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”