Alison OwenHead of PR at BDBInternational business-to-business PR specialistwww. bdb.co.uk @bdbmarketing @alisonmowenPrese...
Summary   What is PR – the classic definition   Different career opportunities   PR vs advertising   Is it for me?   ...
What is PR? Reputation management   – what you do   – what you say   – what others say about you Planned and sustained e...
Different career opportunities
Agency vs in-house Agency  – Small business or global network  – Can offer faster promotion than in-house  – Broad spread...
Consumer vs B2B– Consumer (B2C)  –   Brand you may have heard of  –   Products/services more accessible  –   Entry level u...
PR vs advertising “News is what somebody somewhere wants to  suppress. Everything else is advertising.” Lord Northcliffe...
Is it for me? Personable    – Build relationships Good copywriter    – Variety of material Organised    – Good time man...
Don’t rule it out Don’t necessarily need a PR / marketing  communications degree  – Scientists  – Linguists  – Humanities
A typical day? No such thing! Maybe  – Editor ring-round to ‘sell-in’ a story  – Client meeting about a forthcoming even...
The changing media landscape
Safeguarding reputation Transparent environment  – Instant / global No reputation is bulletproof  – “When everyone has a...
How has PR changed? New digital channels  – Accelerated pace of working  – Fragmented media  – New skills / tactics New ...
It’s all in the story Discipline of PR remains the same Creating a consistent message thread  – Across fragmented media...
The power of social media Influence of bloggers
The power of social media
Headline news
Fast growing career choice Corporate reputation is critical     – PR is booming           $10bn business in 2011 1      ...
Any questions?
Breaking into public relations - a presentation for undergraduates looking to work in public relations
Breaking into public relations - a presentation for undergraduates looking to work in public relations
Upcoming SlideShare
Loading in …5
×

Breaking into public relations - a presentation for undergraduates looking to work in public relations

527 views

Published on

An introduction into public relations for people looking to start their career in public relations. Outline: What is PR, Is it for me, Different career options, Public relations in a changing media landscape, PR - hot right now.

Published in: Career
  • Be the first to comment

  • Be the first to like this

Breaking into public relations - a presentation for undergraduates looking to work in public relations

  1. 1. Alison OwenHead of PR at BDBInternational business-to-business PR specialistwww. bdb.co.uk @bdbmarketing @alisonmowenPresentation at PRCA ‘Breaking into PR’ conference11 February 2013Manchester Metropolitan University
  2. 2. Summary What is PR – the classic definition Different career opportunities PR vs advertising Is it for me? A typical day The changing media landscape The career choice of the future?
  3. 3. What is PR? Reputation management – what you do – what you say – what others say about you Planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics Presenting a company favourably – Shaping information – Targeting – Engaging relevant audiences
  4. 4. Different career opportunities
  5. 5. Agency vs in-house Agency – Small business or global network – Can offer faster promotion than in-house – Broad spread of clients – across different sectors – Variety of work / disciplines In-house – Corporate culture – Structured career path – Focused on core sector / related sectors – Marketing team – may work with an agency
  6. 6. Consumer vs B2B– Consumer (B2C) – Brand you may have heard of – Products/services more accessible – Entry level usually junior – Media challenges – Faster pace / project turnover – Can be more UK-focused– B2B – Often more technical – Can offer better opportunity for progression – Media challenges – Longer term / longer lead times – Can be more international
  7. 7. PR vs advertising “News is what somebody somewhere wants to suppress. Everything else is advertising.” Lord Northcliffe Advertising – Hard-hitting  Space paid for  Raising awareness  Quicker results Public relations – Softer skill  Editorial space free but earned on merit  Shaping attitude  Long term results Editorial promotions / advertorials – Blurring lines
  8. 8. Is it for me? Personable – Build relationships Good copywriter – Variety of material Organised – Good time management / deadlines Good memory – Lots of projects ongoing – Eye for detail Flexible – Late nights / travel Initiative – Self starter Creative ‘Passion for PR’
  9. 9. Don’t rule it out Don’t necessarily need a PR / marketing communications degree – Scientists – Linguists – Humanities
  10. 10. A typical day? No such thing! Maybe – Editor ring-round to ‘sell-in’ a story – Client meeting about a forthcoming event – Compile and evaluate a clippings report – Research for a new business pitch – Attend an exhibition to represent a client – Take part in a brainstorming session for future project – Put together press lists for new product launch – Research / draft press release – ...
  11. 11. The changing media landscape
  12. 12. Safeguarding reputation Transparent environment – Instant / global No reputation is bulletproof – “When everyone has a blog or Facebook entry, everyone is a publisher – “Your reputation is going to get set in stone so much earlier…a digital fingerprint that never gets erased” Thomas Friedman, New York Times
  13. 13. How has PR changed? New digital channels – Accelerated pace of working – Fragmented media – New skills / tactics New influencers – Engagement
  14. 14. It’s all in the story Discipline of PR remains the same Creating a consistent message thread – Across fragmented media Engages audience – Relevant message Create and protect corporate reputation / brand loyalty
  15. 15. The power of social media Influence of bloggers
  16. 16. The power of social media
  17. 17. Headline news
  18. 18. Fast growing career choice Corporate reputation is critical – PR is booming  $10bn business in 2011 1  Employs 66,000 people worldwide 1  Growing at 8% pa 1 – PR ranked no 5 “Hot Careers to Watch 2013” 21 Holmes Report, 20112 prnewsonline, 27 Dec 2012
  19. 19. Any questions?

×