1. COMM 2337
Dialogue vs. Interpersonal
Communication
PR
Mass communication is
Today OUT.
Class 8
Fall 2011
Interpersonal
communication is IN.
@AndreaGenevieve
andream@stedwards.edu

2. COMM 2337
PR Trends of Tomorrow
PR •Women dominate the field
Today •Women have skills for PR
Class 8
Fall 2011 •Men make more $
•Men favored in hiring
@AndreaGenevieve
andream@stedwards.edu

3. COMM 2337
Why Women?
PR
• Women find the PR environment
Today welcoming
Class 8
Fall 2011 • Women can make more $ in PR
than teaching or other social jobs
• Women can start their own firm
without a lot of capitol
• Women are thought to be better
listeners
@AndreaGenevieve
andream@stedwards.edu

4. COMM 2337
PR
Today
Class 8
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

5. COMM 2337
Diversity
PR • Recruiting and Hiring
Today • Special Organizations
Class 8
Fall 2011 • Language Skills
• PR field falls short of world
trends
• Low # of minority
applicants
@AndreaGenevieve
andream@stedwards.edu

6. COMM 2337
Diverse Trends
PR • Hispanic PR wire
Today • BPRS (National
Class 8 Black PR Society)
Fall 2011
• AAAPRA (Asian
American
Advertising and PR
Association)
@AndreaGenevieve
andream@stedwards.edu

7. COMM 2337
Diversity Chats
PR
Today
Class 8
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

8. COMM 2337
Think About This:
PR
Today “Why might it be in the
Class 8
Fall 2011 best interest of a PR firm
to have a diverse staff?”
@AndreaGenevieve
andream@stedwards.edu

9. COMM 2337
The Hiring Process
PR • Networking
Today • Associations
Class 8
Fall 2011
• Guest
Speakers
• Recruiters
@AndreaGenevieve
andream@stedwards.edu

10. COMM 2337
More Trends
1. Transparency
PR 2. Growing Social Media
Toolbox
Today 3. Increased Emphasis on
Class 8
Fall 2011 Evaluation
4. 24/7 News cycle
5. New direction in Mass Media
6. Outsourcing to PR firms
7. Lifelong learning
@AndreaGenevieve
andream@stedwards.edu

11. COMM 2337
Social Site Boom
PR
Today
Class 8
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

12. COMM 2337
Licensing & Accreditation
PR • Protection
Today • Publicity vs. official PR
Class 8
Fall 2011 practitioner
• Certification through PRSA
• APR
• Rigorous process
• Only 18% of PRSA
@AndreaGenevieve
andream@stedwards.edu

13. COMM 2337
PRSA
PR
Today
Class 8
Fall 2011
• America’s largest group of professional
PR and Communications specialists
• Over 21,000 members nationwide
• Offer jobs, training, standards, stay on
top of emerging trends
• Conferences, seminars, workshops,
webinars, meetups, local chapters,
@AndreaGenevieve
student chapters, annual awards
andream@stedwards.edu

14. COMM 2337
APR
PR • Established in • www.pracreditaton.org
1964 • Symbol of
Today
Class 8 • Nations only PR professionalism
Fall 2011 accreditation • $385 fee
(not a license) • Good for life
• Governed by a
UAB
• Aim is to unify
the profession
@AndreaGenevieve
andream@stedwards.edu

15. COMM 2337
More APR
PR • Members of participating organizations who are involved
in the professional practice of public relations, or in the
Today teaching or administration of public relations courses in
an accredited college or university.
Class 8 • Participating orgs: Universal Accreditation Board include
Fall 2011 the Agricultural Relations Council, Florida Public
Relations Association, Maine Public Relations Council,
National School Public Relations Association, Public
Relations Society of America (PRSA), Religion
Communicators Council, Southern Public Relations
FederationSouthern Public Relations Federation, Texas
Public Relations Association and Asociación de
Relacionistas Profesionales de Puerto Rico (Puerto Rico
Public Relations Association).
@AndreaGenevieve
andream@stedwards.edu