2. Public Relations A look at the field by WBL Coordinator Jane Bartell-DeMeis

3. The business as we know it was largely the brainchild of Edward Bernays, the fabled "Father of Spin." He created a campaign to convince women that smoking helped them to stay slim For him, the PR counselor is ever the strategist, never the voice. Bernays pioneered the practice of promoting corporate agendas through social causes. He helped his clients "create events and circumstances from which favorable publicity would stem."

4. When a client goes to a PR firm, he is also looking to communicate with the public. However, as opposed to an advertising representative, a PR agent has to convince a journalist to feature the client - without paying the journalist. And in the cases where a journalist has already decided to feature the client, the PR agent's job is to ensure that the client is portrayed in as positive a light as possible. Differences between Advertising and Public Relations

5. Today most major advertising agencies have PR divisions. Many advertisers believe that it makes no sense to spend money on advertising unless a company has established credibility and name recognition with PR

6. also referred to as communications specialists and media specialists, serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, build and maintain positive relationships with the public build and maintain positive relationships with the public. Public relations specialists Public relations specialists—

7. write, research, prepare materials, maintain contacts, and respond to inquiries write, research, prepare materials, maintain contacts, and respond to inquiries arrange and conduct programs to keep up contact between organization representatives and the public arrange and conduct programs to keep up contact between organization representatives and the public More responsibilities

8. In government, called press secretaries, information officers, public affairs specialists, or communication specialist In government, called press secretaries, information officers, public affairs specialists, or communication specialist Keep the public informed about the activities of government agencies and officials. Keep the public informed about the activities of government agencies and officials. Informing the public, of an organization’s policies, and accomplishments Informing the public, of an organization’s policies, and accomplishments More Duties

9. Public relations jobs are expected to increase faster than the average for all other occupations through the year 2006 Due to the growth in business and technology, US companies need to communicate their brand more effectively than ever before. US companies need to communicate their brand more effectively than ever before. Public relations professionals are in higher demand than virtually any other profession Public relations professionals are in higher demand than virtually any other profession. Public Relation Jobs

10. The path to a career in Public Relations….

11. In high school….. Take classes in the following : Art Art Creative writing Creative writing Communications Communications English English Photography Photography Psychology Psychology Participate in creative endeavors and keep a portfolio

12. Internships are valuable ¤ Television and Radio Stations ¤ Public Relation Companies ¤ Local Government Agencies ¤ Non-Profit organizations ¤ Hospital Public Relation Departments ¤ Event Coordination

13. Colleges in the Rochester Area with PR Programs Monroe Community College Monroe Community College Rochester Business Institute Rochester Business Institute SUNY Brockport SUNY Brockport SUNY OSWEGO - SUNY OSWEGO - Distance Learning Distance Learning Empire State College Empire State College St. John Fisher College St. John Fisher College Nazareth College Nazareth College Rochester Institute of Technology Rochester Institute of Technology University of Rochester University of Rochester

14. The good, the Bad, and the Ugly Fun job Very creative Deals with “Pop culture” Very “Cliquey” Very demanding High pressure High burn out rate Little free time Large turnover

15. Income….. Starting salaries for PR Specialist: $34,276.00 to $36,000.00 PR Manager salaries $66,953.00 to $94,224.00

16. Personal Qualities needed for success in PR Outgoing Outgoing Creative Creative A “People Person” A “People Person” A Team Player A Team Player Into new trends Into new trends Clever Clever Articulate Articulate Personable Personable Willing to work hard Willing to work hard

17. For more information on starting a career path Stop by room 222 in the high school call Mrs. Bartell-DeMeis at 421-2100 e-mail her at Coop@fairport.monroe.edu The End