| PUBLIC RELATIONS ACCOUNT EXECUTIVE | ||
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Job description | Public relations executives work either at consultancies or in house at organisations and in the main you will be working to present an organisation to the media or direct to the public – maintaining communications and ensuring a level of understanding between both. You will come to understand the audiences that an organisation needs to communicate with and the means that can be used to achieve this effectively. Much of your work in the early days will be research and writing based: - understanding the business environments that companies work in, their audiences and how best to reach them - understanding the media environment, journalists and the publications or broadcast outlets they work for - writing news releases, speaking to the media to establish opportunities for clients, organising press conferences - event organisation, researching or attending trade fairs, arranging corporate hospitality or sponsorship and promotions In the longer term, many public relations consultants become more like management consultants, working with senior management to inform communications strategies at the highest level, with an influence at the very top of the organisation. |
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| Typical employers | - PR consultancies |
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| Qualifications and experience |
Almost all PR consultants whether in-house or at agencies hold a BA degree. As the field becomes more competitive – and it is competitive already – the demands of employers are rising. There are no particular subjects that will help more than others, although a proven ability with the written word is a must. Pre-entry experience is much sought after and can give a major leg-up. Many consultancies will offer summer placements for between two weeks and two months and most will pay a small wage for this work. |
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| Salary | Range of typical starting
salaries: £12,000 - £18,000 There are very wide variations between working for a charity, public sector and large PR consultancies. Generally, pay is higher in the private sector. There are wide regional variations. |
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| Working hours and conditions | PR at agencies is generally reckoned to involve more eratic hours. However, it is generally the case that you will have to work irregular and unsocial hours at some stage. PR work can often mean being on call at weekend and public holidays in order to deal quickly with any adverse situations. You would work closely with others and deal with a wide variety of people constantly. |
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| When applying | - research thoroughly. The range of PR – from corporate to fast moving goods to fashion and sport – means that agencies will specialise. Each agency has its own style and culture, so speak to as many people as you can ahead of time - the range of activities, from media relations to event management and sponsorship and promotion organising mean you need to have an idea of what you are interested in before you apply - PR demands that you look presentable so make sure that you dress the part – a smart business suit and tie are generally a must - enthusiasm is a pretty important part of the job – make sure it comes across - being able to show that you understand the media and the way that organisations communicate to it is vital. Pick a story from business or government and see how different newspapers or broadcasters treat the story – watch and learn - find ways of showing that you can organise and prioritise well – this is one of the single most important skills |
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| More information/ professional bodies | Institute of Public Relations
(IPR), http://www.ipr.org.uk |
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| Within these4walls | these4walls Agency listings | |
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| Personal thoughts | “When I joined PR, I ended up doing a bit of everything at a large agency. It was the spread of media relations event organisation, corporate communications, helping with the production of internal publications, government relations and internal communication that meant I worked out what I really wanted to do. Now I get to help some of the UK’s biggest companies to communicate with the audiences that matter to them.” James Gordon-MacIntosh, these4walls, james@t4w.co.uk |
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