This is a post by PR columnist, Alison Kenney.
Want to know reporters’ pet peeves about working with PR people?
No?
Me neither!
But attend any panel session that includes members of the media and the question ALWAYS comes up.
At first the reporter will get a look on his or her face like, “oh, wow, where do I begin?” Then they’ll start off answering the question in a nice way, “well, it’s helpful if the PR person who is contacting me has a relationship with me, or has maybe even read my work and can reference that in the pitch.” But then they get warmed up and watch out! Soon you’ll all be chuckling over the crazy things PR people do when they are pitching stories.
Why do we do this to ourselves?
Most reporters don’t start out spouting off about how annoying PR people are (notice I said “most”) – it’s the PR people who ask them this question. I suppose we ask it because we have an inner desire to do better, or maybe it’s to ingratiate ourselves to the media. I also suppose it’s a PR rite of passage of sorts in which every junior PR person must be exposed to hearing first-hand the rantings of the “other side” and have their blinders removed, so to speak.
But it seems to me that the answers are always astoundingly basic and are only exposing the mistakes of moronic individuals or of a few bad apples.
The two annoyances that come up most frequently when the media is asked this question have to do with follow up calls (either calling when reporters are on deadline or following up excessively) and receiving pitches that are completely off the mark. So do your homework, folks, and understand who you’re pitching and their position with the media outlet, as well as how they work, including their deadlines.
Are we that masochistic?
Are PR pros using their voyeuristic gene to focus on all the bad examples in the industry? How else to explain the popular and authoritative Bad Pitch Blog? Or the site’s efforts, as well as Gawker’s, to “improve the PR industry through ridicule”? Or the viral path that PR screw-ups have taken recently, such as when a BrandLink VP failed miserably in pitching the Bloggess?
It’s gotten to the point that the industry has started debating the value of publicly outing bad pitches, like Arik Hanson does in his post, Are We Helping or Hurting by Blogging About PR Flameouts?
This doesn’t happen in other industries
Can you imagine a group of lawyers asking a judge about what courtroom behavior is the most vexing? Or scientists asking the FDA for tips on speeding up drug approvals?
Of course there’s a difference between “peeving” someone and royally mucking up a brand’s reputation. In any industry, the latter could cost you your job. But, in our industry, the consensus seems to be that there’s value in talking about what not to do.
Do you agree? Disagree?
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.
This is a post by PR columnist, Alison Kenney.
It’s been ten years since I launched my own independent PR consultancy and I like to think I’ve learned a little along the way. When I look around, the view is certainly a little different now compared to what my life and job looked like ten years ago.
A decade ago I was leading sizable account teams for a top PR firm. I worked long hours at the office and spent weeks working on-site at a client’s office in another city. Today I work for myself and for my small and medium-sized clients – most of whom don’t have internal marketing resources of their own. My office is one room in my home and I sometimes put work projects on hold for an hour in the day to shuttle my two children to their activities or to help them with their homework after school. The one thing that hasn’t changed over the past decade is my excitement for public relations and the satisfaction I get from using my skills to make a difference in my clients’ businesses.
Here’s what I’ve learned over the past decade:
There’s no “right way” to have a career. Smart, senior PR professionals come in lots of different forms. Some are most productive working in a traditional environment with traditional supports, and others only work best when they’re free to be their own person. Some people thrive when they have exciting, award-worthy campaigns and products to lead. Others enjoy more consistent day to day work and relationship-building. Some like to be perceived as “big thinkers,” while other fear flying solo.
There’s also no “right time” – whether you’re trying to plan for a career change, starting a family or jumping into an exciting new project. Rather than basing opportunities on some subjective timing – e.g. “by the time I’m 30 I’ll have reached VP-level,” – it’s more important to find the opportunities that feel too great to pass up and then give them all you’ve got.
You won’t get far at anything without support. Whether you get your support in-person, after-hours or online, clients, co-workers, peers, mentors and friends play a role in so many parts of our day. I credit a former co-worker, who struck out on her own about a year ahead of me, for giving me the motivation to launch my solo career. She also pulled me into her own practice and literally showed me the ropes. (Thanks, Marian!)
Sometimes you have to go with “it” and see where it takes you. Best laid plans and all that — then suddenly you look back on a decade…or even just the past year…and, while inventorying your experiences and where you’ve wound up, realize you’ve developed a nice little niche in a market you would never have known to pick for yourself.
Working alone means you have one tough boss. We’ve all heard about how we are our own toughest critics and that’s true enough. Working for yourself also means you are responsible for motivating yourself, critiquing yourself and pushing yourself toward improvement.
Never put off your life for your career. As I’m fond of telling people these days, “we have our whole lives to work.” While I sometimes create more stress for myself by shortening my workdays a bit, I’ll never regret making time to meet a friend for lunch or a walk.
Keep an eye on the competition. What I mean is this: by following others in the PR world, you can see how they are talking about themselves and their work, see where they’re going and what they’re doing. It’s inspiring to me to follow industry leaders or people who are in the thick of dynamic PR projects. Sales teams do this all the time, for more competitive reasons.
In PR, you are the sum of your work experiences. I feel this more acutely as a solo practitioner, but it’s true whether you work in a big agency, corporate setting or small office. Most of us get hired based on the work we’ve done in the past and the experiences we’ve accumulated. Knowing this has helped me realize that it’s important to be proactive about the type of work I say yes to. It’s not easy saying no, but I consider the industry, the type of work and who I’ll be working with very carefully.
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.
This is a guest post by Alison Kenney.
It’s that time of year…when families gather for the holidays lots of things can happen. Those of us in the PR profession have more than likely experienced at least a couple awkward conversations about our work with family members who don’t quite understand PR. Since I’ve already blogged about my family’s inability to understand what it means when I say I work in PR, I’ll focus this blog on the other awkward work-related conversation that inevitably comes up at this time of year: what happens when family members, or friends, ask for your PR help.
Now, don’t get me wrong — I know we all have family and friends who we’d do anything for, and many of us have benefited from the help and advice of family members. Yet sometimes these situations can get sticky.
Take, for example, situations like these:
- A family member is excited to work with you and promises to pay you for your time and expertise…but they have no idea what the cost of your service will be.
- A relative outlines an “opportunity” or “project” that you would never consider taking on if it came from someone who was not a family member.
- Friends dangle in-kind payback that is not at all enticing to you: “I’ll introduce you to all my poker buddies entrepreneur friends so they can call you when they need advertising PR advice.”
- No matter how expert you are, or how respected you are in your industry, when your great Aunt Ruth or your older brother need you, they know how to reach you and they know your personal soft spots and what to say to get you to do their bidding.
- You’re asked to get on board and help with publicity for a product or company that doesn’t exist yet. Maybe it’s more fun to talk about publicity than other business infrastructure issues, but these prospects are nowhere near the RFP stage. They don’t need PR right now; they need to find a manufacturer first.
- After you take on a project with an old friend (even though you knew better) and it ended up going way over the anticipated scope of work, they have the nerve to criticize the (pro bono) work you did. For years to come, they will continue to mutter about your inability to get them results.
- And the #1, most common request from friends and family: asking for your PR help for a product or company in an industry that is not related in any way to the career experience you’ve built over the years.
- Remember, there’s a big difference between doing business with your friends and becoming friends with the people you work with.
If you have any remaining doubt, I leave you with this funny org chart that can help you decide whether it makes sense to work with a family member: http://shouldiworkforfree.com/
.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.
This is a post by PR columnist, Alison Kenney.
In the world of PR, solo practitioners have a bit of mystery about them. Without an affiliation to an organization they can be hard to place. And while each individual PR professional has their own unique qualities, here are a few universal truths about solo PR pros that you may not have known:
Solo PR pros are self-motivated – working independently means they come up with their own program ideas and strategies and put it all into action themselves. While there is give-and-take with clients, solo PR pros have to be their own boss when it comes to staying motivated and delivering results. Consider also that solos take on the risk of finding work and keeping their income flowing steadily.
They can become your most dedicated partners – depending on the nature of their PR work (i.e. short projects versus long-term programs), most solo PR pros work with a small circle of clients at one time. Each client is therefore important to them and their workload. They also may be able to accommodate certain needs or workstyles in a way that a larger PR agency can’t do.
Not all types of solo PR pros are the same – I like to categorize independent PR practitioners as either a freelancer or consultant. Freelancers will take on projects or pieces of projects, such as writing, researching, etc., or may fill in as a PR team member for a temporary period, while a consultant will play a more strategic role and take on the development, as well as the execution, of a PR program.
Their work is personal – many choose to go solo for lifestyle reasons, e.g. to balance work with other needs such as child care, a serious hobby or relationship, or perhaps just because they like the freedom of working for themselves. Being the one who calls the shots also means they typically can pick work that interests them personally.
They have a niche – unlike big PR agencies that can serve a wide range of client types in different industries because they have a large staff to draw upon, a solo PR pro’s niche is defined by their actual experiences. This might be obvious, but with those solo practitioners who don’t call out their specialty, potential clients will have to ask questions and find out more about the person, their experiences and how they work. Most PR pros wouldn’t have the guts to go solo if they didn’t possess a solid command of all the PR basics, and they may say they can apply their expertise to any type of program, but a look at their experience and current roster of work will tell you what their area of expertise is.
The name “solo” is misleading – independent practitioners wouldn’t survive without networks that include connections from pre-solo days, professional associations, partners and other supporters.
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.
When you go to school and earn a degree in public relations, communications, or English, landing a job can prove to be a bit more difficult than in a more specific field like pharmacy technician schools. You can improve your changes by focusing on some of your extra-curricular work, volunteer opportunities, and internships.
Four years of hard work and the investment in a college education makes many students feel entitled to immediate job offers right out of school. Unfortunately, that’s not the case and it’s even harder these days. With senior level employees losing their positions and taking lower paid jobs just to stay in the industry, there is more competition than ever for work.
Work Samples
When you are attending classes at a university, you’ll have to do a certain amount of practical work – activities you’ll do daily in a full-time job like writing press releases, creating marketing collateral, and shooting video news releases, etc. Make sure to save all of these clips to build out your portfolio. Better yet, make sure you have them digitally to post to your own blog/website/online portfolio. Go the extra mile and reserve your own domain name with your work samples which you can add to your resume when applying for jobs.
If you major in a non-specific area such as communications or English, you are going to have to get crafty when applying for jobs. Taking a minor in something more specific could give you the extra edge you need. After finishing your school assignments, start learning how to write proper press releases, how to design promotional materials, and follow how companies are communicating online through social media. Employers are looking for candidates who take initiative and learn skills that might be outside their curriculum.
Internships
When you look at job descriptions for entry-level jobs at companies, it usually says that they are looking for people with 1-2 years worth of experience. It obviously a catch-22 because you can’t get a job without experience and you can’t get experience without a job. Many PR and advertising agencies offer unpaid internships for students for college credit. If you’re lucky, you might even find a paid internship. You are going to have to take a couple of internships in order to build up your experience level.
Growing Industries
While it may be your dream to work at a cutting edge PR firm or ad agency, there is very little chance of landing a position with little experience. In order to break into an entry-level field, it is important to perform research on the companies who are looking for fresh talent.
A Huffington Post article demonstrates the highest growing fields: gamification and social gaming are generating major marketing dollars, online publishing and e-commerce will continue to grow, and biotechnology and environmental services are gaining more government grants. Applying to these organizations or agencies who have clients like this on their roster can be an excellent way to launch your career.
Major Corporations
Landing a job at a major corporation or Fortune 500 company looks good on any resume. Whether you find an entry-level role in the marketing department or work as an administrative assistant, these positions can enhance your business knowledge and give your a great network of colleagues and references. It could be a great place to start and move into the PR department as your next step.
Possible Scams for Entry-Level Workers
When searching for jobs online, be aware of possible scam artists and sales cults. If you see a job posting that wants you to create elaborate sample work or write relevant press releases, be very skeptical because they may just be looking for free work. If a job posting promises entry-level management opportunities, or the job description sounds vague, you might be headed into a sales cult. Horror stories of these organizations can be found on The Consumerist website.
Starting your journey into the the PR field may seem overwhelming at first. Look daily as entry-level positions get filled as quickly as they come. Make sure you communicate and network with as many people as possible – you want to stay top of mind – and potentially be contacted before the company posts the position. If you find yourself in a rut or dead end job to make ends meet before you land the perfect entry-level PR opportunity, make sure to keep educating yourself in order to remain a relevant job candidate.
It can be daunting to apply for public relations jobs that want more experience than you’ve got. If you are just entering the workforce, it seems like every company wants you to have experience. But just because you’re new to the PR world doesn’t mean you can’t be a qualified candidate. Take the initiative to learn the skills you’ll need at your next job, and beef up your resume…even if it’s on your own dime.
1. PRWeb
Sure, you know PRWeb as a resource for publishing press releases, but did you know it’s also got a great resource center? There you can find great articles and white papers on writing press releases, using social media and SEO for PR. You can watch videos and attend webinars led by industry experts like John Jantsch, founder of Duct Tape Marketing. They even offer free e-classes on all topics relating to PR.
2. Publicity Hound
Led by publicity expert Joan Stewart, Publicity Hound has some amazing resources. While some of her webinars, ebooks, reports and whitepapers have a fee, there’s still a slew of freebies on her site. Check out Joan’s blog to stay on top of industry news. If you want a PR mentor, Joan also offers mentoring services.
3. Press Releases
If you don’t have a ton of press releases under your belt, it can help you to read them online. Just check Google’s News feed or sites like PRWeb to get a sense for formatting, as well as headlines and content that appeal to readers.
4. Volunteer
Maybe you haven’t broken into the PR field just yet, but are ready to go. Consider volunteering for a charity or nonprofit to provide public relations services pro bono. It’s a great resume booster, and will give you a chance to get some real practice, get to know media contacts and try on the nonprofit industry for size. It might just lead to your first PR job!
5. Intern
We all start at the bottom and work our way up. Taking an internship, either through your college or on your own, gives you the chance to learn the ropes and build your portfolio. Let your employer know the skills you are interested in building, like writing or media relations. He’ll more than likely be willing to let you tag along while he works so you can learn from him if you have a clear focus to what you want to learn.
6. Hang with PR Pros on Twitter
On Twitter, there’s a ton of groups for public relations enthusiasts, like:
Participating in these scheduled group chats can give you valuable advice and provide you the chance to ask questions.
7. Network on LinkedIn Groups
There are many groups on LinkedIn catering to public relations experts, such as Public Relations and Communications Job Community (created by my search firm, Paradigm Staffing). Here, you’ll find links to quality PR content as well as discussions among people working in PR. It’s a great place to learn and network.
There’s so many ways you can teach yourself more about public relations and gear up for that next job interview!
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.
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.
