Bacon 2003 Corporations: The greatest number and variety of public relations jobs. The greatest number and variety of public relations jobs. Corporate jobs often focus on specific publics. Corporate jobs often focus on specific publics.

4. Copyright © Allyn & Bacon 2003 Corporations: Public-related jobs include Public-related jobs include » Employee relations » Media relations » Government relations » Community relations » Consumer relations » Investor relations » And more!

5. Copyright © Allyn & Bacon 2003 Nonprofits & Trade Associations: Duties often similar to those in corporate public relations. Duties often similar to those in corporate public relations. There are specific duties not found in corporate public relations. There are specific duties not found in corporate public relations.

6. Copyright © Allyn & Bacon 2003 Governments: Government public relations jobs found at the local, state, and federal levels. Government public relations jobs found at the local, state, and federal levels. Key publics: voters, the media, and employees. Key publics: voters, the media, and employees. “Public relations” term rarely used in government. “Public relations” term rarely used in government.

7. Copyright © Allyn & Bacon 2003 Public Relations Agencies: Agencies assist with the public relations activities of other organizations. Agencies assist with the public relations activities of other organizations. Practitioners are often assigned to accounts. Practitioners are often assigned to accounts. Size ranges from small, local agencies to huge international agencies. Size ranges from small, local agencies to huge international agencies.

8. Copyright © Allyn & Bacon 2003 Independent Consultancies: One-person operation One-person operation Sometimes specialists Sometimes specialists Sometimes generalists Sometimes generalists The consultant, alone, bears the burden of success or failure. The consultant, alone, bears the burden of success or failure.

9. Copyright © Allyn & Bacon 2003 Dozier’s Public Relations Roles: Public relations managers Public relations managers Public relations technicians Public relations technicians Some jobs combine elements of both Some jobs combine elements of both

10. Copyright © Allyn & Bacon 2003 Primary Public Relations Tasks: Managers: Managers: » Planning public relations programs » Managing public relations programs Technicians: Technicians: » Disseminating messages » Writing, editing, and producing messages

11. Copyright © Allyn & Bacon 2003 Traits of Successful Careers: Public relations practitioners agree that Public relations practitioners agree that » They should help organizations respond to constituents. » They should have direct contact with the organization’s top managers. » They should analyze a situation and develop possible solutions when making decisions. » They should set goals and objectives before acting.

12. Copyright © Allyn & Bacon 2003 Salaries: Year 2000 average starting salary: Year 2000 average starting salary: » Approximately $29,000 Average salary worldwide: Average salary worldwide: » $69,000 in U.S. dollars Generally, year 2000 salaries ranged from $29,000 to $160,000. Generally, year 2000 salaries ranged from $29,000 to $160,000.

13. Copyright © Allyn & Bacon 2003 The People in Public Relations: The average practitioner has 13.5 years experience. The average practitioner has 13.5 years experience. Fifty-one percent have daily direct access to senior management. Fifty-one percent have daily direct access to senior management. Profile of average practitioner: Female, 39, earns $69,000, has annual bonus of $10,000. Profile of average practitioner: Female, 39, earns $69,000, has annual bonus of $10,000.

14. Copyright © Allyn & Bacon 2003 How Important Is Salary? Quality of the workplace is more important than salary and benefits. Quality of the workplace is more important than salary and benefits. Practitioners list these things as more important than salary: Practitioners list these things as more important than salary: » Creative opportunity » Access to technology » Professional development opportunities » Recognition by colleagues

15. Copyright © Allyn & Bacon 2003 Job Satisfaction? Would practitioners stay in public relations if they could go back in time and decide again? Would practitioners stay in public relations if they could go back in time and decide again? » 80 percent would choose public relations again.