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- The paper needs to be in Times New Roman 12-pt font double-spaced with APA style with a cover page including a running head and page number. Below is the content that needs to be addressed in your paper from your interview with the PR professional. Also, you need to alert me to the professional on the discussion forum.
- Professional interview: Students will have to contact a working professional in the public relations industry and conduct an interview. Each individual will submit a written report on the research they acquired during their conversation. Reports should cover the following:
- The structure and organization of the PR department
- PR goals and objectives
- Main public
- Primary communication tools
- Main and/or current programs
- What’s required to enter the industry
It is suggested that you not only address the items above but explain and give as much insight into each of these items as possible. For example, don’t just identify the main public, tell me why, from the perspective of the organization, those publics are of particular interest. Be inquisitive, ask good questions, and do the appropriate research in advance.
This is the interview i done with the professional below.
relations industry and conduct an interview. Each individual will submit a written report on
the research they acquired during their conversation. Reports should cover the following:
What is the structure and organization of the PR department?
- I work for a non-profit that is organized in a few different departments. Business Development, Marketing, Product Team, and Campaigns. As the PR team, it’s our job to work cross-functionally to have an understanding of all the departments in the team. PR falls under the marketing team, and we primarily serve the business development team. What business development sells to sponsors, it’s our job to bring to life and create buzzy launches and opportunities for partnerships.
What is the skill that a good PR person must have
- Flexibility! This job changes every day, and you have to be flexible. You should be able to adapt to wide range of situations quickly, have an understanding of what media is covering and not just one channel, you should understand TV, Print, and online media. You should always have input on how to make press interested in your clients or projects.
Your PR goals and objectives
- Working “in-house” versus in an agency, my goals are aligned with the goals of the overall marketing strategy for the organization. My goals are normally set around building awareness for the overall organization. My goal is to brand our organization and our team members as experts in the social change space.
- I have two publics, Old people (press, partners, donors, the board of directors), young people( our 6M member’s ages 13-25).
Primary communication tools
- I primarily contact media via email. I also use services like Cision and PRNewswire that allow me to message a large number of people at once. I also believe it’s important to call people to follow-up.
What type of computer Main and/or current programs that are used?
- I mostly use Cision which allows me to find contacts, blast press releases, monitor multiple news sites, and track all pick-up.
What’s required to enter the industry
- It truly varies, but most people have some understanding of marketing and communications.
How hard is it to move your way up in the industry
- It depends on you and your dedication to the career, as well as the opportunities you get. Most people who start off at an Agency, have faster growth trajectories.
What are the advantages of an in-house public relations
- The advantage of an in-house PR department is that you have someone who understands your organization much more intimately. The person is usually an expert in everything that goes on inside of your business, and an expert in getting your story told, and to the right places for your brand.
In what direction do you see the public relations industry heading?
- DIGITAL! All things are leaning towards social media. We’ve lost a large number of print publications, which are being replaced with online content. Many PR roles are now also focusing on influencer relations, people value the power of influencers over press mentions at times.
The PR Collective