Ch18 Launching a Career（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 18 Launching a Career If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 18.1 To explore the role of public relations in time of economic uncertainty, charting how the field has improved its position even in times of stress. 18.2 To discuss how a public relations student or novice finds a position in the practice of public relations. 18.3 To discuss, in detail, the aspects of organizing the search, job letters, résumés, interviewing, and follow-up. 18.4 To examine how an individual can map his or her course for long-term public relations success. Today, you get a job in public relations by networking in social media. 2 Opening Example: David Murray David Murray found communications work by Reaching out to followers on Twitter Twitter Search keywords RSS feeds of keyword conversations pulled into Google Reader Followed up on promising leads – introduced himself via Twitter David Murray found communications work by networking in social media. He landed a web-based communications post at a website design firm. 3 Opening Example: Steve Jobs (1 of 2) Corporate bigwigs are not always helpful. Example: Steve Jobs Long Island University senior Chelsea Kate Isaacs had an unpleasant exchange when she asked Apple C E O Steve Jobs for help The late Steve Jobs was unhappy when an enterprising college student asked the Apple founder for assistance on a school project. 4 Opening Example: Steve Jobs (2 of 2) Ms. Isaacs asked why the Apple public relations department refused to give her a quotation for a school project on the use of iPads in academic settings Mr. Jobs e-mailed back “Our goals do not include helping you get a good grade. Sorry.” He ultimately asked her to leave them (Apple) alone Jobs’ successor, Tim Coo