After Studying This Chapter, You Will Be Able To

Jobs in Public Relations

OBJECTIVES

After studying this chapter, you will be able to

• discuss specific jobs and related duties within public relations

• explain the differences between public relations managers and public relations technicians

• name the basic areas of employment in public relations

• describe salaries and levels of job satisfaction within public relations

The purpose of this scenario is to lay the groundwork for the material that follows. As noted in Chapter 1, the definition of public relations is widely interpreted and often misunderstood. The same can be said for the duties and responsibilities of public relations practitioners. As done in Chapter 1, this is an opportunity to turn to your students and ask the same question: What do you think your duties will be? If the students have read the chapter, they should, at the very least, be able to speak to some of the more basic aspects of the job. However, it is also an opportunity to talk about the students’ long-term goals and some of the steps they can take to achieve them.

CHAPTER OUTLINE

I Jobs in Public Relations: An Overview

a Resource dependency theory

1 To fulfill their goals, organizations need resources from others.

2 Some of those key resources are not controlled by the organization.

3 To acquire those resources, organizations build productive relationships with the publics that control those resources.

II Public Relations Activities and Duties

a Professor David Dozier has studied the daily duties of practitioners and divided them into two broad categories

1 Public relations managers -- They solve problems, advise other managers, and take responsibility for the success or failure of public relations programs. They are often found in organizations that value employee input and operate in a rapidly changing environment.

2 Public relations technicians -- They are not involved in decision-making. Their role is to prepare communications for public relations plans created by others. They are often found in organizations that operate in stable and predictable environments.

3 It is not always a matter of being a manager or a technician. Some jobs combine elements of both.

According to University of Maryland Professor Shannon Bowen, there are four qualities of the public relations profession that often surprise students in introductory courses: the diversity of duties practitioners face, the amount of management responsibilities they have, the amount of research that is required, and the importance of maintaining relationships.

b A survey of government public relations practitioners in California reported that they spent most of their time doing media relations tasks, including the writing of news releases. Website and online media tasks ranked second, with newsletter writing and production ranked third. (The entire list is on page 31.) Survey respondents reported that their top two job-related challenges were a lack of time and strained communications budgets.

c A 2008 survey of PRSA members yielded similar results, with respondents saying they spent their most time (in order) conducting media relations, writing/editing, marketing communications, and corporate communications. (More details on this survey are on page 32.)

d A 2010 survey conducted by the Institute for Public Relations predicted that the top duties for public relations managers in 2015 will be linking organizational communication strategies to overall organizational goals, decreasing the emphasis on simple publicity. (The entire list starts on page 32.)

e One task rarely mentioned in practitioner surveys is the recording of how they spend their time. Agencies generally bill their services by the hour in quarter-hour increments. Practitioners working under such a system are required to keep scrupulously detailed records of how they spend their time.

Social Media Apps: Social Media Job Duties p. 34

Survey results suggest that while social media are increasingly important in the practice of public relations, traditional media relations skills are still the top priority among potential employers. The top eight skills employers seek are listed, with mainstream media relations at the top of the list. A second survey found that only 4 percent of professionals spend more than half of their time working in social media tactics.

III Where the Jobs Are

a Corporations

1 They offer the most jobs in public relations and the greatest variety of jobs.

2 In most corporations, public relations jobs focus on specific publics:

ii media relations

iii government relations (also known as public affairs)

iv community relations

v business-to-business relations (also known as B2B)

vi consumer relations (also known as marketing communications)

vii investor relations

3 Public relations practitioners play a boundary-spanning role, meaning that they act to preserve good relationships between an organization and its important publics. Sometimes they must act as intersection managers, operating at points where several publics come together simultaneously. b Nonprofit organizations and trade associations

1 In many ways, job duties are similar to those of practitioners working within corporations: employee relations, media relations, government relations, community relations, and marketing communications.

2 Although nonprofit practitioners do not engage in investor relations, they do conduct donor relations, fundraising activities, and (when appropriate) member relations. c Governments

1 Public relations jobs in government can be found at the national, state, and local levels. Political parties and independent agencies also employ public relations practitioners.

2 Government public relations jobs tend to focus upon four key publics:

i voters

ii the media

iii employees

iv special interest groups

18 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. 3 The term public relations is rarely used within government because of its connotation of persuasive communication. Congress has also placed limitations on the use of public funds for public relations purposes. Euphemisms such as “public information” are commonly used. No matter what public relations is called, it ideally focuses on building relationships with important publics.

QuickBreak 2.1 The Values of Successful Employers p. 40

In Built to Last: Successful Habits of Visionary Companies, authors James Collins and Jerry Porras say successful companies have something in common: a set of clear, strongly held companywide values. In examining the long-term success of 20 companies, the authors note, “Yes, they seek profits, but they’re equally guided by a core ideology -- core values and a sense of purpose beyond just making money.” Students entering the profession should consider company values when evaluating job offers.

d Public relations agencies

1 Public relations agencies assist with the public relations activities of other organizations.

2 Practitioners within agencies are often assigned to accounts, or individual clients. An account supervisor manages each account, sometimes with the help of several assistants and communications specialists.

3 Public relations agencies range in size from small shops with only a handful of employees to divisions within advertising and marketing agencies. (See NIB 1.1 on page 12.)

e Independent public relations consultancies

1 Independent public relations consultants are usually one-person agencies, often specializing in certain areas of expertise.

2 Some consultants are generalists, but this means they must be adept at a variety of skills.

3 Consulting’s greatest appeal is also its greatest burden: The consultant, alone, bears the burden of success or failure.

f Beyond the office walls: Postmodern public relations

1 Postmodernism - Resisting conventional wisdom and seeking voices and opinions outside the mainstream.

19 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. 2 Postmodernists point out that public relations transcends the normal workplace. Volunteers and activists also seek to build relationships with publics important to their success. The theory and practice of public relations is not limited to the workplace.

QuickBreak 2.3 Getting That First Job or Internship p. 43

The “dos” and “don’ts” for job and internship applications are listed. The main message is that students seeking a professional career need to represent themselves in a professional manner. Potential employers understand that students or new graduates won’t have years of professional experience. These employers understand the wisdom of hiring for attitude. First-rate résumés, cover letters, and interview skills are the keys to communicating the professional attitude that employers seek.

IV Working Conditions and Salaries

a According to the U.S. Bureau of Labor Statistics, public relations technicians work 35-40 hours per week, while public relations managers tend to work much longer hours. The BLS notes that public relations is a profession that can demand long hours and a high degree of personal commitment.

b According to a University of Georgia study, the median starting salary for 2009 graduates of U.S. journalism and mass communications programs was $30,000.

c In its 2010 annual salary survey, PRWeek noted the median salary for practitioners with less than two years’ experience was $37,000. Men continue to make more than their female counterparts, and corporate practitioners tend to earn more than their counterparts. (More information on the survey is on page 44.)

QuickBreak 2.4 The People in Public Relations p. 47

A recent PRSA study found that 70 percent of respondents were female, 87 percent were white, and 33 percent have a master’s degree. Twenty-six percent work for corporations, 20 percent for agencies, and 17 percent for nonprofit organizations or trade associations. Ten percent work for the government or the military, and 6 percent work as independent consultants. Approximately half of the respondents had an annual salary in the $50,000- $99,999 range. Forty percent worked in organizations with fewer than 100 employees, while 21 percent worked in organizations with 5,000 or more employees.

V The Best Part of Public Relations Jobs

a A PRSA/IABC survey found that salary ranked seventh on a list of important job- satisfaction attributes. Attributes that outranked salary included creative opportunity, access to technology, professional development opportunities, and recognition by colleagues.

20 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. b Recent surveys suggest that overall job satisfaction among public relations practitioners remains high. More than 90 percent would recommend a public relations career to family and friends.

c Fortune rated public relations management as one of its Top 50 jobs. Values Statement 2.1: Public Relations Society of America

With more than 21,000 members organized in more than 100 chapters, PRSA is the world’s largest organization for public relations professionals. It was founded in 1948 and has its headquarters in New York. According to the PRSA website, “The Public Relations Society of America (PRSA) is the nation’s largest community of public relations and communications professionals. We provide training, set standards of excellence and uphold principles of ethics for the global public relations profession. As a leading voice in the industry, we also advocate for greater understanding and adoption of public relations services.”

Source: PRSA website, www.prsa.org QuickCheck Answers

1. What specific duties consume the most time in public relations?

Several studies cited in the textbook name media relations, including the writing of news releases, as the task practitioners spend their most time completing. Marketing communications, corporate communications and community relations were also among the duties most frequently mentioned.

2. How do the job duties of a public relations manager differ from those of a public relations technician?

Public relations managers solve problems, advise other managers, and take responsibility for the success of failure of public relations programs. Public relations technicians are not involved in decision-making. Their role is to prepare communications for public relations plans created by others.

3. Why do public relations practitioners record how they spend their hours?

Agencies and many organizations require practitioners to keep a record of how they spend their hours for financial billing purposes and as a measure of personal performance.

1. What are the five broad areas of employment within public relations?

Corporations, nonprofit organizations and trade associations, governments, public relations agencies, and independent public relations consultancies.

2. What criticism do postmodern theorists sometimes level against descriptions of public relations jobs?

Not all public relations activity occurs within the workplace. Volunteers and activists also engage in public relations activities and manage important relationships.

3. How does the United States Code affect public relations within the U.S. federal government?

It prohibits the use of public funds to pay for a publicity expert unless the funds are specifically appropriated for that purpose. Its major impact has been that government practitioners do not have the term public relations in their job titles. Instead, they are identified by a variety of titles, including public information officer, press secretary, and communications specialist.

1. What is the average annual starting salary for entry-level jobs in public relations?

According to a University of Georgia study of 2009 graduates, the median starting salary for public relations practitioners is $30,000.

2. Do women practitioners earn as much as men practitioners?

According to the annual PR Week salary survey in 2010, the overall median salary for men with five or more years of experience was $40,000 higher than women of comparable experience. A salary gap favoring men also exists for practitioners with less than five years of experience.

3. How many hours per week do public relations managers work?

Most work more than 40 hours per week, including some evenings and weekends.

4. Is salary the most important aspect of a job in public relations?

No. According to the PRSA/IABC survey, salary follows several aspects, including creative opportunity, access to technology, professional development opportunities, and recognition by colleagues.

1. Why do corporations have so many different areas of employment for public relations practitioners?

Corporations rely on successful relationships with many different publics.

2. What evidence, if any, indicates that discrimination may exist in public relations salaries and job duties?

According to the annual PR Week salary survey in 2010, the overall median salary for men with five or more years of experience was $40,000 higher than women of comparable experience. A salary gap favoring men also exists for practitioners with less than five years of experience.

3. What are the attractive elements of a public relations manager’s job? What are the attractive elements of a public relations technician’s job?

Public relations managers usually earn higher salaries, have direct access to management, and influence organizational decision-making. Public relations technicians have fewer responsibilities and focus more upon the preparation of creative communications. Technician jobs are also more accessible to those entering the job market, e.g. college graduates.

4. What do you consider to be the most important element of job satisfaction? How does your answer compare with the findings of national studies?

Individual answers will vary. The PRSA/IABC year 2000 survey found that salary ranked seventh on a list of important job-satisfaction attributes. Attributes that outranked salary included creative opportunity, access to technology, professional development opportunities, and recognition by colleagues.

5. Now that you’ve read this chapter, what is your opinion of the public relations profession? Does it seem to be an attractive career? Why or why not?

Individual answers will vary (though we hope they’re positive). Case Study 2.1 Thumbs Up - Stormy Weather: Eight Months in a Professional’s Life

Eight months in the life of public relations practitioner Carrie Martin of the American Red Cross show the highs and lows of jobs in public relations.

23 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. 1. Red Cross news releases may have helped publicize the organization’s problems. Should the organization have kept silent about its responses to government charges? Why or why not?

Organizations like the Red Cross - ones that rely on government support, private donations, and volunteers - need to be transparent in their relationships with all key publics. That kind of behavior is necessary to maintain credibility, as well as retain support among the key publics. There is also the practical reality: Allegations had been made in public and could not go unanswered.

2. How might Martin have conducted boundary spanning during the response of the Red Cross to government charges?

She could have maintained open lines of communications with key publics, such as Red Cross employees, Red Cross volunteers, donors, government regulations, and the news media. In her boundary-spanning role, Martin would have been expected to listen to the concerns of these key publics as much as she expressed her organization’s views to them.

3. Organizations that rely on volunteers may have difficulty operating on shared values. How might such organizations avoid values clashes with volunteers?

Constant communication between the organization and the volunteers is necessary. Volunteers need to understand the values of the organization, and vice versa. It is not only important that volunteers know what is happening, but why it is happening, too.

4. What were your impressions of disaster relief during Hurricane Katrina? In your opinion, how did the Red Cross and other agencies perform?

Individual responses will vary. However, considering the public’s dissatisfaction with the overall response to Hurricane Katrina, it will not be surprising if it is negative. However, considering the humanitarian mission of the Red Cross and other agencies, it also would not be surprising to find some sympathetic response, as well. Case Study 2.2 Thumbs Down -- A List to Avoid

The annual list of public relations blunders from Fineman Public Relations can supply a variety of anecdotes to enliven lectures.

1. Which of the above public relations blunders is, in your opinion, the worst? Why?

A student’s answer will largely depend on his/her values. Each blunder represents an assault on one or more values and, at the same time, sends an unintended message. For example, when a radio station tried to be humorous by conducting an “Ugliest

24 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. Bride” contest, it sent two unintended messages - that the people at the radio station are mean-spirited and stupid for opening themselves up to a significant lawsuit. Many thought Kanye West’s awards show performance suggested a lack of respect for the audience and his fellow performers.

2. Many of the above gaffes were committed by people not in public relations. How could public relations practitioners within the organizations have prevented those errors?

Public relations practitioners manage relationships between their organization and publics important to that organization’s success. To effectively manage those relationships, practitioners must be sensitive to the needs, concerns, and values of those publics. Ideally, public relations practitioners have the opportunity to intervene before the organization unintentionally offends one or more of those publics. Also, by educating their clients or members of their organizations they represent, public relations practitioners can increase the focus on relationship building.

3. Should the organizations cited respond to their presence on the annual Fineman list? Or should they ignore it?

Unless there is evidence to suggest that Fineman Associates made a factual error, there is probably no benefit in directly responding to the list. A response may serve only to further publicize the blunder. However, the list should not be ignored, either. Cited organizations should recognize an opportunity to take action to repair damaged relationships and ensure that such an error is not repeated. Although these organizations don’t want to be on the list, they should consider their inclusion a wake-up call.

4. Suppose that you’re the head of public relations for each of the above organizations. The terrible event has just happened. Now the reporters are at your door. What do you tell them?

As discussed in other sections of this textbook, it is best to admit one’s mistakes and move quickly to take corrective action. People are far more forgiving of those who admit their mistakes. But requests for forgiveness are not enough. An old saying holds true: Actions speak louder than words. Once you have expressed regret, the best course of action is to fix the problem, show people how you have fixed the problem, ensure that it won’t happen again, and then put the unfortunate episode behind you.

NIB 2.1 -- The Bureau of Labor Statistics, U.S. Department of Labor, publishes projections about the nation’s job market annually. In its Occupational Outlook Handbook, 2010-11 Edition, the BLS said that while employment is expected to increase by 10 percent from 2008 to 2018, the anticipated 15.3 million news jobs “will not be evenly distributed across major industry and occupational groups. Changes in consumer demand, improvements in technology, and many other factors will contribute to the continually changing employment structure of the U.S. economy.” Of particular interest to the readers of this textbook, the BLS reported, “Media and communications occupations will add a substantial number of jobs, led by rapid growth among public relations specialists, who will be needed in greater numbers as firms place a greater emphasis on managing their public image.” The BLS says that biomedical engineering, estimated to grow by 72 percent by 2018, is the fastest growing occupation. It may surprise some of your students to learn that desktop publishing, with an anticipated 23 percent decline by 2018, is cited by BLS as the slowest growing occupation.

Source: Occupational Outlook Handbook, 2010-11 Edition

NIB 2.2 - A study published by the Institute for Public Relations found that while beginning public relations practitioners believe they are ready to take on the challenges that come with their first job, their employers do not necessarily agree. The study shows a wide gap between the young practitioners and their bosses when it came to perceptions of new employee skills and knowledge. “Employers expressed their concerns about new hires’ writing skills in the survey’s open-ended question,” the study’s authors wrote. “More than 70 percent of employers write in writing and editing skills when asked to indicate the areas where they wished their new employees had further skills.” They went on to say “this finding is particularly poignant as many of us mistake the use of the newest technologies and techniques for the most effective way of communication.” The study also said that young practitioners and their employers agreed that there was a need for greater knowledge among entry-level employees of legal issues, research and forecasting, and organizational change and development.

Source: Eunseong Kim and Terri L. Johnson, “Sailing through the Port: Does PR Education Prepare Students for the Profession?” Institute for Public Relations, online: www.instituteforpr.org/research/ Additional Activities

• Have your students describe the qualities that make up “the perfect job.” Have them rank, in order of importance, the things they value in the workplace. Instruct them to include personal considerations (such as the locale in which they would like to live, salary considerations, or type of work) in the mix. As part of the assignment, have them identify in which of the five broad areas of public relations employment they would most like to work.

26 Copyright © 2012, 2009, 2006 Pearson Education, Inc. All Rights Reserved. • Conduct a search of the Internet for public relations job opportunities. Have your students note the different focus of the various organizations.

• Debate what the toughest job in public relations is. Press secretary to the president of the United States? Spokesperson for a tobacco company? Practitioner for a nonprofit organization with limited resources? Investor relations for a multinational corporation? A consultant hustling for clients? In answering this question, students are challenged to break down the profession into its various components. Each student’s personal values will influence his/her answer. For Further Information

Occupational Outlook Handbook 2010-2011, U.S. Bureau of Labor Statistics website (stats.bls.gov)

David Dozier. “The Organizational Roles of Communications and Public Relations Practitioners, “ in Excellence in Public Relations and Communication Management, ed. by James E. Grunig. Hillsdale, N.J. Lawrence Erlbaum. 1992.

Lee B. Becker, Tudor Vlad, ParisDesnoes, and Devora Olin, “2009 Annual Survey of Journalism & Mass Communications Graduates,” online, www.uga.edu/AnnualSurveys.

Fineman PR, online, http://www.finemanpr.com/