pr today
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COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Dialogue vs. Interpersonal Communication
Mass communication is OUT.
Interpersonal communication is IN.
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
•Women dominate the field
•Women have skills for PR
•Men make more $
•Men favored in hiring
PR Trends of Tomorrow
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Why Women?
• Women find the PR environment welcoming
• Women can make more $ in PR than teaching or other social jobs
• Women can start their own firm without a lot of capitol
• Women are thought to be better listeners
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Diversity
• Recruiting and Hiring
• Special Organizations
• Language Skills
• PR field falls short of world trends
• Low # of minority applicants
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Diverse Trends
• Hispanic PR wire
• BPRS (National Black PR Society)
• AAAPRA (Asian American Advertising and PR Association)
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Think About This:
“Why might it be in the best interest of a PR firm to have a diverse staff?”
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
The Hiring Process
• Networking
• Associations
• Guest Speakers
• Recruiters
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
More Trends
1. Transparency
2. Growing Social Media Toolbox
3. Increased Emphasis on Evaluation
4. 24/7 News cycle
5. New direction in Mass Media
6. Outsourcing to PR firms
7. Lifelong learning
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
Licensing & Accreditation
• Protection
• Publicity vs. official PR practitioner
• Certification through PRSA
• APR
• Rigorous process
• Only 18% of PRSA
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
PRSA
• America’s largest group of professional PR and Communications specialists
• Over 21,000 members nationwide
• Offer jobs, training, standards, stay on top of emerging trends
• Conferences, seminars, workshops, webinars, meetups, local chapters, student chapters, annual awards
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
APR
• Established in 1964
• Nations only PR accreditation
(not a license)
• Governed by a UAB
• Aim is to unify the profession
• www.pracreditaton.org
• Symbol of professionalism
• $385 fee
• Good for life
COMM 2337
PR
TodayClass 8
Fall 2011
@AndreaGenevieve
More APR
• Members of participating organizations who are involved in the professional practice of public relations, or in the teaching or administration of public relations courses in an accredited college or university.
• Participating orgs: Universal Accreditation Board include the Agricultural Relations Council, Florida Public Relations Association, Maine Public Relations Council, National School Public Relations Association, Public Relations Society of America (PRSA), Religion Communicators Council, Southern Public Relations FederationSouthern Public Relations Federation, Texas Public Relations Association and Asociación de Relacionistas Profesionales de Puerto Rico (Puerto Rico Public Relations Association).