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20-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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20-2Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
These days, you must network in social media to
land your first career position in public relations.
The Internet is changing everything, including the
internship/entry-level job search.
Finding a job is probably the most formidable taskthat you face as an entry-level communicator.
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Traditionally, public relations jobs were the first to go whentimes got tough. Now, this is not as true.
Smart organizations understand the importance of candidand transparent communications.
CEOs need to consider once-great companies laid to wasteby leaders who refused to level with the public.
As Ivy Lee said 100 years ago, The public must beinformed.
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20-4Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Get serious about it and follow these steps:
1. Consider what interests you, and start early.
2. Get a name.
3. Dispatch a personal letter.4. Call.
5. Prepare an elevator speech.
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20-5Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Most often, it is your responsibility to control the
meeting agenda.
Walk in with a game plan and a script. Be sure to:
1. Take charge.2. Lead with your knowledge and strength.3. Indicate what youll add to the mix.4. Get more names.5. Follow up.
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20-6Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Career advancement is not a
straight, upward line. Every
career takes twists and turns.
You must gain experience ineach of the fields major skill
areas.
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20-7Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
A typical corporate career path:
1. Entry-level professional
2. Professional manager
3. Senior professional director
4. Senior professional vice president
For details on each of these positions, see p. 405 ofyour textbook.
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Based on research, the seven keys to a successful publicrelations career are:
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness7. Intangibles
Lets take a look at each one of these
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1. Diversity of experience
Focusing on one specialty throughout a career is
counterproductive. Diversify and take some risks.
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2. PerformanceSuccessful public relations executives must deliver results.This involves:
solving problems meeting goals providing counsel
Performance also involves being creative, taking risks, and attimes challenging top managers.
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3. Communications skillsHighly honed technical communications skills areimperative. These include:
writing
design
production of sophisticated materials
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3. Communications skills, cont.These skills must be evident at every level of your career:
Entry level: technical skills of writing, editing and design.
Second level: more analytical skills of strategic planning.
Third level: interpersonal communication and network-building.
Top level: advocacy skills of dispensing advice and makingdecisions.
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4. Relationship building
While building externalrelationships is key, you
must also nurture internalrelationships to gaininfluence and to get ahead.
These relationships mayprovide more power to youthan your title or formalposition implies.
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5. Proactivity and passionPublic relations people must be:
go-getters
self-starters
risk-takers
opportunity-seekers
with boundless energy, great curiosity and passion for thepublic relations profession.
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6. TeamlinessAchievement demands dedication on three levels:
the individual
the organization
the group or work unit
Fewer than 10% of public relations jobs depend solely onindividual performance.
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7. Intangibles
Personal character traits
Chemistry
Likeability
Personality
Presence
Cultural fit
All of these are critical in determining your ultimate career successin public relations!
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17/2020-17Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Public relations dialogue still revolves around finding
a seat at the management table.
Until this occurs, public relations will always be
subject to the whims of economic change.
Employers will increasingly seek experienced andcompetent public relations professionals to help
them communicate.
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How can entry-level professionals accommodate this catch-22need for experience?
1. Hone writing skills. Well-written content is still king.
2. Seize internships. Firms hire based on internship experience.
3. Join a professional communications organization. Also,become involved in their professional committees.
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Additional keys towards advancement in public relations:1. Use technology to your advantage. Dont be shy.2. Pay attention to details. Treat everything like its a big deal.
3. Read, read, read. This is the key to good writing.4. Be a student. Constantly keep learning.5. Find a mentor. Often, its who you know that counts.
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Public Relations Student Society of America
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