copyright © allyn & bacon 2003 jobs in public relations chapter 2 public relations: a...

Copyright © Allyn & Bacon 2003Copyright © Allyn & Bacon 2003

Jobs inJobs inPublic RelationsPublic Relations

Chapter 2Chapter 2

Public Relations:Public Relations:

A Values-Driven ApproachA Values-Driven Approach

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Where The Jobs Are:Where The Jobs Are:

• CorporationsCorporations

• Nonprofit organizations and trade Nonprofit organizations and trade associationsassociations

• GovernmentGovernment

• AgenciesAgencies

• Independent consultanciesIndependent consultancies


Corporations:Corporations:

• The greatest number and variety of The greatest number and variety of public relations jobs.public relations jobs.

• Corporate jobs often focus on specific Corporate jobs often focus on specific publics.publics.


Corporations:Corporations:

• Public-related jobs includePublic-related jobs include» Employee relationsEmployee relations» Media relationsMedia relations» Government relationsGovernment relations» Community relationsCommunity relations» Consumer relationsConsumer relations» Investor relationsInvestor relations» And more!And more!


Nonprofits & Trade Associations:Nonprofits & Trade Associations:

• Duties often similar to those in corporate Duties often similar to those in corporate public relations.public relations.

• There are specific duties not found in There are specific duties not found in corporate public relations.corporate public relations.


Governments:Governments:

• Government public relations jobs found Government public relations jobs found at the local, state, and federal levels.at the local, state, and federal levels.

• Key publics: voters, the media, and Key publics: voters, the media, and employees.employees.

• ““Public relations” term rarely used in Public relations” term rarely used in government.government.


Public Relations Agencies:Public Relations Agencies:

• Agencies assist with the public relations Agencies assist with the public relations activities of other organizations.activities of other organizations.

• Practitioners are often assigned to Practitioners are often assigned to accounts.accounts.

• Size ranges from small, local agencies to Size ranges from small, local agencies to huge international agencies.huge international agencies.


Independent Consultancies:Independent Consultancies:

• One-person operationOne-person operation

• Sometimes specialistsSometimes specialists

• Sometimes generalistsSometimes generalists

• The consultant, alone, bears the burden The consultant, alone, bears the burden of success or failure.of success or failure.


Dozier’s Public Relations Roles:Dozier’s Public Relations Roles:

• Public relations managersPublic relations managers

• Public relations techniciansPublic relations technicians

• Some jobs combine elements of bothSome jobs combine elements of both


Primary Public Relations Tasks:Primary Public Relations Tasks:

• Managers:Managers:» Planning public relations programsPlanning public relations programs» Managing public relations programsManaging public relations programs

• Technicians:Technicians:» Disseminating messagesDisseminating messages» Writing, editing, and producing messagesWriting, editing, and producing messages


Traits of Successful Careers:Traits of Successful Careers:

• Public relations practitioners agree thatPublic relations practitioners agree that» They should help organizations respond to They should help organizations respond to

constituents.constituents.» They should have direct contact with the They should have direct contact with the

organization’s top managers.organization’s top managers.» They should analyze a situation and develop They should analyze a situation and develop

possible solutions when making decisions.possible solutions when making decisions.» They should set goals and objectives before They should set goals and objectives before

acting.acting.


Salaries:Salaries:

• Year 2000 average starting salary:Year 2000 average starting salary:» Approximately $29,000Approximately $29,000

• Average salary worldwide:Average salary worldwide:» $69,000 in U.S. dollars$69,000 in U.S. dollars

• Generally, year 2000 salaries ranged Generally, year 2000 salaries ranged from $29,000 to $160,000.from $29,000 to $160,000.


The People in Public Relations:The People in Public Relations:

• The average practitioner has 13.5 years The average practitioner has 13.5 years experience.experience.

• Fifty-one percent have daily direct access Fifty-one percent have daily direct access to senior management.to senior management.

• Profile of average practitioner: Female, Profile of average practitioner: Female, 39, earns $69,000, has annual bonus of 39, earns $69,000, has annual bonus of $10,000.$10,000.


How Important Is Salary?How Important Is Salary?

• Quality of the workplace is more Quality of the workplace is more important than salary and benefits.important than salary and benefits.

• Practitioners list these things as more Practitioners list these things as more important than salary:important than salary:» Creative opportunityCreative opportunity» Access to technologyAccess to technology» Professional development opportunitiesProfessional development opportunities» Recognition by colleaguesRecognition by colleagues


Job Satisfaction?Job Satisfaction?

• Would practitioners stay in public Would practitioners stay in public relations if they could go back in time relations if they could go back in time and decide again?and decide again?» 80 percent would choose public relations 80 percent would choose public relations

again.again.

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