entering the PR world


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entering the PR world

  1. 1. entering the PR world post graduation
  2. 2. your options! corporate agency
  3. 3. work for one, work for many? corporate agency • higher starting salaries, • fine tune skills quickly less bonus opportunity • more minds, more • intimate exposure to teams the business/industry • greater growth + • no timekeeping/billable promotions expectations • greater diversity of • account management clients and projects – skills aren’t taught more media exposure
  4. 4. agency account levels APCO the others project assistant account coordinator JUNIOR junior associate assistant acct exec account executive associate senior account exec manager account manager MID acct supervisor senior associate account director vice president vice president SENIOR senior VP senior VP executive VP + executive VP +
  5. 5. what’s your worth? (agency) *from a 2008 salary survey done by the Council of PR Firms national averages shown $62,360 $50,144 $42,000 $35,000 $32,000 Account Coordinator Account Level 1 Account Level 2 Account Level 3 Account Level 4
  6. 6. according to PRWeek… agencies + corp
  7. 7. a day in the life… • position: – account executive – New York office of a global agency – technology practice group • clients: – large public technology organization – global provider of enterprise search software, – global managed security services provider (MSSP) *borrowed from PR QuickStart
  8. 8. • 08:30 Scan headlines online in major daily newspapers , including The Wall Street Journal, New York Times and CNET News.com, read industry blogs and technology trade publications. Discuss any relevant articles or major news stories with colleagues. • 09:30 Participate in conference call with enterprise search client to discuss product launch activities and a messaging document. • 10:00 Receive details about new computer virus outbreak. Draft media pitch and begin outreach to targets. Send report of interview opportunities to MSSP client and secure spokesperson availability. Work with team members to develop briefing notes for spokesperson.
  9. 9. • 10:30 Field inbound media inquiry about virus outbreak. Answer reporter’s questions and report back to internal team. • 11:00 Participate in customer briefing for enterprise search client, during which a new user reference is interviewed about the installation and benefits. Take detailed notes to later draft a press release. • 11:30 Answer call from client at technology organization. Switch gears and run through status updates for upcoming campaign.
  10. 10. • 12:30 Return calls from reporters: CNET News.com needs answers to questions via email regarding the computer virus; InformationWeek will take an interview if we can produce a user reference. • 01:00 Draft responses to CNET News.com questions and send to MSSP client for review before finalizing content with the reporter. • 02:00 Incorporate manager’s feedback on launch targets and pitch media for enterprise search client. Research additional media targets.
  11. 11. • 03:00 Work with account coordinator to scan for resulting coverage of computer virus outbreak. • 04:00 Conference call with marketing team at technology organization regarding upcoming campaign. Provide PR updates on call and answer questions. Send detailed recap to client. • 05:00 Follow-up with MSSP client to ensure reporter’s questions are answered. Call back InformationWeek and let reporter know we don’t have a user reference. • 05:30 Review notes from customer briefing and begin outline of press release for enterprise search client.