Public relations industry no longer creates simply 'fluff'

A good lawyer used to be vital to keeping a company out of hot water. Now a good publicist is just as important.\nNo longer seen as a "fluff" profession, public relations has become essential for the business world. Its increasing importance has garnered media attention in recent years, from a New York magazine cover story to "PoweR Girls," the newest MTV reality show.\nCharlie McAtee, vice president of Coles Public Relations in Indianapolis, explained the role of PR.\n"Companies and organizations must take advantage of every communication opportunity that's available," he said. "Public relations helps businesses strategically and effectively communicate targeted messages to increasingly fragmented audiences."\nIU students are more aware of the industry's possibilities as well.\nAccording to a 2004 survey by the IU Career Development Center, graduating seniors reported that PR, grouped with marketing and advertising, was the second most popular career field after graduation. In addition, the industry reported the highest average starting salary offers, with $34,571 annually.\nBeth Wood, a lecturer in the IU School of Journalism who teaches public relations and advertising, understands the need for qualified public relations professionals.\n"It's important to note that 70 percent of what we see in the media is generated by public relations," she said. "PR is much more serious than it's portrayed. This industry requires you to be able to build trusting relationships and have creative problem-solving skills."\nAlthough salaries for entry-level PR positions in Indiana range from the high teens to the mid-$20,000s, experience eventually can net a person a flush paycheck.\n"People in corporate PR, which is very lucrative, can make up to six figures a year," she said. "But you have to prove yourself at the low levels first. You don't want to be on the front line in the beginning anyway because there are a lot of high stakes and risks."\nWorking at a corporation is only one facet of PR. Students have a variety of options with public relations skills, such as trade associations, government, advocacy groups, nonprofit organizations and the entertainment field, Wood said.\n"Nearly any institute or business or cause has PR needs," Wood said.\nSenior Ryne Meadors interned last summer at Bumble Ward and Associates in Beverly Hills, Calif. His experiences at the firm cemented his career objective.\n"Unlike some internships where you just file and get coffee, mine prepared me for most of the things I will be doing once I graduate," he said.\nWorking with A-list film directors and corporate clients proved difficult at times.\n"The worst thing is, like most jobs, it can be really stressful at times," he said. "But I want to become a publicist and do this type of work."\nOn the opposite coast, senior Heather Mourer spent her summer in New York City working for fashion designer Donna Karan.\n"Working in the PR department of a fashion company is different than working in a PR agency because you have only one client to represent," she said. "It requires a different way of promoting."\nLike Mourer, senior Lauren Staggs worked in New York City last summer as an intern for Marina Maher Communications.\n"What I like about PR is that it can be used anywhere and for anything, from nonprofit to celebrities," she said.\nAs an intern for the Cover Girl makeup account, she learned an important lesson: "Whatever the client wants, you pretty much do your best to make it happen," Staggs said.\n-- Contact Staff Writer Kama \nKorvela at kkorvela@indiana.edu.