copyright © allyn & bacon 2000 jobs in public relations chapter 2 public relations: a...
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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
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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
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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.
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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.
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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.
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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.
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Primary Public Relations Tasks:Primary Public Relations Tasks:
• WritingWriting
• Managing staffManaging staff
• Counseling an organization’s leadersCounseling an organization’s leaders
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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
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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
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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).
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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
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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