Slide1: What is PR? Communication between organisation and all those with whom it has any form of contact


Chartered Institute of Public Relations- Definition: Chartered Institute of Public Relations- Definition ‘Public relations is the discipline which builds and maintains reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’  


Chartered Institute of Marketing- Definition: Chartered Institute of Marketing- Definition ‘ Marketing is the management process responsible for identifying, anticipating & satisfying customer requirements profitably.’   Not strictly advertising or promoting- a discipline that enabled the producers of goods/services to interpret customer wants, needs & desires


PR Perception vs. Reality: PR Perception vs. Reality Hard work & competitive- popular sector with limited positions and majority London based. Characterised by long hours and employees need a dedicated & flexible approach to work Glamorous Attractive Vibrant


Required Skills: Required Skills Ability to work under pressure & to strict deadlines Ability to multi-task Strong writing skills Effective communication skills Confidence & professionalism


Getting into PR…: Getting into PR… Work experience- shows prospective employers that you are committed and have some knowledge of the sector. Also gives you an opportunity to discover whether PR is the right career choice for you. Speculative applications & Networking- shows intuition and can help gain some useful information about which organisations are recruiting University Careers Service- provides useful contacts and advice on applications, CV’s, interview skills PR Network- a series of meetings which updates members on the latest news in PR, job opportunities, networking between organisations


Useful sites for information & job vacancies: Useful sites for information & job vacancies Chartered Institute of Public Relations (CIPR) www.ipr.org.uk Prospects (the UK’s official graduate website) www.prospects.ac.uk PR Week www.prweek.co.uk Jobs in PR- www.jobsinpr.com Media Guardian mediaguardian.co.uk The National Council for Work Experience www.work-experience.org The BBC- (graduate schemes & work placements) www.bbc.co.uk/jobs Jobs in Research, Science, Academic & Related Professions www.jobs.ac.uk) Jobsite (great email alert service & weekly newsletters) www.jobsite.co.uk Total Jobs www.totaljobs.co.uk


What helped me get into PR: What helped me get into PR ‘Freelance’ writing for Hull City Council’s Hull in Print magazine Joining PR Network as a result of Hull in Print contacts If Graduates- Graduate recruitment agency designed to place young graduates in suitable roles and help gain experience within desired sector Interview technique & well-structured CV- showed enthusiasm and initiative in examples of writing supported with documentation of academic achievements.


My PR Experience…: My PR Experience… PR Executive, Cityimage Contracted to provide 12 days per month of PR services and media relations to the University of Hull & generic PR support to wider team Account Manager, TAS Communications Working on an allocation of 17 private sector accounts to provide marketing, PR, copywriting and cross selling services Marketing & Communications Executive, Citybuild Working with PR & Media and Marketing Manager to deliver targeted marketing campaigns, materials, local comms & input into national PR


Skills I have acquiredas a result of my role: Skills I have acquired as a result of my role Time & project management Creativity & flexibility- how to alter my style of writing to suit a variety of audiences Management of ‘crisis’ situations Tolerance Account Management Improved confidence and interpersonal skills Media relations- effective communication


Opportunities I have received as a result of my roles in PR: Opportunities I have received as a result of my roles in PR Travelled to London to deliver prestigious Parliamentary Reception- attended by 3 Hull MP’s (Rt Hon John Prescott MP, Rt Hon Alan Johnson MP & Diana Johnson MP) Meeting & securing media coverage for a host of Honorary Graduands- including famous actor John Hurt, bestselling crime writer Ian Rankin and paralympian Dame Tanni-Grey Thompson Citizenship- Raising aspirations & making young people aware of opportunities within the city Visits to media/press organisations- Hull Daily Mail, Yorkshire Post, The Times, ING Media Valuable contacts Working on Yorkshire Post Supplement- Selling Hull! Liaising with journalists and providing information, contact detail, images


Typical activities: Typical activities Researching & writing press releases Publicising events, news & achievements Collating & analysing media coverage as a performance indicator Compiling media lists for distribution of releases & notices Organising and attending press launches Managing the PR aspect of a possible ‘crisis’ situation & dealing with consequences Building & maintaining positive working relationships with clients & the media Adopting a pro-active approach in order to ‘tease-out’ newsworthy stories


Case Study 1- Vanessa, Senior PR Account Executive (American literature graduate, University of Sussex): Case Study 1- Vanessa, Senior PR Account Executive (American literature graduate, University of Sussex) ‘The range and variety of PR is very appealing but it is often not such a glamorous job as many people believe: 'When you are busy sorting cuttings and creating coverage books for clients until 10pm at night, hands sticky with glue, you know for sure it is not all champagne and lipstick!” Daily PR activities for Vanessa vary from news monitoring, writing speeches, releases and website updates, attending journalist briefings, and attending functions, to choosing wine for a lunch. It is different every day and she has to be able to adapt to that: one day might be dealing with difficult journalists or attending an event, the next day filling in a spreadsheet or analysing a report. There are also some opportunities to travel - Vanessa has visited some European cities whilst some of her colleagues have been to Sydney and San Francisco.’


Case Study 2- Abigail, Account Executive (graduate in journalism): Case Study 2- Abigail, Account Executive (graduate in journalism) ‘Abigail studied journalism at university, and one summer during her degree, she spent four months working full-time at a local newspaper. Her academic studies and work experience taught her the crucial writing skills that she needed to pursue a career in this area. It also gave her an insight into the kind of literature and activities journalists will take notice of and use. After leaving university she took temporary work for a while. She then began to use her contacts and experience to work on a Freelance basis, offering basic PR support for businesses and charities in her local area. Having built up a freelance portfolio, she gained a lot of experience and confidence and secured her first job in an advertising agency. Since then she has worked her way up from junior account executive to PR account executive.’


Case Study 2- Continued…: Case Study 2- Continued… ‘Abigail enjoys the diversity of her role in PR. She has enjoyed travel within the UK and Europe and found herself attending events as diverse as promoting products with celebrities in Leicester Square to working at the Royal Horticultural Show. She relishes the fact that every day is different; one day she could be writing a technical press release for a trade publication, and the next day she could be attending a photo shoot. She also enjoys the positive professional relationship she builds with her clients.’


Overall Conclusion!: Overall Conclusion! Both case studies highlighted the fact that roles in PR are very challenging and require commitment and flexibility. The nature of the position means that hours are not strictly ‘9-5pm’. However, despite being a demanding industry, both of the girls featuring in the case studies enjoy the fact that their roles offer diversity and the lack of a strict working structure. Depending on the type of organisation, employees frequently have the opportunity to travel and to attend special events and function. Enthusiasm and a will to be involved in PR are the best qualities to help you succeed!