This document provides guidance for students entering the field of mass communication and public relations. It discusses the changing communication landscape over time, from fewer media outlets to a proliferation of platforms. It emphasizes the importance of communication and tells the story of Malaysia Airlines Flight 370 to illustrate uncertainties. The document also stresses the importance of responsible corporate behavior and earning public trust. It outlines the roles and expectations of various stakeholders and challenges of balancing business and public perception. Finally, it provides an overview of careers in public relations and important qualifications for working in the field, including communication skills, media relations expertise, and using social media responsibly.

1. How to Give Yourself
a headstart in Your
Career
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2. Motivational
Talk
to Uganda Christian University
Second Year Mass Communication Class
June 20th
, 2014
Alex T. Bahaburana
The Managing Director- TTM
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3. The World ofThe World of
CommunicationCommunication
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4. Change over the years…Change over the years…
• 1992 Communication Class at MUK had only 20 students then –
Today??
• Type writers to iPads and smart phones
• State Owned TV and national radio; from1993 -2 FM Radios
• From Radio Calls to cellular phones
• Today’s reality Multiplicity of media operational FM Radios)>210 &
TVs 20+ (Representing both Commercial/Community)
*Most liberalized broadcasting sector in Africa – Source ucc
• Green-field- Few professionals in Comm’s role then
• From Generalists to specialist
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5. Importance of CommunicationImportance of Communication
The Story of MH 370The Story of MH 370
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6. The Story of MH 370The Story of MH 370
Undisputed Facts
•Malaysia Airlines flight 370 departed from Kuala Lumpur
International Airport at 12.41am (local time) en route to Beijing on
March 8th 2014. Weather conditions were favourable.
•MH370 was expected to land in Beijing at 6.30am (local time) after
travelling about 4350km.
•There were 239 people, including 12 crew members, on board.
•The Boeing 777-200ER was carrying up to eight hours worth of fuel.
•The transponder shut down at 1.21am.
•The final words from the cockpit of “All right, good night”
•UNCERTAINTIES ARE ALL AROUND US!!!
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7. Responsible Corporate
Behaviour underpins
organisations approach to
achieving Business Sustainability
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8. We live in a glass-bowlWe live in a glass-bowl
We face Intense Public Scrutiny!We face Intense Public Scrutiny!
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9. The IssuesThe Issues
• Product - Controversial, Health & Safety?
• Trust – Credibility!
• Multinational Stature
• Exploitation – ’Third World Issues’
• Double standards
• Environment – Does it harm the
environment?
All the above can attract resentment and in
extreme cases draconian regulation many
times not well thought –Driven by emotion.
Potential loss of business!
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10. The Price of Not Being TrustedThe Price of Not Being Trusted
Litigation
- Reputation & conduct are the issues
Demonisation
- Consumers
- Employees
- Potential employees
Regulation
- More of it
- Spreading faster
- More extreme
Loss of Market Share and Business
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11. CSR and the bottom lineCSR and the bottom line
CSR Definition: A company’s commitment to
operating in an economically, socially and
environmentally sustainable manner, while
recognizing the interests of its stakeholders eg.
Investors, customers, employees and local
community
Reduced operating costs
Enhanced brand and image reputation
Increased sales and customer loyalty
Increased ability to attract and retain
employees
Publicity and increase public image from good
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12. Stakeholders?Stakeholders?
• Who/what is a “stakeholder”?
• Many different definitions
• A stakeholder is “any person, group, or organisation
that can place a claim on an organisation’s attention,
resources, or output, or is affected by that output”
Bryson, John M. Strategic Planning for Public and Nonprofit Organisations (San Francisco, Ca:
Josset-Bass, Inc 1988)
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13. Key stakeholder groupsKey stakeholder groups
Tertiary
Institutions
Environment
Corporate
Bodies
Consumers
Shareholders
NGOs
Media
Politics+
Legislation
Suppliers+
Industry
Retailers
General
Public
Employees
ORGANISATION
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14. Dilemma in BusinessDilemma in Business
TodayToday
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15. Perception breakdownPerception breakdown
What we think about ourselves
…
• Open minded
• Enterprising spirit
• Strength from diversity
• Freedom through responsibility
We are seen as…
 Dishonest
 Conspiring, greedy, exploitative
 Impersonal, faceless
 Uncaring, evil
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16. RealityReality
• Stakeholders:
o Can have beliefs that are poles apart from our own
o Are driven by a strength of feeling that is real
o Sometimes believe organizations are cynical &
dishonest
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17. The bigThe big
challengechallenge
How do we earn trust?
How do we become known as responsible?
How do we put our business into its proper perspective?
How do we give ourselves a future?
How do we move forward?
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18. Spot of botherSpot of bother
Organisation CriticsPublic opinion
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19. The ‘sweet’ spotThe ‘sweet’ spot
Organisation CriticsPublic opinion
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20. Changing role ofChanging role of
PRPR
• From philanthropy to social accountability
• From managing issues to stakeholder relationships
• From ‘decide-announce-defend’ to ‘listen-decide-
deliver’
• Position Organisation as industry leaders
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21. PR MUST earn itsPR MUST earn its
place at theplace at the
business tablebusiness table
WE ARE REPUTATIONWE ARE REPUTATION
MANAGERSMANAGERS
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22. The bottom lineThe bottom line
• “Logic does not change
emotions, but if perception
changes then emotions change.”
Edward De Bono, ‘New Thinking For The New Millennium’, Page 43,
Viking 1999

23. …AND NOT PUBLIC RELATIONS
AND THIS IS WHY EVERY MANAGER
CARRIES A REPUTATION MGT ROLE
REPUTATION MGT IS TOO IMPORTANT
TO LEAVE TO PR PEOPLE ALONE
AND THIS IS WHY REPUTATION
MGT IS A KEY BUSINESS
FUNCTION…
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24. Working in Public Relations
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25. Journalism vs. PublicJournalism vs. Public
RelationsRelations
Journalism is the bedrock of PR. The two function in a mutually
dependent relationship, sometimes as adversaries, sometimes
cooperating in respective self-interest.
Basic differences
o PR facilitates communication between the organization and its publics using
diverse communication channels
o Looks at targeted audiences i.e. serves the interest of an organization
o Personalize messaging
o Journalism role is to report and interpret the events of the world in a fair,
balanced and accurate manner through mass media
o Looks at mass audience i.e. serves general public
o Impersonal messaging
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26. Simplified View of How PR Interfaces withSimplified View of How PR Interfaces with
JournalismJournalism
The PR professional creates and tells
the story
The story is distributed through
reporters (intermediaries)
The story is consumed by target
audience
PR goals: Awareness, Knowledge, Interest,
Preference & Action
PR Activity
Journalism
Target
Audience
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27. Some of the names in PRSome of the names in PR
todaytoday
PR & Corporate Communications
Corporate Communications
Communication Specialist
Integrated Communication
Public Affairs
Marketing Communication
Corporate Affairs
Marketing Public Relations
Levels: Executive, Officer, Advisor, Specialist, Manager, Director
Consumer Affairs
Stakeholder Engagement
Internal Communications
Corporate & Regulatory Affairs
Political Affairs
Sustainability
Investor Relations
Community Relations /
Liaison
External Affairs
Government & Regulatory Affairs
Social Media & Marketing OfficerCorporate Relations
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28. Careers in PRCareers in PR
Different job descriptions beckon in the PR profession e.g.:
Government
◦ Press Secretaries, Information Officers, Public Affairs, Public
Relation Officers, Communications Specialists
PR & Consulting Firms
◦ Account Executive (Client Service), Account Manager,
Account Directors, General Manager-Public Relations.
Private Sector
◦ Public Relations Officer, Public Relations Manager,
Corporate Affairs Manager, Communications Specialist.
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29. Public Relations QualificationsPublic Relations Qualifications
Education and Training
◦ A college/university degree in PR, Journalism, Advertising, or
Communication.
◦ Industry developed qualifications
Other Qualifications; The Competitive Edge
◦ Public relations specialists must show creativity, initiative, and
good judgment and have the ability to communicate thoughts
clearly and simply.
◦ An outgoing personality, self-confidence, decision-making,
problem-solving, and research skills and enthusiasm for motivating
people are also key.
◦ They should be competitive, and open to new ideas
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30. Key CompetenciesKey Competencies
• Strong communication, analytical and interpersonal skills.
• Good Public Relations (PR), persuasion and negotiation skills.
• Ability to show creativity, initiative and good judgment.
• Excellent writing and editing skills!
• Media Relations Skills
• Knowledge in implementing CSR portfolio or foundation.
• Ability to research and evaluate results of a Public Relations (PR)
campaign/programme.
• Proficiency in Desktop Publishing, Microsoft Office suite, Photo-
editing and manipulation, e-mail and Internet.
• Good inter-personal, leadership and communications skills (oral
and written).
• Multi-skilled!
• Active Member of professional associations –Networking value!
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31. What’s on your timeline?What’s on your timeline?
Let your timeline define who you are professionally.Let your timeline define who you are professionally.
Your potential employer could use your timeline toYour potential employer could use your timeline to
decide whether to employ you or NOT.decide whether to employ you or NOT.
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32. Closing thoughts...Closing thoughts...
• Integrity, Integrity, INTEGRITY!!!
• A good ATTITUDE determines your altitude!
• Skills-(Social and Technical) will differentiate you
• Create continuous learning opportunities for yourself
(formal/informal)...lots of tools online
• Set SMART Goals and Objectives
• Constantly update your CV
• Role Models –To mentor you and person to look up to
• Family, Friends, God – Embrace them!
• Your social media profile is your mirror image (Use social media
responsibly!)
• Confidence and Self-Esteem will set you apart.
• OVER COME YOUR FEAR
• The Future is bright and filled with opportunities for the bold
and ambitious – Grab them
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33. Thank You
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