Public Relations
Gabriella Banducci Paula Lima Madison Thornton
Executive Summary Public Relations, according to the PR society of America, is the field of communications that specializes in maintaining the personal image of a company, organization, and or person and accurately portraying those beliefs onto the general public. Public relations specialists duties include protecting the image of an organization, planning and implementing the organization’s efforts to influence or change public policy, counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities. Disciplines of public relations include brand journalism/content creation, corporate communications, media relations, business relations, and reputation management (Public Relations Society of America, 2018). Table of contents
Intro to Public Relations 3
Field of Communications 5
Presentation in the Media 6
Getting Started 11
Role Models 14
Portfolio 18
Trajectory 20
References 23 Intro to Public Relations Public Relations Specialists
Summary
“Public relations specialists create and maintain a favorable public image for the organization they represent. They craft media releases and develop social media programs to shape public perception of their organization and increase awareness of its work and goals.” (Bureau of Labor Statistics, 2016-2017)
Duties ● Write press releases and prepare information for the media ● Respond to information requests from the media ● Help clients communicate effectively with the public ● Help maintain their organization’s corporate image and identity ● Draft speeches and arrange interviews for an organization’s top executives ● Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts ● Evaluate public opinion of clients through social media
Pay and Opportunity
According to an article provided by the US News financial page, Public Relations is one of the fastest growing industries, growing an average of 9% each year as reported by the Bureau of Labor Statistics, and rated on this list as 3rd best in Creative and Media Jobs. (US News n.d).
The website goes on to examine just how much money can be earned when beginning a career in
Public Relations. The Bureau of Labor Statistics (2017) reports that the median annual income for Public Relations specialists was $58,020 in 2016 and $59,300 in 2017. The top 10% of PR specialists reportedly earned a median $110,506 while the bottom 25%, or those who are just starting out, earned approximately $32,090, making public relations, if you’re good at it, a very lucrative career path. The US News also touches on possible career opportunities in the form of naming the most lucrative cities in America to be a PR specialist. According to this article, the best city to reside for salary purposes in San Jose, California with the average salary of a PR specialist is $95,000 per year. Next city on the the list is San Francisco with its median income clocking in at just under San Jose’s annual salary with the average being $94,270. Next, is across the country in Washington, DC with their annual income being $93,700. The commonality that each of these cities is that they are, according to inc.com, are 3 of the top 10 most expensive cities to live in in the US, with Washington DC coming in 5th, San Jose coming in 3rd, and San
Francisco being the most expensive city to live in in America today (INC, April 5th, 2018).
Because of this pay discrepancy per city, it is important to narrow down which city you intend to live in when attempting to figure out your projected income. Knowing these facts and being able to follow the money trail may inspire ambition in those aspiring to a career in PR as they attempt to find the best, high paying positions. As for the outlook on jobs to be had, The Bureau of Labor
Statistics (n.d.) projects that there will be a 9% rate of growth in the employment of those trying to break into public relations from 2016 to 2026. As previously stated, the field of Public
Relations is fastly growing, meaning that there will be much competition in the field upon completion of a bachelor's degree. According to the BLS, because so many college graduates apply for a limited amount of positions in public relations, they will face a lot of competition regarding their employment, particularly with advertising firms, organizations with large media exposure, and prestigious public relations firms. Field of Communications
Strategic Communications Public relations belongs to the field of strategic communications, which is an umbrella term that relates to "the purposeful use of communication by an organization in order to fulfill its mission." It refers to the field of communications where a strategy is placed when communicating a message. In the mentioned field, research and planning are required in order to develop the message. The message, then, is targeted towards a specific audience, sometimes being even created with a set audience already established. It is considered a multidisciplinary field due to the fact that it borrows from various methods, as well as from many subject areas.
"The role of strategic communications is to help organizations understand how to effectively deliver their message to key audiences." (Ohio State Press Books, n.d.) Public relations is a part of the strategic communications field, as it involves writing press releases and preparing information for the media, which are channels chosen when delivering messages to the audiences. It also involves helping maintain companies corporate images and identities, which allows organizations to have control over the message they are sending about their own companies. (Ohio State Press Books, n.d.)
Interpersonal Communications Public relations also belongs to the field of interpersonal communications, which relates to how independent individuals communicate with one another, whether verbally or non - verbally. It is a field of communication where two people, at least, directly communicate information, as well as their feelings, ideas, and emotions to one another, attempting to convey a message to each other in personal relationships. When a sender of message tries to directly deliver a message to the receiver, both sender and receiver are interpersonal communicators.
Public relations is a part of the interpersonal communications field, as public relations professionals regularly communicate interpersonally with others, communicating with clients and helping them to communicate effectively with the public, as well as responding to information requests from the media (Communication Theory, n.d.).
Mass Communications Another field public relations belongs to is mass communications, which is a broad term that relates to the field that uses different channels in order to send a message. It is defined by the process of media organizations transmitting the message to large publics, being "only one of the processes of communication operating in a society - wide level, readily identified by its institutional characteristics" (Lumen Learning, n.d.). The term was coined in the twentieth century, intending to describe the emerging modern world and its relationship to mass media
(McQuail, 2010). Public relations is a part of the mass communications field, as it directly involves the communication between organizations and their publics, created in order to build a mutually beneficial relationship between the two. Through public relation professionals crafting messages meant to be sent out through mass media, the communication between the media and the public is established (Introduction to Mass Media, n.d.). Representation in the Media
Veep (Iannucci, 2012-2019) Season 2 Episode 4: “The Vic Allen Dinner”
Vice President Selina Meyer and her team of Amy, Dan, Gary, and press secretary Mike are tasked with writing a parody of the song 50 Ways to
Leave your Lover by replacing the words with puns about global relations. One line in the song says “Screw
France” and quickly upsets the European Union.
Unfortunately for Selina, she has an upcoming trip to Helsinki and a meeting with the Finnish
President. Her and her team must remedy the situation before her trip.
The head writer for Veep is a scottish-Italian man by the name of Armando Iannucci.
Iannucci before becoming a show writer was a political commentator for BBC in London. One of his first shows that he created titled The Thick of It, was a satirical take of British Parliament.
Veep on the other hand is a satirical take on the American Government, more specifically the
Vice President's office and her close knit team of universally described “morons” around her.
The purpose of this media is to lighten up the oftentimes very serious business of Washington and make it into something hilarious and relatable in the most twisted way possible. The technique used in this case is Satire. The use of satire in the face of multiple political and ethical blunders provided by the team of Selina Meyer and Selina Meyer herself catch the viewers attention by using the idea of a slow moving car crash: you can't look away. The viewer cannot help but watch as a group of uninformed narcissists attempt to navigate the waters of politics while at the same time planning the demise of the person sitting next to them in an act of competition.
The main value represented by the Vice President's team are those of competition. Each member of her team, especially Dan and Amy, are always at eachothers throats on what the best move for the Vice President is and each member of the team would gladly throw another person under the bus to get in her good graces. This value is represented throughout the show but most blatantly when Selina attempts to run for President and Dan and Amy are ferociously fighting each other and sabotaging each other in the most vile ways possible to become her campaign manager.
Different people may interpret the message of this show which is that “politics are messy and hard” and interpret it as “politics are dirty and full of backstabbers” due to Selina’s core team and the way they relate to each other and how they relate to others.
What is omitted from the message of this show is hard work and humanity . The main thing that is omitted from the message is the amount of sleepless nights and genuine hard work that each and every member of her team goes through to achieve an incredible level of mediocrity. As for humanity, as previously touched upon, The characters on this show are portrayed as shallow and backstabbing individuals who have no regard for anyone but themselves. What is not as clear or what is omitted is that they genuinely care about Selina. For example, Amy and Dan were both fired from her office but continued to work together to ensure that the campaign that she was running was successful. Selina’s team is portrayed in the shallow and negative manner that they are because Veep is a satirical show based on poking fun at press and PR people in Washington for their serious manner. People in the DC press are typically very smart and dedicated to their jobs as they report to people in high places such as the Vice President. What this show is trying to convey by framing their characters in a negative manner is that the seriousness is all a facade. People in
Washington are just as disorganized and clueless as the rest of us, they just do a better job at hiding it.
Sex in the City (Star, 1998 - 2004)
Samantha Jones is the PR professional. At the beginning of the series, she’s a woman in her early 30’s living in New York
City.
The author is Darren Star.
He’s an American producer, director, and writer from
Maryland. Besides Sex and The
City, he is also best known for creating the television series Beverly Hills, 90210, and Melrose Place. The purpose of the show is to depict the lives of women in their early 30s in New York City. The techniques used by the author and the series to attract and hold my attention lay on the complicated aspects of Samantha
Jones' life as a PR professional. The focus is put on the travels, party planning, and event - attending she does when exercising her profession, as well as how she dealt with them through a comedic lens. The lifestyle represented in the series is a lavish one, focused very much on status and money. Even though the Samantha Jones character herself is not superficial, the representation of the PR professional is represented through the views of a relatively wealthy white woman who values seem to be monetary. Different people might believe that the representation of the PR professional in the show and believe the character of Samantha is completely accurate, without giving much thought to how the PR work environment actually is like, taking the portrayal on the show as face value.
What is omitted is the non - fabulous aspects of the lives of people who work in PR. The portrayal of the profession in the show seems to focus only on the more positive, financial aspects without giving much thought or space to depict the real struggles that come with any profession, as well as the specifics that come with working in the public relations field. The reason why Samantha Jones was portrayed that way was to create an ideal of media work in New
York City, as the city is a common living place for those interested in working in media, especially public relations. Another reason was to create the illusion of success, giving the
Samantha Jones character the power. The agenda behind the producer of the show was to create a character that was heavily involved in her career and who knew how to network and be engaging with other people.
Parks and Recreation (Daniels, Schur 2009-2015)
Each individual character plays a simple role in the Public Relations position. They are a group of people working under the Parks and Recreation
Department for their small town. Leslie Knope is the main character who most represents the career in Public Relations. She cares for the organization and supports by spreading awareness, raising money and fixing big issues around the fictional town of Pawnee.
The author of Parks and Recreation, Greg Daniels and Michael Schur, have created a comedic dynamic between characters to entertain their audience with situations happening in the parks department in the fictional town of Pawnee. Leslie’s job is to help her community by hosting events to get everyone involved. The show is depicted this way to make the audience laugh after showing events that occur to the characters. The funny events that get the audience laughing hold attraction along with the interesting plots and camera style. You bond with the characters in order to attract and hold onto that attention. They are a bunch of characters with different lifestyles, values and points of view.
Usually from the main character, her point of view runs the show. Some of the audience could take offense to the different skits in parks and recreation. Some of the humor could offend younger audiences or those who disagree with those ideals. Some of their backgrounds as to why they act a certain way or the reason they are all working for the Parks Department. The media depicts the show as a comedic cast of characters who just have a immature sense of humor and go through simple life struggles. Obviously for tv, they are all actors playing a certain part so you do not see their real lives. It is just depicting the characters life and usually not all of it is included in the show. The audience goes into the show thinking they will end up laughing throughout the entire thing and gain an attachment to the characters.
Leslie is portrayed in that way in order to give the audience comic relief and also provide a character the audience can connect with in individual ways. She has this abundance of love for the Parks department and it helps the audience see the dedication to public relations and the amount of support that is required for the job. The agenda of the producers is to maintain a light-hearted emotion to the entire show. Getting Started
Education Choosing the right school is always the first step into any career. Picking a school that is in the right location with the right program based off your past education and potential future.
Columbia has a wonderful Communications and Public Relations program along with many other schools like Roosevelt and DePaul University (in the Chicago area). Putting in research of choosing your school will guide you in the right direction.
After choosing your best education route, it is important that you take advantage of all the resources provided to you through the school. Joining clubs, taking extra classes if necessary, speaking to professors who have experience and taking internships through the program at school. At Columbia, it has programs like PRSSA and classes like Intro to PR along with many professionals among the staff who have excellent real life experience in the career of PR.
Internships at Columbia are also widely offered through our career center and individual departments. (Small Business, 2016)
For a career in Public Relations, Communications is an essential study needed to have full knowledge of what is anticipated. Examples, Columbia has a major of Public Relations itself, Communications, Marketing, Advertising and many others that could lead you to a career in PR. Making sure to talk with a counselor to confirm you are on the right track will benefit you in the end.
The skills you will develop while at college will be very important to the ones you need for a career in Public Relations. You will need to know how to communicate properly along with the types of communications and communication publically/globally. Also how to communicate about difficult situations in our community/society. Writing is another very crucial skill that needs to be acquired through the classes you take. Intensive writing skills will benefit you in writing press releases, news releases, letters to the editors and many more.
Education is a essential to your path in Public Relations.
Internships Why you need an internship? Internships provide you with real life experience that will allow you to use the skills you learned during your education. Working with real professionals will develop your communication skills as a whole along with your own professionalism. Also, experiencing what it is actually like to have a career in Public Relations will help you decide if its the right path for you before it is too late to switch. On the job, you will also receive credit to professional quality work. Building your resume and portfolio with real life projects will put you at the top against your competitors. The more successful internships you have compare to the next person, it may just get you the job over them. (Weber Shandwick Seattle, 2013)
Saving those professional contacts from the internships will help you gain an abundance of contacts that you can use for different kinds of companies to work with. For this field, it is all about who you know.
Networking/Connections
Sites to connect on Some main sites that are best to use to gain connections amongst the professional world are LinkedIn, portfolium, handshake, facebook and twitter. Having the more connections, the better. This allows you as an individual to expand your circle. A variety of people/companies gives you an array to choose from. As stated earlier, it will also help you decide which you like and those you dislike. Having connections increases your opportunities because one person can lead to the next. “Individuals who offer new opportunities to volunteer in your field can only help you hone your professional skills” (Franco, 2012). Having connections also helps you build your own business. You can create your own company/organization with professionals of your choosing. They help you get to where you need to be.
Portfolio
The three questions you must ask yourself when working on your portfolio are: What does my potential employer want to learn about me through my portfolio? What do I put in the portfolio? Why create a professional portfolio? These questions will help guide you in putting the right information into your portfolio and the most important information. Filling it with the best past experiences, internships and projects will help you make a career in Public Relations.
These questions will help you decipher the most crucial things you have done to get where you are today. (Public Relations Society of America, 2008)
Application Process Applying to a potential job can be the scariest part in starting your career in Public Relations. In order to succeed in the application process, you will have to research and prepare as much as you can in order to ace your interview. Interviewing can be very stressful but reviewing some tips can help you succeed. Looking up interview mistakes to avoid will guide you in not saying the wrong thing.
Researching the job title and the company itself will also provide you good background to show them you actually took the time to look into it give you extra leverage. After that, make sure to review the best/hardest interview questions they may potentially throw your way. You want to be prepared to be stuck in a tough question but if you are prepared then you will give them the confidence that you are the best professional for the job in Public Relations. (Forbes, 2017) Role Models
Meghan Bower The person I chose to examine for my role model is Meghan Bower, Public Relations specialist for the Chicago Bears. I chose to study Meghan and her extensive career in Chicago sports media due to my own personal interest in a career in sports media. Meghan, according to her Linkedin profile, attended DePaul University from 2007-2011 and in that time, she collected numerous academic awards as well as being named Magna Cum Laude in her graduating class.
In her time at DePaul, She received the DePaul College of Journalism’s ‘Outstanding
Leadership’ Award and was involved in DePaul’s 2010-11 ‘Most Outstanding Campus Chapter of the year.’ In 2009, Meghan interned at Smith & Monger, a PR company in London for 4 months and was responsible for taking care of the press. Meghan’s first job out of college was with the Chicago Bears in the capacity of Game day customer/ ticket fan services where he duties included improving fan experience, handling fan and player tickets and helped maintain a positive environment focused on team building. She worked with the Bears in this capacity for just over 3 years when she left to work with the Blackhawks, assuming the position of
Public Relations Manager. Her list of responsibilities in this position was extensive, as she was in this job for just over 6 years from
2011-2016. A few of her responsibilities included writing press releases, assist local and national news outlets with coverage, compose game notes, and the setup and management of the press box prior to games. Today, Meghan is the Public Relations specialist for the Chicago Bears and has been for a year and eight months now. I admire Meghan and all she has accomplished in the field of public relations as she is achieving everything i could have ever have wanted to achieve.
My dream going into this field is to show up to work at a stadium every day and Meghan is doing just that. - Gabriella [https://www.linkedin.com/in/meghanbower/] Fanny Bourdette - Donon
[https://fr.linkedin.com/in/fanny-bourdette-donon-2162222a] https://www.google.com/amp/s/www.refinery29.com/amp/2018/04/189827/fanny-bourdette-donon-intervi ew
The second role model is Fanny Bourdette - Donon, an international public relations professional at the fashion house Dior. Bourdette - Donon attended the Université de Nice -
Sophia Antipolis, a university in Nice, France between the years 2001 and 2005, graduating in private law. Then, from the years 2007 to 2009, Bourdette - Donon studied marketing and merchandising at FIDM, the Fashion Institute of Design and Merchandising, in Los Angeles,
United States of America. Bourdette - Donon began her work as an international public relations professional at Dior in November 2012 and is still a working professional at the fashion house at the present (LinkedIn, 2018b).
Born from a French father and an
African mother, Bourdette - Donon was raised in
Africa, moving between different countries in the continent due to her father's career as a diplomat. After graduating high school,
Bourdette - Donon felt conflicted on which career she wanted to follow. The now PR professional ended up attending the Université de Nice - Sophia Antipolis in France, deciding to study law and follow a diplomatic career, mainly due to her father's influence. After graduation,
Bourdette - Donon realized that being a diplomat was not her passion, deciding then to study fashion marketing and merchandising in Los Angeles at the Fashion Institute of Design and
Merchandising (Refinery29, 2018b).
After her second graduation, Bourdette - Donon interned at various establishments, building her career through those work experiences. At a dinner in New York City one night,
Bourdette - Donon met Jérôme Pulis, the director of communications for Dior Paris. Impressed and inspired by Pulis, Bourdette - Donon sent the director of communications her resume two days after the dinner, enquiring about work opportunities at the fashion company. Four months after the fact, the now PR representative at Dior was asked to join the communications team at the company (Into The Gloss, 2017b).
As someone who has a great deal of interest in both fashion and public relations, as I plan to follow and combine the two in my future career, I admire Bourdette - Donon's work and her career trajectory, which can serve as an example and guide when creating my own. Through researching Bourdette - Donon's career trajectory, I was able to realize and understand what steps
I could and should take to obtain my own dream job in PR. - Paula.
Ashley Wilson Here is Ashley Wilson who graduated from Columbia College Chicago with a Bachelors of Arts and at Roosevelt University for a Masters of Science. She works in the Greater Chicago
Area and has been actively participating in the field of Public Relations since she started her studies. Has volunteered at the Ronald McDonald House and the Bank of America Chicago
Marathon. As internships are crucial to a successful career in Public Relations, Ashley has interned at various companies at FAME enterprises, SKOOG Productions LLC and the CTA as a
Marketing and Communications intern. Along with being an active member in Columbia’s
PRSSA.
Ashley has been dedicated for years in representing brands she loves to audiences that need to be reached according to the company she’s focusing on. She has been working up the ladder in the Public
Relations Field and states the experience she gained over the years “I have had experience with multicultural marketing, PR and marketing campaign creation, event coordination, account services, media pitching, deck creation, and social media management.” This is why, as you are getting started in the path of PR, you must gain real experience and gain professional networking connections to fill your portfolio. -Madison [https://www.linkedin.com/in/ashleyswilson/] Portfolio
The perfect portfolio for a Public Relations Career An example from our Role Models
Should Include these Items: Experience and Education - Lead-Generating Content - Pitch Deck - Interesting Bio - Sample Of Research - News Release - Inspirational Work
Trajectory
Gabriella Banducci As previously stated, I am very passionate about one day pursuing a career in sports PR.
The concept of being able to report to a football stadium or a hockey rink rather than having to report to an office building everyday for work is what makes me ambitious and driven about my future in Public Relations. In order to make this dream a reality, I am going to have to prepare to work incredibly hard to secure a position with a sports organization such as the Chicago
Blackhawks, or secure a position with the league itself rather than an individual club. For starters, I am going to need to earn my Bachelors degree as the BLS states that a Bachelor's degree is required before entering the majority if not all public relations positions.(Bureau of
Labor Statistics. n.d.). Secondly, obtaining an internship or two or three would be a helpful thing for me to have on my resume, as my future employers will likely be impressed by the work I have put forth before even getting a paying position. Currently, I have been involved with zero internship opportunities but, I am looking forward to applying and obtaining internships both through Columbia College and through outside help from friends and family members who have connections. The next thing to do upon graduating with a bachelors degree and finishing a few internships is to begin the job searching process. Because I wish to work within an organizational setting with one specific club, I will need to be applying all over the country for positions. As stated previously, The cities with the highest median incomes for public relations specialists are
San Jose, San Francisco and Washington DC, with the averages income of PR professionals in these cities ranging from $93-98,000 per year. Luckily, each of these cities have very popular sports organizations, so, for me, this would seem to be the most likely trajectory for where I would like to take my future career.
Link to my portfolium account: https://portfolium.com/GabriellaBandu1
● Graduating from Columbia College Chicago - May 2020
● Fall Internship - 2020
● Spring Internship- 2021
● Job Search- 2021
● Gain employment - 2022
● Possibly move?- 2023
Paula Lima Even before getting into Columbia College Chicago, I knew I wanted to pursue a career in the field of communications. Due to my interest in writing, I believed my ideal career was in journalism. However, after studying at Columbia College Chicago as a Multimedia Journalism major for a couple of years, I ended up realizing that following said career was not the right path for me. After researching and getting a better understanding of what public relations is, as well as what public relations professionals do, I came to the conclusion that said career aligned much more with what I was seeking. Therefore, I commit to following the steps I believe will be beneficial to building my future career in the field of public relations. I will seek internships related to public relations during my final year as a Columbia College Chicago student. I will study and graduate, earning my bachelors degree in Communication at Columbia College
Chicago. I will use the experience and connections I obtain through the internships mentioned in order to apply to jobs in the public relations field. However, before applying to said jobs, I will work on a cohesive, detailed resume and portfolio, which will be imperative when sending said applications. While having a set interest in fashion, I will not close myself off to other opportunities in different fields of public relations, as I believe opening yourself to certain experiences from can be beneficial. I will move to New York City, as it is one of my favorite cities in the world and a place with many PR opportunities. Finally, I will commit to applying myself to my career and provide focus, as well as energy and interest, to the field of public relations in general.
My portfolium account: https://portfolium.com/PaulaLima
● Graduating from Columbia College Chicago - December 2019
● Internship - December 2018 / January 2019
● Internship - May 2019
● Internship - August 2019
● New York move - December 2019 / January 2020
Madison Thornton
Going into Columbia College Chicago, I knew I wanted a career working with the public and people around me. I started Columbia as a broadcast television multimedia journalism major but after a year, I decided that style was not for me. Since the start of Sophomore year, I have switched to a communications major. Taking multiple public relations classes, I have a strong interest in that career path. I will finish my education at Columbia College Chicago with a
Bachelors of Arts in the communication’s field with a potential minor in public relations. While at Columbia, I will study PR in Madrid through one of the programs along with the Semester in
LA program to test out if I would rather continue my career elsewhere. After Columbia, I will proceed with my education to attend for my masters degree in business. As I continue with my education, I will be participating in a variety of internships, some through Columbia while others through my own finding. I want to dip my toes into various types of companies to see which ones I want to work with most. I will find a career that I absolutely love working with/for and that benefits the public in the best way. I will decide on either staying in my home state, Chicago or moving to a larger city. I love the city life and I want to pursue a career in that environment until I start a family. I commit to dedicating my time and energy in a career in Public Relations and will take all of the necessary steps to being successful in that field.
My portfolium account https://portfolium.com/MadisonThornto1
● Graduate Columbia College Chicago with a bachelor's degree in 2021
● Madrid program summer 2019
● Internship summer during Columbia 2019
● Internship summer during Columbia 2020
● Semester in LA spring 2021
● Masters Degree at a local college 2023
● Stay in Chicago or moving to Los Angeles
● Find a job that I love in Public Relations 2024 References Forbes. (2017, April 7). A Communicator's Portfolio Isn't Complete Without These Ten Things. www.forbes.com/sites/forbescommunicationscouncil/2017/04/07/a-communicators-portf olio-isnt-complete-without-these-ten-things/#5eb73a941277.
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