Careers in Communication George Mason University, 10/26/11

Peter McDermott, Heyman Associates

Introduction• Heyman Associates• Background

• “A lot of fellows nowadays have a B.A., M.D., or Ph.D.  Unfortunately, they don't have a J.O.B.” “Fats” Domino

Heyman Associates

Defining PR

• Expectations

• Corporate vs. agency

• Industry structures and differences

• Academic / Nonprofit

Heyman Associates

Agency Career Path

Heyman Associates

0-3 years

WritingMedia relations

ResearchClient service

Public speakingElectronic communication

AdministrativeLeadership/team building

$30k - $40k

Assistant Account ExecutiveAccount CoordinatorAccount Executive

From PRWeek CareerGuide

Agency Career Path

Heyman Associates

3-5 years

Increased skills in all areasNew business

$40k - $55k

Account ExecutiveAccount Manager

Senior Account Executive

From PRWeek CareerGuide

Agency Career Path

Heyman Associates

5-7 years

Increased skills in all areasOversee subordinates

$55k – $85k

Account ManagerAccount Director

CounselorSenior Counselor

From PRWeek CareerGuide

Agency Career Path

Heyman Associates

7-10 years

Increased skills in all areasConsistent generation of new biz

$85k – $120k

Account SupervisorVice President

From PRWeek CareerGuide

Agency Career Path

Heyman Associates

10+ years

Increased skills in all areasSpecialization

Agency development strategies

$120k - $175k

Vice PresidentSenior Vice President

Office/practice MD

From PRWeek CareerGuide

Agency Career PathCEO/President or

Management Board ($300k+)

Global Regional Manager; Global Practice Head ($250k+)

Regional Practice Head; Functional Head;

Office/Regional GM ($175k+)

Heyman Associates From PRWeek CareerGuide

Corporate Career Path

Heyman Associates From PRWeek CareerGuide

Entry level

Support PR activitiesLearn various disciplines

Become familiar with tools

$32k - $48k

Administrative AssistantPR Specialist or PR Coordinator

Corporate Career Path

Heyman Associates

Mid level

Gain specializationDevelop communications plansOversee budgets for projects

$49k - $90k

PR AssociatePR Manager

From PRWeek CareerGuide

Corporate Career Path

Heyman Associates

Mid-senior level

Gain responsibility for key areaDefine metrics for measurement

Attain significant budget oversight

$80k - $160k

PR Director

From PRWeek CareerGuide

Corporate Career Path

Heyman Associates

Senior level

Counsel senior managementManage larger budget

Develop brand and reputation

$190k - $1M

VP of CommunicationsSVP of Communications

VP of Marketing, External Affairs,Corporate Affairs

From PRWeek CareerGuide

Corporate Communications/PR• Corporate media relations• Financial communications• Foundation

communications• Corporate social

responsibility• Corporate branding• Social media• Crises/issues

management• Product media support

Chief Executive Officer

Chief Communications Officer

Corporate Communications

& Public Relations

Heyman Associates

Internal/Executive Communications• Management

communications• Employee

communications• Executive

communications/ speechwriting

• Intranet writing• Community relations

Chief Executive Officer

Chief Communications

Officer

Internal/Executive Communications

Chief Human Resources Officer

Heyman Associates

Government Relations• Public policy• Regulatory issues

management• Federal affairs• State affairs• Consumer affairs

Chief Executive Officer

Chief Communications

Officer

GovernmentRelations

General Counsel

Heyman Associates

Marketing Communications• Global product support• Sponsorship

Chief Executive Officer

Chief Marketing

Officer

Marketing Communications

Chief Communications

Officer

Heyman Associates

Investor Relations• Shareholder and

institutional relations• Analyst relations• Annual report

Chief Executive Officer

Chief Financial

Officer

Investor Relations

Chief Communications

Officer

Heyman Associates

PR Salaries

From Ragan’s PR DailyHeyman Associates

Future of PR• CEOs and Presidents value PR and

communications– Seniority– Compensation– Growing field– Social media’s impact

• Business tool

Heyman Associates

Important Skills to Employers• Successful track record• Social media• Creativity• Strategy • Tactics

• Global mindset / work• Leadership• Problem-solving• Ability to learn the biz• Personal positioning

Heyman Associates

Most important: Writing & Interpersonal skills

How do you get these skills? • Diverse experience• Network of relationships• Proactive approach• Listening skills• Mentorship• International experience

Heyman Associates

Intangibles

• Ethics / courage

• Relationship-building / People skills

• Presentation ability

• Self dynamics: firm handshake, eye contact

• Well read / news junkie

Heyman Associates

The Job Search

• Full time job

• Digital footprint / social media

• Networking

• Compensation

• Skills

Heyman Associates

Questions

Heyman Associates