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May 12, 2005
The New Career for People Under 30: Public Relations
Sex in the City character Samantha played a publicist, touting her own agency; Samantha Jones Public Relations. Portrayed on HBO as the fem fatale for sex, party invites and social scene gatherings. Several firms noted an increase in recent college graduates saying that they wanted to get into PR and be like Sam. "The spike in resumes didn't stop when Sex and the City went off the air" says Mattie, "perhaps because of the new shows on the market". Lizzie Grubman stepped it up a notch this year with her own MTV reality show called; "Power Girls" sharing light on velvet rope events. This fall “Jake in Progress” staring John Stamos portrays a hot Manhattan publicist. In the 70's and 80's the top job on television seemed to be advertising. In 2005, advertising & marketing occupations have taken a back seat to cast members being portrayed as publicists.
With the media spotlighting the profession of public relations, we ask; does the general consumer know what public relations is? Are they party planners, celebrity baby sitters, guest list takers? According to a survey of 900+ members of the NY chapter of the Public Relations Society of America found that 92% of most people do not understand what PR is. 67% think that public relations does not have a good image, and 65% think they don't have the same respect as members of other professions. This perception materialized itself in movies like Pone booth with Colin Farell playing the roll of a self-professed star publicist with an attitude.
At Pierce Mattie Public Relations, Inc. an agency with two offices, one in Manhattan and a second in Los Angeles, the CEO; Pierce Mattie, says image, voice and overall attitude have a lot to do with the success you play at his firm. Mr. Mattie staffs a team of 15 PR professionals both men and women who graduated from IVY league schools, all under 30 and pack a credential list that most in their 50’s have yet to accomplish. “We do ask them to turn in a headshot with their resume when they apply in addition to writing samples, media references and clips of their past work. We represent beauty, fashion, fitness and luxury jewelry brands. Our PR team has to hold a communications degree, preferably an MBA and be packaged in a way that clients would not only want them to be their publicist but also their spokesperson. Overall image has a lot to do with it, we don't expect applicants to be a supermodel, just the personality to hang out with them, because it's part of the job description unlike a technology focused publicist." explains Pierce.
Constance Marie Wherrity, one of the four directors at the agency says that “a typical day for her begins at 8am at my desk reviewing the morning papers, websites and magazines. I then logs onto my outlook where Hundreds of incoming emails are in que waiting to be read and replied from clients, TV producers and media types. I usually eat lunch at my desk or go out with the press for an event. Then wind my day down leaving the office around 8pm and heading off to the gym while talking to my clients about their latest press endeavors.”
How competitive is it to get a job in this field?
on average Pierce Mattie PR receives over 300 resumes a month. Lance Buckley; National Media Director advises “resumes that illustrate at least two summer internships at PR firms that handle multiple industries and brands is best. In-House experience is frowned upon as it lacks the "street smarts" and contact base we look for. You’re reviewed largely on the number of clients and the frequency of impressions you can secure for a client.” Most candidates at Pierce Mattie are put on a 90 day probation period where they can be terminated at any time. But what’s in it for them if they stay and pass the test? Let’s start with a clothing allowance, cell phone, gym membership, 10% on average salary increases, health coverage paid in full by the company, beauty product gratis oh yes, and a gold American Express card to mingle with the media carte blanche. The average salary of a PR professional with two to fours years experience is mid fifties to high sixties.
How can you prevent burn out? Pierce advises vacation time and lots of it. His team receives six weeks off a year, and tries to fit in a retreat or two if possible. Unheard of in the States, more common in Europe. Other tips the team at Pierce Mattie offer young hopefuls are; be aggressive, well spoken, polished, read every journal and magazine in circulation, watch a ton of TV, talk to your peers about media trends and industry topics and always leave the house with a stack of business cards in your back pocket. You never know who you will bump into!
Posted by Steve Hultgren at May 12, 2005 03:30 PM
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