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Industry News  Competitive Intelligence Public relations specialists in big demand;... |
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Public relations specialists in big demand; Need for organizations to communicate well creates lucrative job opportunities in field
Print - FPinfomart - Ottawa Citizen - Wednesday July 16th, 2008
In Canada's newsrooms, at least, they're known simply as flacks.
However, that time-honoured label for public relations specialists, as they're now called, may be getting a bit old. And a lot of people in the public relations field are former reporters themselves.
As well, those purveyors of good news, those bright-eyed public faces for corporations, governments and most other large organizations are an increasingly hot commodity across North America.
Just ask Terri Smolar, co-ordinator of the Public Relations Diploma Program at Kwantlen University College.
"This is very much a growing field," said Ms. Smolar, an award-winning CBC journalist who switched to public relations years ago.
"In the early '90s, the college and university system developed solid programs. Almost all our graduates find work. Just out of school, they're earning $15 to $20 an hour," added Ms. Smolar, who said she gets e-mails from employers on a weekly basis seeking out qualified and trained PR specialists.
"After five years, they're earning $60,000 or more. And they can earn quite a bit more."
Among other things, PR specialists develop and implement communication, promotion and information programs, publicize events, and maintain media relations for businesses, governments, non-profit organizations and individuals. Employers include consulting firms, social agencies, museums, galleries and public interest groups. Many PR specialists are self-employed.
Ms. Smolar said people entering the field should enjoy writing and communicating with people.
It's for that reason, she added, that many journalists make the switch.
"It's become much more of a real profession. In the early years, it was just publicity.
"Now, it's full-fledged communications management. And there are strong ethical codes."
There are many reasons why PR is taking off as a profession, she said, including a growing realization that organizations need to communicate effectively in an increasingly complex world.
Another reason, she said, is budget cuts in media organizations.
"With all the cutbacks in newsroom budgets, there isn't the money to pay for all the research. Because of that, reporters are relying more and more on PR professionals to get the information they need.
"And that's OK as long as both sides are ethical and responsible."
Journalists still have an edge when going into PR, Ms. Smolar added.
"They're already good at writing and critical thinking. But they need to learn the PR style of writing, more promotional."
Patricia Morrison, a second-year student in Ms. Smolar's class, previously worked in retail sales. The 42-year-old said she finds the profession fascinating.
"There's so much information and things are so complex. I think in many cases companies need strategic control over the information going out to people."
Alyn Edwards is vice-president and partner at Peak Communicators, one of Vancouver's top PR companies. He made a successful move to PR 11 years ago after three decades in the mainstream media, including 20 years as a reporter with BCTV News.
Mr. Edwards, who helped start Peak four years ago, has no regrets.
"I was lucky enough to get a second career using the skills I developed over 30 years. It's worked out very well."
Mr. Edwards agrees PR is a growth industry.
"The biggest change is that groups, organizations, companies are finding that earned media exposure, or news coverage, can have a lot more credibility than paid advertising.
"Also, more (companies) are hiring their own communications people. They expect media coverage and they want a professional in-house to manage media encounters."
Mr. Edwards' company handles publicity, crisis management, media training, video production, and public and community relations for his clients which include 7-Eleven Canada, Sun Peaks Resort and Telus.
But it's not just in Canada where PR specialists are a hot item.
Money Magazine, in collaboration with Salary.com, a leading U.S. provider of employee compensation, released a survey last year ranking PR specialists 20th out of the best 50 jobs in the country.
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