Minton, Brette

Oh, Sylvia
Sweet, Emily
MC3360, Section #258, Spring 2015, Wilson
March 10, 2015
Careers in Public Relations
PRIL Public Relations International & Local

Local and International PR Careers and Firms

Table of Contents
I. Introduction and Statement of Situation 3
II. Research Topic. 3
III. Literature Review 4
IV. Objectives.. 11
V. Research Questions. 11
VI. Research Methodology and Design11
VII-B. Qualitative Research..12
a) Brette Minton Interview13
b) Emily Sweet Observation. 20
c) Sylvia Oh Interview.. 26
VII-C. Quantitative Research 30
VII-C.1. Survey/ Questionnaire 30
Survey Example 32
VII-C.2. Analysis of Social Media... 35
VIII. Limitations of the Research. 48
IX. Managerial Implications. 48
X. Analysis and Results 48
XI. Appendix. 51
XII. Bibliography...59

I. Introduction and Background

As public relations majors, we believed Careers and Firms in Public Relations
would be a great research project topic. This topic is interesting because although we are
all public relations majors, there is a lot of information regarding careers and firms that
we are unaware of. As upper classmen, it is relevant to us because we are either about to
be on the hunt for internships or be on the lookout for our dream jobs. Public relations is
absolutely everywhere around us and not only that, it is evolving with the technology we
use in our everyday lives. Our generation is at a great advantage for career exploration.
Through this research project, we hope to learn more about our personal potential in our
chosen field.
II. Research Topic
Our group has chosen to further examine careers and firms in public relations.
Mass communications is an extremely broad field but public relations is a very important
aspect of it. Every company out there has a certain amount of public relations presence
whether it be from publicity by the use of social media to crisis management. The history
of public relations is astonishing because of its rapid and continual evolution. Its grown
in to its own field of study and is critical to starting and maintaining a successful
business. Entrepreneurs are using social media platforms to self-promote their brand or
business; in turn, being their companys own first public relations specialist.
Local and international firms are extremely similar in the way their business
practices are executed. Both types of firms, whether big or small, use the same elements
in their campaigns. Public relations is so broad and is relevant in everyones day-to-day
life. Not a day goes by where humans dont interact with public relations campaigns.

Print campaigns contain news releases; radio and television campaigns contain
notifications and interviews with product-promoters. As the Y-Generation, we are
exposed to online campaigns every day we use the Internet. Its the most easy and
efficient way to reach the public. Online campaigns are passive in nature because nobody
is verbally telling you to feel one way or another. It is the most used method to grab our
attention.
Firms such as Edelman are widely known across the globe and cover public
relations events from Austin, Texas all the way to the Middle East and Africa. These huge
international firms create buzz on articles of interest on the homefront that transfers
between borders and seas to spark interest then creating their own movement. Local firms
build strong rapport with the community and promote the well-being and involvement of
citizens. With that said, we have discovered that local and international firms share more
similarities than differences.
III. Literature Review (Secondary Analysis) and Objectives
Between the nine of our academic journals, we found the career of public
relations to be broad, demanding and evolutionary. Previously, qualitative and
quantitative research has been conducted. Through those types of research, we have
found that public relations has evolved to depend on the web and use of social media.
Careers in public relations have evolved with technology as well. In the 90s PR
professionals worked either in the office or in the community to promote the brand or
company they worked for. These days, PR professionals take on those tasks along with
new positions that would only exist in todays world. Since our topic is exploratory, the
only suggestions made have been ones to increase efficiency. Careers in public relations

are continually growing and have the potential to change infinitely. Social media is
always open for more investigation because of its rapid progression. So many start-up
companies are creating new social media outlets for consumers to use and public
relations professionals to take advantage of. New media outlets add to our body of
knowledge by expanding our understanding of the communications world. In the nine
journals studied both qualitative and quantitative research has been conducted.
Researchers used surveys, interviews and personal experiences to formulate their
conclusions.

Brette Minton
Spring MC3360 - 258

Article #1: Public relations confidentiality: An analysis of PR practitionerclient privilege

in high profile litigation
Database: Science Direct
Journal Title: Public Relations Review
Author: Cayce Myers
Date Published: March 2015
Volume: 41
Issue Number: 1
Length: 7 pages
Summary: This article highlights the PR professional protection in litigation cases with
clients. It explores the legal protection between PR practitioners and their clients here in
the United States. The Federal government have recognized that the media has a very
strong presence in todays society and believe its professionals should have protection
laws of their own. Its main focus is confidentiality and media law. This is extremely
important for us to know as students and future professionals.

Article #2: Examining the role of social media in effective crisis management: The
effects of crisis origin, information form, and source on publics' crisis responses.
Database: Communication Institute for Online Scholarship
Journal Title: Communication Research
Author: Compilation of Authors
Date Published: 2014
Volume: 40
Issue Number: 1
Length: 20 pages
Summary: The public is increasing its use of social media and consequently, the need for
crisis management is as high as ever. This journal shows public relations professionals
how humans produce and consume crisis management information through social media.
Crisis are inevitable and it is something all public relations practitioner should know how
to handle very well in order to keep their clients happy.

Article #3: The Role and Importance of Public Relations at Non-Governmental

Organizations
Database: Vasile Alec Sandri University of Bacau
Journal Title: Studies and Scientific Researches: Economics Edition
Author: Simona Duhalm
6

Date Published: December 1, 2010

Volume: (not listed)
Issue Number: 15
Length: 5 pages
Summary: Globalization has really taken off in the 20th and 21st century. This journal
highlights the importance of Non-Governmental Organizations (NGOs) in the public
relations world. It also shows their influence on the public, education and welfare in
society. It touches on non-profits and volunteer based organizations and their influences
on the way PR practitioners show their work in the community.

Emily Sweet
Spring MC3360 - 258
Article # 1
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

Article # 2
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

Article # 3
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

Does Media Coverage Matter? Perspectives of Public Relations Practitioners and Busin
Professionals on the Value of News Coverage
Alkek Research Database: ProQuest
Public Relations Journal
Howe, Pauline A. & Sallot, Lynne M.
Published: 2014
Vol. 8

14 pages
This study explores the value of news media coverage as part of a strategic communication plan from the perspectives of public rela
practitioners. Findings from in-depth interviews with 20 public relations professionals reflect continued belief in the conventional w
media coverage is more credible than advertising. Media credibility is being questioned, considering the growth of social media and
has on all media outlets.

Government communication in the digital age: Social Medias effect on local public rela
Alkek Research Database- Sage Journals
Sage Journals- Public relations inquiry
Graham, Melissa W.
Published: September 2014
Vol. 3- Issue 3

Pages 1-16
Using data collected from interviews with public information officers in local governments, this study explores the use and perceptio
media as a communication tool. Specifically addresses how social media are used as a public relations function to promote democra
participatory, and transparency models in government.

Public Relations in Global Cultural Contexts: multi-paradigmatic perspectives

Alkek Research Database
Routledge Communication Series
Bardhan, Nilanjana & Weaver, C. Kay
Published 2011

Pg. 29-250 (multiple articles)

Emphasizes theories and concepts that highlight global interconnectedness through a range of interpretative and critical approache
understanding the global significance and impacts of public relations. Providing a critical examination of public relations contribut
globalization and international power relations, the chapters included explore alternative paradigms, most notably interpretive and
perspectives informed by qualitative research.
Through this exercise I have been able to find sources that provide me with more information about not
only local, but international PR. I was able to read about how international PR firms are working to create a
balance between each other, to find the common good for all. I also read quite a bit how technology and
the world of social media is changing things for local PR firms, while also connecting PR from around the
world.

Sylvia Oh
Spring MC3360 - 258
Article # 1
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

A Global Perspective on Public Relations Professionalism: Mapping the Structure of Pu

Relations Associations International Networks
Alkek Reserch Database: Business Source Complete
Journalism & Mass Communication Quarterly
Aimei Yang, Maureen Taylor
June 17, 2014, vol. 91 issue 3

22 pages
The development of associations across the world is important to the growth of public relations today. This article studies the struct
international and national public relations manifested throughout.

I found this article to be extremely relevant to our research topic. Our

group is researching different local and international PR firms. This
article talks about how it is important for international and local PR
firms to stay connected and grow as one, rather than as two separate
types of PR firms. Not only are they more similar than different, but
they also help each other out by staying associated to one another.
Article # 2
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

State of International Public Relations Research: Narrowing the knowledge gap about t
practice across borders
Alkek Research Database: Business Source Complete
Research and Development in the Social Sciences and Humanities
Rajul Jain, Maria De Moya, Juan-Carlos Molleda
September 2014, vol. 40 issue 3

3 pages
Understanding international public relations is important to understanding the field altogether. This article studies international pu
relations to discover future trends and new knowledge.

Although international and local PR firms are separated by a massive

border: the ocean, it is important to understand how PR firms overseas
works. I found this article interesting and relevant to our research topic
because it expands on the idea of creating only one field. To better
understand public relations, these researchers study how international
PR is relevant to local PR, in order to discover future trends and new
knowledge as a whole.

Article # 3
Database
Journal Title

Author(s)
Date published,
Volume and Issue
Number
Length
Summary

Have Global Ethical Values Emerged in the Public Relations Industry? Evidence From
National and International Professional Public Relations Associations
Alkek Research Database: PsycINFO
Journal of Business Ethics
Aimei Yang, Maureen Taylor
June 19, 2014,

Not listed
This article talks about the possibility of national and international PR having created a common cultural code of values. The two ty
have merged into one and are working successfully together.

I found this article to be interesting because it talks about how both

national and international PR have become one network. These
researchers have found six common ethical principles that both
national and international PR value: professionalism, advocacy, moral
standards, clients interests, expertise, and relationships. They take
these principles and apply it to their work and create a monotonous
standard for both types of PR.

10

IV. Objectives
Our group wants to explore the different careers and variations in jobs between
local and international public relations firms.
V. Research Questions
Our research project does not really pose a question but rather an area to explore.
In our exploration, we have discovered careers in local and international firms are similar
in creating tactics to gain interest and support.
RQ1: Do PR professionals job descriptions vary when you jump
international borders?
RQ2: Is there a difference in the types of campaigns PR professionals
manage, maintain and promote?
VI. Research Methodology And Design
a) Type of Research
We would describe our groups research project to be exploratory. During
our research we explored careers in public relations firms, both local and international. It
is exploratory because there are not hard facts and numbers in this topic; it is constantly
evolving.
b) Method of Research
Our research uses both quantitative and qualitative methods. This is called
triangulation. Our quantitative research came from the survey posted on our Facebook
page where we gathered numbers from students interested in either international or local

11

PR careers. Our qualitative research was conducted through the extensive reading and
assignments we have completed throughout the semester. (See charts on page 35)

c) Research Technique
All three of the group members conducted an interview with a public
relations professional and found their jobs at times to be intense but also rewarding. We
conducted textual analysis prior to the interviews to formulate questions. The survey
allowed us to utilize a social media platform we were all comfortable with to visibly see
areas of interest by students regarding careers in PR.
d) Type of Data to be Collected
Our research design covered primary and secondary research. The primary
research we conducted were our one-on-one interviews with a professional in the
field. Secondary research includes reading analysis, dissecting textual articles
and reviewing scholarly journals.
VII-B. Qualitative Research: In-Depth Interviews
Each member of the group conducted a personal one-on-one interview with a
public relations professional. All three members of the group are in their 20s and female.
Two of the interviews were done with males and the other was conducted with a group
including three females and one male. The backgrounds and the ages varied from mid20s to mid-50s. There was a wide variety of experience between the interviewees.

12

Public Relations Research Methods: Conducting Qualitative Research

Public Relations Research Methods

Conducting Qualitative Research
Brette R. Minton
Texas State University

13

I first met my interviewee Timothy Shook at a company event

two years ago when I started with Continental Auto Group (CAG) at
Mercedes Benz of Austin. He had helped organize and promote the
entire evening. CAG is a small family of dealerships, parts distribution
centers, auto-body collision repair shops and a health clinic open to its
employees. Overall, there are 12 (twelve) units in the group; five
dealerships, three parts distribution centers, three auto-body collision
repair shops and one health clinic. It seems like a lot when in writing
but CAG is family owned and operated out of Austin and has been
growing since its inception in the late 70s. CAG was voted a Best
Place To Work in 2011 and 2014. Were a reputable company with a
large staff, great bosses and an even better owner/ CEO.
Shook was the first person to come to mind when I read this
assignment. He is younger (32), confident, smart and doesnt play
games. Hes basically the easiest person to interview and get a
straight to the point answer, without any fluff. He has an amazing
sense of self and as we were sitting across the table from each other at
our Friday lunch, I noticed he made himself completely aware of his
surroundings and asked questions when he was unsure. As my groups
research project focuses on Careers in PR, I thought he would be the
perfect fit because hes been with the company for 11 years now and
does an unsurpassable amount of work for CAG. He was the perfect
candidate to interview to help answer our research question regarding

14

the difference between local and international PR. He has created our
own marketing firm within the company, ran out of our Austin Infiniti
branch, called Macho Marketing. At CAG, we like to hire and create
from within rather than out-sourcing. If there is one thing Ive learned
from the company, its that we like to do everything we can in-house
and keep it in the family. Its an amazing quality that many
companies these days do not possess.
(1) Shook is now CAGs Chief Operating Officer (COO). In short,
he is the director of all things regarding public relations, marketing, job
development, and crisis management. Oddly enough, he didnt even
study communications when he was in school but instead, (2) business
administration at the University of Texas at Austin. This fast-paced life
in the communications field is the life for him though. His job duties are
endless and he doesnt seem to mind a single bit.
Just to mention a few that stood out most:

Oversight of Macho Marketing and its employees

Oversight of all dealerships (5 dealerships) photographers and

their work/ publishing on the website

Oversight of our Business Development Centers where calls are
fielded and are then distributed to the appropriate person or

department
Oversight of our IT department
Control of vendor-customer relationships
Helps process retirements
Helps process and interview new hires

15

(4) On a daily basis, Shook oversees around 30 40 employees

directly. He interacts either in person or on the phone with more people
than he could count. But it doesnt stop there; as COO, he has a direct
upper hand on everyone at the dealership and other centers which
totals around 600 employees.
(6) Although were a huge operation, it is still family ran and
operated. We thrive on the mom and pop feel and that really matters
with out clientele. The owners sincerely focus on their employees and
enjoy giving back to the community, he said. CAG has hosted many
events at multiple dealerships for local non-profits to use the space
and build a guest list as well as making charitable contributions.
Of course I was very curious in some advantages the job poses.
Shook answered honestly and wholeheartedly, (8) The auto industry
as a whole is run rather inefficiently and the best reward to me is
having the ability to create new positions for employment while
minimizing some other jobs at the same time to make a better and
more efficient working environment/ business.
I had no idea he was behind a lot of the job creation. Not the jobs
that involve working on the cars or in the service department but jobs
to help alleviate some responsibilities from head managers and
department managers.
Realtors will always say Location, location, location! That
statement stands to be so true here in Austin. (8) We are also

16

extremely lucky to be in Austin. Austin has a thriving sense of

community, it is growing, the economy is stimulated and only
prospering more each day. We are very fortunate to have the
headquarters and bulk of our business in Austin.
My response was Are you sure the best advantage of the job isnt
the free tickets to concerts, events and other awesome things
throughout the city? Shook laughed, (8) Its not the best advantage
but it certainly doesnt hurt.
While being handed these perks seems really awesome, he said the
(9) most rewarding part of his job is organizing events for community
involvement because it is a recurring thing we do at CAG and he gets
to experience that feeling often. Another very rewarding thing I see
happen all the time is coworkers getting promoted from within and
move up in the ranks.
With advantages always come disadvantages as well. (10) There
has always been a negative connotation with the automotive industry
and dealerships to the general public There is an unfair stigma that
the salesmen are going to try and take advantage of the customer.
Some customers dont understand that were more than a money farm
from selling cars but rather a creative, collective group of people who
are trying to give all clients from every aspect of CAG a good
experience. He mentioned that most PR and marketing companies
have a respectable budget to work with, depending on size. In our

17

case, the budget is actually extremely flexible because everything is

done in house and our clients are our sister dealerships.
Shook said he wouldnt leave his current job to work for a large firm.
(11) The job seems more rewarding in this setting rather than a firm
of hundreds. Advice for those of us in the mass communications field
is always helpful. (14) Most importantly, the ability to adapt to change
and quickly. You need to know what you like dont like. Once you find a
job you enjoy, do not take it for granted; appreciate it. Our generation
has the ability to enjoy our jobs and jump around if we want whereas
with our parents generation, they mightve only had a job switch once
or twice in their lives. Dont settle.
All the information in our interview is extremely applicable for not
only our research project/ topic but for our future! Shook gave me a
true inside look at the operation he is in control of, day in and day out.
There are advantages and there are disadvantages, just like with any
other job.
The best thing I took from this interview was his statement of Dont
settle. I could tell he sincerely meant it because he, of all the people I
know, work with and work for; he hadnt settled a single bit and
absolutely never would.

18

Bibliography
Shook, T. (2015, February 20). Personal interview.

19

Qualitative Research Using Research Topic Assignment 2:

The Inside Look at Local Private School Public Relations Team
Emily E. Sweet
Texas State University
MC 3360.258
Spring 2015

20

Abstract
The research topic studied through this observation is local public relation firms or
groups, as the topic of the final research project is the comparison of international versus
local public relations. Before completing the observation the following research questions
were decided: What are the characteristics of a local PR group? What do local PR groups
deal with on account of who they are representing? What is the size of a local PR group?
The participants in this study are a PR group, working for a local private school, St.
Elizabeth, in Cypress, a growing suburb of Houston. The participants allowed me to sit
and observe their work area for a full day, though only 90 minutes worth is documented
in this research paper. Events, activities and representations of the school were planned
and created, while phone calls and visitations from consumers of the private school
education with concerns or complaints were answered with thorough and accurate
information that shed a positive light on the service that was being provided. Through the
observation process each of the original questions was answered, along with an
abundance of information that will help going forward with the final research project.

21

The research observation that took place was under the basis of the theme of local versus
international public relations. I observed the internal public relations team of a local
private school in Cypress, a growing suburb of Houston. St. Elizabeth is a private school
that provides education to kindergartners through 8th grade. The members of the public
relations team consisted of a group of three members- Public Relations and Marketing
Director Krissa Mentuis, Cindy Limes and Cindy Martini- who work to provide the
school with a positive and forward moving image. The research question at hand going
into the observation had many different parts, the basis being what are the characteristics
of a local public relations firm or group? Exploring this question lead to more questions
such as who is the local public relations target audience? What benefits are there of
providing public relations for a small local business or company? What goes on in the
daily routine of a local public relations group that enables them to perform their tasks
successfully? The participants allowed me to observe them for an entire work day. Each
research question going into the observation was effectively answered within the allowed
time period.
St. Elizabeth is a private school in an up and coming suburb of Houston that is
continuously growing. The school is currently home to 500 students. A private school
education requires tuition, unlike public schools, which students may attend for free. St.
Elizabeth is part of the Catholic Archdiocese in Houston. The schools mission statement
of Living, Loving and Learning in Christ and the Church is what the school tries to
represent each day. The school also promotes a School Vision which states the school
seeks to foster the intellectual, spiritual, moral, physical, and social development of each
child. Our goal is to produce students who are academically successful, strong in their

22

faith, active in their stewardship, respectful of others, self-disciplined, and willing

participants in their community. We will do this in conjunction with each students family
by modeling Christ as the teacher and imparting the core values of our Catholic faith. St.
Elizabeth seeks to represent themselves with this vision to each and every member of the
community.
The public relations team has an office within the main front office of the schools main
building. It is a small yet workable space for three team members to work efficiently. The
office is welcoming as well, creating a positive feeling for anyone who might visit the
office. Each of the different participants is a different age, ranging from 30-50. One of the
team members is fluent in Spanish as well as English, which is huge, as Houston has a
growing population of Hispanics, making up 43.8% of the Houston population as found
during the 2010 census. There is also a member of the school office staff of Asian descent
that steps in and helps the public relations team with translating Asian languages, as that
is another growing minority that attends the private schools. The school is a Catholic
school, but the public relations team makes it very well known that those of any religious
practice will be welcomed into the community.
During my observation time spent with the public relations team, different events were
being planned. The spring field day, a day spent doing outdoors activities was being
planned. This day raises awareness and funds for breast cancer, as a member of the
faculty lost her battle to the disease a few years back. The school annual auction is being
planned. The funds from the auction go to different charities the school has selected.
Monthly spirit nights are a continuous event that the school hosts at local restaurants for
current and future students and families of the school. While observing they were

23

planning the spirit night for the month of March. The public relations team also sets up
field trips for each grade level that is a volunteer trip, whether it is working at donation
centers or a park clean up. Mentuis, who is head of the team, prepared the updated and
timely newsletter, which is sent home with the kids as well as provided online. The
newsletter provides updated and timely information about the school, students, events
and activities that parents should know about, before they have to ask.
Being such a small school is beneficial to the public relations team, who each hold
degrees in Marketing, Public Relations, and Business. Each member was also required by
the school to be certified to work with kids. The small school environment enables them
to create more personal relationships with the members of the community and narrows
the target audience, which creates a large advantage for the PR team. However, the
location of the school creates a large target audience, being in Houston, which is home to
many other private schools, each competing with one another. The city holds more than
300 different private schools, ranging from the traditional to the innovative and catering
to a wide range of academic economic abilities. The members of the public relations team
at St. Elizabeth were positive and upbeat throughout my entire observation. They
received multiple phone calls with complaints and were able to diffuse the situation
quickly, providing the concerned party with accurate and positive information, placing
the school in a positive light. The way the public relations team for the school operates is
under the idea that they spread as much positive information about the school to the
current and possible future attendees, before any bad light can be shed on the school. If
any negative press does come to the school, the team does have a crisis management plan
in place. Whether it is from former students or employees, disgruntled parents or from a

24

competing school, the public relations team immediately reacts to the negative
information by scheduling an event or providing positive solutions to whatever issues
may have surfaced. Mentuis is the main spokesperson in the face of a crisis, relaying the
positive message to the intended audience.
Through this observation, a wealth of data was recorded, which enabled me to take a
closer look into the world of public relations and how it applies to the topic chosen by my
research group and I. International and local public relations is the broad topic of the
research project my group is conducting, with a focus on what each does, strategies they
use and how they differ and the benefits of working internationally versus working local.
St. Elizabeth is a local private school, and while I did not sit and observe a PR firm, I was
able to observe the internal PR team, who possess the skills- communication, crisis
management, creativeness, organization, innovation- needed to create a positive image
for this school. This observation provided insight into a local PR setting, a group of three
or four people, coming and going, finding new ways to put a positive light on the school
they are representing. While representing a school is a local factor in and of itself, being a
private school makes the PR job even tougher, as tuition is required to attend the school
and families in the Cypress area where the school is located, come from all different
ethnic and racial and social economic backgrounds, making a particular target audience, a
challenge. Through working in a local setting however, the PR team is able to meet and
create a personal relationship with everyone they come in contact with, whether it is
through activities and events held or consumers of the private school education calling in
with a complaint.

25

Qualitative Research
One-On-One Interview
Account Assistant: Taylor Smith

Sylvia Oh
MC 3360
2/25/2015

26

Taylor Smith is an Account Assistant at Sammis and Ochoa, a Public Relations

Agency in downtown San Antonio. I had the pleasure of interviewing him and getting to
learn about what his job entails and his work environment. Our groups research question
is based on what public relations agencies are like internationally and locally, so I thought
Taylor would be the perfect person to interview because he is a public relations
professional that works in a local public relations firm. I learned that his work
environment, alongside his fellow team members, are extremely inviting and welcoming.
This sort of work environment, as Taylor says, encourages everybody to work in a
comfortable setting. As I continued interviewing Taylor, I learned that the owners of
Sammis and Ochoa are extremely involved with every single team member and really
strive to create an atmosphere where everybody can love what they do.
Taylor is a 25-year-old Caucasian male. As an account assistant, he acts as a link
between clients and the public. His job entails a lot of writing that includes writing blogs,
keeping up with all social media such as Twitter and Facebook, and he sometimes writes
press releases and for target market research as well. In his work place, there are only two
male team members including him (besides the owner), and the rest are female team
members. Taylor is an extremely outgoing, easygoing, and free spirited person. Those
qualities, alongside many others, are what got him his job at Sammis and Ochoa.
Every week, the owners of Sammis and Ochoa email out a question that the team
members get to answer anonymously. This past week, the question was, what skills do
you bring to the table that help enhance the companys core values? Questions like these
help Taylor keep up with his concept of self because it makes him think about why he is
where he is. It makes him think twice about how lucky he is to have the job that he has.

27

As for structuring of memory, everything is electronic. All of the photographs, blogs,

press releases, and other projects they handle are all found online. They use a project
management system website where all of their jobs information is stored and shared.
They even have a calendar invite system where everybodys daily calendar is linked to.
Taylor talks about how everyone knows where everyone is at all times. If he were to look
for a specific person and see that they werent at their desk, he could check the calendar
and find that they were in some sort of meeting. Everyone stays connected.
Taylor is constantly receiving positive feedback from his supervisors. This
ensures that his quality of work is up to par. He is dependable and always completes his
tasks in a timely manner and by the deadline. He is credible because his name is always
shown on his work. He writes articles and blogs for companies, and if its not on behalf
of Sammis and Ochoa, his name will surely be shown. Taylor gets to write blogs for big
time companies such as EOSA (Entrepreneurs Organization of San Antonio). EOSA is a
professional organization in San Antonio whose members only include entrepreneurs that
started companies that bring in over $1 million in revenue a year. This shows how
trustworthy he is because he is in charge of keeping up with EOSAs Twitter, Facebook,
and blog.
According to all of the work that Taylor does, local public relations companies are
given huge responsibilities. They are the face of the company and they make sure that
they are constantly up to date with anything social media such as Twitter, Facebook,
blogs, websites, and more. Although they are in charge of all of the social media for these
companies, they arent always given direct credit for it. Ive learned that PR professionals

28

work behind the scenes, and share the glory of a successful company, but do so under the
radar.
Taylor was an amazing person to interview. He was extremely excited to talk
about his work, which shows how much he really enjoys his job. Ive learned that local
companies really depend on PR agencies to keep them afloat the social media express.
With so much competition out there, its up to PR professionals to make sure companies
dont get buried or forgotten.

29

VII-C. Quantitative Research:

Our survey was created using GoogleForms and then posted to Facebook for our
page viewers to take. Upon professor-approval, the survey was uploaded to our social
media page multiple times for our friends to take part in. It was administered on March
26. Our 15-question survey was designed to gain quantitative feedback on participants
knowledge and opinion of careers in public relations. We have received 50 responses. We
will use this primary data to better comprehend our publics understanding of careers and
firms in public relations. We created the survey to be easy to follow and included varying
types of questions from scales to open-ended questions. To better organize our results, we
asked qualifying questions such as gender, race, major and classification. As a group, we
monitored the activity as the results came in. Considerations were made towards how
broad our research topic is. We believed the responses were going to vary more but
instead, we found most respondents are knowledgeable of the topic but there was only a
small portion who were not as informed. The only critique we have as a group towards
our own survey is that in question numbers 6, 7 and 8, the Likert scale should be flipped
from 1 being very helpful to 1 being not helpful at all. The use of surveys relates
directly to public relations as they provide direct insight on demographics and knowledge
of your audience. Surveys and questionnaires can be extremely helpful to a PR firm in
campaigns.
VII-C.1. Survey/ Questionnaire
1. Survey Objective: The objective of the survey created was to quantify the
knowledge of page participants on local and international public relations careers and
firms. It was designed to gain feedback and gauge opinions on the research topic.

30

2. Determine Data Collection: Researchers administered a survey through Google

Forms then posted to Facebook for page-participants to take.
3. Determine Questions Response Format: In our survey, three different types of
questions were asked. There were opened ended questions, closed ended questions and
the Likert scale was used.
4. Decide Question Wording: In the creation of the survey, easy-to-understand
wording was used in the questions. The questions did not pose a problem in asking its
participant to lean one way or the other; they were unbiased.
5. Questionnaire Flow: The questionnaire was not too long or too short. There
were qualifying questions asked as well as transition questions. From there, more
personal answers could have been provided. The survey ended with questions to supply
its researchers demographic information.
6. Evaluate The Questionnaire: The varying types of questions gave the
researchers more in depth results. It provided detailed answers in the open ended
questions and provided the participants direct feelings with the Likert scale questions.
7. Obtaining Approval: Upon writing multiple drafts and peer review, the
instructor approved the survey to be posted on a social media platform of the researchers
choice. Facebook was used to execute the survey and get results.
8. Pre-test and Revise: After writing multiple drafts, the survey was tested on a
small group then revised by its conductors which in turn, resulted in the final format of
the survey.

31

What do you know about local and

international PR firms?
Are you a PR major?
o

Yes

o
No
Are you a marketing major?
o

Yes

o
No
Have you obtained any PR internships?
o

Yes

o
No
If yes, who was the internship provider? Name as many as you
have had internships.
Have you attended any events at the Mass Comm Fair on campus?
o

Yes

o
No
If NO, why not?
I found the Mass Comm Fair helpful when looking for PR
opportunities and internships.
1

Very helpful

Not helpful at all

How interested are you in obtaining a job at a local PR firm?

1

Very interested

Not interested at all

How interested are you in obtaining a job at an international PR

firm?
1
Very interested

5
Not interested at all

Are you familiar with any local PR firms? (Austin, San Antonio, San
Marcos)
o

Yes

32

o
No
If yes, list the local PR firms you are familiar with.
Are you familiar with any international PR firms located in Austin?
o

Yes

o
No
If yes, list the international PR firms you are familiar with.
__________
Do you think it is important for you to search for the PR firms
located in the area where you study or where you plan to live and
work?
o
o
Why?

Yes
No

__________
Do you believe it is your responsibility to search and explore on
your own the available PR firms in town?
o
o
Why?

Yes
No

__________
Please mention the job titles/job descriptions under which you
look for PR opportunities.

__________
What skills are important for PR firms in order to hire you?
o

Having excellent writing and editing skills

Developing a news kit

Writing a news release

Writing a fact sheet

Writing a backgrounder

Conducting an interview

Having the ability to speak and write more than one language

33

Having international exposure/traveling abroad

Having diversity exposure (gender, ethnicity, LGBT, age, HHI...)

Having business knowledge

Developing a budget

Developing a GANTT chart

Having media literacy

Developing a PR campaign

o
Recognizing and identifying target audiences
You have made yourself known to local PR firms.

strongly disagree
disagree
undecided
agree
strongly agree

You have made yourself known to international PR firms.

strongly disagree
disagree
undecided
agree
strongly agree

What is your ethnicity?

_________
What is your classification?
o

Junior

Senior

o
Other
What is your gender?
o

Male

Female

Transgender

Other

34

35

VII-C-2. Analysis of Social Media

Likes Insights

The Likes Insight shows our pages growth and traffic. From the
inception of the group page until now, we have gained 47 likes. The
most amount of likes occurred in our third week.

36

Reach Insights

Our reach at times exceeded the likes on our actual page. Our
most popular post reached 57 viewers.

37

Visits Insights

38

Posts Insights

39

This breakdown visibly shows each posts traffic, reach and

engagement.

40

People Insights

People insights give exact demographics of our viewers. This

shows gender and city location of page participants. We have a wide
range from fans in Texas, Kansas, California and Wisconsin.

41

Date

March 25

Communicatio
n Objective:
To inform the
audience on
international
and local
public
relations

Content
Schedule

Output

Sammis &
Ochoa
Edelman

Link to article

March 25

March 25

March 25

March 26

March 27
April 5

April 6

April 7

April 7

April 7

April 7

April 7

April 7

No activity
during these
days
Bill Gates PR
quote
Customer
Research
International
Pierpont
Communicatio
ns
MSLGROUP
description
Aguillon &
Associates
Weber
Shandwick
PRSSA

April 7

PRSA

April 7

April 7

What to Expect Link to article

from
International
PR
Global PR
Link to article
Rankings

Public
Relations
Public
Relations
Survey

Output
Metrics

Outtakes

Reach: 32
people
Link to article Reach: 32
people
Cover Photo
Reach: 31
people
Profile Picture Reach: 57
people
Link to
Reach: 6
survey
people

4 likes

Status

Reach: 2
people
Reach: 40
people

Link to article

Reach: 40
people

2 likes

Status

Reach: 46
people
Reach: 40
people
Reach: 44
people
Reach: 44
people
Reach: 49
people

2 likes

Reach: 45
people

3 likes

Reach: 47
people

Link to article

Link to article
Link to article
Status/photo
Status/photo

4 likes
4 likes
5 likes
0

3 likes

2 likes
4 likes
2 likes
3 likes/ 1
photo view

42

April 8 11

April 12

April 12

April 12

April 12

No activity
during these
days
Its PR, not
ER.
Warren Buffet
PR quote
Public
Relations
specialist
Survey

Status/photo
Status
Status
Link to
Survey

Reach: 11
people
Reach: 12
people
Reach: 17
people

Reach: 10
people

0
0

43

44

45

46

47

48

49

VIII. Limitations of the Research

Limitations present themselves in every research project. Our biggest issue was
that our topic is more exploratory than descriptive. We were exploring the topic of careers
in public relations more than conducting deep research that would lend itself to numbers
and hard facts. Sometimes, research is more difficult when the topic is so broad. The
amount of time between the date the survey was posted and the date we turn in our
summaries did not offer a large amount of time to get a big sample size. The
demographics the survey provided range in age and grade classification, therefore making
the results actually relevant and applicable to our study.
IX. Managerial Implications
The research topic is exploratory in nature lending itself nicely to be further
examined. Public relations as a career continues to develop and evolve therefore the
scope of local and international opportunities grow. If given more time, a larger sample
size would have been conducive to the research.
X. Analysis and Results
RQ1: Do PR professionals job descriptions vary when you jump international
borders?
RQ2: Is there a difference in the types of campaigns PR professionals
manage, maintain and promote?
Local and international firms are extremely similar in the way their business
practices are executed. Both types of firms, whether big or small, use the same elements
in their campaigns. Public relations is so broad and is relevant in everyones day-to-day
life. Not a day goes by where humans dont interact with public relations campaigns.

50

Print campaigns contain news releases; radio and television campaigns contain
notifications and interviews with product-promoters. As the Y-Generation, we are
exposed to online campaigns every day we use the Internet. Its the most easy and
efficient way to reach the public. Online campaigns are passive in nature because nobody
is verbally telling you to feel one way or another. It is the most used method to grab our
attention.
Most research included was found through our interviews and observations with
various people in the PR field.
Job descriptions do not differ between international borders/ more alike than we
thought.
PR professionals in different organizations locally and internationally manage and
maintain the same type of campaigns such as television, radio and print.
With 51 survey participants, we received qualitative responses that displayed their
knowledge or lack of knowledge regarding careers in public relations firms. From the
inception of our Facebook page, we received 47 likes. The highest reach of one post was
57. In our 18 posts, at least 10 people were reached for each one. The demographics of
our Facebook page display both men and women page followers. The average age for all
participants is 18-24 years old. Group members are from all over the nation; Texas,
Arkansas, Kansas, California, Wisconsin, Colorado, New York, Louisiana and Maine.
In conclusion, careers in public relations are at their peak and only getting better.
It is continually evolving with technology. With a generation engrossed with social
media, it is providing careers and jobs the world didnt have just a decade ago. Even
though varying PR strategies may be used between borders, local and international firms

51

are more cohesive and alike than originally thought. It is up to us as public relations
professionals to build mutually beneficial relationships between organizations and their
publics.

52

XI. Appendix

53

54

55

56

57

58

59

XII. Bibliography
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Multi-paradigmatic Perspectives." Routledge Communications Series (2011): 29. Alkek
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Graham, Melissa. "Government Communication in the Digital Age: Social Medias Effect
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Howe, Pauline, and Lynne Sallot. "Does Media Coverage Matter?" Public Relations
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Myers, Cayce. "Public Relations Confidentiality: An Analysis of PR Practitioner- Client
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Yang, Aimei, and Maureen Taylor. "Have Global Ethical Values Emerge in the Public
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