Chapter 20 Seitel Pr11e

7/29/2019 Chapter 20 Seitel Pr11e

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20-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall


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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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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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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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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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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.


8/2020-8Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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



1. Diversity of experience

Focusing on one specialty throughout a career is

counterproductive. Diversify and take some risks.



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.



3. Communications skillsHighly honed technical communications skills areimperative. These include:

writing

design

production of sophisticated materials



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.



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.



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.



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.



7. Intangibles

Personal character traits

Chemistry

Likeability

Personality

Presence

Cultural fit

All of these are critical in determining your ultimate career successin public relations!



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.



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.



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.


20/2020 20

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http://www.prsa.org

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Chapter 20 Seitel Pr11e

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