An introduction into public relations for people looking to start their career in public relations. Outline: What is PR, Is it for me, Different career options, Public relations in a changing media landscape, PR - hot right now.
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Breaking into public relations - a presentation for undergraduates looking to work in public relations
1. Alison Owen
Head of PR at BDB
International business-to-business PR specialist
www. bdb.co.uk @bdbmarketing @alisonmowen
Presentation at PRCA ‘Breaking into PR’ conference
11 February 2013
Manchester Metropolitan University
2. Summary
What is PR – the classic definition
Different career opportunities
PR vs advertising
Is it for me?
A typical day
The changing media landscape
The career choice of the future?
3.
4.
5. What is PR?
Reputation management
– what you do
– what you say
– what others say about you
Planned and sustained effort to establish and maintain
goodwill and understanding between an organisation and its
publics
Presenting a company favourably
– Shaping information
– Targeting
– Engaging relevant audiences
7. Agency vs in-house
Agency
– Small business or global network
– Can offer faster promotion than in-house
– Broad spread of clients – across different
sectors
– Variety of work / disciplines
In-house
– Corporate culture
– Structured career path
– Focused on core sector / related sectors
– Marketing team – may work with an agency
8. Consumer vs B2B
– Consumer (B2C)
– Brand you may have heard of
– Products/services more accessible
– Entry level usually junior
– Media challenges
– Faster pace / project turnover
– Can be more UK-focused
– B2B
– Often more technical
– Can offer better opportunity for
progression
– Media challenges
– Longer term / longer lead times
– Can be more international
9. PR vs advertising
“News is what somebody somewhere wants to
suppress. Everything else is advertising.” Lord Northcliffe
Advertising
– Hard-hitting
Space paid for
Raising awareness
Quicker results
Public relations
– Softer skill
Editorial space free but earned on merit
Shaping attitude
Long term results
Editorial promotions /
advertorials
– Blurring lines
10. Is it for me?
Personable
– Build relationships
Good copywriter
– Variety of material
Organised
– Good time management / deadlines
Good memory
– Lots of projects ongoing
– Eye for detail
Flexible
– Late nights / travel
Initiative
– Self starter
Creative
‘Passion for PR’
11. Don’t rule it out
Don’t necessarily need a PR / marketing
communications degree
– Scientists
– Linguists
– Humanities
12. A typical day?
No such thing!
Maybe
– Editor ring-round to ‘sell-in’ a story
– Client meeting about a forthcoming event
– Compile and evaluate a clippings report
– Research for a new business pitch
– Attend an exhibition to represent a client
– Take part in a brainstorming session for
future project
– Put together press lists for new product
launch
– Research / draft press release
– ...
14. Safeguarding reputation
Transparent environment
– Instant / global
No reputation is bulletproof
– “When everyone has a blog or Facebook entry,
everyone is a publisher
– “Your reputation is going to get set in stone so
much earlier…a digital fingerprint that never gets
erased”
Thomas Friedman, New York Times
15. How has PR changed?
New digital channels
– Accelerated pace of working
– Fragmented media
– New skills / tactics
New influencers
– Engagement
16. It’s all in the story
Discipline of PR remains the same
Creating a consistent message thread
– Across fragmented media
Engages audience
– Relevant message
Create and protect
corporate reputation
/ brand loyalty
17. The power of social media
Influence of bloggers
20. Fast growing career choice
Corporate reputation is critical
– PR is booming
$10bn business in 2011 1
Employs 66,000 people worldwide 1
Growing at 8% pa 1
– PR ranked no 5 “Hot Careers to Watch 2013” 2
1 Holmes Report, 2011
2 prnewsonline, 27 Dec 2012
Planning, strategy development, Ties in other strands – research, networking, copywriting, evaluating success to feedback into planning Hugely varied All comes down to reputation management – building, evolving and maintaining a positive corporate reputation
Competitive advantage: opening new markets attracting high-calibre employees giving more access to funding and investors creating a high value for products and services protecting businesses in a crisis
Transparent – used to moan about things in the pub. Now we tweet it.
Communications biggest area of change
So many channels – audiences fragmenting – need a compelling narrative
Campaigns go viral quickly Eg Cambridge satchel company
HMV marketing director: 'How do I shut down Twitter?'