Discussion And Assignment

•  2 pages. due 24h
• English as a SCOND LANGUAGE. and read the aatachment from the book.

Comments:

First of all, thanks to those of you who inquired about this week’s assignment.  Yes, I’m late and I apologize.  Migraines are not much fun.

In preparing for this week’s discussion and assignment – and reading chapter 12, “The Expert Technician,” the discussion would seem to be opposite of what I’ve “preached” this semester.  Yes, the things I hope you have taken away this semester are that you have to be an environmental scanner, a problem solver, a semi-financial person, a high-level advisor, a planner – and so on.

One of the really neat things about this profession – and the reason I like it – is that I’ve never done the same thing two days in a row (even in teaching), and I’ve never found a correct solution to a problem.  I have to say that there have been many ties that I’ve felt the need to say a little prayer before proceeding.  My assumption is that you enjoy working with uncertainty and not having clear-cut answers to a problem.

But, you need to have an understanding of strategies and tools used by the public relations practitioner.  You need to articulate a vision to your team as well as leadership.  (We always have a boss).  Within that context, I also feel that you need to have an area – or areas – of expertise.  And you always need to take steps in getting better at the things in which you are not very good.  I’m not as up on social media analytics as I need to be so I’m working on that.  When I graduated from college, I was totally scared to speak in front of a group.  In my second job, I left PR for a while and became a management development instructor for the company.  Got over my fears in a hurry.

So, what’s my area of public relations expertise?  It used to be writing but I don’t do much of that and hope to get back into it after May.  As a practitioner, my areas were media relations, and public/political policy strategies.  In other words my job was to help meet organizational goals by developing ways to engage public and political groups.  Loved it.  But it also took its toll, mentally and physically.  That’s a lot like teaching, also.  How cool is it when you can get other people excited about the things that excite you – and get paid for it?

One of my professors in a sales course always said that sales is the transfer of enthusiasm.  Isn’t public relations – and teaching – about transferring that enthusiasm?  Now I’ll go a little further:  If I can’t get excited about my subject, how can I expect my student to get excited?

I also know that as we climb the public relations leadership ladder, we’ll need to be technicians along the way.  I did internal communications and community relations along the way.  I can still work in those areas but I’m better at having an appreciation for those who do.  I know how to use those things in developing a strategic plan related to organization goals.  I encourage you to make some horizontal moves in public relations before you begin that vertical assent.

So where does this discussion lead?  Obviously to an assignment.

Your Assignment:

I ask that you take a skills and interest assessment of yourself – nothing formal.  What are you good at doing?  What really interests you?  In terms of the public relations profession, where is your passion?  For purposes of this paper, I want you to think in terms of your skills and interests and how they would fit into your ideal job.   Here’s the assignment.  You’ve found your ideal job – or at least what you think is your ideal job.  Now you have an interview.  Before that interview, you’ve been asked to provide a page or two about what you will bring to the job.  Your skills, experience and passions.  In short, I’m thinking that you need to be good at something in public relations.  But, you also need to have knowledge of and lead in a lot of areas of PR.  How will you demonstrate that you’re ready?  Remember only a couple of pages at the most.

What am I trying to do with this assignment?  I want you to begin to think about the value you bring to your employer and profession.  And, if you’re thinking about going out on your own, what will you say is your field of expertise.  Think about creating value for you and what you do.  Then write.