The insider’s guide to pr

Here are some useful addresses, lists of courses and web links which should further help your research into the industry: PROFESSIONAL ASSOCIATIONS Public Relations Consultants Association Willow House Willow Place Victoria London SW1P 1JH Tel: 020 7233 6026 Web: www.prca.org.uk or www.prcafrontline.org.uk IPRA ** International Public Relations Association Cardinal House 7 Wolsey Road East Molesey Surrey KT8 9EL UK Tel: +44 20 8481 7634 Web: www.ipranet.org CERP: STUDENTS (European Association of Public Relations Students) C/o Gentsesteenweg 443, bus 4 1080 Brussels Belgium Tel.

2p dangcap_pro 29-12-2009 153 33   Download

Above-the-line campaign: a marketing campaign using only advertising. Account: the term used to describe a client or job. In consultancies, “an account team” refers to the group of PR consultants servicing a particular client. Below-the-line campaign: a marketing communications campaign that does not use advertising. Instead it uses promotional tools such as public relations, direct marketing and sales promotion. Brief: the instructions from a client to a consultancy, or directions communicated within a PR agency.

2p dangcap_pro 29-12-2009 173 41   Download

The following case studies are examples of PR consultancy work and, more specifically, PR campaigns in practice. They demonstrate the enormous scope and diversity of the UK’s PR consultancy industry and appear by kind permission of the respective PRCA members and their clients. Background It was the year the Cricket World Cup came to England. For cricket bat manufacturer Slazenger, it was an opportunity to maximise exposure for the brand both within the UK and internationally.

4p dangcap_pro 29-12-2009 199 42   Download

An AM or an AE... what will you be? The path in PR can be as slow or fast as you want as your career is very much driven by your own personal ambitions and aspirations. This chapter sets out the typical career path in consultancy and explains how the job jigsaw fits together across account teams. It also discusses the pay scales and the typical lifestyle. Start climbing that ladder now with our quick guide to the job: • Junior Account Executive: a role requiring little experience, junior execs are often placement students on a sabbatical year out from...

2p dangcap_pro 29-12-2009 162 40   Download

This chapter sets out to define some of the different disciplines used by PR consultancies. Fortunately, the following transcript of a PR job interview is not exactly typical of what would-be executives can expect! However, an interview is often educational, so read on for a verbal walk through the world of PR.... Interviewer (I): Welcome to Voice Consultancy Applicant (A): I: A: Good morning. It’s very nice to meet you. So, why are you interested in PR? I’m quite a sociable person, and think I may have the right communication skills for the job. Right. I hope you don’t think...

2p dangcap_pro 29-12-2009 226 63   Download