Ryan
D. May of the Public Relations
Society
of America Minnesota
chapter submitted some
thoughtful
questions regarding the shape
and future of public relations.
RDM:
Has the uncertainty of the economy
affected PR? If so how? If not
why?
About
PR: It's in times of
uncertainty and ambiguity that
good PR becomes ever more
critical, doesn't it? CEO's have
seen the studies
that show outreach cuts (e.g.,
PR, marketing, ads) can cost
much more than they save. The
large PR
shops seem to be about as
busy as ever, there doesn't
appear to be a catastrophic drop
in PR job
openings. The U.S.
Bureau of Labor Statistics
predicts job growth in public
relations should exceed the
average for all other jobs
combined through the early years
of the new century. Sure, the
online sector has taken a hit.
But considering the statistical
take along with the practical
realities, it's looking like PR
overall will weather the
current storm well.
RDM:
Has the job market
changed as much as the media is
saying it has?
PR: The tools of the job
market have certainly changed
over the last decade or so.
Those who cannot adapt to the
new tools will have a hard time
in the PR business. But the
craftsmanship behind the tools
remains the same: the ability to
analyze, strategize, and craft a
message. As our society
becomes ever more complicated,
the need for PR professionals to
help build clarifying bridges
between stakeholders and the
public will grow even stronger.
RDM:
How can a PR
professional find a better job
today?
PR:
In a word: specialize. Health,
technology, finance,
international affairs are all
hot PR specialties.
Entertainment, education,
natural resources also look
interesting. Become an
expert on your subject matter.
Have a passion for it. Keep your
communication skills sharp and
stay on top of the latest
technologies. Join a
professional organization and
network. Do all that, and the
better jobs will find you.
RDM:
How important is
membership in professional
organizations like IABC
or PRSA
when applying for a job?
PR: Such memberships show
you're serious about your
profession. In any field and
especially public relations,
networked connections are
indispensable. Connected
networking is the very
foundation of PR; a network
which is expanded exponentially
when we connect with other
well-connected people. Many
professional organizations offer
discounted rates for recent
college grads and those just
starting out. By all means, take
advantage of the networking
opportunities, the job leads,
and the professional development
tools these organizations have
to offer.
RDM:
What are the biggest
strengths and weaknesses you see
in recent college graduates or
people entering the PR industry
for the first time?
PR: Probably the same
strengths and weaknesses that
have been with college graduates and
PR neophytes for all time. They
bring fresh ideas and energy to
their professions. Now they have
to learn how to translate those
assets into consistent results.
Quite often the theory and the
reality of a profession don't
mesh well. It's the starters who can
keep their enthusiasm in
the middle of the daily grind
who will thrive.
-
Steven R. Van Hook
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