Archivo September de 2011
If you’re starting your PR career search, you may be torn between wanting to work at a public relations agency or work in-house at a company. There are perks and drawbacks to both. Let’s dive in.
Working In-house
The nice thing about working in-house is that you get to really know a single industry. This gives you the chance to develop relationships internally with executive management and gain a deep understanding of a company, rather than flitting from field to field, the way you might at an agency.
You’ll likely work with people in different departments, like marketing, sales, finance and HR, which can expose you to a lot of types of people and roles. You may also find more opportunity to gain experience in other aspects of communications and perhaps move into a very specialized communications role, such as employee communications, or switch departments completely. In an in-house PR role, you might feel you’ve got more vested in the company, and will want to help the brand succeed through your efforts.
On the other hand, depending on the size of your department and the support your company gets from any outside agencies, you may be pigeon-holed in your job with very specific duties and may never have the opportunity to dabble in events or many of the activities given to the agency, and that won’t help you appear well-rounded on your resume. And knowing everything there is to know about laser manufacturing might not be what you want out of life, so focusing on a single industry might not be what you’re looking for.
There’s a shine that comes from working at a PR agency, and it’s one you won’t feel working in a cubicle for an engineering company or healthcare facility. If you want excitement, diversity, and a non-stop, ever-changing environment, a private company might not live up to the challenge.
Working for a PR Agency
On the opposite side of the coin is the PR agency. One benefit is that an agency is an excellent training ground, and you will learn a variety of public relations skills that will be valuable wherever you go in the future. Plus, working with multiple clients gives you experience in a variety of industries. You can figure out which ones you like best. You’ll more than likely report into separate supervisors on each account, so you’ll have the opportunity to deal with different work styles and multiple managers’ expectations.
That shine I mentioned? It’s all yours. Depending on your industry speciality and clients, you might work with celebrities, attend galas or movie premieres, and get the chance to try out new products working for an agency.
Already thinking about your next career move? You’ll meet many people within an agency environment, extending your professional network, which will come in handy in the future.
On the converse, working with so many industries could give you only superficial knowledge of each, without any real depth that can help form your PR career or be considered a specialist in a chosen industry. You’ll have to work your way through the agency structure, starting at the bottom before you’ll have a chance to manage clients and get involved in the strategic work. Expect to work long hours and have plenty of stress working at an agency. You might not be able to work on what you want all the time, depending on your clients’ needs and changes with new (or lost) business.
Some people are more cut out for working in-house for a company, while others thrive in the high pressure of an agency. Where do you fall?
If you’re looking for your next role in public relations, look beyond traditional PR/Media Relations roles. You may not have considered some of the specialty areas of PR open to you and those could be right up your alley. Here are a few areas to consider:
Investor Relations
Public companies have investor relations departments. Usually, these departments are a subset of corporate communications or report into the CFO. Earnings releases, earnings forecasts, annual and quarterly reports and press announcements all fall under the IR department. You will likely be involved in setting up roadshows, where company executives talk to analysts about the health of their company and its stock, conference calls, where executives discuss quarterly earnings, and press announcements.
While you may not need an MBA to work in investor relations, a solid understanding of stocks and finance will help you tremendously. Communication skills and the ability to work hard under pressure, in a regulated environment and with tight deadlines are a must.
Look for jobs in this field if…you enjoy talking finances, mergers and acquisitions, and options.
Corporate Communications
Every company needs someone to write both internal and external communications, including letters, emails, memos, newsletters and promotional material. These days, a Communications Specialist may even handle social media communications. The goal in this niche is to keep all company communications consistent and professional.
You tend to see most openings with larger organizations and companies that need more centralized communications and messaging. In this role, you may be responsible for not only drafting the messaging mentioned above, but also writing press releases and arranging speaking engagements and press conferences.
Most hiring managers look for candidates with 4-year degrees in a communications field, like PR, communications, marketing, or journalism, as well as heavy writing experience. Being creative, fast on your feet and a good decision maker will help you score the job as well.
Look for jobs in this field if…you love writing and working for a large organization.
Community Relations
Creating community awareness of your employer would be your role in the Community Relations niche of PR. Corporations, non-profits, and governmental agencies employ Community Relations Specialists. Building strong relationships with individuals, other business and organizations, the Chamber of Commerce, local media, and government officials is key for this role to generate community awareness.
You may be required to organize community events and develop community outreach programs, in addition to creating buzz about them. You may organize volunteer programs and other community activities that increase employee involvement in the local community and assist with the planning and decision-making for the organization’s charitable contributions in the community.
A degree in PR or Communications is helpful when applying for jobs in Community Relations, public speaking and a solid grasp of social media.
Look for jobs in this field if…you love interacting with people and planning events.
This is a post by PR columnist, Alison Kenney.
As the media around us continues to change and evolve, PR practitioners are adapting: we’re participating in social media, creating new content to appeal to many different audiences and using various new media formats in our efforts. So, is what we’re doing still “P.R.”? Or do we need a new name for this enhanced role we play?
Arik Hansen blogged recently that we PR pros are evolving into media producers and that “companies will be looking more and more for a professional with storytelling skills. And photography skills. And video producing and editing skills.”
Last year Eloqua was one of the companies that hired its own media producer. It brought Jesse Noyes (@noyesjesse) on board as a corporate reporter. I decided to follow up with Jesse on his experience over the past year and ask him if he has any advice to help PR pros develop skills for this new type of role. He was kind enough to take the time to answer my questions:
How is being a corporate reporter unique? How does it differ from traditional reporting? How does it differ from PR or other marketing functions?
Well, first, the role of an in-house reporter for any brand is not journalism in the traditional sense. Your role is not necessarily to break news, and I don’t think I’ll be hearing from the Pulitzer committee any time soon. You’re there to create editorial content, whether it’s articles, podcasts, videos, etc, that educate or inform or even entertain your audience. While many of the topics I explore might be pertinent to my company or my industry, I’m not here to tout a product or service specifically. Eloqua has charged me with creating stuff that will delight and engage people working at the cross roads of marketing, sales, social media, cloud computing and tech in general – not to sell.
In terms of PR, I have many former newsroom colleagues that have gone on to this field, with great success. But it was never for me. I don’t communicate with the media, pitch stories to news outlets or blogs, or work with analysts. I have great co-workers who do that. Honestly, if you’re calling me to arrange an interview or get a quote, you have the wrong guy.
That said, how does corporate reporting incorporate aspects of traditional journalism and aspects of marketing/PR?
There’s a new mantra within marketing: “Think like a publisher.” That’s all well and good, but I think brands need to take an even bigger step and think like an editor. The publisher at most outlets is supposed to have little involvement with the actual editorial content. In this day and age where publishing tools are cheap and easy, you need the professional skills of an editor and reporter to differentiate yourself. This requires some very basic, but hard-learned, lessons from journalism. Interviewing skills, research skills, proofreading, an ability to jump from subject to subject, even industry to industry, on any given day – these are the purview of the corporate reporter. My purpose is not only to produce great work, but to elevate the content of those working at every level of the company. Those skills are hard to come by, and why I think more brands will be pilfering from newsrooms in the future.
What skills do you think are most important to the corporate reporting role?
As I noted above, the ability to switch from subject to subject, solid editing chops, and expert interview skills are probably the most fundamental. When I started out in the newsroom, I had great editors who made me feel great about my work, even as they ripped it apart and showed me how to do it right. That kind of editing finesse is critical within organizations that want to act as publishers. I’d add an ability to tell a story, is something that can only be learned with time and a lot of tapping on the keyboard. It doesn’t come naturally all that often.
Can any size/type organization benefit from having a corporate reporter on staff?
Absolutely. Large companies benefit by having someone who can oversee the editorial quality of their content, and to push back when it sounds too much like marketing speak. Small companies benefit from someone who can help position them as market leaders, cutting through the noise without a huge budget on their side.
Do you employ different types of media in your reporting, e.g. video, audio, photos?
All of the above.
Who is your primary audience?
People who want to elevate their sales and marketing. This can range from those just starting out in their careers to those at the highest level within an organization. I have written about and interviewed people working at professional sports team to software-makers to business thought leaders.
What kind of response/feedback have you received from Eloqua’s customers/prospects?
By far, the feedback I get from our regular readers is the most encouraging. Often I meet people at conferences or other events, and when I say I work for Eloqua I hear, “I love the content you’re producing!” That’s the best feeling.
What is the hardest part of making a career change for those “old school” journalists who are adapting to market changes and leaving traditional journalism for corporate PR or marketing positions?
Honestly, I think it’s just wrapping your head around it. You work for a company that sells something to someone. Many journalists would struggle with that. But it’s not really that different. I worked for newspapers and ultimately those papers were a business with skin in the game. At the same time, if the company wants to keep a reporter on a short leash, they probably shouldn’t even make the hire. The relationship won’t work if some brand manager wants to control every period and comma.
For PR and marketing types, I think it’s realizing that writing, editing and narrative skills aren’t just polish. They’re critical to your success. And you can’t just take a night class and say you have “reporting skills now.” You have to find the right people and build a relationship with them internally. Luckily, at Eloqua I work with smart people who see the value in a sharp editorial product.
What lessons can PR and marketing types take from traditional journalism folk in this new world?
Interview people. Write everyday. Understand that people care about a good story, not your product. I was always baffled by PR people who would call me and expect me to just write an article about their company. My readers cared about wider trends and changes in the market, not just about some brand’s CEO. Do the work to find the bigger story, and you’ll have more success getting your brand’s own story told.
Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.
The public relations industry is constantly changing. It seems like every day there are new tools to master. How can you make sure you’re up to speed when it comes to your next job interview?
Get Smarter
Blogs
Industry learning opportunities are endless. One way to stay current about happenings in the public relations field is by reading blogs, both about public relations as well as the industry you want to work in.
How do you find the right blogs to read? Start with this list of the top 100 PR blogs and then choose the ones you like the best. Check out the links and blogrolls for each blog to find find other related sites and blogs to read.
Press releases
Searching for releases in your industry or areas of interest will give you topic ideas and domain knowledge to potentially share in an interview. By reading press releases, you can get ideas you can incorporate in the releases you write for your clients, too. While we’re on the subject, you should be reading all the recent releases from any agency or company you interview with before the interview.
Twitter
Follow both industry journalists and other PR folks on Twitter. Once you find someone to follow, check their Twitter Lists to see if they’ve categorized other industry people you should follow as well. Sites like Listorious and WeFollow allow you to search a category to follow new people. It’s a great place to start in following thought leaders.
What Hiring Managers Want You to Know
When you’re in your next job interview, what will the hiring manager want you to know?
They expect you to be up to speed on changes in both public relations and the industry you want to work in. That means if Obama passed an economic stimulus package that affects physicians moving to electronic medical records and you’re applying for a job at a healthcare company, you better know all about it!
They expect you to know about the them. If they have a tagline, memorize it. If they have posted their mission statement, read it thoroughly. If you have the job description, you should understand it and have your questions prepared. Read through all their press releases – you should know about the company’s latest news and management hires. If asked, you should be able to name their top five clients. You should also have a general knowledge of the hiring manager’s background by checking out LinkedIn or doing a bit of internet research prior to the interview.
Hiring managers also like you to have diverse interests that will help in coming up with creative ideas and story angles. And every hiring manager in the public relations industry will expect better than average writing skills. Before the interview, prepare a few samples of your work and make sure they are relevant for the position.
Knowing what the market pays in the PR industry can help you ensure that you receive the right package for the job you’re doing. Whether you already have a job or are applying for one, you should do your research beforehand and know the average salary for the position for which you are applying. It’s common to be asked about your salary expectations during a job interview, so you need be prepared to handle the question.
Without knowing this in advance, you’re putting yourself at a disadvantage. In an existing job, especially if you have long tenure with a company, this information can help position your discussion around a raise at review time.
Just what are PR professionals earning? Let’s take a look at some of the data available. The average salary for a public relations manager within the United States, according to Salary.com, is $85,761, but not surprisingly, the actual amount will vary drastically depending on which state/city you work in and the specific company, industry, and position.
Agency Positions
The figures below are all based on typical earnings from New York City and San Francisco. When it comes to agency positions, the following salaries are fairly common.
Account Coordinator: $35,000 – $45,000
Account Executive: $45,000 – $58,000
Senior Account Executive: $52,000 – $70,000
Account Manager/Account Supervisor: $65,000 – $95,000
Account Director: $80,000 – $120,000
Vice President: $100,000 -$150,000
Senior Vice President, Executive Vice President, General Manager: $150,000 – $250,000
(This information comes from the salary ranges my PR recruiting firm, Paradigm Staffing, sees for the positions we have worked on in 2011 and from the stated current salaries of the candidates we recruit for them.)
Keep in mind that all of these will depend entirely on the position and the structure of the agency. A VP in one agency may be the highest level next to the owner or the General Manager and require 15+ years experience. In another agency, there are still four or five more levels higher than a Vice President and the typical VP has half the years of experience. Other factors that could affect your salary include how many clients you manage, which clients you manage, your industry specialty, the agency size, and your previous salary history with your company or your previous employer.
Bonuses are another factor that are particularly common in smaller agencies that may struggle with offering the most industry competitive base salaries. Many do, however, offer bonuses annually or semi-annually. Some even offer new business commissions to employees who either win a new business pitch or bring in a viable lead to the agency which can significantly boost your income.
In-House Positions
Working in-house means you’ll have the opportunity to work on one brand or in a specific area of communications at the corporate level or within a division. Most larger companies have an in-house PR team and work with external agencies. The wages tend to a bit higher, especially at the junior and mid-levels and discretionary bonuses are common for managers and above, typically 10-20% of the base salary. Salaries tend to be as follows:
PR Specialist: $40,000 – $65,000
PR Manager and Corporate Communications Manager: $65,000 -$120,000
PR Director and Corporate Communications Director: $115,000 – $195,000
Vice President: $140,000 -$195,000+
Sr. Vice President, EVP, Chief Communications Officer – $175,000 to over $300,000
(This information comes from the salary ranges my PR recruiting firm, Paradigm Staffing, sees for the positions we have worked on in 2011 and from the stated current salaries of the candidates we recruit for them.)
Asking for a Raise
When asking for a raise in your current position, you should have a good reason behind asking. Simply telling your boss that you know other PR pros are earning more than you or that you have X amount of time with the company are not compelling enough reasons and you’ll likely annoy your manager more than help your cause. You can certainly arm yourself with information and a carefully thought out plan to present to your boss. When you offer good, quality reasons with plenty of data to back it up and examples of your increased responsibilities/contributions to the company, you’ll find that you have a better chance of getting a salary increase.
Here’s a quick round up of what I’ve been posting on US News & World Report’s On Careers blog.
You’ve found a job online that seems like it would be a great fit and exactly what you’d like to be doing at this point in your career. One problem – the company is asking for five years experience and you are pushing 20 years in your field. While you won’t always be successful getting your foot in the door, I’ve given some tips on how you can get past some of the initial judgements and have more success landing those interview. Read it here: How to Apply for a Job When You’re Overqualified.
The week I wrote about how as an interviewer you should be asking the right questions to find out if the position aligns with your goals. Read the 5 Questions to Ask the Hiring Manager for a few ideas to make a fully-informed decision about your next job.
Hooray for long weekends! Happy Labor Day!
This blog is to share my recruiting experiences and discuss thoughts on the job market, PR industry and technology.
Alison Kenney is an independent PR practitioner with more than 15 years of PR consulting experience.
