Presentation to the PRSSA chapter at Central Washington University on October 13, 2014. The PowerPoint presents the pros and cons of PR agency life vs. working in a corporate public relations department. The presentation also offers strategies to close the gender pay gap in communications disciplines.

1. Corporate vs. Agency
Where Will You Work?
CWU PRSSA
Kevin M. Brett
October 13, 2014

2. According to a Survey of PRSA
Members
• Corporations: 26 percent
• Agencies: 20 percent
• Non-Profits: 17 percent
• Education: 13 percent
• Government: 10 percent
• Other: 6 percent
• Freelance: 6 percent
• Professional Services: 2 percent

3. Why Corporate?
• 24/7/365 for the Company
• Reports to CFO, Mktg., Sales
• In-House/Agency/Combo
• More Credibility with Media
• ESPP/Stock Options
• Higher Regard by Media

4. Corporate Challenges
• Bad Actors (e.g., Enron)
• Green Washing (e.g., Fed-Ex)
• Pink Washing (e.g., 5-hour)
• Excessive Exec Compensation
• Product Recalls
• Faulty Investor Guidance

5. Corporate Opportunities
• Killer Apps
• Breakthrough Products
• Good Salary/Benefits
• Foreign Exposure
• Inside Hiring
• Wealth Accumulation

6. Why Agency?
• Billable Hours Spread Sheet
• Client Teams; Multiple Bosses
• Hired Gun
• Deep Rolodex
• Salary, Benefits and Bonus
• Foreign Office Assignments
• More Intern Opportunities

7. PR’s Holy Grail: Agency
Experience
• Required by Many Employers
• Multiple Clients
• Compartmentalization
• Multi-Tasking Skillsets
• Agency Universities
• Foreign Assignments
• Foreign Clients

8. Two Primary Methods of
Engagement
• Project: Specific task, aimed at a specific
audience at a specific time for specific
price + OOPS.
• Retainer: Contractual Engagement Based
Upon a Monthly Fee + OOPS; Monthly
Reports; Periodic Agency Review
($15,000 or more per month in Silicon
Valley)

9. Why Not Agency?
• Billable Hours Spread Sheet
• Three or Four Clients
• Difficult Client Personalities
• Need A.D.D.
• Burn-Out Potential
• Lower Regard by Media

10. Rely on “Karma”?
It's not really about asking for the raise but knowing and
having faith that the system will actually give you the right
raises as you go along. And that I think might be one of the
additional superpowers that quite frankly women who don't
ask for raises have. Because that's good karma, that'll
come back.” – Microsoft CEO Satya Nadella

11. Addressing PR Gender Pay Inequity
• Male Practitioners: $84,368
• Female Practitioners: $76,063
• Delta: $8,305
• Delta x 40 Years: $332,200

12. Technician vs. Managerial
• Technician: Five-Figure Salaries
• Managerial: Six-Figure Salaries

13. Preferences and Choices
• Non-Profit Communications: $62,275
• Corporate Public Relations: $88,823

14. Preferences and Choices II
• Community Relations: $63,437
• Financial Communications: $117,233

15. Pay Rates for IR/PR Directors
• Investor Relations Director Range
$97,753 to $201,565
• Corporate Public Relations Director Range
$86,469 to $167,836
2013 Source: Salary.com

16. Most Powerful Woman on Earth