SlideShare a Scribd company logo

A Career in Public Relations and the Importance of Social Media in the PR Field

Social media plays a crucial role in modern PR. This presentation, intended for students interested in PR careers, explains what public relations is, the importance of new media in the PR industry, and what students can do to prepare for a job in the PR field.

1 of 28
Download to read offline
A Career in Public Relations
And the Importance of Social Media in the PR Field

November 5, 2013

Presentation by Leigh-Anne Mauk Lawrence
Social Media & Public Information Specialist
Hagerstown Community College
2

What is Public Relations?
o PR is the practice of building relationships to enhance or strengthen the public image of a
company, an organization, or an individual
o PR professionals work for a variety of companies and organizations in a number of diverse
industries. Some of the most common include:
-For-profits (companies that sell a product or service)
-Government relations
-Health care
-Higher education
-Nonprofits

Image credits: Shutterstock

o Ultimate Goal: Build a solid reputation that inspires trust in one’s core audience while adhering
to the mission, vision, and values of an organization
3

Tools in the PR Arsenal
Two purposes in PR: Inform or Persuade

o Informative tools include fact sheets, press releases, press conferences,
video news releases, and media kits

Image credit: freedigitalphotos.net

o Persuasive tools include speeches, letters to the editor, guest columns,
and online, radio or television appearances and interviews
4

o Traditional – Print ads, radio/TV ads,
outdoor ads like billboards, and
promotional literature/publications
o Tradigital – Website, Internet ads,
email blasts, text messages
o Social Media – Facebook, Twitter,
LinkedIn, YouTube, blogs, etc.
o Earned or Free Media – News features,
TV/radio coverage, retweets (RTs) or shared
links via social media

Image credit: freedigitalphotos.net

Standard Marketing Channels
5

What Type of People Work in PR?
Successful PR professionals typically exhibit the following traits or
abilities:
Excellent writing skills
Ability to think critically
Creative mindset
Project-oriented
Good at multi-tasking
Detail-oriented
Ability to consistently meet deadlines
Flexible and able to think
quickly on their feet
o Superior communication skills

Image credit: photl.com

o
o
o
o
o
o
o
o
6

Can Introverts Work in PR?
Yes! PR offices often contain a blend of introverts and extroverts

• Extroverts: Often work as PR directors/managers and serve as the
public “face” of an organization. They set the direction for the brand and
oversee other PR staff, delegating tasks and assignments as needed

-Writers (print and online)
-Social media managers
-Web designers and editors
-Graphic designers
-Photographers
-Videographers

Image credit: photl.com

• Introverts: Are typically the behind-the-scenes content creators that
take the PR director’s vision and run with it. Examples of behind-thescenes content creators can include:

More Related Content

What's hot

Public relation aspect
Public relation aspectPublic relation aspect
Public relation aspectANUJ CHAUDHARY
 
how does public relation helps?
how does public relation helps?how does public relation helps?
how does public relation helps?Anuj Usare
 
Public Relations Management
Public Relations ManagementPublic Relations Management
Public Relations ManagementSanchit
 
Presentation on public relations and news realese
Presentation on public relations and news realesePresentation on public relations and news realese
Presentation on public relations and news realeseSarker Shuvo
 
Publicrelationsndlm (2)
Publicrelationsndlm (2)Publicrelationsndlm (2)
Publicrelationsndlm (2)SarahNduku
 
PR (Public Relation) Industry
PR (Public Relation) IndustryPR (Public Relation) Industry
PR (Public Relation) IndustryAngel'z Sanyo
 
Public relations - Basic Concepts
Public relations - Basic ConceptsPublic relations - Basic Concepts
Public relations - Basic ConceptsMaga Cabral
 
The public relations as a management function and the challenges to effective...
The public relations as a management function and the challenges to effective...The public relations as a management function and the challenges to effective...
The public relations as a management function and the challenges to effective...Alexander Decker
 
Presentation on pr organization
Presentation on pr organizationPresentation on pr organization
Presentation on pr organizationmohit240492
 
Managing public relation in public and private sector
Managing public relation in public and private sectorManaging public relation in public and private sector
Managing public relation in public and private sectorService_supportAssignment
 
Effective public relations and media strategy
Effective public relations and media strategyEffective public relations and media strategy
Effective public relations and media strategyShahzaib Khan
 
Corporate public relations
Corporate public relationsCorporate public relations
Corporate public relationssaurav kishor
 

What's hot (20)

Public relation
Public relationPublic relation
Public relation
 
Public Relations
Public RelationsPublic Relations
Public Relations
 
Public relation officer
Public relation officerPublic relation officer
Public relation officer
 
Public relation aspect
Public relation aspectPublic relation aspect
Public relation aspect
 
how does public relation helps?
how does public relation helps?how does public relation helps?
how does public relation helps?
 
Public Relations Management
Public Relations ManagementPublic Relations Management
Public Relations Management
 
Presentation on public relations and news realese
Presentation on public relations and news realesePresentation on public relations and news realese
Presentation on public relations and news realese
 
Publicrelationsndlm (2)
Publicrelationsndlm (2)Publicrelationsndlm (2)
Publicrelationsndlm (2)
 
PR (Public Relation) Industry
PR (Public Relation) IndustryPR (Public Relation) Industry
PR (Public Relation) Industry
 
Anatomy Of Public Relations For PR Playbook 3rd Edition
Anatomy Of Public Relations For PR Playbook 3rd EditionAnatomy Of Public Relations For PR Playbook 3rd Edition
Anatomy Of Public Relations For PR Playbook 3rd Edition
 
Public Relation (PR)
Public Relation (PR)Public Relation (PR)
Public Relation (PR)
 
Public relations - Basic Concepts
Public relations - Basic ConceptsPublic relations - Basic Concepts
Public relations - Basic Concepts
 
The public relations as a management function and the challenges to effective...
The public relations as a management function and the challenges to effective...The public relations as a management function and the challenges to effective...
The public relations as a management function and the challenges to effective...
 
Public relations in an organization
Public relations in an organizationPublic relations in an organization
Public relations in an organization
 
Presentation on pr organization
Presentation on pr organizationPresentation on pr organization
Presentation on pr organization
 
Managing public relation in public and private sector
Managing public relation in public and private sectorManaging public relation in public and private sector
Managing public relation in public and private sector
 
Public relation
Public relationPublic relation
Public relation
 
Effective public relations and media strategy
Effective public relations and media strategyEffective public relations and media strategy
Effective public relations and media strategy
 
Publicity
PublicityPublicity
Publicity
 
Corporate public relations
Corporate public relationsCorporate public relations
Corporate public relations
 

Viewers also liked

ConnectME: connecting content for future TV & video
ConnectME: connecting content for future TV & videoConnectME: connecting content for future TV & video
ConnectME: connecting content for future TV & videoconnectme_project
 
Circumcsion lesson six
Circumcsion   lesson sixCircumcsion   lesson six
Circumcsion lesson sixEbrahim Ismail
 
Empirical Experiment on Navigation with Social Tags
Empirical Experiment on Navigation with Social TagsEmpirical Experiment on Navigation with Social Tags
Empirical Experiment on Navigation with Social TagsStefan Schweiger
 
Sports broadcasting
Sports broadcastingSports broadcasting
Sports broadcastingadictiv27
 
Best Practices in Managing e-resources
Best Practices in Managing e-resourcesBest Practices in Managing e-resources
Best Practices in Managing e-resourcesslimkm
 
Lesson 14 - Life, Role and Death of Abu Talib
Lesson 14 - Life, Role and Death of Abu TalibLesson 14 - Life, Role and Death of Abu Talib
Lesson 14 - Life, Role and Death of Abu TalibEbrahim Ismail
 
How Community Colleges Are Using Social Media: 2013 Case Study
How Community Colleges Are Using Social Media: 2013 Case StudyHow Community Colleges Are Using Social Media: 2013 Case Study
How Community Colleges Are Using Social Media: 2013 Case StudyLeigh-Anne Lawrence
 
Tolan revfinal conf_2013
Tolan revfinal conf_2013Tolan revfinal conf_2013
Tolan revfinal conf_2013youth_nex
 
عروض موقع سوق مصر
عروض موقع سوق مصرعروض موقع سوق مصر
عروض موقع سوق مصرسوق مصر
 
Crime thriller, md, jd, jh hg
Crime thriller, md, jd, jh hgCrime thriller, md, jd, jh hg
Crime thriller, md, jd, jh hghayleigh282
 
The GAFAisation of Television
The GAFAisation of TelevisionThe GAFAisation of Television
The GAFAisation of TelevisionChristophe Rufin
 
Lesson 15 - first journey to syria, monk buhaira and the pact of virtous
Lesson 15 -  first journey to syria, monk buhaira and the pact of virtousLesson 15 -  first journey to syria, monk buhaira and the pact of virtous
Lesson 15 - first journey to syria, monk buhaira and the pact of virtousEbrahim Ismail
 
Lesson 16 critically analyse the buhyara incident, battle of fujjar & the r...
Lesson 16   critically analyse the buhyara incident, battle of fujjar & the r...Lesson 16   critically analyse the buhyara incident, battle of fujjar & the r...
Lesson 16 critically analyse the buhyara incident, battle of fujjar & the r...Ebrahim Ismail
 
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...youth_nex
 

Viewers also liked (20)

ConnectME: connecting content for future TV & video
ConnectME: connecting content for future TV & videoConnectME: connecting content for future TV & video
ConnectME: connecting content for future TV & video
 
2015 Holiday Outside-Infographic
2015 Holiday Outside-Infographic2015 Holiday Outside-Infographic
2015 Holiday Outside-Infographic
 
Circumcsion lesson six
Circumcsion   lesson sixCircumcsion   lesson six
Circumcsion lesson six
 
Empirical Experiment on Navigation with Social Tags
Empirical Experiment on Navigation with Social TagsEmpirical Experiment on Navigation with Social Tags
Empirical Experiment on Navigation with Social Tags
 
Sports broadcasting
Sports broadcastingSports broadcasting
Sports broadcasting
 
Best Practices in Managing e-resources
Best Practices in Managing e-resourcesBest Practices in Managing e-resources
Best Practices in Managing e-resources
 
Lesson 14 - Life, Role and Death of Abu Talib
Lesson 14 - Life, Role and Death of Abu TalibLesson 14 - Life, Role and Death of Abu Talib
Lesson 14 - Life, Role and Death of Abu Talib
 
How Community Colleges Are Using Social Media: 2013 Case Study
How Community Colleges Are Using Social Media: 2013 Case StudyHow Community Colleges Are Using Social Media: 2013 Case Study
How Community Colleges Are Using Social Media: 2013 Case Study
 
Tolan revfinal conf_2013
Tolan revfinal conf_2013Tolan revfinal conf_2013
Tolan revfinal conf_2013
 
عروض موقع سوق مصر
عروض موقع سوق مصرعروض موقع سوق مصر
عروض موقع سوق مصر
 
Crime thriller, md, jd, jh hg
Crime thriller, md, jd, jh hgCrime thriller, md, jd, jh hg
Crime thriller, md, jd, jh hg
 
Lesson Four - Seerah
Lesson Four - SeerahLesson Four - Seerah
Lesson Four - Seerah
 
The GAFAisation of Television
The GAFAisation of TelevisionThe GAFAisation of Television
The GAFAisation of Television
 
Lesson 15 - first journey to syria, monk buhaira and the pact of virtous
Lesson 15 -  first journey to syria, monk buhaira and the pact of virtousLesson 15 -  first journey to syria, monk buhaira and the pact of virtous
Lesson 15 - first journey to syria, monk buhaira and the pact of virtous
 
Lesson 16 critically analyse the buhyara incident, battle of fujjar & the r...
Lesson 16   critically analyse the buhyara incident, battle of fujjar & the r...Lesson 16   critically analyse the buhyara incident, battle of fujjar & the r...
Lesson 16 critically analyse the buhyara incident, battle of fujjar & the r...
 
Bringithomefurniture pdf
Bringithomefurniture pdfBringithomefurniture pdf
Bringithomefurniture pdf
 
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...
Noni K. Gaylord-Harden, Ph.D. - “Shifting the Narrative on Development in You...
 
2012 Outside-In Holiday Infographic
2012 Outside-In Holiday Infographic2012 Outside-In Holiday Infographic
2012 Outside-In Holiday Infographic
 
Fpvs
FpvsFpvs
Fpvs
 
Lesson five miracles
Lesson five   miraclesLesson five   miracles
Lesson five miracles
 

Similar to A Career in Public Relations and the Importance of Social Media in the PR Field

Optimising_Social_Media_for_Public_Administrations_and_Institutions_PR
Optimising_Social_Media_for_Public_Administrations_and_Institutions_PROptimising_Social_Media_for_Public_Administrations_and_Institutions_PR
Optimising_Social_Media_for_Public_Administrations_and_Institutions_PRJohn Shewell
 
Smacad smm-intro-2011
Smacad smm-intro-2011Smacad smm-intro-2011
Smacad smm-intro-2011Axel Schultze
 
Self-employment career in STEM
Self-employment career in STEMSelf-employment career in STEM
Self-employment career in STEMAlex Honchar
 
Marketing via the crowd - How personal dashboards can be used to transform un...
Marketing via the crowd - How personal dashboards can be used to transform un...Marketing via the crowd - How personal dashboards can be used to transform un...
Marketing via the crowd - How personal dashboards can be used to transform un...Toby Beresford
 
Group 3 presentation
Group 3 presentation Group 3 presentation
Group 3 presentation renzad
 
Group 3 presentation
Group 3 presentation Group 3 presentation
Group 3 presentation kuwllerena
 
Leveraging social media
Leveraging social mediaLeveraging social media
Leveraging social mediaOmar Ha-Redeye
 
Digital Marketing Course Week 7: Social Media Marketing
Digital Marketing Course Week 7: Social Media MarketingDigital Marketing Course Week 7: Social Media Marketing
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
 
Digital Media Pitch Presentation
Digital Media Pitch PresentationDigital Media Pitch Presentation
Digital Media Pitch PresentationRohan Mozumdar
 
Socialize - Social Media Marketing Master Class in Singapore
Socialize - Social Media Marketing Master Class in SingaporeSocialize - Social Media Marketing Master Class in Singapore
Socialize - Social Media Marketing Master Class in SingaporeSocialize Group
 
Using social networks in reputation management A study on the governmental or...
Using social networks in reputation management A study on the governmental or...Using social networks in reputation management A study on the governmental or...
Using social networks in reputation management A study on the governmental or...İtibar Yönetimi Enstitüsü
 
10 Social Media Best Practices in Higher Education
10 Social Media Best Practices in Higher Education10 Social Media Best Practices in Higher Education
10 Social Media Best Practices in Higher EducationDr. Josie Ahlquist
 

Similar to A Career in Public Relations and the Importance of Social Media in the PR Field (20)

Optimising_Social_Media_for_Public_Administrations_and_Institutions_PR
Optimising_Social_Media_for_Public_Administrations_and_Institutions_PROptimising_Social_Media_for_Public_Administrations_and_Institutions_PR
Optimising_Social_Media_for_Public_Administrations_and_Institutions_PR
 
Smacad smm-intro-2011
Smacad smm-intro-2011Smacad smm-intro-2011
Smacad smm-intro-2011
 
Self-employment career in STEM
Self-employment career in STEMSelf-employment career in STEM
Self-employment career in STEM
 
social media
social mediasocial media
social media
 
Marketing via the crowd - How personal dashboards can be used to transform un...
Marketing via the crowd - How personal dashboards can be used to transform un...Marketing via the crowd - How personal dashboards can be used to transform un...
Marketing via the crowd - How personal dashboards can be used to transform un...
 
Group 3 presentation
Group 3 presentation Group 3 presentation
Group 3 presentation
 
Group 3 presentation
Group 3 presentation Group 3 presentation
Group 3 presentation
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
New Media and Public Relations
New Media and Public RelationsNew Media and Public Relations
New Media and Public Relations
 
Social Media Education
Social Media EducationSocial Media Education
Social Media Education
 
Sharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social MediaSharing The Responsible Business Voice on Social Media
Sharing The Responsible Business Voice on Social Media
 
Strategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME EnterpriseStrategic Planning for Social Media in the CME Enterprise
Strategic Planning for Social Media in the CME Enterprise
 
Leveraging social media
Leveraging social mediaLeveraging social media
Leveraging social media
 
PINs workshop: Building Effective Media Relations with Andrea Ellison
PINs workshop: Building Effective Media Relations with Andrea EllisonPINs workshop: Building Effective Media Relations with Andrea Ellison
PINs workshop: Building Effective Media Relations with Andrea Ellison
 
Digital Marketing Course Week 7: Social Media Marketing
Digital Marketing Course Week 7: Social Media MarketingDigital Marketing Course Week 7: Social Media Marketing
Digital Marketing Course Week 7: Social Media Marketing
 
Bridge Global Strategies Public Relations Capabilities
Bridge Global Strategies Public Relations CapabilitiesBridge Global Strategies Public Relations Capabilities
Bridge Global Strategies Public Relations Capabilities
 
Digital Media Pitch Presentation
Digital Media Pitch PresentationDigital Media Pitch Presentation
Digital Media Pitch Presentation
 
Socialize - Social Media Marketing Master Class in Singapore
Socialize - Social Media Marketing Master Class in SingaporeSocialize - Social Media Marketing Master Class in Singapore
Socialize - Social Media Marketing Master Class in Singapore
 
Using social networks in reputation management A study on the governmental or...
Using social networks in reputation management A study on the governmental or...Using social networks in reputation management A study on the governmental or...
Using social networks in reputation management A study on the governmental or...
 
10 Social Media Best Practices in Higher Education
10 Social Media Best Practices in Higher Education10 Social Media Best Practices in Higher Education
10 Social Media Best Practices in Higher Education
 

Recently uploaded

Unlocking Genuine Potential: Your YouTube Expedition with Socio Cosmos
Unlocking Genuine Potential: Your YouTube Expedition with Socio CosmosUnlocking Genuine Potential: Your YouTube Expedition with Socio Cosmos
Unlocking Genuine Potential: Your YouTube Expedition with Socio CosmosSocioCosmos
 
Tube Triumph: Your Guide to YouTube Success
Tube Triumph: Your Guide to YouTube SuccessTube Triumph: Your Guide to YouTube Success
Tube Triumph: Your Guide to YouTube SuccessSocioCosmos
 
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...AJHSSR Journal
 
How to optimize your linkedin profile by DigiCrow
How to optimize your linkedin profile by DigiCrowHow to optimize your linkedin profile by DigiCrow
How to optimize your linkedin profile by DigiCrowAmit Modi
 
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTS
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTSWE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTS
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTSMyInstaHub
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small BusinessSeemaRampersad1
 
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...AJHSSR Journal
 
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...AJHSSR Journal
 
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...AJHSSR Journal
 
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdf
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdfHow Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdf
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdfZentechia
 
Episode 264 Snippets: Kyle Payne of the Arizona Diamondbacks
Episode 264 Snippets: Kyle Payne of the Arizona DiamondbacksEpisode 264 Snippets: Kyle Payne of the Arizona Diamondbacks
Episode 264 Snippets: Kyle Payne of the Arizona DiamondbacksNeil Horowitz
 
Personal Brand PresentationP&PIPBHSVI.pdf
Personal Brand PresentationP&PIPBHSVI.pdfPersonal Brand PresentationP&PIPBHSVI.pdf
Personal Brand PresentationP&PIPBHSVI.pdfHyrum Stoddard VI
 

Recently uploaded (12)

Unlocking Genuine Potential: Your YouTube Expedition with Socio Cosmos
Unlocking Genuine Potential: Your YouTube Expedition with Socio CosmosUnlocking Genuine Potential: Your YouTube Expedition with Socio Cosmos
Unlocking Genuine Potential: Your YouTube Expedition with Socio Cosmos
 
Tube Triumph: Your Guide to YouTube Success
Tube Triumph: Your Guide to YouTube SuccessTube Triumph: Your Guide to YouTube Success
Tube Triumph: Your Guide to YouTube Success
 
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...
The effect of Nurse Staffing on Quality of Care and Patient Satisfaction in t...
 
How to optimize your linkedin profile by DigiCrow
How to optimize your linkedin profile by DigiCrowHow to optimize your linkedin profile by DigiCrow
How to optimize your linkedin profile by DigiCrow
 
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTS
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTSWE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTS
WE HAVE EVERYTHING YOU NEEDED TO RUN SUCCESSFUL SOCIAL MEDIA ACCOUNTS
 
Start Using Social Media for Small Business
Start Using Social Media for Small BusinessStart Using Social Media for Small Business
Start Using Social Media for Small Business
 
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...
Quo Vadis? A Phenomenological Study on Graduated Pantawid Pamilyang Pilipino ...
 
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...
ADVOCATES ORGANIZATION IN THE PROSPECTIVE OF LAW ENFORCEMENT AND HUMAN RIGHTS...
 
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...
Cultural Value Orientation in Trans7 Youtube Channel Magazine Show Program an...
 
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdf
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdfHow Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdf
How Facebook Can Turns yours $25 into $2500_ Facebook Ads Mastery.pdf
 
Episode 264 Snippets: Kyle Payne of the Arizona Diamondbacks
Episode 264 Snippets: Kyle Payne of the Arizona DiamondbacksEpisode 264 Snippets: Kyle Payne of the Arizona Diamondbacks
Episode 264 Snippets: Kyle Payne of the Arizona Diamondbacks
 
Personal Brand PresentationP&PIPBHSVI.pdf
Personal Brand PresentationP&PIPBHSVI.pdfPersonal Brand PresentationP&PIPBHSVI.pdf
Personal Brand PresentationP&PIPBHSVI.pdf
 

A Career in Public Relations and the Importance of Social Media in the PR Field

  • 1. A Career in Public Relations And the Importance of Social Media in the PR Field November 5, 2013 Presentation by Leigh-Anne Mauk Lawrence Social Media & Public Information Specialist Hagerstown Community College
  • 2. 2 What is Public Relations? o PR is the practice of building relationships to enhance or strengthen the public image of a company, an organization, or an individual o PR professionals work for a variety of companies and organizations in a number of diverse industries. Some of the most common include: -For-profits (companies that sell a product or service) -Government relations -Health care -Higher education -Nonprofits Image credits: Shutterstock o Ultimate Goal: Build a solid reputation that inspires trust in one’s core audience while adhering to the mission, vision, and values of an organization
  • 3. 3 Tools in the PR Arsenal Two purposes in PR: Inform or Persuade o Informative tools include fact sheets, press releases, press conferences, video news releases, and media kits Image credit: freedigitalphotos.net o Persuasive tools include speeches, letters to the editor, guest columns, and online, radio or television appearances and interviews
  • 4. 4 o Traditional – Print ads, radio/TV ads, outdoor ads like billboards, and promotional literature/publications o Tradigital – Website, Internet ads, email blasts, text messages o Social Media – Facebook, Twitter, LinkedIn, YouTube, blogs, etc. o Earned or Free Media – News features, TV/radio coverage, retweets (RTs) or shared links via social media Image credit: freedigitalphotos.net Standard Marketing Channels
  • 5. 5 What Type of People Work in PR? Successful PR professionals typically exhibit the following traits or abilities: Excellent writing skills Ability to think critically Creative mindset Project-oriented Good at multi-tasking Detail-oriented Ability to consistently meet deadlines Flexible and able to think quickly on their feet o Superior communication skills Image credit: photl.com o o o o o o o o
  • 6. 6 Can Introverts Work in PR? Yes! PR offices often contain a blend of introverts and extroverts • Extroverts: Often work as PR directors/managers and serve as the public “face” of an organization. They set the direction for the brand and oversee other PR staff, delegating tasks and assignments as needed -Writers (print and online) -Social media managers -Web designers and editors -Graphic designers -Photographers -Videographers Image credit: photl.com • Introverts: Are typically the behind-the-scenes content creators that take the PR director’s vision and run with it. Examples of behind-thescenes content creators can include:
  • 8. 8 How Web & New Media Changed PR Forever o PR professionals can’t focus solely on print, TV, and radio any more: They need to use a combination of traditional and new media to carry their messages to the public o A website is no longer enough. Customers and clients expect to be able to ask questions and voice opinions about the products and services they use and will do so via social media o New for today’s PR Professionals: They serve a diverse audience accessing information on a wide variety of devices Image credits: freedigitalphotos.net
  • 9. 9 How I Found a Job as a Social Media Specialist in Higher Ed
  • 10. 10 Hagerstown CC Quick Facts o Founded in Maryland in 1946 o 100+ Programs of study Image credit: Turner Photography & HCC o Annual credit population of 6,7000 o Annual non-credit population of 9,500 www.hagerstowncc.edu o Special emphasis on STEM programming, health care, business, and lifelong learning
  • 11. 11 My Role at Hagerstown CC o Part of the Public Information & Government Relations (PIGR) Office o Write and edit content for publications and the Web o Manage official college social media presence on sites like Facebook and Twitter o Oversee all institutional social media usage o Assist the director with special projects and college events Image credit: freedigitalphotos.net
  • 12. 12 A Typical Day Looks Like This: o Posting content to Hagerstown CC social media accounts o Answering questions from students and the public on social media o Writing press releases and news articles for the college website (to promote campus events and new initiatives) o Work with graphic designers and other college staff to create promotional literature for recruitment and special events o Photographing students and college events Image credit: freedigitalphotos.net o Training college staff on effective social media use
  • 13. 13 How I Got to Hagerstown CC Work Skills + Networking + Degree = Marketability o Hagerstown CC alum (the power of networking and the benefit of having a good reputation as a student) Image credit: Turner Photography & HCC o Experience with Web design, graphic design, photography, and social media (outside the classroom) Image credit: shutterstock o Strong background in writing
  • 14. 14 A Closer Look at Social Media Administration & Management
  • 15. 15 Why Hagerstown CC Uses Social Media o To communicate important information with students, staff/faculty, and the public o To provide a forum for discussion where students can ask questions and get answers on off-hours when administrative officers are closed and faculty/staff are off-campus ??? Image credit: Turner Photography & HCC Ultimate Goal: Connect with students and help them succeed in college and maintain the integrity of the brand (e.g., mission, vision, values)
  • 16. 16 Hagerstown CC Social Media Channels o First launched social media in 2009 o Utilizes six social media sites: o Facebook and Twitter are the most popular o Twitter is growing in popularity with incoming students and high school students (prospective) Image credit: freedigitalphotos.net o Facebook is most popular with current students
  • 17. 17 How Social Media is Managed o Hagerstown CC has social media guidelines that govern social media usage at the institution o Each college account has at least one faculty or staff administrator charged with managing the account o Administrators have to check the account daily, post content frequently, and answer ALL questions posed by fans and followers -Be offensive, harassing, or threatening -Contain profanity -Be construed as defamation of character -Violate existing college policies (e.g., privacy, copyright law, etc.) Image credit: freedigitalphotos.net o Comments/questions are not censored. Students can post complaints as long as those complaints don’t violate the Code of Conduct, which states that content can’t:
  • 18. 18 Hagerstown CC Facebook Stats Main Institutional Fan Page: o Fans to date: 4,750 o Frequency of postings: Once a day on average o Type of fans: Students, staff, alumni, and local businesses and organizations o Fan demographics: 64% are female; 36% are male o Most popular age range: 18-24 followed by 25-34 Other accounts: -Multiple “groups” for campus clubs and departments/programs (32) -Four additional fan pages for key external audiences (e.g., athletics, alumni association, etc.)
  • 19. 19 Hagerstown CC Twitter Stats o Fans to date: 1,421 o Frequency of postings: One to two times a day on average o Type of fans: Students, staff, alumni, and local businesses/organizations o Separate channels for other departments/programs (8)
  • 21. 21 Posted Content Content must be: o Accurate o Concise o Student-oriented o Sensitive to diverse audiences o Respectful to the college, its employees, students, and the community Examples of posted content include: -Academic deadlines and reminders -Inclement weather announcements -Student activities and events -Faculty and student success stories -College news and announcements (e.g., new programs and initiatives)
  • 23. 23 Challenges in Social Media Administration o Deciding what to post and how often -The “once a day” rule -Integrating messages from multiple sources (one main portal through which all messages are shared or separate portals for specific audiences) o Avoiding “shiny object syndrome” -Making sure every social media channel has a purpose and an audience -Choosing appropriate channels that can be managed effectively Image credit: freedigitalphotos.net o Training staff on effective social media usage -Training on how to use various channels (making sure admins follow college guidelines) -Customer service training (how to handle questions and complaints)
  • 24. 24 The Pros, the Cons, and What You Can Do to Get Ready
  • 25. 25 Perks of Working in PR o Stable job outlook and decent pay o Opportunity for advancement o Lack of boredom (something is always happening) o Ability to make an impact o Ability to merge personal and professional interests If you want a job in social media, you’ll likely be working in the PR field or for a PR office Image credit: freedigitalphotos.net PR is a fast-paced, exciting field with lots of benefits, including:
  • 26. 26 Challenges of Working in PR Despite the perks, there are a number of challenges to working in PR. It’s important to keep these factors in mind when deciding whether a career in public relations is right for you. High stress Demanding pace Long hours Rapidly shifting deadlines (the need to constantly hit a moving target) o Multiple projects o The need to be “plugged-in” to the digital world at all times o o o o Image credit: freedigitalphotos.net Challenges include:
  • 27. 27 Final Takeaways: How to Prepare for a Career in Public Relations o Take a class or two in graphic design or multimedia (Web development skills are a plus) o Find an excuse to write professionally o Join a professional organization related to your field o Begin building a portfolio of your work (include student work until you have professional samples) o Take an internship o Get your bachelor’s degree *If you plan on working in higher ed PR, plan to get a master’s degree Image credit: freedigitalphotos.net o Take time to read and learn about current news, events, and trends (especially in your areas of interest)