A public relations professional builds awareness and interest, serves as a spokesperson and manages the flow of information to the public for a person, product or company. He is an effective communicator in print, person and on the phone. A successful campaign presents a client in the best possible light. Traditionally, this is accomplished by sending press releases to journalists and placing stories in print and broadcast media and on the Internet. A press release conveys a message, resembles a news story in format and is usually sent through email.
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Public relations is not the same as advertising, where an ad space or time is purchased. A public relations pro focuses on getting free media exposure.
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Typically, account coordinator is the entry-level position at a PR agency, and you can work your way up to account director in five years and a PR manager within seven years. In a corporate setting, public relations duties may fall under titles such as media specialist, community relations director, public information officer, and internal and external communication specialists.
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You must be an adept writer and excellent verbal communicator--shy people need not apply. PR pros should have a nose for news, be well-versed in pop culture and possess skills in time management, research, event planning, budgeting, cold-calling and public speaking.
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According to an April 2009 salary survey report on PayScale.com, the median salary in the United States for an account coordinator is $31,987; the median salary for a PR manager is $65,959. Factors such as company size, city, experience, skills and degree can affect salary.
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Written materials may include press releases, press kits (personnel biographies, company history, fact sheet), speeches, newsletters, feature articles, website content, event listings, proposals and persuasive pitch letters to journalists and TV producers convincing them to run a story on your client.
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Though many colleges offer a degree in public relations, it is not necessary, and a general education will suffice. Internships are a great way to enter the industry, garner practical experience and build a resume.
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