PRoactive: The Public Relations Job Hunter's Guide

1. Foreword: Your Guide to PR Job Success

Though I started my career as an advertising copywriter, I have more than 25 years experience in public relations and PR consulting. This includes managing PR divisions for two award-winning ad agencies, directing regional PR agency offices for two international PR companies and running two successful independent PR agencies. Not to mention nonprofit and government communications experience early in my career.

During that time, I’ve hired and managed hundreds of talented employees, senior managers and support staff. I’ve probably seen more than 3,500 resumes and done hundreds of interviews. Let’s just say, I can tell you what impresses me and what employers are NOT looking for! And I can definitely tell you what will get you hired in public relations.

Writing this book is my chance to answer many of the questions I got over the years and still get every week such as:

• I’m good with people. How can I get into public relations?

• What education do I need?

• Where’s the best place to find current PR jobs?

• What skills are employers looking for?

• How much can I earn?

• What can I do to increase my chances of getting that dream PR job?

• Do you have any tips to help me find a PR job?

• How do I find that perfect PR agency job?

• How important are traditional PR skills?

• I'm not getting any response to my applications. Help!

• Can social media help me find a PR job?

• And many more…

The "PR Jobs" section of my website The PR Coach has hundreds of practical PR Job resources and is consistently the busiest, most popular part of the website for one reason. PR careers are hot!

The past five years have seen tremendous changes in public relations. The impact of social media is huge. Traditional media and the old ways of doing PR are long gone. The pace of change is fast and the need for real-time response is even faster. Competition is tougher too and expectations for results are also much, much higher.

The best news is that PR job opportunities continue to grow impressively. You could say these new opportunities have been created by a perfect storm of business's need for PR help, the effect of baby boomer retirements and, most importantly, the impact of social media.

This book is designed to give you current insight into these changes, to help you find new opportunities and to get a PR job. At the end of many chapters, you’ll find five to 10 quick "PRoactive Resources," checklists or a selection of links to online resources to help you get information fast. That’s the best thing about a downloadable book.

The public relations profession is exciting, always-changing and challenging. It demands the best from talented people but the personal rewards are immense. After more than 25 years in PR, I can still say I enjoy every workday.

If this book helps young PR job hunters, experienced PR pros, and those who want to cross over from journalism or other professions into public relations, I’ll be thrilled. It’s my way of saying Thanks! to all those who helped me during my career. I hope these strategies and tips will help you find your ideal job in this exciting profession too.

While research in my book focuses mainly on the US market, the principles and fundamentals for the PR profession and job search apply everywhere. Using both traditional job hunting and the new social media strategies in this book, you'll be able to source and compete for PR jobs anywhere.

Know what the US national average is for the time to find a job? 32.2 weeks! It's time to be PRoactive with traditional and social media to find your next PR job.

I look forward to hearing from readers and PR job hunters about your success. You’ll find lots of additional PR resources and a current PR Job Board at my website The PR Coach www.theprcoach.com. You can also connect with me on Twitter @theprcoach or by email prcoach@gmail.com. All the best!

Jeff Domansky, APR

The PR Coach

www.theprcoach.com

2. Introduction – Why This Book?

How is this book different from dozens of other job hunting books, blogs and job websites?

This is a job hunter’s guide that’s unique to the PR profession. The PR world is very different from most other vocations. You need to know what’s different and how to accommodate these differences and nuances for PR job hunting success.

There are a few other books that cover related professions such as advertising, marketing and journalism. There are online resources scattered across the Internet from professional associations, monster job boards, recruiters, PR professionals and bloggers. But many of them offer limited or general advice that doesn’t address the unique needs of PR job hunters in this competitive new job environment.

This book is also for those who want to know more about the public relations profession. It’s designed to tell you how to find, research, apply for, present yourself professionally and win that next PR job.

You'll get an overview of the PR job market including trends, future opportunities, salary data, descriptions of different PR roles and a look at where the hottest job prospects are today.

There’s insight into what employers are looking for. Which skills, education and training are most valuable? What new style of cover letters, resumes and online portfolios will help you get attention, interest and a PR job interview? We’ll show you how to make the most of internships, provide networking tips, interview suggestions and how to make a positive impression in an interview.

I’ll point you to the absolute best places to look online for current PR job opportunities and suggest ways to get help from mentors, coaches, recruiters and professional resources.

Having trouble finding your first PR job? Are you an experienced PR pro who was recently laid off? Need suggestions to negotiate a job offer? This book can help.

The biggest change in job hunting is the most important one. In the past, the most important task was to find PR job opportunities. That's still important. But now you need to do one critical additional thing: you need to help employers find you!

That's happened because of the impact of social media.

The bonus chapter in this book is a 14-day PR Job Hunter's Blueprint to help you find a PR job. This blueprint provides daily strategies, practical tips and checklists to guide you to PR job success.

Many chapters include helpful checklists, templates and links to online PR resources you won’t find anywhere else in one spot and are only available to owners of this book. Make the best use of these resources and you’ll improve your chances of finding that dream PR job.

In my opinion, the following infographic really says it all when it comes to PR job opportunities.

At the end of the day, finding the right PR job and making sure you can be found are all that matter! So, let’s get PRoactive.

3. PR by the Numbers: Growing Job Opportunities

The most recent US numbers for PR jobs are BIG and they’re encouraging:

• 24% growth in PR by 2018 (US Dept of Labor)

• 94% increase in PR job listings (Nov 2009 – May 2011: SimplyHired.com)

• 34% of senior practitioners expected to retire in four to seven years (Canadian Public Relations Society)

• 307% increase in social media job listings (Nov 2009 – June 2011: SimplyHired.com)

• 275,200 employed in PR (US Dept of Labor)

• Median PR salary = $51,280 (US Dept of Labor)

• PR is 84th in top 100 jobs (CNNMoney.com)

• 64,000 with the title public relations manager (US Dept of Labor)

• 132,000 public relations specialists (US Dept of Labor)

• 7,000 US PR agencies (PRSA)

Let’s talk about why these numbers should get you excited about a career in public relations.

As of 2008, an estimated 275,200 people were employed in public relations across the US (Bureau of Labor Statistics). 64,000 had the title public relations manager and another 132,000 were employed as public relations specialists. While the majority works in larger cities, there is a recent trend towards PR job growth in smaller markets, closer to regional clients.

CNNMoney.com and Payscale recently compiled a list of the top 100 jobs in the US. PR Director was number 84. The ten-year forecast is 24% job growth in the industry with a median salary of $51,280 and top pay range of $153,000 annually. You’ll find much more detailed PR salary data and information in Chapter 9.

PR students and young public relations professionals should also be very optimistic according to the Canadian Public Relations Society. CPRS expects 34% of its members will retire within the next four to seven years and those numbers should be comparable in the US. That will create a demand for talented professionals in higher-paying PR management positions as well.

The PR agency business is also resilient and the Public Relations Society of America (PRSA) estimates there are more than 7,000 PR agencies in the US. While 2009 and 2010 were challenging, many agencies rebounded by the end of 2010 with growth in revenue in 2011 and a determined effort to extend social media service capabilities.

According to the US Department of Labor’s 2010-2011 report, employment of public relations specialists is expected to grow by 24% through 2018. This is great news for PR job seekers!

The report cites two factors: the growth of social media and the increased need for public relations in a more competitive and global business environment.

Although some regions of the US remained in a recession in 2011, many PR recruiters have seen solid growth in new job searches and hiring. They reported more senior-level PR management openings, improved opportunities for entry-level candidates and strong demand for those with excellent social media skills.

Simply Hired job trends research showed an increase in PR job listings of 94% between Nov 1, 2009 and May 31, 2011. Despite challenging economic times, that's very encouraging for PR job hunters. Another survey by Simply Hired showed that job postings with ‘Internet marketing’ in the title have increased 180% since November 2009, while ‘social media marketing’ has grown 307%.

Well-known recruiter Dennis Spring of Spring Associates Inc in New York City cites growth opportunities in health care, pharmaceutical and medical devices, information technology and in financial services companies.

Demographics such as aging populations, economic uncertainty, the continued housing crisis, sustained internet growth and development are also indicators of future PR job losses in some traditional sectors, but strong new niches and unexpected new opportunities are increasing in new digital media, technology and social media.

2011 PRWeek/Bloom, Gross & Associates Salary Survey

The 2011 PRWeek/Bloom, Gross & Associates Salary Survey is very upbeat. From PR agencies to corporations and other organizations, hiring is on the upswing. Recruiters were in high gear looking for positions from junior level to senior PR pros.

The survey uncovered a number of interesting findings from its 534 respondents:

• 23% changed jobs in the previous 12 months

• The median salary for survey participants was $87,000, up from $82,000 in 2010

• 67% reported their salary was higher in 2011 than 2010

• New hires can expect a salary increase between 5% and 15% over their previous employment

• 29% were actively looking for new PR job opportunities

• 21% of respondents would consider leaving their current job for a minimum 20% increase in salary; another 11% would leave for an increase of 15% in salary

• 35% find their job more rewarding than they did 12 months ago.

The average salary for public relations positions advertised on the large job search engine Simply Hired as of August 2011 was $52,000.

The impact of social media on public relations and marketing is without question. Corporate recruiters and staffing agencies placed more than 2,300 new online job ads for Marketing Managers with social media skills during June 2011, according to a WANTED Analytics™ survey. This represents a 71% increase compared with 2010.

While rapid change is always a factor in the public relations business, there’s no question the future for PR is both bright and social. Not to mention rewarding.

4. What’s It Take for Success in PR?

In July 2004, Heyman Associates talked with nearly100 leading PR professionals in a groundbreaking study. The goal of this research was to identify the patterns of success in leading PR professionals.

The research highlighted 10 patterns and themes and it also reinforced some earlier theories about what makes successful public relations professional.

Among the key findings:

• PR success is an individual, organizational and group achievement

• Many pathways can lead to success in PR

• Performance is an absolute requirement for success

• Years of experience count but diverse experience counts even more

• At the top level, complex communication skills are essential including writing

• The value of relationships and relationship building is pronounced

• Proactivity and passion pay off

• Intangibles like interpersonal and relationship skills are vital

• The power of PR is limited by perceptions of its role and value

• Female and male executives view success the same.

Based on this research and the 10 patterns we identified, success in PR appears to involve juggling a complex set of roles, possessing excellent communication and leadership skills, gaining wisdom through diverse experiences and achieving high performance at the individual, group and organizational levels, the report says.

This study reinforces some of the stereotypes of the successful PR professional. Some of those characteristics include passion, performance, superb networking, interpersonal and communications skills, the ability to work both alone and in groups successfully and a wide view of the world around them.

From my experience, you can add high-level writing skills, news and political awareness, social media savvy, talent with and curiosity about technology, creativity, a high level of energy and the willingness to be a risk taker.

The 2008 Heyman Associates report A Study of Excellence in Public Relations Leadership gives us a further picture of the PR profession through 222 interviews resulting in eight key findings:

• Strategic decision-making capability is the most important quality of excellent leadership in public relations

• Work experiences, individual initiative and role models are the richest sources of leadership skills and development

• Strong role models--at work, at home, in the classroom or elsewhere--exert the greatest influence on practitioners’ beliefs about leadership values, practices and qualities

• Leadership in public relations is different from leadership in other fields: it requires a unique vision and professional media knowledge and skills

• Organizational culture and structure are linked to excellent leadership in public relations

• There’s an absence of outstanding and nationally-recognized leaders in public relations; in other words, no household names

• With few exceptions, female and male professionals, and practitioners at diverse organizations large and small, share similar perceptions about excellence in public relations leadership

• Excellent leadership in public relations is complex. It involves at least five primary dimensions or qualities (and five sub dimensions) and is influenced by organizational culture and structure, as well as developments in the organization’s environment.

A further 20 young leaders were interviewed to explore the dimensions of leadership in action. Several other interesting findings emerged:

• Three leadership themes were noted: leading by example, learning from mentors and keeping public relations relevant.

• Six individual characteristics of excellent leaders were mentioned by many of those interviewed: creativity, integrity, passion, motivational abilities, fundamental PR skills and diversity of backgrounds.

In my many years of hiring, these findings still paint an accurate picture of PR professionals. How do you measure up? Do some of these qualities ring a bell with you? Are there things that you may need to change or strengthen to be more