Deciding Between a PR Job and an Advanced Degree: Making the Right Decision

Deciding Between a PR Job and an Advanced Degree April 15, 2009

Today’s Presenters Doug Serton Senior Associate Heyman Associates, Inc.

Brandi Boatner NaFonal President Public RelaFons Student Society of America

Karla K. Gower, Ph.D. Director, Plank Center for Leadership in Public RelaFons Behringer DisFnguished Professor Dept. of AdverFsing & Public RelaFons The University of Alabama

PresentaFon Outline § § § § § § § §

Job vs. Advanced Degree: The Debate What is the Right Decision?

From a Recruiter’s perspecFve: Taking a PR Job From a recent MA graduate’s perspecFve: Pursuing the Degree Things to Consider Regarding an Advanced Degree SelecFng the Degree Final Thoughts QuesFons?

Jobs vs. Advanced Degree: The Debate “PR and adver*sing specialists are among the top 20 best growth jobs in the next decade, growing at a rate of more than 20%.”

“More than 90% of UA’s MA graduates obtain posiJons in the profession in six months; fewer than half of the BA graduates do.”

“The average worker with a Masters degree will make $10,000 or more per year than those with a Bachelors degree.”

“The #1 job opportunity in corporate America in the next decade is social media specialist or social media consultant.”

-­‐ Author Thomas Rozof

What is the Right Decision? Ø No perfect answer; no single answer Ø The answer varies from individual to individual, depending on a number of factors, such as: § Personal financial situaFon § Current economic climate and job market § Passion for further educaFon § Goals and aspiraFons for the future

While there is no “correct” answer, this presentaFon is designed to give you a beZer understanding of your opFons

From a Recruiter’s PerspecFve… “As both a recruiter and a young professional in the PR industry, while I would suggest keeping all of your op;ons open, I believe breaking into the work force should be your first priority.”

Ø Cost Ø Experience: Classroom se\ng is very different from the workplace Ø ApplicaJon: Classroom experiences are enhanced by work experience Ø Career focus: Entry-­‐level jobs can provide direcFon

Taking a PR Job Ø There are several benefits to taking a PR job, including: § Earning income to pay off college debt § Developing skills on the job § Building a professional network § Determining if the profession is a good match earlier in career § Possibility of employer helping you pay for a graduate degree in the future

From a recent MA graduate’s perspecFve Ø There are several benefits to an advanced degree, including:

§ Gaining in-­‐depth knowledge of the profession § Strengthening criFcal-­‐thinking and management skills § Developing applied research skills § Gaining a more thorough understanding of communicaFon theories and their implicaFons for pracFce § BoosFng subsequent job opportuniFes (and possibly salary) § An advanced degree makes you eligible to teach at virtually any community college in the country (and some universiFes)

Keep in Mind… Ø An advanced degree should not be a detour or “way out” of eventually aZaining a job § Important to seek real world experience to foster academic knowledge

Things to Consider Regarding an Advanced Degree Ø Cost Ø The Program Ø The ReputaFon of InsFtuFon Ø Deadline and other Requirements

SelecFng the Degree Ø The MA in PR or a communicaFon-­‐related area § § § §

1-­‐2 year program Moderately priced Increases your specializaFon in the field Enhances criFcal thinking, management understanding and applied research capability

§ § § § §

18-­‐24 month program Admission is quite compeFFve TuiFon can be expensive Provides business and financial knowledge and language Enhances criFcal-­‐thinking and analyFcal skills, and increases understanding of environmental and globalizaFon factors affecFng organizaFons

Ø The MBA

Ø The JD § § § § §

3 years of full-­‐Fme study Admission is compeFFve TuiFon is expensive Strengthens analyFcal and problem-­‐solving skills Increases understanding of prevailing laws and regulaFons governing communicaFons and organizaFons

Final Thoughts “When students ask me the ques;on about a job versus a graduate degree, I always tell them the same thing: Create as many opportuni;es for yourself as you can. This means apply for jobs, apply to graduate schools of choice, and inves;gate na;onal and interna;onal service programs like Teach for America, AmeriCorps, and the Peace Corps.

Then, based on the real choices available, decide which opportunity seems best for them.

None of the choices are bad choices.”

“Graduate school isn’t for everyone. I always tell students to keep their op;ons open. Apply for jobs and apply for graduate school.”

“If you get offered a job, great! Take it. You can always go to graduate school later if you really want to. If you don’t get a job, go to graduate school and increase your odds of geJng one down the road.”

QuesFons?