The document provides an overview of public relations and the Canadian Public Relations Society Edmonton Chapter. It defines public relations and the role of a public relations practitioner. It describes areas of work in public relations, what a typical day may include, and why someone should join a professional organization like CPRS. It outlines the benefits of CPRS membership and student membership.

1. Canadian Public Relations Society Edmonton Chapter Presentation to NAIT MARK278 - Public Relations January 16, 2009

2. 1994?

3. Background Education Employment Involvement with Canadian Public Relations Society (CPRS)

4. What is public relations? CPRS definition : "the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance."

5. Public relations practioner CPRS definition : designs public attitude research assists organizations in interpreting and managing their socio/political context designs and implements public affairs programs designs, manages and implements communications programs or parts thereof, which use techniques such as news or trade media contact, newsletters or brochures, audio or audio-visual media, special events, public speaking, or other technical means of reaching and communicating with defined audiences or is a career teacher of public relations/communications at a post-secondary institution.

6. Areas of work Community Relations Fund Development Issues Management Publicity Special Events Employee Relations Consulting Government Relations Marketing- Communications Corporate Communications Investor Relations Industry Relations Media Relations Public Consultation Public Affairs Research Social Media

8. A day in the life A “typical” day National occupational profile 5124 Provincial occupational profile 5124 2007 Alberta Wage and Salary Survey, P/T or F/T earned $15,500 to $116,800/yr (Avg. $58,400) 4,600 Albertans employed in this group, expected to grow 1.7 to 2.7 per cent each year from 2006 to 2011 in AB. Forecasting 70 to 130 new positions each year + jobs created by turnover.

9. Why join a professional organization? Networking Share ideas/best practices Find out about employment opportunities Professional development Volunteer opportunities

10. About CPRS 16 member societies in Canada National founded in 1948, incorporated in 1953 CPRS Edmonton founded in 1963 Member of the Global Alliance , established in 2000 with 100,000 members on 5 continents

11. CPRS membership Code of Professional Standards , confidentiality/privacy / conflict of interest declaration s & CPRS Policy Statement Communications in Social Media Professional development sessions ( local , provincial, national ) e-newsletter (PR Edmonton) e-Jobline Accreditation (APR) Volunteerism Awards programs ( Ar été & national ) LinkedIn and new CPRSEdmonton.ca site

12. CPRS student membership Benefits of student membership (Sept.-Aug.), student member extension Student professional development sessions Networking benefits Ar eté Student Awards (deadline end of March)

13. Research in public relations Research; (how research influenced planning) Planning, strategy, analysis; Execution, production, and communication; Evaluation.

14. Example of research in action Evolution of Alumnait to techlife magazine BEFORE > AFTER

15. Learn from mentors “ You’re more than a just a communicator. If you’re really good, you’re also a coach, counselor, comedian, confessor, and confidant. You’re a critical asset delivering guidance and direction. You’re in there as part of the team, giving all you know and value. And being that total, professional counselor brings a satisfying high that’s difficult to duplicate in any other way. So savor it, and grow as a result of it.” Excerpt from “Ten key lessons I’ve learned during 40 years in PR” Bart J. Mindszenthy, APR, Fellow CPRS

16. Other resources CBC Radio: Spin Cycles - Spin, the spinners and the spun (Ira Basen) Also coming a series on blogging and citizen journalism In the news, William Wray Carney Groundswell , Charlene Li and Josh Bernoff Ragan Communications , Melcrum , PRSA , Mashable , Twitter

17. Other opportunities Internship opportunity www.twitter.com/nait

18. Joining CPRS Edmonton Diane Bégin, Membership Chair [email_address] www.cprsedmonton.ca www.cprs.ca Student membership form www.slideshare.net/dibegin