A.  Changing Focus in Public Relations

1. Less Emphasis on Reporting Experience
2. Broadened Field of Practice
3. Limited Number of Reporter Jobs
4. Growth in Public Relations Majors
5. Public Relations Work is Varied
6. Job Levels

a. Entry-Level Technician
b. Supervisor
c. Manager
d. Director
e. Executive

B. Range of Public Relations Work

1. Corporations
2. Nonprofit organizations
3. Entertainment, Sports, and Travel
4. Government and the Military
5. Education
6. International Public Relations

C. Personal Qualifications and Attitudes

1. Basic Personal Attributes

a. Ability with Words
b. Analytical Skill
c. Creative Ability

2. Four Essential Abilities

a. Writing Skill
b. Research Ability
c. Planning Knowledge & Skill
d. Problem-Solving Ability

3. Four Roles in Practice

a. Communication Managers
b. Communication Liaisons
c. Media Relations Specialists
d. Communication Technicians

D. Needed: An Understanding of Economics

1. Awareness of Need for Profit
2. Specialized Knowledge such as Finance

E. A Diversified Workforce

1. Ethnic Groups
2. Women

a. Influx to Profession
b. Pay Differential

F. What Kinds of Salaries: 1999 PR Week Survey

1. Salaries depend on type of business, location, and   specialty
2. Average $80,000 ($105K for men; $62K women)
3. Investor relations paid the highest ($104K), followed by consumer products healthcare, hi-tech, and not-for-profit ($56K)
4. Entry-level: $23,000 average
5. Top executive: $134K-$164K
6. Public Relations Leads Journalism and R-TV Graduates for Starting Salary