pr career guide

8/3/2019 PR Career Guide

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PuBLIC TIONSPROFESSIONALC GUIDE

Published byThe .._ Foundation


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The"-Foundat ion

Dear Public Relations Professional:The PRSA Foundation is pleased to provide you with thePublic Relations Professional Career Guide.The guide represents the research and thinking of senior andexperienced professionals. It will provide you with theframework to identify the skills and knowledge you need toadvance in your career. Moreover, the guide can assist youin analyzing the professional development needs of yourstaff.While part of this guide is related to the Public Relations Bodyof Knowledge, i t can be used as an invaluable stand-aloneplanning too l.We look forward to hearing your comments as you reviewthis document.Best wishes for professional success.~ ~ p 4

Rosalee A. Roberts, APR

Public ReIMion.Soc;; 'ry o j A..... c.f_tion

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A C K N O ~ E D G E M r n N T S PRSA PROFESSIONAL PROGRESSION CuRRICULUM TASK foRCE:

E. W. Brody, Ed. 0 ... Fellow, PRSAThe Resource Group, Inc ., Memphis. TNOadotte A. Cummins,APRCummings &c Company. Baltimore, MD

Francee Palumbo Driscoll. APRRoger Williams MedicalCenter, Provldenct", RJKalman B. Druck. Fellow, PRSA_ """" FL

Annette MulYllny GraebeG&M Industries, Inc., Collinsville.IL

Jim Haynes, APR, ChainnanJim Haynes Communications. Dallas,TXFrank K.Uupa., Ph.D.UniVCf'Sity ofTaas at Austill. Austin, TX

Elaine Falk Katz.I'h.D . Fellow, PRSAUniversity oiSouth florida, Tampa, FLSieve Lee. APRHaJcyon Associates, Inc" Dallas, TXJohn R. Luecke, APRPubUc Relations Couosei, Milwaukee, WI

Leol\4lrd Schodowski. Fellow, PRSAHutzel HospitaL Detroit, MlElizabeth Tidwell. Ph.D., APR, ABCFerris Stale University, Big Rapids, MJ

Joseph V. T r ~ a n . m . Ph.D., APRThe UnivCJ1;ity oiTerulE':SSee at Chattanooga, Chattanooga..1N

~ n n i s Wilcox, Ph.D., Fellow, PRSASan Jose State University, San Jose, CAC 1993 by The PRSA FoundationRasalee' A.Roberts, APR. 1993 Foundation PresideJ1tAl l rights Portion5 p ~ y ropyrighted are U!M.'CI wi th permission of the hokk.'f.The rRSA Foundation

33 Irving PlaceNew York,. N.Y. l00J3-2376212-99S-2230Sinide copies of this gWde l i l t ' available from the rOUnclatioo for ~ O O p ' ~ u s $3.00 postage andhanC\ing lor PR5A members and for $25.00 plus 53.00 postage and han


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CONTENTS!NTRODUcnON

For Public Relations Practitioners .. ....................................... ........... .. ............................... 1For Public Relations Educators ....................................................... , ................................ 1For Public Relations Students .................................................................. ......................... 1For Chapters, Districts and Sections ................................................................................. 2OvERVIEWTechnician .................................... _ ............. .... ........................ .. .... ...... .............................. 3SupE1'Voor .. .. ............................................... , ........................... .. .. ...................................... 4Man.1gct .......... .. .. .. .......................... ......................... ............ .............................................. 4Director ............................ ........................................ ...... ......... .... .................................... .... 4Executive .................................................. ... ................................... , ........................ ........ 4JOB DEsCRIPTIONSEntry-Level Technician ............................... .. .. .................... ............. ................................. 5Tcchnidan 2 .................................. ..... ... .... .... ..... ................, ...... , ......................... , . , ......... 6Supervisor1 ................................ ............. .... .... ...... ....... .................................... ........... ......7

Supervisor2 .............., ..., .. , ............ ........ .. ............ .... .......................... , .................. .......... 9Manager ............................. ........ ................... ..... .. .... ............................... .... .................... ,.10Director ............. , ..............................................................................................................11Executive ......................... ....................................................................................... ... ... ,. 13PROFFSSIONAL DEvELOPMENTEntry-Level Technidall ..... ....................................................................................... ..... . . 15TechnidaIl2 ...... ..................... ............................................................. .... .... ..... ................ .16Supervisor1.......... .... ..... .... .... ................................................................................... ...... ..17Supervisor2 .......... ...., ........ ........................... ..................... , ........................... ... .............. 18Manager ....... .. ................ .. .. .. ....... ........................................................ .. .. .. .... ....... .. ... .. ......19Director ........... ..... .. .. ..... , ......................... ............... .. , .. , ... , ................... ................ ........20

Executive ..................... ............................................... , .. , ....... ........ ..... ....... ..................... 21BoDY OF KNOWLEDGE l.IsTINGSEntry-Level Technician ... ........................................... , ......................, .................. .. .. ...... 23Tcchrticiall 2 ................... ................................................................................................... 2JSUpervisor l .. .......... .. ........................ .. ..... ........................... .. ............................................ 24Supervisor2 ...... .. .................................... ..... ............. ....................................................... 25Mallilger ........ .......... .. ..... .... H ......................................... ............ .. .. . ................................... 26Director ................................... _ .......................... .... ..... .... ....................................... ......... 27Executive ........................................ .. ........ .................... .. .. ............................................... 28

PuBLIC RELATIONS BoDY OF KNOWLEDGEFoundationsolPublk: Reliltiolls ....... .. ........ .................................................................... 29Orgallizationa1 and Manageria lContext ......................... ..... .......................................... 38The Communication aod Relatiollship Co lltcxt ........................................................... .41Public RelatiollS Processes .. .. .. .............. ................ ... .. ......... ._ ..................... ........ ............45flemeIlts and FuIlCtions of Professiollill Practice ............................................ ..............49Contexts for Professional Practice .......................... .. .......................... ....... .................... ,53

C>RGANIZATIONS .......................................... . .............................. 56{)ppoRl1JNITlES ................................. ......................................... 57

ill


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, SUPERVISORI

TECHNICIANThe CareeI guide examines five levels of professional growth-Technician. Supervisor, Manager, Director and Executive, Each of the first twois divided into two sections, for a total of seven levels of professional growth.


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To 'THE PuBLIC RELATIONS PROFESSIONAL CAREER GUIDEThe PRSAFoundationhas produced thisPub-lic Relations Prohs


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FOR CHAITERS, DIsnucrs ANDSecrJoNsPRSA chapters, districts and sectionswill findthecareerguideuscful n plaruUng rontinuingI.'ducation programs .Thcmanbershipofany PRSAchaptcr,districtor geCtion represents the composition of theprofession.. As the following pyramid indi-ClItes, the largest number of practitioners isat

the technician and supervisory leveJs. . Ai istrue in


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OF THE PUBLIC RELATIONS PROFESSIONThiJcareerguid eisbuil tJ.roundl gene-ral.nd TECHNICIANsimplified perspectiveofanindividual'smanagement-oriented pubiic relatioN caree-.Theguidee:xaminesfive levelsof profe58ionalgrowth-Technici.1n.. Supcrviltx, Manager,Directoraro Executive, Each of thefirst twu 15divided into two sections, fora toCiIl Q/ sevenJeveIs of p.ufes&ional growth.

THE NIX OF1M mix 01 .. . 'Irr.I'IfIII lIE i lL II lIS .... " "1M ,,.,,...

entering p u ~ ! i c relations typically be-gm theircal'OC'lS wnllDl_ They wnlearticleslor employee publications and news releases,text for broc:hul\'$, scripts for audiovisual orvideo prnenlations, IetterJ.memosand manyother typesof communkJotion materiillJ. Be-ginning practitioners, lefulled to as Techni-cians in this career guide. AlIa de

vclop skills In data gathering.photography, delign.. !.y-

ou t, desktop publishingand other area!. Afthough acquired early inprofessional growth,these basic slo:illi remainimportant throughout apmctitionc:(s entire ca=,.The Tedmidan level isdivided inlotwop;u1sinthis Prolcssional Clret.TGuide: Entry-LevelTcchnidan and Technidan 2

Persons at the Technician 21evel edUbit ma&-ter)'of an expanded set ofskills and begin to take onreooponsibility forsmallfunctions ratherthanspedfic!asks.Forexamp!e,aT00mician2maybe rcspoI15iblc for interviewing..selectingand IlI'gDtiatingwith suJ>plicn, coordinating project budgetsand schedules, o r planning and implementIngspedal evcnt3.


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SUPERVISORlluildinRon thelt'Chnicalandcmftskillsa::quiralOIl the Technician pt.MIj!i. "O'S enteringlevel begin 10 develop and. employ theskillsand knowIedgerequuw tosuper"ise P' ...... s and pubticatIons.. llw5e!kills indude ~ t i o n a 1 and penuiISio.'(' abilities,wltich.IikeTeduUdanskiIl5.areooededthroughout an individual's 0lIl'ft".Uke the TirluUdan Je,.-ds,Supt.T'isorin ttus guide iI divided Into twopartE Supervisor I andSupervi-Pr.lctitioners at the Supervisor 1 level lire........y""""""'kfor supervising 5laffactivities, planningand coord inatingwork flow .preparingbudgets, writing andimplementing vAriouS .action plans, working with the media, interpreting polidesand procedures, staff trainingand reporting busine!J,S Z"CSult5.At theSupervU2 ~ - d practitkn:.'l"5areoftcn_ .. """""'" d"""""" . . . . . . . .: r ' m t : r T l : . 8 p n ' J l I l r i r f ; a O O ~ d q : t a r t ................. b u d ~ ~ _ w i l h N g I w m.ll"1ilg\'l"OC'l"Lt. supelVlSing entire progToiIl15 anddevdoping forw:casts.

MANAGERWhen the p.oftssiONl advances to Managt'l".yet another set 01 skilh and knowledge be-comes imp:wtlnt. At this Ieo.'el. inlt.. pasoilaloommuniciltions. ~ l , problem-sotvlog.. counse ling and leochingabililiespre typi-cally important than craft and technicalskills..MoInagersareoftctl responsible foral!aspectsof an entire departmen t, including planning.organizing. directing and motivating staff,budgeting. prub!em-!lOlving and problem-identification. Mallo'genlmu->t beabieto "seU"p.ograms, both inside the department and In

other areas of the OfgiInization. They oltcnconduct meetings and make presentatkw ors p e e c h e s a n ~ s i t w t i o n s a n d d ~ 1 o p plaT\'!of action,

DIREcrORAt the Directorlevel prnfe&ionaIsoltenattainpositions as oomp.my officcrIi and bome

ExECUTIVE

involved inthedesignandimplementation of re-5eilrch program5,5tr'.ltegicplanning, and governmentalandpoblil::alactionor ...ococyprograms.Di-reclo rs often piOln reSpoMeS toevolving issuesand develop organizational policies. in add itionto directing the efforts ofmanagers and their departments.

At the Executive level, the publ ic relationsprofessional applies all of the skills previously acquired: However, the. !!COpe of. re-sponsibility expands to the Imtlre organlUltion and beyond. At this level leadership i ,important,as theper.iOll is more respons iblefor directing. motivating and rewarding theperformance of others, than fo r person.lly


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FOFt! Ul'ULRELATIONS PROFESSIONAISThis section oontains job descriptions fur public re lations positions that are typical in corporations, agencies, non-profit organlzatlons and trade/professional aS6OCi.1tions throughout theUnited Statts.Responsibilities for each job title vary widely from organization to organization. from industry10 industry,and from one typeoforganiution (i .e., corporation, non-profil organization. publi


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TECHNICIAN 2GENERAL REsroNSlBILITIES:Gathers and disseminates information to pcr-suadeand/orsolicit feedbilck. Mayd irect theactivities ofcntty-ieveilechnicianbl Abilitiesneeded include ~ d v a J l ( ' e d lochnicat ~ n d craftskills.

T'rn.Es AND JOB DIlSCRIYIlONS:Publ ic Affairs SpedalistMonitors governmentregu1a.tions arod legislation affecting the organi-7.ation and provides information to employeesand shareholdersonpending legislation and regula -tion.Audiovisual Sped.lJll;1Plans and produces videotape and multimedia presentations intended roronvcyspt.clicmessages to precisely defined ronstituendes.Media Relations S p ~ l i s5ervesastheoq;anization'sdirect.day-tcKIayoontaCl'withnewsmedia representatives. Maywrite news Il,!ieases,set upmediaoonferenct'S,suggest story ideas 10 medja personnel andcoach c>rccutives prior to media interviews.Publk InIonmtion Specialist1be term ~ p u b l i c information" is used morefrequently in non-profit and governmentalorganizations. Responsibilitics[Of those holding this title varywidely from organization toorganization. Public information specialistsmay write news releases, articles for publications.copy fOl'brochures, and spceches;setupmedia conferences; and provide other sevices as assigned.Publkations EditorHas responsibility for producing one or morenewsletters, magazines and/or special publi-

cations. Coordinates elCpense'l, design, content, photography. illustrations, layout andprinting, sometimes with the help of an assistant editor. Often writes some or all conteflt.Video EdiiorlProducerProducesone or Il"YJI"e videomagazines and/or special video productions. Coordinatesb u d g e t . ~ , r o n c e p t d e o . ' e l o p m e n t , s c r i p t writing. tilping. editing and other aspects ofproduction.Research Special is tGathers information needed by writers, editors and other staff members. Sourct'S for infor-mation may be li

brorics,on-linedatabases. publications, associationsanciresearchorganizations. May

~ a c t i v i t i e : s of research assistant{s) and /or research firms.Special Events Coordinatorn s ~ n d directspromotionalevt'lltsdesigncd

to attract attention to the o ~ t i o n or ilSproduct8.Specialt'\'etlts includeannualmeetings of shareholders, exhibits, fairs, tradeshows, luncheons, receptiOI\5, tow"s,seminars.conferences and othe!" activities.Issues An;dyslGalhen> information on political. economicand.social trends that may aIItd. the futureofthe organization and its products; preparesreports on trends. May make projcrtions.

OrnERTI"JU:S:Typical titles in public relations and advertising agencies:

k;/;istant A("OOill\i Ex(.'(UtiveAccolU\1 Executive5peda1 Events CoordinatorPublk Relations Consultant


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SUPERVISOR 1GENERAL RESPONSTBILlTIF.S :Manages projts and functionalwUb. The supervisor continues to utilizeRchnlcai and craft skillsbut alsoapplies in terJ ' I I : ' I ' S O I 1 . \ ~ ro" ...:ptua l, problem-soJving. consulting and leaching skills. Necessary mantgemenl skills include planning. budgeting.~ u I i n g , organizing,lcading and control-

TInEs AND }08 DEsc:JupnONS:Public Relations Sup ervisorSupervi'ies projects and personnel in a func-tional unit of the department. Such unitstypically include in-vestorRelations,Pub-&cations,CommunityRelations and Ml'diaRelations. Generally,the Iargertheorganiul.lion. themorespcdalizedthe functional units berome. Administmtiofl and / or Per50lUlel arefunctional units in some larger organlz.1tions.Publk Infol"DUltion Supervisor1he tenn "public infol'Jlmtionw is used morefrequently in non-profit and governmentalorganizations. Responsibilities forthose holding tit,le vary ~ d e l y from organization toorgaruzation. Ptibllc Information Supervisorsusually sUiX""'isI! staff members who writeand distribute news releaS'S, articles lor publications, a:PY for brochures, and speeches;l I e t meclia ronfcrcnccs; and provide other""""",

AudiovisuAl Supervisor5 u ~ staff members who plan and pr0-duce vkleotapeandmultimedlapresentatiOllSintendoo to convey specific me:ssager. to pre-cisely defined col1!itituencics.Public Affairs SupervisorSupervises personnel who monib;)r government regulations and legislationaffecting theorganization and provideinformatlon to em~ l o y e c s and s h a ~ h o d e r s 011 pending IcgisLlbon and regulaliOl\. May provkle support topolitical actiOll committee(s}which rommuoicate with legislators and government offi-cials to influence legislation and regulationMedia RelatiOl\5 SupervisorSupervises personnel responsible for day-roday contact with newspaper, magazine, ra-dio, television, trade press

and other news medi3representatives.Publieation5SupervisorSuperW;es editorsresponsible for pnxfuong one or more news

letters, magazines and special publications.Coordinatesplanning.budgetsand contentofpublications.Senior Editorlnsomeorganizations, IheScniorEditor tuncsimilarly to the Publications Supervisorm other organizations. In smaller organizations, the title "Senior Editor" is awarded fortenure and excellence when the person holding the title has few or no staff members toO ~ ,

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Research Coord inatorCoordinates secondary information gatheringand / o rsurveyandotheroriginal research.In larger organi74Itions, the per.;on in this flD'sition coordinates the gathering of infonnalion needed in management decision-makingas well as in publkations, audiovisual presen-tatKlns and speeches.Investor Relations SupervisorCommunicates therompa llYS finandal malters to investOl"j, stodbrokers and financialanalysts. Works with accounting /f inancialpersonnci to prepare ,,:pot Is aocl news rc-

leases 01\ quarterly and annUlI] finanrial I1"-suIts. Insome organizations, Ihcpcrson n hispu>ilion communicatesdinxtlyand regularlywith brokers and analysts.

On!ER 1'ITI.e;,Typkal titles in publicre1ations and advertising agencitos:

Senior Acrount ExecutivePublic Re lations SupervisorClient Servirei Supervisor

EXECUTIVE

JOB DtiscRIPnONS


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SUPERVISOR 2GENERAL REsPONSmILITIES:Supervises organizatiOThl! units. Requiredskill;; include planning. budgeting. schedul-i n g . o r g a ~ i n g . l e a d i n g . c o n t r o l l i n g a n d prob~ s o l v m g .

Tnu:s AND JOB DESCRIPTIONS:SupeIVisor of Public Relations

oversee employee contributions to politicalactinnmmmittlri.'1t whichcommunicalewithlegislators and government oftidals to influence Jegisbtion and regulation.Supervisor of Media RelationsSupervises the organi.zation's direct, day-today contact with newspaper, magazine, rodio, television. trade press and other newsmedia representatives. Coordinates the writing of news releases and efforts to organizemedia oonfernces, b""Uggests story ideas tomedia personnel,andcoachesexecutivespriorto media interviews.Supervisorof PublicationsSupervises all activitiesand personnel relatedto the production of one ormore newsletters,magazines and/or special

SUPERVISOR

publications, including planning,budgeting, content of publica-tions and pho-tography.Supervisor of PublicInformationResponsibilities for those holding this titleViII)' widely from organization to organization. Duties include supervising staff memIl'Sponsible for media relations activities.In some organizations, internal communications and publications report to this position.Supervisor of Audiovisual ProgramsSupervises all activities and personnelinvolved in planning and pnxiudng videotape and multimedia presentations intendedto convey specifk messages to a preciselydefinOO aJIlStituencies.Supervisorof Public AffairsSupervises all activities related to monitoring~ m m e n t reguliltlons and legislation af-. g the organization and proViding infor-mation to crnployccs and shareholders onpending legislation and regu1ation. Mayalso

Supervisor of ResearchSupervises all activities reJatt.'d. to the gathering of information needed in managementdecision-maki"lg. as well as in the productionofpublications.audiovisuaJ presentationsandspeeches.Supervisor of Investor RelationsSupervises all activities related to communi-cating the company's fmancial matters to in-vestors, stock brokers and financial analysts.

OrHER TrrrES:Typical titles in public relations and adverti...ing agencies:

Account S.1pervisorManager of Public Relatiuns


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MANAGERGENERAL REsPONSIBILITIES:Responsible for dcpartmcnlal operat ions andfor oonstituency and issues trend analysis.Necessary skills include planning.. organizing, leading, controlling, evaluating, problem90Iving and oonsulting.

Community Relations MutagerManages public relations acti\ities related tothe locations where the organization has amajor presence. This includes the city wherethe organization is headquartered as well iISlocationsof regional l district offices,distribution and manufacturing facilities. In corponltioN, this function generally includes liaisonwith local news media, lhemanagement ofthccompany'soorporalc contributions program,and planning and conducting major spccinlTrru:s AND JOB DEsCRIPTIONS: events.

Manager of Inlenul Commun ic.a tions Manager of ResearchTheperson inthispositionmanages all "mass" Rcsp:msihle formanagingaUactivities relatedoonununications with employees. The rune- to the gathering of inform.'lOOn needed intionoftenincludesperiodi- _____ "!!: management decision-cal publications (newslct- making. as wcllas inters,magazines), videopm. the product ion ofgnutlS, speeches lind sJX'" publications, audil>-cialired materialsde5igned visual presentationsIorommunicatewilhemploy- Qnd speeches.ees. MaNger of Audiovisual CommunicationsManager of Member Relations Managesall acti\'itiesand personnel involvedT h i s t i t l c i s u s e d i n ~ p o r g a n i 7 . a l i o n s in planning aM producing videotape andsuch asassodationsandsocieties,wheremem- multimedia prt'SCflbrions intended toamveybets arc a spcciall'Oll&lituency and are as specific messages to a precise.ly defined con-important customers or shareholders in stituency.other types of organizations. The functionusuaUy includes responsibility for newslet- Issues Managertets, magazines, is sues papers, the Manages the function responsible for gather-organizalion'sannualreport,audiovisualpre- ing information on political, economic andscntations,and (sometimes) special materials soda! trends that may affect the future of therelated to theorganizalion'sannual member- organization and its products. TIle functionship conference. may be staffed , or services may be providedManager of Investor R('lations by outside SOUl"Cl'S.Manages activities related lorommunicatingthe company's financial matk'rs 10 investor.;,stock brokers and financial analysis.Manager of Marketing CommunicationsManagesthepreparationofmarketing-relatedoommunications materials, public relationsand promotiON. In consumer product organWltiOns, marketing activities may dominatethe public relations functio", and corporatepublic relations may serve primarily in thearea of investor relations.

Orn:ER 1'rn.Es:Typical titles in publicrelalions and advertising agencies;Director of Public RelationsDirector of Acrounl ServicesIn management oonsulting firms;Director of Communication ServicesDirector of Media Relations

Jo. OEscaI:rTIOJII S


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DlREcrORGENERAL REsPONS IBILITIES:Responsible for constituency and issue trendlIIaIysis and for communication and opera-tionalplanning at departmental level,. indudingpianning..organizing..JMding.amtrolling..eViluating and problem solving.

1in.Es AND JOB DESCRIPl10NS:Dirtttor of Public Rclatio nsIPublic Affairs'This title often isheld by persons in small non-pofilorganizations. In brgcr ~ t i o n s , this person d irects theIIIaffs responsible for reoaool5hips with exter-nal ~ t i t u e n c i e s . OfRrI. the Directorof Public Relations/Public Af-fairs also is responsible for in-lemal conununications programs and gov-ernmental affairs..Director of Corpor .. Reho lionsThistitJeis notoommonbuts0mctime5 isusedfortheposition describedaboveas DirectorofP\IbUc Relations. When the corporate rela-tions title is used, it may encompass relation-ship


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Senior Vice Pre!lident, Public ReloltionslPlIblic Af{olUsThe title "'SeniorVice Presidl5lt'" generally isreserved for a very few positions in the organization. It indicates a high degree of respectandauthority in theorganization and when!tisapplied tothepubUcreJaUons/ publicaffairsfunction, it indiGllcs thai the Org


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ExEClITIVE1hl.ES AND JOB DEscJu:moNS:Iaponsib\e for OV6'a liorganilationalleaderthip and mo1J\agement. including developinglheorganizational vision. corporate mission,.Itrateglc objectives, annual goals, entetPI iscwide strategies, policies and systems..OWnnm0fIel this position and thai oiChiefExecutiveOfficerare held by one person. The Ch.1innanat he Board is responsible for composition ofIhe ocganization's Board01 Directors and its comolilltes. The Chairman,

live Director, and theelededofficial holds thetiUe of President. When there is noCEO, thePresident (o r Executive Director) is ultimatelyresponsible for all public relations and communicationsof the o r g a n i z a ~ the responsibility is shared when there is a CEO.Executive Vice PresidentIn some organizations, there is one ExecutiveVI("ePresident; i n o t ~ thereareseveraL Theperson in this position isgivensenior manage-mentl15ponsibilities for spec:ificareas, such asHuman Resourcesand Public Relations/Public Affairs. The EVP generally SCfVe5 as a

- ledbyastaffinlargerOfg4Ini1;(l tions, recru itsmembers of the board, estab EXECUTIVEmember of the managementrummittee or round!. VicePresidentsand l or SeniorVicePresidents for PublkRclationsand other functional areaswill

Iiihes agendas for board meetings and ronda:::tsthemeetings. TheOiairmanoftenspeaksfar theorganization on specific issues and lorIIDIpedficconstituenc:ies. WiththeChainnan's~ n r e , the Bo.1rd of Directors hires/firesIt.eOUef Executive OffICer (and, usually, thePi .dent) and establishes thestrategic frame-won; within which the organization operates.Chid Executive Officer1he0Uef Executive Offu:er(CEO) is respon. . . . rot canying out the directives of theBoard of Directors. The CEO has final autho ...iIy in aU matters related to the finaoong andcpen.tionoltheorganizat:ion. II isnot UJ\COlJ\.- . . . for the chid Executive Officer to also"W the title of President. Usually. all senioroI6oei 5of the organiMtion report to the Presielmt and/or CEO. The CEO (and/or thePresident) is ultimately responsible for allpubtic relations and conununications.Pftsidenl

title of President is often combined withtbatofOUefExecutive Officer. Inassociations..t omeotherorganiza tions. it iscrmunon toIIBign the title of President 10 the senior staffpto90". whilelheelected official is designatcd. . OIainnan. In other organizations, the.mer staff membt.'f holds the title of Execu-

report to the person in thisposition.Senior Vice Prt'!lident. Public: Rclat ion! lPublic: AffairsAll c:onstituency relations and governmentalaffairs functions report to the Senior VicePresident,. as does the Vice President for Public ReIiltions/ PubUc Affairs.Executive DirectorThis title iscommon forthe seniorstaffpersonin nonprofit organizatiol\So--6peda1ly thoseat the local and state levels. (Sec President,above.)On 'IER 1hu:s:Typk:al titles in public relations and advertis-ing agencies:

Ouinnm0UefExecutive OfficerPresidentExerutive Vice President

In management consulting firms:PartnerSenior Partner

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In thissection,each of the!le'."eIllcvclsof public relations professional deve10pment i.s examinedin more detail. For each level, typical pb dUes are present! with common responsibilities.More important, the skills and knowlooge usually required al each level are listed.

USING nns SECnON FOR PERsoNAL AsSESSMENTt. Determine your current level withinthe organization for which you work

by examining both the tille5 and theskills and know1edb't;! needed at eachlevel. Remember tho1! public relationsstaffs in brgerorganizations are morespecialized. In smallerof'g;mi7anons,each publkrclationsstaffmember hasa brooder range 01 respoosibilities.Smaller organizations often assigntitlcssuch as "Director of Public Relat i o n s ~ that maynot represent the leveloE experiencto necessary for the sametitle in a laf'81!l' organization.

2. ExaminethcskiUsandknow1edgcl ist-ings for your CI.1l'TeJ\I career level.Assess your CUIY=! a)mpetcncy ineachbyassigningyourseUa sooreofl-10 (with 10 representing " o u t s l a n d ~ ing") for each.

3. After completing 112, you will have abetter UIldcrstanding of what skillsand knowledgeyou need toilOluireorimprove to pcrIonn your pre:;ent jobasoompetentlyas possible. 5lolect twoor three which you belil'Vl,' are mostimportant, and con


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ENTRY-LEVELTECHNICIAN:lYPICAL TITLES:Arti>tAssistant/Associate EditorPhotographerResearch AssistantVideoTl'clmidanWriterUSUAL RFSPON5IBIUTIFS FOR PERSONS AT m rs LEVEL:Using technical and craft skills to dis!:;eminate Wotm.1tion, persuade, gather data or solicitfeedback.SKILLS &. KNOWLEDGE lY r iCAllY REQUIREDATmrs LEVEL:ror- * t"", nmJ:)IQIl' rompd"""Y f i l l . "",Ie from / lO .. . .... I _Poor, A " " " ' ~ QIId Jo.Out./alldhrg:__ Cilt:hering information: fact-finding; interview ing_ Writ ing new'S rclea!;es__ Writing news/ feahlrc articles__Writing fOf brochtlIl"S__ Writing scripts__ Writingspeechcs_ Writing memos and 1etters__ Using word p, ,:n::J6lng programs__ Doing publication layout__ Using desktop publishing__ Supplying photography for publications__ Producing video programs__ Assisting wi th mcd ia toun;, conferences_ Editing, fitting copy__ Using;wmputer dataoose programs_ _ Assisting with researm__ Preparing infuI'1l'lation for variousmedii!

PROFESSIONAL DEvnoPM8l


21/27"

TECHNICIAN 21YPICAL TITLES,Audiovisual SpecialistIssues Ana lystMedia Relations SpecialistPolitical Action SpecialistPublic Infonnation SpectalistPublications EditorResearch SpecialistSpecial Events CoordinatorVideo Editor

TECHNICIAN

USUAL RESPONSmlUTIES AT THIS LEVELUsing technical and craft skills to disseminate information, persuade, g.lther data or solicitfeedback.

SKILLS & KNOWLEDGE 1YPICALLY REQUIRED AT THIS LEva ,For tfld! item, "' ... .1'0'" competmcy "" ~ S C I J ~ frr!m 1-111 w/Im! J Poor, 5_AvtI'IIgt'and W_Ow tsu",ding:__ Writing for employee publications__ Editing, selecting .:ontcnt for publications__ Coordinating production schedules__ Coordinating feedback programs__ Using computer graphics programs__ Editing videotape, multimedia presentations__ Analyzing. selecting charmels for communication__ nterviewing, selecting suppliers__ Negotiating with suppliers__ Designing audiovisual presentations__ Preparing projectbudgets__ Controlling pmject ('()Sts__ Planning, implementing special events__ dentifying and tracking issues__ Conducting research__ obbying support__ Contacting media representatives__ Writing proposals fo r projects__ Writing reports__ Detennining. analyzing constituencies__ Preparing. using public service announcements (PSAs)

PROFESSIONAI. D ~ \ l E l . O P " " l


22/27

SUPERVISOR 11YPlCAL TITLES,Audiovisual SupervisorInve5tor Relations SupervisorMedia Relations SupervisorMedia Supervi50rPublic Affairs SupervisorPublic Wonnation SupervisorPublic Relations SupervisorPublications SupervisorResearch CoordinatorSenior EditorUSUAL RESPONSIBJLl11ESAT 1HIS LEVEL:Usingsupervisury skills to plan, schcdllk!, budget,mganize.1ead. control and problem solveforprojeds.SKILLS & KNOWLEDGE TYPICALLY REQUIRED AT THIS LEVE["F", mdt . . . lk JOU ' wo ",..krtey C'" salt r"'" 1 10 ~ 1 t T I ' 1=Poor, " " " g < " " "" lo-o..ISlIIndi"S:__ Supervising staff activities__ Supervising publications-1J


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SUPERVISOR 2lYrICAL TITLES,Supervisor of AudJoviswll'rogJamsSopt.'l'Visor of Investor RelationsSupervisor of Media RcL,tionsSupervi!KIr of PublicAflainlSupervisor of Public lnformationS u o f P u b l i R e J a t i o n s Supervisor of PublicationsSupervisor of ResearchUSUAL RESPONSIBlU IlI'S AT THIS LEva,Using supervisory skills to plan. schedule,budget. organize, leOO, controland problem solve forprojtm.SKILLS & KNOWLEDGE lYrICALLY REQUIRED AT THIS LEVELf flr nidi i/rm, " lnk)'Ollr wmpdmq 011 Q .... < from 1-10 ,,"",", l 5"",,",,",.!"""" lo..o..lSiImdi",:__ Reconciling different151UJlOl\g staff members__ Planning and conducting conferences__ Preparing departmental plans__ Preparing departmental budgets_ Supervising personnel__ nteracting with higher m .magement_ Monitoring.. measuring results__ DetermIning work flow_ Designing communication materials__ Ncgoti.1ting with suprliers_ P1anning promotiona activities__ Planning. managing specia l even ts__ Analp.ing resean:h data_ Managing corporate identification programs__ Coordinating publicity programs__ Solving problems, making recommendations__ Deoligning investor relations programs__ Developing communication and message strategies__ Presenting to groups__ Supervising 10bbying activities_ _ Mediating between media and organizational repi a:ntatives__ Developing environmental forecasts

PaoFES51ONAL DllvI lLOPMENT


24/27

MANAGERTYPICAL TITLES:IssuesManagerMln.1.ger of Audiovisual CommunicationsManager of Community RelationsManager of Corporate CommunimtionsManager oflntemal CommunicationsManager of Investor RelationsManager of Marketing CommunicationsManager of Media RelatioNManager of Member RelationsManager ofPublic Relations/ Publ ic InformationManager of Publica tionsManager of ResearchUSUAL RESPONSmlLfI1ES ATTHIS LEVEL:Using advann"d skills to provide constituency and issue trend analysis;dCpilrtmcntal manage-ment, includingplanning, organizing, budge ting, leading. controlling. evil]u.1ting and problemsolving.SKILLS & KNOWLEDGE TYPICALLY REQUIRED ATTHIS LEVEL:f or tllCh i/""" nmt)'INr rumprtmcy OIl sao '" rom 1-10 "",-", I .Poor, . . . . , . g t mrd IQ.Out$U"";n,r.__ Managing I'CSCiIrm projects__ MaoaginS internal communications_ _ Managing media relations__ Managing cxtemaI. communications_ _ Developing strategies for actions_ _ Writing obp:tives__ Reviewing p r o ~ and plans_Analyzing proposed budgets__ Selling pUbl ic relations programs to internal/ external clients__ Presenting to groups__ Managing speakers bureaus_ _ C o n d ~ staff oonfcrcnces_ _ Giving ia interviews__ ntl'l'Vlewing, selecting personnel__ Training staff members__ Coordin.,ting the 'Nriting of public relations plans__ Measuring results_ _ Directing contributions prog11l1T\S_ Supporting marketing with public relations activities_ _ Selecting. preparing spokespersons__ Supporting fundraising with public relations activities

PltOFESSIO NAl. O e V [ W r ~ ' ; ' f f "


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DIRECTOR1YPICAL TITLES,Director of Corporate CommunicationsDirector of Corporate RelationsDirector of Public AffairsDirector of Public RelationsVice President, CorporalI' CommunicationsVice President, Corporate RelationsVice President , Internal CommunicationsVice President, Public AffairsVice President, Public Relations/ Public Infonnation

DIRECTOR

USUAL RESPONSlBILITlF5 AT THIS LEVEL,Using advanced skills to provide amstituency and issue trend analysis; departmental rrmnage-menl, including planning. organizing. budgeting, leading. controlling. evaluating and problemsolving.SKILLS & KNOWLEDGE 1YPICALLY REQUIRED AT THIS LEVEL,Far rach iImr, T.nk your romp&nC!J 1m . ""Ie rom 1-10 U, , " , I. Poor, 5_A""",8' ."Ii l (J..OuIlJ/mtd;ng:__ Designing, directing research programs__ Directing external public relations programs__ Developing organizational policies__ Consulting with internal/external clients__ Providing strategic planning__ Pl.:lnlling responses to evolving issues__ Reportingon public relations' effectiveness__ Managing organizational development__ Directing government, regulatory affairs, legislative monitoring__ Developing political action, advocacy programs_ _ Planning institutional and issue advertising__ Directing staffand budgets

p l . " " l " ~ staff tralnin-- - " - ~ g__Hiring and developing personnel__ Serving as the "conscience" of the organization_ _ Managing oommunity relations programs__ nteracting with other directors__ Understanding relevant laws, regulations__ Supporting voJuntccnsm

PROFESSJONAL DEVEWPMENT


26/27

EXECUTIVETYPICAL TITLESCl>;illmanOUef ExecutiveOfficer""'"""",Executive Vice PresidentSenior Vice President for Public AffairsSenior Vice President for Public RelationsSenior Vicc President for HumanExecutive DiK'ctOrUSUAL RESPONSIBILfJlES AT THIS LEVEL

EXECUTIVE

Using organb:ationaJ leadership and management skills to develop the organizational vision.corporate mission, strategic objectives, annual goals, businesses, brood strategies, policies andsystems.SKILLS & KNOWLEDGE 1YPICALLY REQUIRED ATTHIS LEVEL:ror tud: iInn. nmk yooorromprtmcy.".' n it""'" 11(1 wItar I_Poor,S-..wmw ~ n d Jo-o..lsl


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SUPERVISOR

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