Final Draft

Communication is More Than a Skill

Communications is a broad study in which each individual needs to have in order to have a well career. We take for granted that communication is simply conversing with one another but not actually practicing a certain skill. Other careers such as technology and mathematics focus on a centered skill that involves all the learning they inquired for a specific area. Unlike these careers communication studies offers an opportunity to all. My purpose is to show the effectiveness that filters out of communication skills and my intent is to really engrave how important it is for us to possess these skills when we choose a certain career.

The Truth of Communications

After gathering all my resources and data, I have come to notice that in the field of communications public relations is the most popular career. I interviewed a professor from one of my communications class, Marissa Saavendra Flores. She teaches Intro to Communications and also graduated with masters in communication studies. Her knowledge was relevant to my research so that is why I knew she would be a good source. I asked her questions pertaining to careers in communications. She informed me that marketing and public relations were rising very fast. She also explained that technology has advanced during the years making communications more convenient. Her choice of occupation changed her whole perspective of her view of the world. She claimed it helped her in any opportunity and involved her in world matters. The most helpful was the interview with Professor Saavendra Flores because from her experience I was able to see what the outcome of a career choice would be like. I was fortunate to find sources that all aligned to the same thought. Communication helps in any career you choose. You need communication skills in everyday life and in most resumes, employers are looking for communication skills.

What Career Sparked My Interest

I chose to focus on Public Relations because I feel that this career entails of who I am as a person. I truly have enjoyed learning all that I have in my communications class. I also like to work with different people and meet new people. It is a choice of environment that I particularly prefer. Marketing was another career path that seemed along the same path of public relations. I chose not to consider marketing because it narrows on the business aspect of communications.

Public Relations

Public relations are one of the fastest growing careers in communications. According to the article, “Careers in...Communication”, some recent graduates with a communication studies degree is working as a Production Manager, Assistant Manager, Public Relation Coordinator, Production Assistant and Creative Sales Associate. These are just a few of careers that have been obtained from the graduates. The two popular fields that most graduates directed their own are public relations and marketing. I also encountered from my interview with professor Saavendra-Flores that marketing and public relations are the most common choices even from her initial choice.
Public relations entail a variety of job descriptions. A person that graduates in public relations can choose to work in education, film and media, advertising companies, entertainment industries as well as health care facilities. The spectrum is broad; anyone who chooses public relations has a choice to any organization they choose. According to one article, “the advertising, communications, and public relations industries are multibillion-dollar businesses. Almost every type of company, not-for-profit organization, and political and government entity uses the services of these companies in one form or another. As a result, these occupations have been expanding and are expected to continue growing welt into the 21st century” (Advertising, Communication and Public Relations Careers). Howard Hampton, Director of Public Relations, ASG Renaissance Dearborn, Mich. Said that, “Leaving the security of a large corporation to start a PR agency. The move forced me to reach a new level of creativity and resourcefulness unachievable in a large company. My clients' communications my career, when I shifted from tactical to strategic thinking and witnessed how a strategic program can influence public strategies has also benefited from this entrepreneurial spirit." Another professional named Irene Rosenfeld chairman and CEO of Kraft Foods stated, “Communicating well and executing flawlessly are fundamental. As corporate affairs professionals, you literally hold the reputation of your organizations in your hands. We depend on you to capture the look, the sound and the feel of our businesses, and translate them consistently into different media and languages around the world. And we trust you to sweat the details — every last one of them — because with one click of your mouse, you create public, indelible, and in many cases legally binding communications, that document our past and shape our future.”

Opposition in Public Relations

Public Relations cover a multitude of job descriptions. It’s important to possess very well communication skills as a communication major should already have and be able to regulate business productions in the PR world. When one begins their career in Public Relations, the first job is usually in an agency. Working in an agency issues a large amount of responsibility. First you are in charge of the firm’s growth. Many people get so involved in client work that they do no keep account who writes the paychecks which is the agency. In an agency, it is your duty and responsibility to accomplish their primary goals, which are mainly delivering good client service and growing the business. The higher up you go in a PR firm, the more pressure there is to develop business and keep the pipeline of business going. Though it may seem difficult to keep up with the pace of the PR work, with proper training and well established business skills, the PR agency will train you for advancement in other PR industries. Also another factor that causes opposition is the “combat pay”. This refers to the current business profit. If the business is busy and thriving, the pay at an agency will be better, but when a client or a project slows down then the pay check will too. It depends mostly on how well you and the business work in union together. PR work is a rapid pace career, the skills and practice are constantly needed and in order to keep up you must always be ahead of your job. Trevor Morris, visiting professor of PR at Westminster University, says, “PR degrees are valuable but it would be a disaster for the industry if they became mandatory, a core skill required in PR is an understanding of the outside world. If all account executives joined the industry with a PR degree, there would be no new thinking or different perspectives. 'A good PR team is like a football team: it needs attackers, defenders, goalkeepers and strikers.” It is evident PR requires more than just a degree with popular classes that are suppose to “train” you for your career. They require thinkers outside the box, who are willing to go beyond the expectancy.

Ethical Opposition to Public Relations

Public Relations have a code of ethics that one must abide by. In this form of ethics, a PR worker must not do things such as lying, spin-doctoring, and even espionage. “Many critics argue that there can be no ethical public relations because the practice itself is akin to manipulation and propaganda. An unfortunate belief among many journalists, policy makers, and laymen is the belief that the term ‘public relations ethics’ is an oxymoron: either an unreal possibility, or smoke and mirrors to hide deception.” Center for Public Integrity made claims that public relations industry was a morally wrong due to their influence and lobbying as one of their tactics to journalism. Corporate Watch said public relations firms and professionals are intentionally unethical. Through the years PR has had many unethical disasters involving the media and government, and tarnished their reputation as well as their model of ethics. The development since then has changed to a different view, “public relations scholars have worked to create other methods of understanding, analyzing, and managing ethical dilemmas.”

The Future of Public Relations

We see public relations everywhere we turn, whether it’s on the TV, radio or even computer. It is evident that the PR world is astonishing growing as the news updates, and most importantly how the world progresses. Technology has grown tremendously dealing with public relations. “The internet has rapidly become the most-used resource for information. Now companies can save money in printing costs and distribution by getting messages out via the internet. A company can display employment, products, services, its mission, and values. Many computer experts have the knowledge and knack for design, but they cannot write to reach the company's publics like a public relations writer can.” The future of public relations is limitless, the opportunities exceed as well as the person.

My Anticipation for the Future

I learned more than I intended to as I researched the career of public relations. I learned that public relations requires more than skills, it depends on the motivation, social skills and most importantly the dedication that one must attain in the world of PR. A degree in public relations is not the final requirement. Today’s PR agencies want hard workers, people willing to go beyond their job description. As I mentioned before, public relations is growing tremendously. According to one source, “Public relations have shifted from a traditional, print-oriented emphasis to that of a multi-faceted marketing discipline. P.R. used to mean writing, media relations and special events. Now there are no limits; it may be direct mail or a presentation to Congress. There isn't anything under the marketing umbrella we aren't capable of doing. We never say 'that's not our job'. If it's part of the marketing mix, it's our job." This career will motivate me to always do more and to explore what I never have before. Public Relations opens a lot of doors and opportunities that I am anxious to see.


Bibliography

EBONY Honors Outstanding Women In Marketing And Communications Careers." Jet 99.18 (2001): 14. MasterFILE Premier. EBSCO. Web. 8 Apr. 2010.

Henley, Teri Kline. "Integrated Marketing Communications for Local Nonprofit Organizations: Communications Tools and Methods." Journal of Nonprofit & Public Sector Marketing 9.1/2 (2001): 157. Academic Search Complete. EBSCO. Web. 8 Apr. 2010

Preston, Paul. "Teams as the Key to Organizational Communication." Journal of Healthcare Management 50.1 (2005): 16-18. Academic Search Complete. EBSCO. Web. 8 Apr. 2010

“What was the turning point in your public relations career?." Public Relations Tactics 5.5 (1998): 27. MasterFILE Premier. EBSCO. Web. 22 Apr. 2010.

"When life takes over: After 17 years as a welder,William E. Amos Jr. joins the PR profession." Public Relations Tactics 15.4 (2008): 8. MasterFILE Premier. EBSCO. Web. 3 May 2010.

Questions:
1. Is communication evident in the paper, I mostly discussed communication and what it is in the first couple of paragrapghs.
2. Is the paper lacking information that you told us to talk about?
3. Is the conclusion well structured, you wanted us to reflect on the entire paper, but I mainly discussed what I will be awaiting in the future.
4. Overall does my paper flow well, or does it have any grammical errors that I need to fix?