Practitioners of Public Relations
Presented byBrett Atwood
PR Practitioners
• Who are the people who practice PR?• What are their aspirations?• What roles do they play?• How much money do they make?• How many PR jobs are out there?
Jobs in PR
• There are many differing estimates of how many PR jobs are out there– Definitions vary among surveys– General consensus is that it is a growing industry
for employment– Washington state is outpacing national growth
Who Employs PR Practitioners?
• Business and Commercial Corporations• Nonprofits and Associations• PR Firms and Agencies• Government and Military• Note: You can also go “solo”– Many in the industry operate as independent
consultants
Demographics in PR
• 2/3 are Women• Not Nearly Enough Ethnic Diversity• 2/3 are College Graduates (BA degree)– About 15% have an MA degree
How much money can I make?
• Salaries can vary widely from entry-level to executive– As a general rule, work in larger markets pays
better– The type of specialization and sector that you
work in also matters– There is still a gendered pay gap
A Day in the Life
Duties can vary, but typically include:Writing and Editing Counseling
Media Relations and Social Media Special Events
Research Speaking and Personal Contacts
Management of Clients and Staff Production
Strategic Planning Training
Breaking Down the Roles of PR
• Communication Technician• Expert Prescriber• Communication Facilitator• Problem-Solving Facilitator
Qualities for Success
• Be goal-oriented and show results• Focus in on the client’s needs• Strong “human relations” skills• Be constructive yet competitive• “Emotional intelligence”
