2. Introduction
• Heyman Associates
• Background
• “A lot of fellows nowadays have a B.A., M.D.,
or Ph.D. Unfortunately, they don't have a
J.O.B.” “Fats” Domino
Heyman Associates
3. Defining PR
• Expectations
• Corporate vs. agency
• Industry structures and differences
• Academic / Nonprofit
Heyman Associates
4. Agency Career Path
Heyman Associates
0-3 years
Writing
Media relations
Research
Client service
Public speaking
Electronic communication
Administrative
Leadership/team building
$30k - $40k
Assistant Account Executive
Account Coordinator
Account Executive
From PRWeek CareerGuide
5. Agency Career Path
Heyman Associates
3-5 years
Increased skills in all areas
New business
$40k - $55k
Account Executive
Account Manager
Senior Account Executive
From PRWeek CareerGuide
6. Agency Career Path
Heyman Associates
5-7 years
Increased skills in all areas
Oversee subordinates
$55k – $85k
Account Manager
Account Director
Counselor
Senior Counselor
From PRWeek CareerGuide
7. Agency Career Path
Heyman Associates
7-10 years
Increased skills in all areas
Consistent generation of new biz
$85k – $120k
Account Supervisor
Vice President
From PRWeek CareerGuide
8. Agency Career Path
Heyman Associates
10+ years
Increased skills in all areas
Specialization
Agency development strategies
$120k - $175k
Vice President
Senior Vice President
Office/practice MD
From PRWeek CareerGuide
9. Agency Career Path
CEO/President or
Management Board ($300k+)
Global Regional Manager;
Global Practice Head ($250k+)
Regional Practice Head;
Functional Head;
Office/Regional GM ($175k+)
Heyman Associates From PRWeek CareerGuide
10. Corporate Career Path
Heyman Associates From PRWeek CareerGuide
Entry level
Support PR activities
Learn various disciplines
Become familiar with tools
$32k - $48k
Administrative Assistant
PR Specialist or
PR Coordinator
11. Corporate Career Path
Heyman Associates
Mid level
Gain specialization
Develop communications plans
Oversee budgets for projects
$49k - $90k
PR Associate
PR Manager
From PRWeek CareerGuide
12. Corporate Career Path
Heyman Associates
Mid-senior level
Gain responsibility for key area
Define metrics for measurement
Attain significant budget oversight
$80k - $160k
PR Director
From PRWeek CareerGuide
13. Corporate Career Path
Heyman Associates
Senior level
Counsel senior management
Manage larger budget
Develop brand and reputation
$190k - $1M
VP of Communications
SVP of Communications
VP of Marketing, External Affairs,
Corporate Affairs
From PRWeek CareerGuide
14. Corporate Communications/PR
• Corporate media relations
• Financial communications
• Foundation
communications
• Corporate social
responsibility
• Corporate branding
• Social media
• Crises/issues
management
• Product media support
Chief Executive
Officer
Chief Communications
Officer
Corporate
Communications
& Public Relations
Heyman Associates
20. Future of PR
• CEOs and Presidents value PR and
communications
– Seniority
– Compensation
– Growing field
– Social media’s impact
• Business tool
Heyman Associates
21. Important Skills to Employers
• Successful track record
• Social media
• Creativity
• Strategy
• Tactics
• Global mindset / work
• Leadership
• Problem-solving
• Ability to learn the biz
• Personal positioning
Heyman Associates
Most important: Writing & Interpersonal skills
22. How do you get these skills?
• Diverse experience
• Network of relationships
• Proactive approach
• Listening skills
• Mentorship
• International experience
Heyman Associates
