Copyright © Allyn & Bacon 2000 Jobs in Public Relations Chapter 2 Public Relations: A Values-Driven Approach This multimedia product and its contents are

Copyright © Allyn & Bacon 2000Copyright © Allyn & Bacon 2000

Jobs inJobs inPublic RelationsPublic Relations

Chapter 2Chapter 2

Public Relations:Public Relations:

A Values-Driven ApproachA Values-Driven Approach

This multimedia product and its contents are protected under copyright law. The following are prohibited This multimedia product and its contents are protected under copyright law. The following are prohibited by law: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.


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.


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

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


Independent Consultancies:Independent Consultancies:

• Sometimes specialists.Sometimes specialists.

• Sometimes generalists.Sometimes generalists.

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


Primary Public Relations Tasks:Primary Public Relations Tasks:

• WritingWriting

• Managing staffManaging staff

• Counseling an organization’s leadersCounseling an organization’s leaders


Dozier’s Public Relations Duties:Dozier’s Public Relations Duties:

• Public relations managersPublic relations managers

• Public relations techniciansPublic relations technicians

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


Top Time-Consuming Tasks:Top Time-Consuming Tasks:

1.1. Media relationsMedia relations

2.2. Marketing communicationsMarketing communications

3.3. Reputation maintenanceReputation maintenance

4.4. PlanningPlanning

5.5. Special events managementSpecial events management


Salaries:Salaries:

• $22,253 average starting salary (National $22,253 average starting salary (National Association of Colleges and Employers).Association of Colleges and Employers).

• Starting salaries can range from $18,500 Starting salaries can range from $18,500 to $40,000.to $40,000.

• $45,000 average salary (PRSA members).$45,000 average salary (PRSA members).


Why Workers Took Their Jobs:Why Workers Took Their Jobs:

1.1. Open communicationOpen communication

2.2. Effect on family/personal lifeEffect on family/personal life

3.3. Nature of the workNature of the work

16.16. Salary/wagesSalary/wages


How Workers Define Success:How Workers Define Success:

1.1. Personal satisfaction of doing a good Personal satisfaction of doing a good jobjob

2.2. Respect and recognition from othersRespect and recognition from others

3.3. Job/career advancementJob/career advancement

4.4. Making a good incomeMaking a good income

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Copyright © Allyn & Bacon 2000 Jobs in Public Relations Chapter 2 Public Relations: A Values-Driven Approach This multimedia product and its contents are