The document summarizes a presentation given by the Canadian Public Relations Society Edmonton Chapter to NAIT students about public relations. It defines public relations and the role of PR practitioners. It outlines the areas of work in public relations, what a typical day for a PR professional may include, and the benefits of joining a professional organization like CPRS, including networking, professional development, and accreditation opportunities. It also provides an example of how research is used in PR planning and shares advice from experienced PR professionals.

1. Canadian Public Relations Society Edmonton Chapter Presentation to NAIT MARK278 - Public Relations January 21, 2010

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

3. What is public relations? CPRS definition : Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest. (Flynn, Gregory & Valin, 2008) The Paradox of our Profession: Valuable but not Valued (November 20, 2009)

4. 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.

5. 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

7. 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.

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

9. About CPRS 16 member societies in Canada National founded in 1948, incorporated in 1953 CPRS Edmonton founded in 1963 ( Don LaBelle, APR, FCPRS on the founding ) Member of the Global Alliance , established in 2000 with 100,000 members on 5 continents

10. CPRS membership Code of Professional Standards , confidentiality/privacy/conflict of interest declarations & 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 eté & national ) LinkedIn and new CPRSEdmonton.ca site

11. 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) Join online

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

13. Example of research in action Microblogging a celebrity chef media blitz

14. 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 Advice from 50-year member, Don LaBelle, APR, FCPRS

15. Other resources Ragan Communications , Melcrum , PRSA , Mashable , Twitter PR 2.0: New Media, New Tools, New Audiences (Deirdre Breakenridge) Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Deirdre Breakenridge and Brian Solis) Tweetups NAIT’s twitter account

16. Joining CPRS Edmonton Aric Johnson, Membership Chair 780.410.4128 [email_address] www.cprsedmonton.ca www.cprs.ca Student membership form www.slideshare.net/dibegin [email_address] Twitter: @dibegin