“ The Ever Changing Structure of Public Relations” PRSSA Julie Jarrett
Top Trends <ul><li>Digital and Interactive Communications (blogging, podcasts, digital presence) </li></ul><ul><li>Financi...
Technology has influenced all of these…
Three functions technology has changed <ul><li>Media Relations </li></ul><ul><ul><li>How we communicate with journalists, ...
Influence of technology <ul><li>New Media increases the need for quick responses </li></ul><ul><li>More focus on reputatio...
Examples of New Technology Impacting PR <ul><li>Second Life, Avatars and Online Worlds    </li></ul><ul><li>Blogs   </li><...
Digital Communications <ul><li>Be cautious with learning the nuances </li></ul><ul><ul><li>Specifically what is considered...
Importance of merging experience <ul><li>Traditional corporations embracing digital media </li></ul><ul><li>Need to mainta...
Case Study: Coca-Cola <ul><li>Evidence of the impact of technology on traditional, Fortune 500 companies </li></ul><ul><li...
Profile of Placed Candidate <ul><li>BS in communications, U of Tennessee – 1994 </li></ul><ul><li>Started  www.brighthouse...
Merger of Experience <ul><li>Traditional and non traditional experience </li></ul><ul><li>How new hires within agency and ...
Diverse experiences <ul><li>Even if you have a specific passion (i.e. fashion, sports) gain diverse experiences through th...
Hottest of Hot <ul><li>Pharmaceutical product communications (agency or corporate) </li></ul><ul><li>Digital communication...
Investor Relations <ul><li>Can fall under:  </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Finance, repor...
Post Enron <ul><li>Companies are looking at inside employees to rotate </li></ul><ul><li>Caused a change in reporting earn...
Rotating IR <ul><li>Used to groom those who are seen as future CEOs or heads of company </li></ul><ul><li>Educates them on...
IR audience <ul><li>Shareholders </li></ul><ul><li>Analysts </li></ul><ul><li>Wall Street </li></ul>
Shareholder / financial comms <ul><li>Shareholder communications getting puller out of IR, now referred to as financial co...
Compensation Expectations <ul><li>Entry-level corporate opportunities will pay more and are more challenging to land. Expe...
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The Ever Changing Structure Of Public Relations

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The Ever Changing Structure Of Public Relations

  1. 1. “ The Ever Changing Structure of Public Relations” PRSSA Julie Jarrett
  2. 2. Top Trends <ul><li>Digital and Interactive Communications (blogging, podcasts, digital presence) </li></ul><ul><li>Financial Communications (for public companies) </li></ul><ul><li>Reputation Management </li></ul><ul><li>Corporate Internal Communications </li></ul><ul><li>Brand Communication </li></ul>
  3. 3. Technology has influenced all of these…
  4. 4. Three functions technology has changed <ul><li>Media Relations </li></ul><ul><ul><li>How we communicate with journalists, media </li></ul></ul><ul><ul><li>24/7 mentality with the media </li></ul></ul><ul><li>Internal Communications </li></ul><ul><li>Speechwriting </li></ul><ul><ul><li>How we communicate, sound bites, speeches have taken on a new format, are online immediately </li></ul></ul>
  5. 5. Influence of technology <ul><li>New Media increases the need for quick responses </li></ul><ul><li>More focus on reputation and crisis management </li></ul><ul><ul><li>Larger reputation management teams </li></ul></ul>
  6. 6. Examples of New Technology Impacting PR <ul><li>Second Life, Avatars and Online Worlds  </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>RSS Feeds </li></ul><ul><li>MySpace and Social Networking Websites   </li></ul><ul><li>YouTube and Video Sharing Sites </li></ul>
  7. 7. Digital Communications <ul><li>Be cautious with learning the nuances </li></ul><ul><ul><li>Specifically what is considered new digital media </li></ul></ul><ul><li>Need to have a merger of old line company experience with new media </li></ul><ul><ul><li>Ex: Y2K, Bloggers </li></ul></ul><ul><li>Digital communications agencies </li></ul><ul><ul><li>- Quicker to be cutting edge </li></ul></ul>
  8. 8. Importance of merging experience <ul><li>Traditional corporations embracing digital media </li></ul><ul><li>Need to maintain writing skills and other traditional communications skills in this space </li></ul><ul><li>Have a holistic view of communications </li></ul>
  9. 9. Case Study: Coca-Cola <ul><li>Evidence of the impact of technology on traditional, Fortune 500 companies </li></ul><ul><li>Coke had fallen steadily behind on Fortune’s Global list </li></ul><ul><li>Activist groups created websites against the brand, company could not ignore messages </li></ul><ul><li>Needed to position Coke externally within the digital community </li></ul><ul><li>Role required ability to maintain and launch “dark” sites, someone familiar w/ blogoshere </li></ul><ul><li>Balance new media audience with traditional audience </li></ul>
  10. 10. Profile of Placed Candidate <ul><li>BS in communications, U of Tennessee – 1994 </li></ul><ul><li>Started www.brighthouse.com – a dotcom he formed with his brother.  Business based in San Francisco.  Offered a lucrative deal to sell business and took it in 1995. </li></ul><ul><li>Joined Whatsup.com – a dot-com based “agency” to serve other web based companies to meet needs of audiences.  </li></ul><ul><li>Joined Ketchum PR in 1998.  Helped to start eKetchum, worked for Fortune 100 to help position companies using blogs, podcasts, mobile phone marketing, RSS and social networking.  </li></ul><ul><li>Recruited to The Coca-Cola Company in 2006 as Director, Digital Communications.  </li></ul>
  11. 11. Merger of Experience <ul><li>Traditional and non traditional experience </li></ul><ul><li>How new hires within agency and corporate settings can make a difference </li></ul>
  12. 12. Diverse experiences <ul><li>Even if you have a specific passion (i.e. fashion, sports) gain diverse experiences through the agency side </li></ul><ul><li>Work on a variety of accounts to avoid being branded as “fashion PR” etc. too early in your career </li></ul>
  13. 13. Hottest of Hot <ul><li>Pharmaceutical product communications (agency or corporate) </li></ul><ul><li>Digital communications experts </li></ul><ul><li>Corporate financial communicators </li></ul><ul><li>Corporate writers and/or those new grads who make up the internal communications functions </li></ul>
  14. 14. Investor Relations <ul><li>Can fall under: </li></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Finance, reporting to the CFO </li></ul></ul><ul><li>How to break in: </li></ul><ul><ul><li>NIRI </li></ul></ul><ul><ul><li>MBAs </li></ul></ul><ul><li>Potential Career Track: </li></ul><ul><ul><li>M&A </li></ul></ul><ul><ul><li>New Biz development and/or strategic planning </li></ul></ul><ul><ul><li>Treasury </li></ul></ul>
  15. 15. Post Enron <ul><li>Companies are looking at inside employees to rotate </li></ul><ul><li>Caused a change in reporting earnings – more transparency and scrutiny </li></ul><ul><li>Want someone with tenure, trust, loyalty </li></ul><ul><li>Ability to speak to shareholders w/ historical view of the company </li></ul>
  16. 16. Rotating IR <ul><li>Used to groom those who are seen as future CEOs or heads of company </li></ul><ul><li>Educates them on the financial piece </li></ul><ul><li>Insiders know the financial history of the company, loyalty </li></ul>
  17. 17. IR audience <ul><li>Shareholders </li></ul><ul><li>Analysts </li></ul><ul><li>Wall Street </li></ul>
  18. 18. Shareholder / financial comms <ul><li>Shareholder communications getting puller out of IR, now referred to as financial communications </li></ul><ul><li>IR: speaks to analysts, Wall Street </li></ul><ul><li>FC: takes info from IR and communicates it in laymen’s terms for the shareholders, the media and general public </li></ul>
  19. 19. Compensation Expectations <ul><li>Entry-level corporate opportunities will pay more and are more challenging to land. Expect a base salary of $35,000. </li></ul><ul><li>Agency positions, starting at either the Account Coordinator or Assistant Account Executive level will begin at $28,000 - $32,000. Expect perks and rapid growth opportunities. </li></ul><ul><li>The sports, fashion and other “sexy” industries will begin anywhere between $25,000 to $30,000 with long-hours, but plenty of interesting incentives (free tickets, handbags etc). </li></ul>

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