Job Responsibilities
Strategic planning for communications campaigns--media
activities, working with internal and external audiences--30%
Proactive and reactive media contacts--30%
Internal communications--10%
Website content, management--30%
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Job Requirements
When I began my career 20 years ago, a BA or BS was fine (I was a
journalist then) for an entry level position. That can still
work with a candidate who's done an internship or two, knows the
ropes and has some extra-collegiate activities, but often as not
an MA is a better bet to get in the door.
I started as a radio and TV journalist, on-air, segued into PR
more than 10 years ago. I do wish every PR person had some media
experience, even if it's just a college internship. If you're
going to work with the media, it helps to know what it's like to
be IN the media.
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Uppers
Success is a great reward! Nothing like seeing your efforts pay off in an
online or front-page story, or on the network news. Especially if the story
began as an iffy, potentially negative one and you were able to turn it into a
positive.
Also, knowing that you helped represent your organization or client in a way
that makes them happy. For me, since I will only work for entities I believe in,
that's extra-special because then I know I've done something that makes me feel
as if I've contributed to a worthy cause.
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Downers
You do have to be available 24/7, on the journalists' schedule;
you will sometimes (or often, depending on your situation) know
the "right" way to handle communications, recommend it strongly,
persuasively, then have the boss do the exactly wrong thing...and
blame you when it goes just like you expected (badly).
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Lifestyle
Good bit of travel, for me, since I work in California with national media
outlets (mostly based in NY or DC). Dress code at Kaiser Permanente is what
you'd expect from doctors--career clothes--but PR positions in other industries
can be more casual. You should always have a jacket available in case you're
going to be a spokesperson on camera. It's a fun job, since you get to meet lots
of interesting people, and you'll know more about your organization (in corporate
PR) than most of the other people you work with.
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Compensation
I make about $120,000 a year, including healthcare, benefits,
bonuses. No stock options, since we're non-profit, but I'm
interviewing for a position that would gross 150,000 plus 50,000
shares of stock. The healthcare benefits alone are terrific, but
then I work for a healthcare organization so they should be!
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Advice to Jobseekers
PR will never go away; it morphs with the advent of new media--
blogs and online communications are becoming more and more
important--do get some experience in a newsroom first to know
what and who you're dealing with.
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