The number of women working in consumer public relations who started as secretaries is legion, but in itself secretarial work is not a qualification for public relations. However, if you go to work as a secretary in a consultancy this can often lead to assisting an executive. You might do some press releases, information gathering, help at press receptions when extra hands are needed, prepare information kits and sit in with your boss at client and supplier meetings. In this way an ambitious secretary gradually becomes an assistant. Once that status is recognized, she is on her way to a public relations career. Men could equally well try this career route but few seem to take secretarial courses.
Many consultancies welcome work experience in a field unrelated to public relations. Working in a manufacturing company, or as a solicitor or chartered accountant gives invaluable experience. One of the best places to get experience before going into public relations is in the marketing department of a company. If you are interested in financial public relations then you almost certainly need either a degree or to have already qualified in a discipline such as law or accountancy. You may be expected as well to have already worked for sometime in a related financial area, such as stock broking.
Public relations agencies do employ a number of assistants and a bright young person can sometimes get employed in this category. On the job training automatically takes place as you work, and some consultancies have established training programmers but these are rare among British operations.
As an assistant you will probably gather information, draft press releases, make up media invitation lists, search out information, set up meetings with outside specialists and consultants, deliver information to the media (here is a chance to chat and get to know some faces in the media world). You will no doubt share your boss's late night work and the rush and panic of the daily grind in public relations. You may not get to attend client meetings, but this depends on whether you were employed as an experienced but young professional or are a new entrant who is just beginning.
How much can you earn?
A glance at PR Week or Campaign magazines or the Creative Appointments section which appears each week in The Guardian will give you an idea of current earnings for qualified public relations staff. Specialists such as those in public and corporate affairs or financial public relations can expect even higher salaries. When you first start, your salary may be in the range of £6000 to £8000. Salaries of £14,000 and £25,000 are usual for experienced executives. Top performers earn from £35,000 upwards. Perks such as company cars and allowances for newspapers and TV are common.
Getting some early experience now
One of the best starts for later work in public relations, and one which can sometimes prove a route into a job, is working for a charity, organization or event which needs publicity. It may be local and would welcome you. Often in such cases publicity is done by the person who seems keenest and most likely to succeed. That often means a young person. At school or college you can volunteer to do publicity for the school play, or your local community charity drive. Local theatre productions also call for you to see the press, write and mail out press releases and invitations to first nights. Editing or writing for your school or college magazine is also valuable.
Probably the most important early work experience you can have is to have sold something. Even if you don't go into consumer public relations which have an immediate relationship to selling, you will get to know the public as a consumer, get to understand how business is done, what product selling points are all about, and finally, learn how to sell yourself.
IBM, the fifth biggest company in the world, many years ago formalized the basis of their selling success: establish the need, show the features of what you are selling, and then talk about the benefits. The formula of 'need, feature, and benefit' really works and is worth trying. Later, when you are working in public relations, you will be 'selling' the media on ideas and persuading the public or key opinion formers. The better a salesman you are the more likely you are to succeed.
Professional associations in public relations
As well as the Public Relations Society of America, there is the International Public Relations Association and, in Britain, the Institute of Public Relations (IPR) established in 1948. All these have published codes of practice for their members. The IPR is involved in CAM and other educational courses in public relations. The IPR's main objectives are:
- to promote the development of public relations for the benefit of the practice in commerce; industry, central and local government; nationalized undertakings; professional, trade, and voluntary organizations and for the benefit of all practitioners, and others concerned in or with public relations;
- To encourage and foster the observance of high professional standards by its members and to establish and prescribe such standards;
- To arrange meetings, discussions, conferences, etc, on matters of common interest, and generally to act as a clearing house for the exchange of ideas on the practice of public relations.
Tomorrow in advertising and public relations
Advertising may well continue in much the same form as in the past and, therefore, careers in this field will remain more or less the same. This is not likely to be the case for public relations, which is apt to become more specialized with increasing requirements for new entrants to have a high educational level, disciplined minds, and an ability to use advanced information technology. Along with this will be a call on the public relations function to advise and to operate increasingly sophisticated persuasion techniques within the framework of democracy. As commerce and vested interest groups come to understand the power and potential of public relations, so they will want to use it more. Consultancies may not enjoy the same growth as in house public relations departments for this reason. Already new areas of expertise in public relations are emerging such as 'Crisis Management'. Here consultancies set out to help a client who is in an emergency situation. For example, if his company has unwelcomed suitors who want to take over, or his activities in the Third World are threatening home sales.
In the future, job opportunities for public relations professionals will increase. Those who now equip themselves with good educational qualifications, training in modern management techniques, write and speak fluently and are comfortable with modern technology, will find satisfying and rewarding careers in either public relations or advertising. You might be one of those people.
