How I make the moolah (a PR primer)

Life revolves around paying bills, to some degree, doesn’t it? After all, food, shelter and water generally aren’t free. While creed, color and gender may have divided us in the past, the need to pay bills has always united us. Freedom isn’t free in the US, and life itself really isn’t either.

In considering her options, Budgeting Babe reader Sweta asks me to describe my profession, my typical day as a public relations practitioner – the manner in which I choose to pay my bills. And I’ll try not to be too long-winded about it. But I enjoy my job and career path, and think there’s a lot of opportunity there, so I’ll do my best to make it interesting and then I’ll answer questions in the comments section.

I work for a global PR firm that serves clients in the corporate, consumer, technology and healthcare industries. I am not a publicist or a spokesperson, though I have served as a spokesperson for consumer brands in the past. Those shows you see called “PR Girls” on MTV and entertainment channels, or Samantha’s career on Sex and the City? That’s about as close to what I do as air conditioning installation.

If you’re starting out in PR for most agencies or organizations, your first couple years will likely be filled with competition at the junior level. You’ll need to start out as an intern to get anywhere, and it’s best to do your first internship in school. My agency, for instance, actually requires you to have previous intern experience before you can apply for an internship (I did one with the Chicago Department of Aviation during the summer before my senior year). The good news is that agencies usually hire our entry-level positions directly from the pool of interns, so take heart that your work will actually get you somewhere!

Basic entry-level, agency PR work involves working with supervisors to execute programs for clients. You’ll likely come in the morning and do media monitoring, followed by either media list development or phone pitching – that is, getting on the phone with reporters to talk about your clients’ news. Interns and junior staff also may also write media materials, stuff media mailers, plan for and attend events, compile clip books, run errands, oversee vendors and lots more. You’ll attend a TON of meetings – from brainstorms to client calls to team check-ins. Time management is of the utmost importance, since tasks are likely to get thrown in your lap any time you look like you might be able to take a breather.

As you move up the ladder, you’ll start to focus more on strategic plan development, account oversight, management of your team, budgeting and client contact. You might be asked to do new business.

As for the job market, entry-level PR jobs can be hard to come by. There are way too many graduates for the jobs available. But if you’re hard-working and smart, persevere, because there are a lot of really under qualified people in the market at that level. In fact, by observation, I’d say most PR practitioners leave the field before five years to pursue either other fields or more education. If you don’t love it, you won’t stay with it. For that reason, starting salaries for junior staffers are comparatively low, usually on par with teachers’ salaries. According to www.monster.com, the average salary for PR pratitioners in the US with 0-2 years of experience is $37,000 – $45,000. That sounds high to me, but I haven’t been entry level for some time. I think my first full-time position was $28,000, back in 2001.

But after 5 years, salaries for PR professionals really take off. Right now, for instance, there’s a huge talent shortage for people at the supervisor level, usually with 5-7 years of experience. So companies are willing to pay a premium. And once you’re hired at these levels, pay can increase dramatically. Benefits for PR are usually pretty good, too. So if you put your time in, the hard work will definitely pay off. Monster lists the average salary for PR managers (about seven years of experience) as $69,000 – $107,000. It lists the salary for vice presidents as $126,000 – $216,000. Once you get beyond vice-president level (sort of equivalent to partner in a law firm), you’re talking about corporate management functions (in agencies).

Sweta, I hope you find that helpful. If you guys have more questions, feel free to put them in the comments. I’ll check there and answer questions periodically.

9 Responses to “How I make the moolah (a PR primer)”

1. Natalie
   February 16th, 2008 @ 7:58 pm

   I agree with the journalist thing! I’ve been a reporter for three years and I want to move into PR because there’s better money and more benefits! You sound like you know what you’re doing — I think the most important thing a PR person can do is be there all the time for their client!

2. Nicole
   February 16th, 2008 @ 10:11 pm

   Natalie, if you’re in the Chicago area, shoot me an e-mail with your interests at nmladic@hotmail.com.

3. Sweta
   February 17th, 2008 @ 5:23 pm

   Thanks Nicole I did find that helpful.

4. Anonymous
   February 18th, 2008 @ 5:09 am

   Do you know of any PR related blogs?

5. Nicole
   February 18th, 2008 @ 6:39 pm

   I generally read the blogs at PRWeek and AdAge. Then, if there are posts from personal blogs I’m interested in, they usually pop up in my regular scanning. It’s better for me to read blogs about the industries in which I’m working (health/nutrition) sometimes than just stick to PR blogs, so I have to divide up my reading time. Always looking for suggestions.

6. air88
   February 21st, 2008 @ 9:00 pm

   Nicole, I have been in PR for four years now and I agree with your description entirely, to a T. I also work in the health PR field, but on the East Coast.

   I always read your blog hoping you cover PR, though I like the personal finance content too. Have you considered writing a blog about PR? What do your co-workers/supervisors/clients think of you blogging “in public”?

7. Nicole
   February 22nd, 2008 @ 12:08 am

   Interesting question. I have entirely TOO many opinions about PR! I’ve been thinking of submitting an article for publication to PR Week or one of the big web sites. Glad to know folks would read it.

   As far as a blog on PR, I think it’s hard when you’re employed by an agency b/c everyone is a potential client. So I’d hate to critize a campaign and then find out we lost business because of that. On the flip side, I have several clients so I’d be pretty restricted about what I can cover (As a rule, I don’t write about clients).

   Regarding my company, my boss and even my CEO are very supportive that I blog. It helps me understand the technology out there and stay on top of trends.

   Thanks so much for your support. Much appreciated!

8. Anonymous
   February 22nd, 2008 @ 12:15 am

   I hope you write more about PR too, although I understand your hesitations.

9. Anonymous
   February 27th, 2008 @ 2:41 am

   Can you discuss the differences between PR and Advertising please?

   Also do PR firms only hire PR/communications majors or do you find many liberal arts majors as well?

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