I recently spoke to a group of students visiting Ketchum’s London office about the evolution of the Public Relations industry and potential career paths within the field.
The world of PR has changed a lot in the last century, as have the creatures that inhabit it.
Originally, PR man – and they were almost exclusively men – were former newspaper journalists.  They had connections with reporters and editors, they knew what news was, and they understood the power of a headline long before anyone talked about ‘earned’ media or integrated marketing. The typical PR man worked locally, as most papers served local markets, until the 30s and 40s, when radio and eventually television introduced the notion of truly national audiences. Some of these agencies grew into national, and then international businesses, but the core service remained relatively unchanged: helping clients understand and be a part of the news. The PR man began to specialize by industry or vertical sector; a reflection of the fact that news media became increasingly specialized itself.
Academics began studying PR, both in theory and practice.  Some focused on mass communications theory, others on behavioural psychology or economics, while others were interested in public relations not so much as a marketing tool but as a management discipline. So PR began (after 70 or 80 years of growing pains) to mature.  It became more professional, more knowledge-based, and with the introduction of trade associations and professional societies, more ethical.
But it wasn’t until the 1990s that the PR landscape began a rapid transformation that is still playing out today. And it’s this new view that’s changing the typical PR man or woman in ways that our forefathers would have found incredible. In fact, there is no such thing as a typical PR profile these days, and those trained or employed as journalists have long had to re-invent themselves for this new world order (although the ‘news’ agenda and understanding how it works is still a big part of the value we bring). I see the old prototype evolving into a many different skillsets and personalities – and who knows, maybe one appeals to you.
As a Senior Partner, CEO of Ketchum’s European operations and Chairman of the London office, David Gallagher brings more than 20 years of public relations experience, both as a client and as a senior agency adviser, to some of the world’s leading brands and companies. The CMO Club regularly brings marketing executives together in a forum that encourages knowledge exchange and networking. Welcome to Ketchum's blog portal, where we capture the opinions and insights of our employees on a variety of communications topics.
If you are a veteran of the PR world, you most likely read the above sentence and understood its meaning perfectly; you maybe even have had a slight, victorious smile on behalf of your fellow pro in the trenches. Angle – A specific emphasis we chose for a story that we present to the media – ie: presenting headphones as a great travel gadget because they are portable. B2B (business to business) – Clients that focus on resources by businesses for businesses – PR efforts deal a lot with trade and business publications as well as analyst firms. B2C (business to consumer) – Clients speak directly to average consumers with their products and services  – PR efforts deal with print, online and broadcast consumer media.
Byline – Articles or tips that are authored by a thought leader at a company (or the company itself) about a topic in which they are influential.
B-roll –Previously recorded video footage, often shown in the background, which can be used to bolster a news story about your client. Circulation – The total number of copies of a print publication that is available for readers, whether through subscriptions or newsstands. Earned Media – Third-party endorsement for your client, whether from the sharing of media coverage or tweets, reviews and posts from consumers of your client’s product. Ed Cals – Short for editorial calendars, ed cals are a schedule of topics media will cover at a certain publication for the entire year. Embargo – The sharing of unannounced, relevant information between a PR pro and the media that cannot be published before an agreed upon time and date. Exclusive – Offering first-look information or samples to a single, usually major, media outlet.

Launch – The official announcement, usually jump started with a press release, about a new product or service. Lead time – The amount of time needed by reporters to gather information for their story; varies by type of outlet, with magazines having the longest lead times and online the shortest.
Owned Media – Content created by you and your client, such as company blogs, company website and corporate social media profiles.
Paid Media – Not just your traditional advertising, this can encompass Facebook, YouTube, LinkedIn and Twitter ads that can work as part of an integrated PR and social media strategy. Pitch – A highly targeted note that is crafted and sent to an editor to gauge their interest in your client.
Press tour – Usually done in anticipation of the launch of a new product or service, press tours are 1-2 day events where you invite select media to interact with your client and their upcoming offerings face-to-face.
Traction – A term to denote interest in your client from a media outlet – this could be a request for more information or actual coverage. Trade publication – A publication targeted to a specific industry for people that work in that industry (usually not for consumption by the general public). UVM (unique visitors per month) – The number of real, individual visitors to a website, determined by individual IP addresses of the visitors. Though this certainly isn’t a complete list, it can serve as a quick guide for both PR pros and clients, letting them know what services your you are expected to perform and can offer. Mijn verhaal over PR: Op de middelbare school keek ik graag naar MTV reality series zoals The Hills en The City. Verder heeft marketing medium tot veel controle over zijn imagevorming, bij PR is de controle medium tot weinig.
Velen zeggen dat je voor marketing moet betalen omdat het gebruik maakt van advertenties en dat PR omdat gebruik wordt gemaakt van free publishing. This post is intended to share similar insights for other budding PR students looking to plot their careers in our fast-changing industry. You could argue that this began a bit earlier with the First World War, but commercial PR really took off in the 50s. It was the latter that introduced the idea that PR shouldn’t be a one-way street between a company and the public, but a process for aligning an organization’s behaviour with the expectations of its stakeholders. It also became more female – much more, and though I haven’t been able to confirm the correlation, the female boom could perhaps be the catalyst of its evolution. Change agent: one of our fastest growing teams is our change management business, which makes sense.
Provocateur: as I said, our business went unchanged for nearly a hundred years, then everything started changing at once. An always-inspirational event, this year’s presentations, speakers and content were particularly motivating as a more global pool of voices shared their passionate perspectives on topics ranging from female entrepreneurship to the portrayal of women on advertisements. I had the pleasure of attending the 8th annual CMO Club Summit in New York City where I led a roundtable discussion about the ever-evolving ecosystem of influencers and bloggers in today’s marketing landscape. Yet to our friends, families and even some of our colleagues that are new to the hectic world that is public relations, that sentence probably seemed like it was written in a foreign language. This is a number we share with clients as one of the factors to the relevancy of a piece of coverage they have received.
For example, if you have a new phone model coming out, you contact reporters asking if they are interested in information, reach an agreement that they won’t post the news before a certain time and then give them a preview of the information to be announced.
This means that the information or product won’t be shared with any other outlets until the original outlet has posted their story. This can be a great way to enrich relationships with editors you may not often see, and allow reporters an early, hands-on look at unreleased projects.

Though these are smaller than feature stories, they are a great compliment to any media relations campaign and can often point out the strengths of your clients versus their competitors. When a piece of client coverage is syndicated, it means that the same story ran in multiple media outlets. Examples include: Variety (entertainment industry) and ComputerWorld (information technology industry).
A way to measure the popularity of a website (the higher the number the better), rather than relying on number of site visits, which can encompass one person visiting a site several times.
Since there is a cost associated with wire services, they are usually only used in the event of big company news or breaking news. PR heeft als doel om goodwill te creeren en dat de betrokkenen en het bedrijf wederzijdse begrip creeren voor mekaar. Heel veel wat je ziet qua informatie over een bedrijf is door PR gemaakt, denk aan het nieuws over bedrijven in de kranten of op de televisie.
Wil ik toch duidelijk maken dat PR eigenlijk een vakgebied op zichzelf is, met zijn eigen onderzoeksveld en zijn eigen ’founding father’. Some of these PR men joined together to form agencies, while others joined advertising agencies to form PR departments.
Every client values the ability of an agency to recognize and capitalize on emerging patterns in real-time.
Stories of course can be told through many different forms of media, so we’re hiring not only writers and editors, but also filmmakers and producers, artists and designers, and psychologists who understand that what we say is not as important as what a community hears.
As PR continues to evolve into a career that integrates writing, editing, social media, research, communication, events, and a whole host of other skills, the terms we use to describe our jobs and daily activities will grow and change – and staying up to speed is essential for the experienced and newbie alike. PR was volgens mij een leuk vakgebied dat te maken had met de media en het was een onderdeel van marketing. Marketing is dus gefocust op de relatie tussen het bedrijf en haar klanten en PR is gefocust op de relatie tussen het bedrijf en haar stakeholders. Ik vind het daarentegen ook terecht dat PR vaak onder communicatie en marketing valt, omdat vele pr-practitioners ervaring opdoen hierin. As an industry, and particularly at Ketchum, we have begun to tackle this by making research a priority in every aspect of our service proposition.
Some are quick to adapt while others have only begun to raise their heads above the parapets.  We’re at our best when we bring all of our best resources together – our geeks and producers, influencers and storytellers – and literally provoke them into changing.
Laat ik in ieder geval zeggen dat de mensen in PR vaak keihard moeten werken tijdens dikke feestjes, terwijl de gasten zich uitstekend vermaken en dat het niet hetzelfde is als bij The Hills of The City! Our recommendations are informed by analysis of data, and client investments are evaluated qualitatively and quantitatively. Of de web content op de officiele mediakanalen waar jij veel informatie verzamel voor je werkstuk. Echter, niemand heeft mij tot precies verteld wat het nou eigenlijk is, wat het inhoud en wat de werkzaamheden zijn van een pr-practitioner.
In Angelsaksische landen (zoals Australie, het Verenigd Koninkrijk en de VS) is PR veel groter en wordt het serieuzer genomen dan in Nederland.

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