Why Would Anyone Want To Work In PR?

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Presentation made to The Actors Fund to give those in entertainment interested in a career switch an overview of some PR industry basics and trends going on right now.

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Why Would Anyone Want To Work In PR?

  1. 1. Why Would Anyone Want to Work in PR? “Because we’re held in higher esteem than oil companies and drug companies!” – James Lee, The Lee Strategy Group, Inc.
  2. 2. In Case You Want to Backchannel Me • www.twitter.com/leestrategy • www.facebook.com/leestrategy
  3. 3. Is It Really About Glamour?
  4. 4. Nuts and Bolts • Public relations is all about managing the interface between your client and the rest of the world • The platform for that interface changes all the time – Newspapers, television and radio morphs into… – Social media, YouTube, podcasts and Tweets • How effective you are in managing it determines your success
  5. 5. PR Is Everywhere
  6. 6. Gallup Poll August 2010 Very Negative Opinion of PR/Ad Biz Very Positive 11% 6% Somewhat Somewhat Positive Negative 27% 28% Neutral 28%
  7. 7. But We’re Not as Bad as… • Oil and gas industry dead last at -43% • Banking and financial services -28% • Drug pharmaceutical companies -16% • Airline industry -11% • PR and advertising companies -6% • One the plus side: • Auto manufacturers +3 • Restaurant sector +46% • Computer industry +49%
  8. 8. PR Growth Will be Stagnant 8
  9. 9. PR Disciplines • Media Relations (Pitching, placement, newsroom) • Investor Relations (Analysts, road shows, transactions) • Crisis Communications (Planning, training, response) • Branding (Brand development and management) • Social Media (SEO, blogging, apps, casting) • Promotions (Contests, giveaways) • Marketing (All non media related activities, guerilla) • Public Affairs (Government relations and grassroots) • Events (Event planning and coordination) • Research (Surveys and focus groups) • Product Placement (Entertainment, events) • Corporate Social Responsibility (Non-profit, foundations) • Speaking (Training, keynotes, seminars, panels) • Internal Communications (Human resources, employee relations) 9
  10. 10. Pathways in PR • The Agency – Conglomerates (WPP, Omnicom, Interpublic, Publicis, Havas) – Independents (Edelman, APCO, Ruder Finn) – Boutiques (People’s Revolution, Solo Shops) • Client Side – Corporate Communications – Public Relations/Publicity – Investor Relations/Financial Relations – Public Affairs/Government Relations – Marketing/Promotions
  11. 11. Hardcopy is Nosediving
  12. 12. Where Are the Ad $ Being Spent? 12
  13. 13. Everyone is Going Mobile 13
  14. 14. And the Children Shall Lead… 14
  15. 15. PR Dives Into Social Media 15
  16. 16. Skills Sets Old School New School • Technical and press • Social media writing, release writing 140 characters, SEO • Cold media • Blogging, vlogging, pitching/phone podcasting, tweeting technique • Multimedia, video • J-School background content • Skilled at media • Multiple platforms, databases mobility
  17. 17. Spread Your Seed • www.Knowem.com • www.ud.com • www.namechecklist.com • www.claim.io • www.TM.biz • www.namechk.com • www.Domainr.com
  18. 18. This is You 18
  19. 19. PR Resources • PRWeek • PR News • PR Daily • O’Dwyer’s PR Market Place • MediaBistro • International Association of Business Communicators • Public Relations Society of America • Entertainment Publicists Professional Society
  20. 20. James Lee The Lee Strategy Group, Inc. 1800 Century Park East, Suite 600 Los Angeles, CA 90067 (310) 229-5771 jlee@leestrategy.com www.facebook.com/leestrategy www.twitter.com/leestrategy www.leestrategy.com

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