You cant homogenize success in public relations

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You cant homogenize success in public relations

• Top PR Executives Reveal 10 Patterns of Success

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
2
Introduction

• In April 2004, Heyman Associates partnered
• with Professor Bruce Berger and graduate
• students at the University of Alabama to find
• out what factors contribute to success in
• public relations.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
3
Overview

• Pathways of success in public relations
• How do PR execs define success?
• What factors contribute to success?
• What factors limit or derail success?
• What limits the influence of PR?
• Are there any patterns of success in PR?

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
4
Findings

• There is no Holy Grail
• Diverse definitions and measures
• 10 themes or patterns of success
• Seven characteristics of the ideal type

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
5
Interview Sample

• 97 of 207 participated in interviews
• 58 men, 39 women (1 or 2 position)
• 23.4 years of public relations experience
• Mix of corporate (60), agency (16), nonprofit
  (9), academic (6), and professional services
  organizations (6)

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
6
International Perspective

• Two-thirds of surveyed executives were from
  global organizations or have global
  responsibilities
• 10-15 of executives have worked in foreign
  countries
• One-third of executives noted growing importance
  of cross-cultural/international work in
  successful leadership development

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
7
Pattern 1

• Public relations success is an individual,
  organizational, and group achievement.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
8
Pattern 2

• Many pathways may lead to success in public
  relations.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
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Pattern 3

• Performance lights the pathways to success in the
  field.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
10
Pattern 4

• Years of experience count, but diverse
  experiences count more.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
11
Pattern 5

• At the senior level, communications skills mean
  more than just writing.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
12
Pattern 6

• Relationships, relationships, relationships!

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
13
Pattern 7

• Being proactive on the job and passionate about
  the profession pay off.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
14
Pattern 8

• Crucial intangibles (chemistry, fit, presence)
  are vital but elusive.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
15
Pattern 9

• The power of public relations is limited by
  perceptions of its role and value.

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
16
Pattern 10

• Female and male public relations executives view
  success the same (almost).

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005
17
Ideal Candidate

• Outstanding performance record
• Portfolio of diverse experiences
• Multidimensional communications skills
• Dense networks of relationships
• Proactive nature energy, passion, risk-taking
• Positive intangibles interpersonal and
  relationship-building skills
• Commitment to furthering understanding of PRs
  strategic, ethical role

Heyman Associates, Inc.Mapping Your Career
Success Monday, June 27, 2005