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DIGITAL PUBLIC RELATIONS: It's All About Storytelling

About this video 

Sally runs her own digital public relations agency. She says her job is lots of fun because every day is different. Public Relations not only includes lots of writing and making contacts in traditional and social media, but also includes knowing how to make videos, produce images, and graphics so that you're telling the story visually. Sally's advice: always stay on top of what's going on and don't ever stay complacent.

Degree: Marketing - Public Relations, Advertising, and Applied Communication
Job Title: CEO, Digital Public Relations
Employer: Meritusmedia

Job Summary: Public Relations Managers and Specialists

Job Description

Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.

On-the-Job Training

Moderate on-the-job training can be expected.

Certification Requirement
Recommended by The Public Relations Society of America.

Quick Facts

Average salary
Average salary
National Statistic Change Location
Confirm
$30,000 - $165,000
Projected job growth
Projected Job Growth
20 to 25 percent
Typical schedule
Typical schedule
Full-time, Long hours, Flexible
Typical workplace
Typical workplace
Office, Indoor, Home
Personal qualities
Personal Qualities
Detail oriented, Patience, Problem solving skills, Creativity, Written communication skills, Verbal communication skills, Leadership ability, Teamwork, People skills, Public speaking ability, Networking, Organizational skills

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P3.instances[0].transcript.parse_transcript_data({"transcript":"<p><span m='640'>My</span> <span m='740'>name</span> <span m='1000'>is</span> <span m='1140'>Sally</span> <span m='1540'>Falkow,</span> <span m='2890'>and</span> <span m='3600'>I</span> <span m='3990'>have</span> <span m='4300'>an</span> <span m='4480'>agency.</span> <span m='6230'>And</span> <span m='6540'>it's</span> <span m='6810'>a</span> <span m='6880'>digital</span> <span m='7480'>PR</span> <span m='8010'>agency.</span> <span m='9470'>So</span> <span m='9890'>that</span> <span m='10090'>is</span> <span m='10240'>my</span> <span m='10390'>current</span> <span m='10810'>job.</span> <span m='11920'>I</span> <span m='12730'>run</span> <span m='13310'>this</span> <span m='13560'>digital</span> <span m='13980'>PR</span> <span m='14310'>agency,</span> <span m='14990'>and</span> <span m='15300'>I</span> <span m='15400'>also</span> <span m='16470'>have</span> <span m='16940'>software</span> <span m='17380'>for</span> <span m='17670'>PR</span> <span m='17790'>people</span> <span m='18870'>that</span> <span m='19110'>we've</span> <span m='19320'>developed,</span> <span m='20460'>like</span> <span m='20720'>an</span> <span m='20990'>online</span> <span m='21560'>newsroom</span> <span m='21910'>and</span> <span m='22780'>ways</span> <span m='23140'>to</span> <span m='23280'>syndicate</span> <span m='23610'>content.</span> </p><p><span m='26200'>A</span> <span m='26270'>typical</span> <span m='26500'>day in</span> <span m='26840'>PR</span> <span m='27320'>never</span> <span m='27620'>looks</span> <span m='27810'>like</span> <span m='28050'>anything.</span> <span m='28530'>That's</span> <span m='28850'>why</span> <span m='29150'>PR</span> <span m='29250'>is</span> <span m='29460'>so</span> <span m='29650'>much</span> <span m='29900'>fun.</span> <span m='31010'>Because</span> <span m='31500'>you</span> <span m='31720'>could</span> <span m='31880'>be</span> <span m='32040'>doing</span> <span m='32905'>a</span> <span m='33240'>hundred</span> <span m='33570'>different</span> <span m='33970'>things.</span> <span m='34380'>You</span> <span m='35150'>are</span> <span m='35310'>writing,</span> <span m='36300'>always.</span> <span m='36840'>Lots</span> <span m='37150'>of</span> <span m='37280'>writing.</span> </p><p><span m='38160'>But</span> <span m='38380'>a</span> <span m='38440'>lot</span> <span m='38680'>has</span> <span m='38860'>changed,</span> <span m='39180'>so</span> <span m='39500'>that you</span> <span m='39750'>now</span> <span m='39890'>also</span> <span m='40370'>have</span> <span m='40630'>to</span> <span m='40770'>learn</span> <span m='41000'>to</span> <span m='41100'>do</span> <span m='41250'>other</span> <span m='41470'>things.</span> <span m='42380'>You</span> <span m='42480'>have</span> <span m='42820'>to</span> <span m='42950'>learn</span> <span m='43340'>to</span> <span m='43500'>be</span> <span m='43710'>able</span> <span m='44060'>to</span> <span m='44190'>make</span> <span m='44420'>videos.</span> <span m='44880'>You</span> <span m='45030'>have</span> <span m='45220'>to</span> <span m='46370'>produce</span> <span m='46810'>images,</span> <span m='47510'>infographics,</span> <span m='49090'>so</span> <span m='49270'>that</span> <span m='49450'>you're</span> <span m='49590'>telling</span> <span m='49980'>the</span> <span m='50080'>story</span> <span m='50490'>visually.</span> <span m='50900'>A</span> <span m='51200'>lot of</span> <span m='51640'>PR is</span> <span m='51980'>about</span> <span m='52320'>storytelling,</span> <span m='53970'>finding</span> <span m='54580'>the</span> <span m='54680'>story</span> <span m='55150'>to</span> <span m='55310'>tell,</span> <span m='56210'>knowing</span> <span m='56760'>which</span> <span m='56990'>story</span> <span m='57350'>to</span> <span m='57490'>tell,</span> <span m='57900'>knowing</span> <span m='58400'>what's</span> <span m='58910'>newsworthy.</span> </p><p><span m='60520'>You</span> <span m='60600'>have</span> <span m='60820'>to</span> <span m='60950'>deal</span> <span m='61240'>with</span> <span m='61430'>the</span> <span m='61520'>media.</span> <span m='62120'>So</span> <span m='62540'>on</span> <span m='62710'>a</span> <span m='63390'>given</span> <span m='63700'>day,</span> <span m='63970'>you</span> <span m='64110'>might</span> <span m='64470'>be</span> <span m='65290'>calling</span> <span m='65670'>bloggers.</span> <span m='66050'>You</span> <span m='66340'>might be</span> <span m='66985'>calling</span> <span m='67300'>news</span> <span m='67690'>reporters.</span> <span m='68390'>You</span> <span m='68740'>might</span> <span m='69130'>be</span> <span m='69840'>reading</span> <span m='70330'>news</span> <span m='70710'>to</span> <span m='70800'>see</span> <span m='71040'>what's</span> <span m='71380'>going</span> <span m='71650'>on.</span> <span m='71950'>You</span> <span m='72060'>might</span> <span m='72330'>be</span> <span m='72410'>working</span> <span m='72810'>with</span> <span m='72980'>clients.</span> <span m='74340'>You</span> <span m='74450'>might</span> <span m='74780'>be</span> <span m='74930'>strategizing,</span> <span m='75860'>coming</span> <span m='76210'>up</span> <span m='76370'>with</span> <span m='76550'>new</span> <span m='76850'>ideas,</span> <span m='77510'>interesting,</span> <span m='78710'>creative</span> <span m='79130'>ideas.</span> <span m='79590'>It's</span> <span m='79780'>a</span> <span m='79830'>very</span> <span m='80120'>creative</span> <span m='81335'>enterprise,</span> <span m='81820'>public</span> <span m='82240'>relations.</span> </p><p><span m='83530'>I</span> <span m='83690'>started</span> <span m='83990'>off</span> <span m='84290'>working</span> <span m='84750'>in</span> <span m='85204'>an</span> <span m='85658'>ad agency</span> <span m='86566'>as</span> <span m='87020'>a</span> <span m='87928'>copywriter.</span> <span m='88840'>From</span> <span m='89820'>when</span> <span m='90000'>I</span> <span m='90100'>was</span> <span m='90290'>young,</span> <span m='90560'>I</span> <span m='90610'>was</span> <span m='90850'>always</span> <span m='91170'>interested</span> <span m='91610'>in</span> <span m='91720'>writing,</span> <span m='92100'>and I</span> <span m='92480'>actually</span> <span m='92960'>had</span> <span m='93330'>written</span> <span m='93450'>some</span> <span m='93700'>contests</span> <span m='94370'>and</span> <span m='94900'>won</span> <span m='95130'>some</span> <span m='95380'>contests</span> <span m='95930'>with</span> <span m='96090'>magazines</span> <span m='97310'>that</span> <span m='97470'>was</span> <span m='97640'>writing</span> <span m='97870'>fiction.</span> <span m='99046'>But</span> <span m='99524'>I</span> <span m='100002'>was</span> <span m='100480'>really interested</span> <span m='100960'>in</span> <span m='101340'>the</span> <span m='101440'>idea</span> <span m='101840'>of</span> <span m='101980'>writing.</span> <span m='102290'>So</span> <span m='102600'>I</span> <span m='102890'>studied</span> <span m='103320'>English</span> <span m='103970'>when</span> <span m='104360'>I</span> <span m='104410'>was</span> <span m='104700'>at</span> <span m='104800'>university.</span> </p><p><span m='106230'>And</span> <span m='106400'>then</span> <span m='107350'>there</span> <span m='107790'>was</span> <span m='108030'>really</span> <span m='108310'>no</span> <span m='108550'>a</span> <span m='109010'>public</span> <span m='109340'>relations</span> <span m='109920'>industry</span> <span m='110175'>back</span> <span m='110430'>then,</span> <span m='111070'>so</span> <span m='111430'>I</span> <span m='111840'>went</span> <span m='112020'>into</span> <span m='112170'>advertising.</span> <span m='113530'>And</span> <span m='113740'>I</span> <span m='113780'>worked</span> <span m='114150'>in</span> <span m='114240'>the</span> <span m='114340'>creative</span> <span m='114710'>department</span> <span m='115005'>of</span> <span m='115300'>big</span> <span m='115770'>ad</span> <span m='116240'>agencies,</span> <span m='117180'>creating</span> <span m='118120'>adverts,</span> <span m='118590'>writing</span> <span m='119060'>copy.</span> <span m='120940'>And</span> <span m='121420'>I</span> <span m='121910'>really</span> <span m='122170'>wasn't</span> <span m='122520'>terribly</span> <span m='122860'>comfortable.</span> <span m='123532'>If</span> <span m='123870'>you've</span> <span m='124180'>watched</span> <span m='124460'><i>Mad</i></span> <span m='124790'><i>Men</i>,</span> <span m='125430'>that</span> <span m='125900'>was</span> <span m='126370'>it.</span> <span m='126840'>It was</span> <span m='127310'>advertising</span> <span m='127780'>in</span> <span m='128250'>the '60s.</span> <span m='129190'>And</span> <span m='129660'>I</span> <span m='130360'>just</span> <span m='130960'>didn't</span> <span m='131290'>like</span> <span m='131700'>the</span> <span m='131950'>whole</span> <span m='132320'>environment.</span> </p><p><span m='133540'>And</span> <span m='133740'>shortly</span> <span m='134130'>after</span> <span m='134480'>that,</span> <span m='134860'>I</span> <span m='135100'>studied</span> <span m='135520'>overseas.</span> <span m='136100'>I</span> <span m='136270'>went to</span> <span m='136570'>Europe.</span> <span m='137710'>And</span> <span m='138010'>I</span> <span m='138080'>did</span> <span m='138350'>study</span> <span m='138720'>Communication</span> <span m='139630'>and</span> <span m='140068'>Human</span> <span m='140944'>Behavior,</span> <span m='141382'>and</span> <span m='141820'>I</span> <span m='141840'>found</span> <span m='142230'>that</span> <span m='142490'>very,</span> <span m='142860'>very</span> <span m='143030'>interesting.</span> <span m='143520'>Consumer and</span> <span m='143785'>buyer</span> <span m='144050'>behavior.</span> <span m='145504'>And</span> <span m='146290'>I got</span> <span m='146440'>really</span> <span m='146740'>interested</span> <span m='147200'>in</span> <span m='147360'>that.</span> </p><p><span m='148188'>And</span> <span m='148656'>then when</span> <span m='149124'>I came</span> <span m='149592'>back again</span> <span m='150060'>after</span> <span m='150480'>I'd</span> <span m='150760'>been</span> <span m='151460'>there,</span> <span m='152470'>I</span> <span m='152690'>was</span> <span m='152910'>introduced</span> <span m='153440'>to</span> <span m='153540'>the</span> <span m='153650'>idea</span> <span m='153990'>of</span> <span m='154060'>Public</span> <span m='154450'>Relations,</span> <span m='155110'>and</span> <span m='155260'>that</span> <span m='155760'>really,</span> <span m='155990'>for</span> <span m='156370'>me,</span> <span m='157080'>jelled.</span> <span m='157490'>So</span> <span m='158730'>I</span> <span m='158850'>started</span> <span m='159390'>at</span> <span m='159730'>the</span> <span m='160110'>bottom</span> <span m='160490'>and</span> <span m='161150'>worked</span> <span m='161390'>my</span> <span m='161530'>way</span> <span m='161750'>up.</span> </p><p><span m='162636'>And</span> <span m='163079'>I'm</span> <span m='163522'>not very good</span> <span m='163965'>at working</span> <span m='164408'>for other people.</span> <span m='165300'>So</span> <span m='165990'>pretty</span> <span m='166350'>soon, I</span> <span m='166710'>actually</span> <span m='166985'>had</span> <span m='167260'>started my</span> <span m='167736'>own</span> <span m='168212'>little</span> <span m='168690'>consultancy,</span> <span m='169700'>and</span> <span m='169940'>I've</span> <span m='170050'>been</span> <span m='170410'>working</span> <span m='170700'>for</span> <span m='170820'>myself</span> <span m='171105'>ever</span> <span m='171390'>since.</span> </p><p><span m='172960'>I</span> <span m='173100'>know</span> <span m='173320'>now</span> <span m='173610'>that</span> <span m='173860'>things</span> <span m='174150'>are</span> <span m='174240'>changing</span> <span m='174880'>all</span> <span m='175150'>the</span> <span m='175260'>time,</span> <span m='177310'>and</span> <span m='177660'>that</span> <span m='177920'>there's</span> <span m='178600'>a</span> <span m='178670'>whole</span> <span m='178960'>new</span> <span m='179190'>world</span> <span m='179580'>of</span> <span m='179710'>technology.</span> <span m='181490'>It</span> <span m='181750'>really</span> <span m='181960'>wouldn't</span> <span m='182170'>have</span> <span m='182270'>helped me</span> <span m='182720'>way</span> <span m='183160'>at</span> <span m='183360'>the</span> <span m='183440'>beginning,</span> <span m='184140'>because</span> <span m='184650'>it</span> <span m='184790'>wasn't</span> <span m='185150'>relevant</span> <span m='185610'>then.</span> <span m='186105'>But</span> <span m='186600'>I had</span> <span m='187590'>known</span> <span m='189075'>earlier</span> <span m='190560'>than</span> <span m='191060'>I'd</span> <span m='191720'>figured it</span> <span m='192010'>out,</span> <span m='193220'>that</span> <span m='193470'>would</span> <span m='193590'>have</span> <span m='193690'>been</span> <span m='193910'>very</span> <span m='194150'>helpful.</span> <span m='195270'>Just</span> <span m='196470'>stay</span> <span m='196910'>tapped</span> <span m='197310'>into</span> <span m='197600'>what's</span> <span m='197990'>going</span> <span m='198280'>on</span> <span m='198930'>and</span> <span m='199510'>don't</span> <span m='199750'>ever</span> <span m='199990'>get</span> <span m='200210'>complacent.</span> </p>","file":{"id":265727,"video_id":"2701215772001","name":"71927020","duration":201387,"thumbnail_url":null}});