PUBLIC RELATIONS A FUTURE IN

Transcription

1 PUBLIC RELATIONS A FUTURE IN PUBLIC RELATIONS

2 WHAT IS PUBLIC RELATIONS? First impressions make a huge impact how did you first find out about your latest cell phone, a new political party, charity, sporting event or night club? Chances are, it was the work of a public relations (PR) team that first inspired you. Public relations communicators plan, develop and manage communication and media strategies for organisations and people, from businesses, nations, cities and communities, to charities, politicians, celebrities and individuals. The development and maintenance of mutually beneficial relationships is at the core of public relations. This includes not only creating a positive and proactive image or impression of the client (whether an individual or organisation), but also finding ways to turn negative opinions and responses into positive. Public relations professionals keep lines of communication open internally (staff and employers within the organisation) and externally (clients, customers and the general public). Are you a great communicator with the ability to build relationships? Can you make a persuasive argument verbally and in writing? Are you good at problemsolving and working under pressure? Then public relations may be a great career for you.

3 PUBLIC RELATIONS OUTLOOK AND TRENDS USEFUL WEBSITES Growth of social media - Demand is generally steady for public relations professionals in New Public Zealand. Relations The Institute main growth of NZ area (PRiNZ) is social media where simple and effective communication is essential. Professional communicators also require PRism a sound Journal operational understanding of digital and online approaches, including all relevant Institute social for media Public and Relations networking platforms. Those with insufficient awareness of digital mix will increasingly be passed over for roles. Global As the Alliance general public s 24/7 access to information and media continues to expand, so does the need for strong communication strategies and How relationship stuff works building skills. Think of cell phones Instagram offering instant commentary on recording the scenes of crises and tweets and htm organisational and personal reputations. Financial knowledge - Knowledge of financials (budgets, spreadsheets, financial reports) will become increasingly desirable within public relations, along with the study of measurement and evaluation. Communication and change - A need for corporate For change the most communication up to date information experts is on growing as study businesses of Public undertake Relations and transformational the Bachelor of projects. Communication They want communication Studies, visit our specialists website to ensure communication and execution of strategies is sound during change. Poor communication during You periods can also of contact change the can AUT impact Student negatively Centreon team corporate for help and reputation. advice: 0800 Multiple AUT skills UNI required ( The 864) line between communications studentcentre@aut.ac.nz and marketing continues to blur. Companies with small teams and budgets are increasingly looking for people with hybrid skills to cover multiple functions. Large corporate CITY organisations CAMPUS tend to prefer more specialised 55 Wellesley skill sets, Street while the East, SME Auckland market Central looks for strong generalists. NORTH CAMPUS 90 Akoranga Sources: AUT Drive, public Northcote, relations curriculum Auckland leader Dr. Petra Theunissen/ PRiNZ CEO Simone Bell/ Hudson Sales, Marketing & Communications Salary and Employment SOUTH Insights, CAMPUS Great South Road, Manukau, Auckland AUT MILLENNIUM 17 Antares Place, Mairangi Bay, Auckland Connect with us now: The information contained in this career sheet was correct at time of print, Sept 2015 WORK SETTINGS Public relations graduates find work with communication teams within large organisations, or as the communications representative in a smaller organisation s marketing, human resources (HR) or community relations team. Alternatively, many graduates find work with specialist public relations consultancies, or agencies, providing public relations support for a range of companies and clients. Auckland has a large number of consultancies, while Wellington tends to have more governmental communications roles. Sources: Careers NZ/ MIBE Occupational Outlook 2014 /AUT public relations curriculum leader Dr. Petra Theunissen. CAREER ROLE EXAMPLES Typically public relations graduates enter roles as communication or PR assistants (in-house) or junior account executives (consultancies), helping to plan and organise public relation strategies for companies and organisations. Public relations professionals are not desk bound. The role also involves a lot of preparation and attendance of events and meetings with staff and clients. Not all PR roles are titled public relations. Public relation graduates have transferable skills that lead to many career options, including community relationship advisor, online community assistant, social media manager, fundraising manager. Role examples include: Communication/PR assistant: Assists with the promotion of the organisation through writing press releases, updating databases, collecting and analysing media clippings and developing online content and other published information. Helps with campaigns and events. Public relations consultant: Involves gathering information, interviewing people and developing key contacts with media. Requires identifying and strategising communication risks and issues. Includes managing publicity plans and written content for media and internal communication sources.

4 Social media manager: Develops and implements creative and measurable social media campaigns with strong emphasis on user experience. Continues developing online community connections through generating regular content across many social media channels. Monitors trends, tools and metrics, and supports other staff with social media. Media advisor: involves professional management of the media profile of the organisation, optimising positive media opportunities and minimising risks arising from negative coverage. Includes providing expert advice, analysis and media management, supported by a wider PR team. SALARY GUIDE Pay rates vary according to the location (North or South Island), size of companies and/or the status of clients. Note that salary range is indicative of the New Zealand job market at the time of publication and should only be used as a guideline. Communication coordinator/assistant Salary (per year) $40,000 - $50,000 (0-2 years) Communication advisor $50,000-$65,000 (3-5 years) SKILLS AND KNOWLEDGE PR professionals must have a love of writing, be good conversationalists and great networkers. They also need the ability to: PR or communication manager Public corporate affairs manager $70,000 - $110,000 $90,000 -$120,000 Understand, access and communicate effectively through the full range of communication and relationship building media available, particularly social media. Apply appropriate strategies in a range of professional situations and coaching and building up staff communication skills, e.g. media interviews. Use suitable technologies and media to present complex information in formats (including news writing) accessible to non-specialists. Research and strategically plan sponsorship and fundraising events. Adapt personal communication style to suit a variety of contexts, audiences and purposes. Demonstrate ethical responsibility and accountability as a communication professional working in a diverse environment Run campaigns, including building, planning and publicising events Respond to varied audiences/publics/stakeholders (including bi-cultural, multicultural and international groups) and advocate successfully for them and to them. PERSONAL QUALITIES Strategic thinker who finds multiple solutions to problems Strong writer who can relay complex information simply Confident speaker and visual communicator Good organiser who works well under pressure Collaborative team player Sources: Hudson Sales, Marketing & Communications Salary and Employment Insights, 2015/ Robert Walters Salary Guide 2015 PROFESSIONAL REGISTRATION Although not compulsory, it is recommended graduates join the Public Relations Institute of New Zealand (PRiNZ) and undertake the accreditation in public relations programme (APR), which increases opportunities for access to managerial roles and higher status. THE AUT ADVANTAGE Strong industry connections ensure students work on live projects for real clients, often gaining work through the programme s own public relations agency, Outside the Square. Because AUT s public relation major sits in the communication studies school, rather than business school, there is a strong emphasis on communication skills, along with intercultural communication and strategizing. FURTHER STUDY OPTIONS There are a range of postgraduate study and research areas available in public relations. The Master of Communication Studies and PhD can be done as a straight research thesis, a thesis by publication or by completing a project-based thesis.

5 KAYA ARAI Senior Account Executive, Porter Novelli (public relations agency) Bachelor of Communication Studies in Public Relations Deadlines are constantly being juggled as many projects are happening at once for different clients, but that pressure is what makes it fun, especially when working with such a great team. Over one day I could be researching and costing up a client event, media monitoring for clients, pitching stories to media, organising photo opportunities and interviews, launching a new product or attending client events that we spent months helping put together, and that s to name a few! As someone just starting out in PR, it s great to be in a consultancy with a wide range of clients as it gives me a taste of everything that I could branch out into in the future. PR tests your ability to be flexible and creative in situations when things don t go to plan - as they often don t. There was one situation where I had arranged a live phone radio interview for a client, but she ended up getting sick that day. I only found out 30 minutes before the interview time which is not ideal, but we managed to find someone else to fill her spot. You have to keep calm in those situations so you can handle it with a cool head. There is still lots to learn and experience, but so far I love it! EMPLOYER COMMENT Kaya made herself invaluable to us during her internship, so much so I had many consultants asking me to hire her just a month into it! So we did just that. She has all the right skills and crucially that all important great attitude. Her AUT training and education prepared her exceptionally well for her first steps into communications consulting. Students should not underestimate the value of having a great attitude get your sleeves rolled up, be willing to do anything from envelope-stuffing to social media research to participating in brainstorms. Learn as you go, know what you don t know and take every opportunity that comes your way. Ultimately as a new grad in an agency your clients are the consultants inside the agency and they are demanding, so to win them over, as Kaya has, is huge praise indeed! Strahan Wallis Managing Director, Porter Novelli

6 PUBLIC RELATIONS USEFUL WEBSITES Public Relations Institute of NZ (PRiNZ) PRism Journal Institute for Public Relations Global Alliance How stuff works htm For the most up to date information on study of Public Relations and the Bachelor of Communication Studies, visit our website You can also contact the AUT Student Centre team for help and advice: 0800 AUT UNI ( ) CITY CAMPUS 55 Wellesley Street East, Auckland Central NORTH CAMPUS 90 Akoranga Drive, Northcote, Auckland SOUTH CAMPUS 640 Great South Road, Manukau, Auckland AUT MILLENNIUM 17 Antares Place, Mairangi Bay, Auckland Connect with us now: The information contained in this career sheet was correct at time of print, Sept 2015