Why Would Anyone Want To Work In PR?
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Presentation made to The Actors Fund to give those in entertainment interested in a career switch an overview of some PR industry basics and trends going on right now.
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Why Would Anyone Want To Work In PR?
- 1. Why Would Anyone Want to Work in PR? “Because we’re held in higher esteem than oil companies and drug companies!” – James Lee, The Lee Strategy Group, Inc.
- 2. In Case You Want to Backchannel Me • www.twitter.com/leestrategy • www.facebook.com/leestrategy
- 3. Is It Really About Glamour?
- 4. Nuts and Bolts • Public relations is all about managing the interface between your client and the rest of the world • The platform for that interface changes all the time – Newspapers, television and radio morphs into… – Social media, YouTube, podcasts and Tweets • How effective you are in managing it determines your success
- 6. Gallup Poll August 2010 Very Negative Opinion of PR/Ad Biz Very Positive 11% 6% Somewhat Somewhat Positive Negative 27% 28% Neutral 28%
- 7. But We’re Not as Bad as… • Oil and gas industry dead last at -43% • Banking and financial services -28% • Drug pharmaceutical companies -16% • Airline industry -11% • PR and advertising companies -6% • One the plus side: • Auto manufacturers +3 • Restaurant sector +46% • Computer industry +49%
- 8. PR Growth Will be Stagnant 8
- 9. PR Disciplines • Media Relations (Pitching, placement, newsroom) • Investor Relations (Analysts, road shows, transactions) • Crisis Communications (Planning, training, response) • Branding (Brand development and management) • Social Media (SEO, blogging, apps, casting) • Promotions (Contests, giveaways) • Marketing (All non media related activities, guerilla) • Public Affairs (Government relations and grassroots) • Events (Event planning and coordination) • Research (Surveys and focus groups) • Product Placement (Entertainment, events) • Corporate Social Responsibility (Non-profit, foundations) • Speaking (Training, keynotes, seminars, panels) • Internal Communications (Human resources, employee relations) 9
- 10. Pathways in PR • The Agency – Conglomerates (WPP, Omnicom, Interpublic, Publicis, Havas) – Independents (Edelman, APCO, Ruder Finn) – Boutiques (People’s Revolution, Solo Shops) • Client Side – Corporate Communications – Public Relations/Publicity – Investor Relations/Financial Relations – Public Affairs/Government Relations – Marketing/Promotions
- 12. Where Are the Ad $ Being Spent? 12
- 13. Everyone is Going Mobile 13
- 14. And the Children Shall Lead… 14
- 15. PR Dives Into Social Media 15
- 16. Skills Sets Old School New School • Technical and press • Social media writing, release writing 140 characters, SEO • Cold media • Blogging, vlogging, pitching/phone podcasting, tweeting technique • Multimedia, video • J-School background content • Skilled at media • Multiple platforms, databases mobility
- 17. Spread Your Seed • www.Knowem.com • www.ud.com • www.namechecklist.com • www.claim.io • www.TM.biz • www.namechk.com • www.Domainr.com
- 18. This is You 18
- 19. PR Resources • PRWeek • PR News • PR Daily • O’Dwyer’s PR Market Place • MediaBistro • International Association of Business Communicators • Public Relations Society of America • Entertainment Publicists Professional Society
- 20. James Lee The Lee Strategy Group, Inc. 1800 Century Park East, Suite 600 Los Angeles, CA 90067 (310) 229-5771 jlee@leestrategy.com www.facebook.com/leestrategy www.twitter.com/leestrategy www.leestrategy.com