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ОглавлениеPublic relations counselors
Job Hunting
A Practical Manual for Job-Hunters and Career-Changers
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Copyright
Notice of Rights
All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. No Claim to Orig. U.S. Govt. Works.
Notice of Liability
The information in this book is distributed on an As Is basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor the publisher shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the products described in it.
Trademarks
Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.
Good solid advice and great strategies
for getting interviews and landing the Public relations counselors job.
To Prepare for the Job this book tells you:
the training and education needed
earnings
expected job prospects
the job’s activities and responsibilities
working conditions
To Land the Job, it gives you the hands-on and how-to’s insight on
Finding Opportunities - the best places to find them
Writing Unbeatable Resumes and Cover Letters
Acing the Interview
What to Expect From Recruiters
How employers hunt for Job-hunters.... and More
This book offers excellent, insightful advice for everyone from entry-level to senior professionals. None of the other such career guides compare with this one. It stands out because it:
Explains how the people doing the hiring think, so that you can win them over on paper and then in your interview;
Is filled with useful cheat and work-sheets;
Explains every step of the job-hunting process - from little-known ways for finding openings to getting ahead on the job.
This book covers everything. Whether you are trying to get your first Job or move up in the system, you will be glad you got this book.
Contents
FINDING AND APPLYING FOR Public relations counselors JOBS AND EVALUATING OFFERS
Where to Learn About Job Openings
School career planning and placement offices.
Labor unions.
State employment service offices.
Job matching and referral.
Services for special groups.
Federal Government.
Community agencies.
Private employment agencies and career consultants.
Internships.
Applying for a Public relations counselors Job
Resumes and application forms.
Gathering information.
Choosing a format.
Resume and KSA (knowledge, skills & abilities) tips:
Cover letters.
Public relations counselors Job Interview Tips
Preparation:
Personal appearance:
The interview:
Information to bring to an interview:
Evaluating a Public relations counselors Job Offer
The organization.
Should you work for a relatively new organization or one that is well established?
The job
Where is the job located?
Does the work match your interests and make good use of your skills?
How important is the job to the company or organization?
What will the hours be?
How long do most people who enter this job stay with the company?
The company should have a training plan for you.
Salaries and benefits.
WHAT TO EXPECT FROM THE OTHER SIDE OF THE TABLE…
THE INTERVIEW AND SELECTION PROCESS
Step 1
Technical Competencies Assessment Guide
Step 2
Determine the Customer Service Focused
Competencies of the Job
Definitions:
Responsible.
Likeable.
Believable.
Outgoing.
Unflappable.
CUSTOMER SERVICE FOCUSED BEHAVIORS ASSESSMENT GUIDE
Step 3
Develop Interview Questions to Assess Both
Technical and Customer Service
Focused Competencies
Step 4
Conducting the Interview
Step 5
Background and Reference Checks
Making a Job Offer
Confirming Job Offer Letter
Informing Unsuccessful Candidates
Retention of Interview Materials
SAMPLE CUSTOMER SERVICE FOCUSED INTERVIEW QUESTIONS
Responsible
Likeable
Believable
Outgoing
Unflappable
INTERVIEWING Public relations counselors
A Practical Guide for Selecting
THE INTERVIEW PROCESS
Planning
Confirming/Scheduling Interview
Conducting the Interview
Closing
Follow Up
TIPS ON INTERVIEWING
Interview Questions To Get You Started
Supervisor and Manager Competencies
Interviewing People With Disabilities
Accommodating Persons With Disabilities For An Interview
Interview Do’s and Don’ts
CHECKING REFERENCES
Which References Should I Check?
Tips for Checking References
The Reference Check Questions To Ask
Prohibited Questions and Practices
RECORDING A PROFILE OF IMPRESSIONS
Supervisory and Managerial Competencies:
Building Coalitions/Communication:
Recruiting Public relations counselors - It Takes More Than A Job Announcement
Before Submitting the Vacancy
When the Vacancy Announcement is Open
Once the Certificate of Eligibles is Received
After The Selection is Made
ASSESSING YOUR RECRUITMENT AND SELECTION PRACTICES
Policies and Procedures
Recruitment Strategies
“There are few, if any, jobs in which ability alone is sufficient. Needed, also, are loyalty, sincerity, enthusiasm and team play.” - William B. Given, Jr.
“When people go to work, they shouldn’t have to leave their hearts at home.” - Betty Bender
“One machine can do the work of fifty ordinary men. No machine can do the work of one extraordinary man.” - Elbert Hubbard
”To find joy in work is to discover the fountain of youth.” - Pearl S. Buck
“One of the symptoms of an approaching nervous breakdown is the belief that one’s work is terribly important.” - Bertrand Russell
“Opportunity is missed by most people because it is dressed in overalls and looks like work.” - Thomas A. Edison
“Far and away the best prize that life offers is the chance to work hard at work worth doing.” - Theodore Roosevelt
“Going to work for a large company is like getting on a train. Are you going sixty miles an hour or is the train going sixty miles an hour and you’re just sitting still?” - J. Paul Getty
“The world is full of willing people, some willing to work, the rest willing to let them.” - Robert Frost
“So much of what we call management consists in making it difficult for people to work.” - Peter Drucker
”Nothing is really work unless you would rather be doing something else.” - James M. Barrie
”I’m a great believer in luck, and I find the harder I work the more I have of it.” - Thomas Jefferson
“Success in business requires training and discipline and hard work. But if you’re not frightened by these things, the opportunities are just as great today as they ever were.” - David Rockefeller
Public relations counselors FACTS:
Summary, What Public relations counselors do, Work Environment, How to become one, Pay, Job Outlook, Similar Occupations and Contacts for More Information.
Public Relations Managers and Specialists
Summary
Public relations managers and specialists write material for media releases, plan and direct public relations programs, and raise funds for their organizations.
Quick Facts: Public Relations Managers and Specialists
2010 Median Pay $57,550 per year
$27.67 per hour
Entry-Level Education Bachelor’s degree
Work Experience in a Related Occupation See How to Become One
On-the-job Training See How to Become One
Number of Jobs, 2010 320,000
Job Outlook, 2010-20 21% (Faster than average)
Employment Change, 2010-20 68,300
What Public Relations Managers and Specialists Do
Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.
Work Environment
Public relations managers and specialists work in high-stress environments, often for long hours. Most work full time.
How to Become a Public Relations Manager or Specialist
A bachelor’s degree is typically needed for public relations manager and specialist positions. Public relations managers also must have related work experience.
Pay
The median annual wage of public relations specialists was $52,090 in May 2010. The median annual wage of public relations managers was $91,810 in May 2010.
Job Outlook
Employment of public relations specialists is expected to grow 23 percent from 2010 to 2020, faster than the average for all occupations. Employment of public relations managers is expected to grow 16 percent from 2010 to 2020, about as fast as the average for all occupations. Growth of both will be driven by the need for organizations to maintain their public image in a high-information age and with the growth of social media.
Similar Occupations
Compare the job duties, education, job growth, and pay of public relations managers and specialists with similar occupations.
O*NET
O*NET provides comprehensive information on key characteristics of workers and occupations.
Contacts for More Information
Learn more about public relations managers and specialists by contacting these additional resources.
What Public Relations Managers and Specialists Do
Public relations specialists handle an organization’s communication with the public, including consumers, investors, and media outlets.
Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.
Duties
Public relations managers and specialists typically do the following:
Write press releases and prepare information for the media
Identify main client groups and audiences and determine the best way to reach them
Respond to requests for information from the media or designate an appropriate spokesperson or information source
Help clients communicate effectively with the public
Develop and maintain their organization’s corporate image and identity, using logos and signs
Draft speeches and arrange interviews for an organization’s top executives
Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
Develop and carry out fundraising strategies for an organization by identifying and contacting potential donors and applying for grants
Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. They keep the public informed about the activities of government officials and agencies.
Public relations specialists must understand the attitudes and concerns of the groups they interact with to maintain cooperative relationships with them.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does to advance that issue. In addition to publication through traditional media outlets, releases are increasingly being sent through the Web and social media.
Public relations managers review and sometimes write press releases. They also sponsor corporate events to help maintain and improve the image and identity of their organization or client.
In addition, they help to clarify their organization’s point of view to its main audience through media releases and interviews. Public relations managers observe social, economic, and political trends that might ultimately affect the organization, and they recommend ways to enhance the firm’s image based on those trends. For example, in response to a growing concern about the environment, an oil company may create a public relations campaign to publicize its efforts to develop cleaner fuels.
In large organizations, public relations managers may supervise a staff of public relations specialists. They also work with advertising and marketing staffs to make sure that advertising campaigns are compatible with the image the company or client is trying to portray. For example, if the firm has decided to emphasize its appeal to a certain group, such as younger people, the public relations manager ensures that current advertisements will be well received by that group.
In addition, public relations managers may handle internal communications, such as company newsletters, and may help financial managers produce an organization’s reports. They may help the organization’s top executives by drafting speeches, arranging interviews, and maintaining other forms of public contact. Public relations managers must be able to work well with many types of specialists to accurately report the facts. In some cases, the information they write has legal consequences. They must work with the company’s or client’s lawyers to be sure that the information they release is both legally accurate and clear to the public.
Work Environment
Public relations managers and specialists work in fairly high-stress environments, often managing and organizing several events at the same time.
Public relations specialists held about 258,100 jobs in 2010. Public relations managers held about 61,900 jobs in 2010.
Employment of public relations managers and specialists was concentrated in the following industries in 2010:
Religious, grantmaking, civic, professional, and similar organizations 22%
Professional, scientific, and technical services 17
Educational services; state, local, and private 13
Health care and social assistance 9
Government 8
Public relations managers and specialists usually work in offices, but they also deliver speeches, attend meetings and community activities, and travel. They work in fairly high-stress environments, often managing and organizing several events at the same time.
Work Schedules
Most public relations managers and specialists work full time, which often includes long hours. In 2010, almost one-third of public relations managers and specialists worked more than 40 hours per week.
How to Become a Public Relations Manager or Specialist
A bachelor’s degree is typically needed for public relations manager and specialist positions, while public relations managers also need work experience.
Public relations managers and specialists typically need a bachelor’s degree. Public relations managers also need related work experience.
Education
Public relations specialists typically need a bachelor’s degree. Employers usually want candidates who have studied public relations, journalism, communications, English, or business.
For public relations management positions, a bachelor’s degree in public relations, communication, or journalism is generally required. Courses in advertising, business administration, public affairs, public speaking, political science, and creative and technical writing are helpful. In addition, some employers prefer a master’s degree in public relations or journalism. In 2010, one-fourth of public relations managers held a master’s degree.
Training
Public relations specialists typically are trained on the job, either in a formal program or by working closely under more experienced staff members. Entry-level workers often maintain files of material about an organization’s activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. Training typically lasts between 1 month and 1 year. After gaining experience, public relations specialists write news releases, speeches, and articles for publication or plan and carry out public relations programs.
Certification
The Public Relations Society of America offers a certification program for public relations managers that is based on years of experience and on passing an exam. The Accredited Business Communicator credential is also available from the International Association of Business Communicators.
Work Experience
Public relations managers must have several years of experience in a related public relations position. Lower level management positions may require only a few years of experience, whereas directors are more likely to need 5 to 10 years of related work experience.
Important Qualities
Interpersonal skills. Public relations managers and specialists deal with the public regularly; therefore, they must be open and friendly to build rapport and get good cooperation from their media contacts.
Organizational skills. Public relations managers and specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations managers and specialists sometimes must explain how the company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Research skills. Public relations managers and specialists must often do research, including interviewing executives or other experts, to get the information they need.
Speaking skills. Public relations managers and specialists regularly speak on behalf of their organization. When doing so, they must be able to explain the organization’s position clearly.
Writing skills. Public relations managers and specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.
Pay
Public Relations Managers and Specialists
Median annual wages, May 2010
Public Relations and Fundraising Managers
$91,810
Public Relations Managers and Specialists
$57,550
Public Relations Specialists
$52,090
Total, All Occupations
$33,840
All Occupations includes all occupations in the U.S. Economy.
The median annual wage of public relations managers was $91,810 in May 2010. The median wage is the point at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $49,720, and the top 10 percent earned more than $166,400.
The median annual wage of public relations specialists was $52,090 in May 2010. The lowest 10 percent earned less than $30,560, and the top 10 percent earned more than$ 95,200.
Most public relations managers and specialists work full time, and some work additional hours. In 2010, almost one-third of public relations managers and specialists worked more than 40 hours per week.
Job Outlook
Public Relations Managers and Specialists
Percent change in employment, projected 2010-20
Public Relations Specialists
23%
Public Relations Managers and Specialists
21%
Public Relations and Fundraising Managers
16%
Total, All Occupations
14%
All Occupations includes all occupations in the U.S. Economy.
Employment of public relations managers and specialists is expected to grow 21 percent from 2010 to 2020, faster than the average for all occupations. Employment of public relations specialists is expected to grow 23 percent during the same period, faster than the average for all occupations. Employment of public relations managers is expected to grow 16 percent from 2010 to 2020, about as fast as the average for all occupations. The trends affecting public relations specialists will also affect managers, as the increasing importance of public relations will require more managers to plan and direct public relations departments.
Organizations are increasingly emphasizing community outreach and customer relations as a way to enhance their reputation and visibility. Public opinion can change quickly, particularly because both good and bad news spreads rapidly through the Internet. Consequently, public relations specialists are expected to be needed to respond to news developments and maintain their organization’s reputation.
Increased use of social media also is expected to increase employment growth for public relations specialists. These new media outlets will create more work for public relations workers, increasing the number and kinds of avenues of communication between organizations and the public. Public relations specialists will be needed to help their clients use these new types of media effectively.
Employment is likely to grow in public relations firms as organizations contract out public relations services rather than support more full-time staff when additional work is needed.
Job Prospects
In addition to job growth for other reasons, opportunities should come from the need to replace public relations managers and specialists who retire or leave the occupation.
Competition for entry-level jobs will likely be strong.
Employment projections data for public relations managers and specialists, 2010-20
Occupational Title SOC Code Employment, 2010 Projected Employment, 2020 Change, 2010-20 Employment by Industry
Percent Numeric
Public Relations Managers and Specialists
— 320,000 388,300 21 68,300 —
Public Relations and Fundraising Managers
11-2031 61,900 72,100 16 10,200
Public Relations Specialists
27-3031 258,100 316,200 23 58,200
Similar Occupations
This table shows a list of occupations with job duties that are similar to those of public relations managers and specialists.
OCCUPATION JOB DUTIES ENTRY-LEVEL EDUCATION MEDIAN ANNUAL PAY, MAY 2010
Advertising, Promotions, and Marketing Managers
Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.
Bachelor’s degree $108,260
Advertising Sales Agents
Advertising sales agents sell advertising space to businesses and individuals. They contact potential clients, make sales presentations, and maintain client accounts.
High school diploma or equivalent $45,350
Demonstrators and Product Promoters
Demonstrators and product promoters create public interest in products, such as cosmetics, housewares, and food. They encourage people and stores to buy their products by showing the products to prospective customers and answering questions.
High school diploma or equivalent $23,110
Editors
Editors plan, review, and revise content for publication.
Bachelor’s degree $51,470
Market Research Analysts
Market research analysts study market conditions in local, regional, or national areas to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.
Bachelor’s degree $60,570
Multimedia Artists and Animators
Multimedia artists and animators create animation and visual effects for television, movies, video games, and other media. They create two- and three-dimensional models and animation.
Bachelor’s degree $58,510
Producers and Directors
Producers and directors are in charge of creating motion pictures, television shows, live theater, and other performing arts productions. They interpret a writer’s script to entertain or inform an audience.
Bachelor’s degree $68,440
Wholesale and Manufacturing Sales Representatives
Wholesale and manufacturing sales representatives sell goods for wholesalers or manufacturers to businesses, government agencies, and other organizations. They contact customers, explain product features, answer any questions that their customers may have, and negotiate prices.
See How to Become One $56,620
Writers and Authors
Writers and authors develop original written content for advertisements, books, magazines, movie and television scripts, songs, and online publications.
Bachelor’s degree $55,420
Contacts for More Information
For more information about public relations managers, including professional certification in public relations, visit
Public Relations Society of America
International Association of Business Communicators
This chapter provides clear insight in the current state of Public relations counselors jobs - the next chapter covers how to find and apply for Public relations counselors jobs.
FINDING AND APPLYING FOR Public relations counselors JOBS AND EVALUATING OFFERS
Finding—and getting—a job you want can be a challenging process, but knowing more about job search methods and application techniques can increase your chances of success. And knowing how to judge the job offers you receive makes it more likely that you will end up with the best possible job.
Where to learn About Job Openings
Job Search Methods
Applying for a Job
Job Interview Tips
Evaluating a Job Offer
Where to Learn About Job Openings
Personal contacts
School career planning and placement offices
Employers
Classified ads:
National and local newspapers
Professional journals
Trade magazines
Internet resources
Professional associations
Labor unions
State employment service offices
Federal Government
Community agencies
Private employment agencies and career consultants
Internships
Job Search Methods
Finding a job can take months of time and effort. But you can speed the process by using many methods to find job openings. Data from the Bureau of Labor Statistics suggest that people who use many job search methods find jobs faster than people who use only one or two.
Personal contacts.
Many jobs are never advertised. People get them by talking to friends, family, neighbors, acquaintances, teachers, former coworkers, and others who know of an opening. Be sure to tell people that you are looking for a job because the people you know may be some of the most effective resources for your search. To develop new contacts, join student, community, or professional organizations.
School career planning and placement offices.
High school and college placement offices help their students and alumni find jobs. Some invite recruiters to use their facilities for interviews or career fairs. They also may have lists of open jobs. Most also offer career counseling, career testing, and job search advice. Some have career resource libraries; host workshops on job search strategy, resume writing, letter writing, and effective interviewing; critique drafts of resumes; conduct mock interviews; and sponsor job fairs.
Employers.
Directly contacting employers is one of the most successful means of job hunting. Through library and Internet research, develop a list of potential employers in your desired career field. Then call these employers and check their Web sites for job openings. Web sites and business directories can tell you how to apply for a position or whom to contact. Even if no open positions are posted, do not hesitate to contact the employer: You never know when a job might become available.
Consider asking for an informational interview with people working in the career you want to learn more. Ask them how they got started, what they like and dislike about the work, what type of qualifications are necessary for the job, and what type of personality succeeds in that position. In addition to giving you career information, they may be able to put you in contact with other people who might hire you, and they can keep you in mind if a position opens up.
Classified ads.
The “Help Wanted” ads in newspapers and the Internet list numerous jobs, and many people find work by responding to these ads. But when using classified ads, keep the following in mind:
Follow all leads to find a job; do not rely solely on the classifieds.
Answer ads promptly, because openings may be filled quickly, even before the ad stops appearing in the paper.
Read the ads every day, particularly the Sunday edition, which usually includes the most listings.
Keep a record of all ads to which you have responded, including the specific skills, educational background, and personal qualifications required for the position.
Internet resources.
The Internet includes many job hunting Web sites with job listings. Some job boards provide National listings of all kinds; others are local. Some relate to a specific type of work; others are general. To find good prospects, begin with an Internet search using keywords related to the job you want. Also look for the sites of related professional associations.
Also consider checking Internet forums, also called message boards. These are online discussion groups where anyone may post and read messages. Use forums specific to your profession or to career-related topics to post questions or messages and to read about the job searches or career experiences of other people.
