• Activities
  • Writing & editing
  • Media relations & placement
  • Research
  • Management
  • Counseling
  • Special events
  • Public speaking
  • Production: publications, audio, video & new media
  • Training
  • Liaison (contact)
    
    
• Specialties
  • Promotions, publicity, press agentry
  • Publications
  • Internal relations
  • External/Community relations
  • Media relations
  • Public affairs/government relations
    • Lobbying
  • Issues management (high paid)
  • Investor relations (high paid)
  • Donor relations/development/fundraising
    
    
• Requirements
  • Skills: writing, publishing, public speaking, new media production;
  • Knowledge: media, management process, business, finance, business of organization;
  • Abilities: problem solving, decision-making, social skills, handling people, assuming responsibility, instilling confidence, listening;
  • Qualities: stability, common sense, drive, enthusiasm, wide range of interests, intellectual curiosity, tolerance for frustration; style.
    
    
• Four Models of Public Relations
  • 1. press agentry/publicity model—15%
    • propaganda; one-way. Sports, theatre, product promotion. P.T. Barnum.
  • 2. public information model—50%
    • Journalistic model: dissemination of accurate information for unknown (general) public; one-way.
    • Government, nonprofit associations, business. Ivy Lee.
  • 3. two-way asymmetric model--20%
    • persuasion--communicating only acceptable characteristics of organization;
    • using social science theory and research about attitudes and behaviors to persuade publics.
    • Conducting evaluative research--measure communication effectiveness, objectives.
    • Competitive business; agencies.
    • Edward L. Bernays.
  • 4. two-way symmetrical model—15%
    • Mediates between organization and publics with goal of mutual understanding.
    • Uses social science theory and methods, theories of communication, rather than persuasion, for planning and evaluation.
    • Research for understanding, rather than just changing attitudes.
    • Adaptive.
    • Conducts formative research
      • for counseling management on public reaction to policies; how policies can serve public interest.
      • Helps create specific communication objectives.
    • Regulated business; agencies.
    • Professional leaders Scott Cutlip, James Grunig, Arthur Paige.
      
      

TOP

• Two basic roles in PR
  • 1. Communication technician. Starting role. Writing and editing. Communication & journalism skills
  • 2. Communication manager: Plan & manage PR program, counsel management; make communication policy decisions. Use research, evaluation.
    • A. Expert prescriber: Identifies, develops & implements programs to solve problems.
    • B. Communication facilitator: Liaisons, interpreters, mediators.
      • Maintains two-way communication.
      • Boundary spanners, link with publics.
      • Focus on communication, rather than issues, management, policies, actions of organizations.
    • C. Problem-solving process facilitator: Helps others in organization solve their PR problems.
      • Work with other managers or clients to scan for, define and solve problems; plan & implement appropriate PR programs.
      • Diagnose, plan, implement, evaluate.
      • Guide other managers and the organization through problem-solving process.
      • Share in policy-making, planning. Part of management team.
• Salaries
  • Top 100 Paying Jobs in Singapore (annual)
  • (1. Specialised surgeon $369,060)
  • (7. Creative director, advertising $156,000)
  • 32. Advertising & PR manager $90,396
  • (51. Editor, newspaper & periodicals $76,428)
  • (57. Editor, video, TV & radio $67,896)
  • (59. Ad copywriter $67,200)
  • (100. Electronics engineer $55,380)

Source: http://www.salary.sg/2008/best-paying-jobs-in-singapore-2008/



• Employment abroad (UK)
  
  
• Median salary for PR manager (US)
  • $123,456
    
    
• Salary range for PR managers (US)
  • From: $90,504 (= S$122,416)
  • $123,456 (= S$166,986) (median)
  • To: $173,352 (= S$234,476)
    
    
• Education levels for PR managers (US)
  • 62% have bachelor's degree
  • 32% have master's degree
    
    
• Salaries by company size (US)
  • 24% in companies with 25-100 employees; $113,500 median
  • 19.6% in companies with 100-500 employees; $122,600 median
    

TOP

• PR Trends

• CEOs putting others in charge of PR
  • Practitioners are experts in communication but don’t know field of their organization
  • May worsen as emphasis on professionalism increases
• Diversity growing in importance
  • Especially as international PR grows
  • Vital to employee relations
• Growing pressure for greater accountability
  • Evidence demanded of accomplishment of goals set by management.
• Media relations growing in importance, especially to international PR (and in Singapore):
  • Media ownership and control differ across cultures, affecting what can be published
  • Culturally based misunderstandings likely.
  • Access to media differ across cultures (illiteracy, electrification).
  • Media outreach differ across cultures (electrification, transportation).
• Increased encroachment on PR function
  • Lawyers, marketing and advertising
• Increased use of Internet & other new media
  • promotion,
  • monitoring publics and issues,
  • research,
  • responses to crises
  • Improving relationships with publics
• Growing government use globally of PR
  • Democratization of countries
  • Expectations of citizens
  • Realistic ability of government to meet demand
  • Response to government actions: feedback.
• Increased environmental concerns
  • Must listen to public, ahead of law
  • Ethically control own destiny, ahead of law
  • Corporate social responsibility
• PR profession’s focus will be on credibility, accountability and responsibility:
  • Credibility focused on realities & perceptions of behavior;
  • Accountability demands quantitative evidence of the effectiveness, contributions of PR
  • Responsibility requires professional standards, a code of ethics, knowledge of management, increased professionalism
    
    
• Communication Management at NUS

  First Semester

  • NM2219 Principles of Communication Management
  • NM2220 Introduction to Media Writing

Second Semester

• NM3219 Writing for Communication Management (Prerequisites: NM2219, NM2220)
• NM 3220 Research for Communication Management (Prerequisites: NM2219, NM2102)

Third Semester

• NM 3217 Publication Graphics and Design (Prerequisite: NM2219, NM2220)

Honours Semester

• NM5208 Managing Communication Campaigns(Prerequisites: NM3219, NM3220)
  
  

• CNM Orientation for new students
  • Tuesday, Aug. 19 at noon, CNM Playroom
  • Thursday, Aug. 21 at 2:30p, CNM Playroom
  • Email lperry@nus.edu.sg for copy of brochure

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