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发表于 2007-9-7 11:54:56 |只看该作者 |倒序浏览

本帖最后由 charliecute6 于 2012-4-10 07:21 编辑

This Post is for Allof You—
·
Who are interested, passionate or simply curiousabout Public Relations as a profession
·
Who are biting your nails waiting for yourdecision letter in the mail box
·
Who are excited, frustrated and skeptical aboutyour career choice in Public Relations

Now, whyPublic Relations?
Everyone will likely to find his/her own answer to thisquestion. And, yes, you should seek your own answers to this one.
Public relations as a professional can be asmuch exciting as frustrating.
PersonallyI love the idea of self-education as a professional communicator. You kind ofhave to learn so many different things everyday to keep up what’s going on inthe world. Never has a day gone by as being boring – it’s always of full of newchallenges and excitement.

I often got questions like “am I good for PR?” or “is this agood choice for me?” I think the application process, similarly to dating, isactually also about understanding your personality and own needs. Don’t askwhether you can or how you can get admitted to School ABC; rather, ask yourselfwhy you want to do this. Graduate school is a big commitment -- time, money andlife experience. So you should have a very good reason to pursue this beforeyou actually send out these applications.

Jobs, Jobs,Jobs
It’s promising, and I am not talking about Steve Jobs.

It’s true that the U.S. economy is still recovering. But it’salso true that as a fairly new industry, the world of public relations is everexpanding, even in the U.S.
As Chinarises to become world’s second largest economy, bilingual professional communicatorswill definitely have a large stage. That being said, working in the UnitedSates after graduation can still be a big challenge because of visaregulations. The good news is public relations is recognized by U.S. governmentas a specialty occupation as required by H1B visa, but the bad news is not manyU.S. employers are willing to sponsor H1B visas these days, especially bigcompanies. This is the reality we have to check before pursuing a master’sdegree. Fully aware that it is very likely you will come back to China after graduationis a very important step to prepare for yourself for the future.

Suggestions?
Make the most out of your study. Almost as soon as one startshis study in PR, s/he begins to worry about his career development. Where can Ifind internship? Is PR industry actually promising? Why not spend that energyon focusing on your study, your extracurricular activities and integrating withAmerican lifestyle? Also don’t forget to engage with your professors who aremost likely to get you an important internship or job.
Make the most out of OPT/CPT. Use these legal workauthorizations to gain as much experience as possible. Try differentindustries, practices, or even something not related to your study. A broadexperience will make you more marketable no matter where you are.
Be creative. Working for a PR agency is not the only choice foryou. As more and more people start their own businesses, working for start-uphas become another new trend.
Enjoy life. No matter where you end up, enjoy. Enjoy thewonderful journey you are about to take on. Embrace change as a constant stateof mind as suppose to obstacle.

Am I goodenough?
After reading all these information and your thorough deliberation,you still believe this is something you want to do, then I say give it a try.Don’t let GRE, TOEFL, GPA get in your way. Because those are the things thatonce you pass this door will become completely useless.

OK, let’smove on to the issues!

C.

Choose A School
部分主要PR学校索引及简单情况介绍（排名按字母顺序不分先后）
1．BostonUniversity
College of Communication,Department of Mass Communication, Advertising, and Public Relations
World Wide Web:http://www.bu.edu/com/grad
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=Boston-Universityμ=College-of-Communication&pn=Department-of-Mass-Communication,Advertising,and-Public-Relations&inunid=22160&filename=G20259H&typevc=programvc&sponsor=1
简单评价：号称美国最早的PRProgram, 师资力量比较雄厚，地理位置大城市，媒体产业较为发达。但是学费生活费较为昂贵，很少给钱。如果条件宽裕是个不错的选择。
2. New York University
School of Continuing andProfessional Studies
Master of Science in PublicRelations and Corporate Communications
World Wide Web:http://www.scps.nyu.edu/776
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=New-York-Universityμ=Center-for-Marketing&pn=Program-in-Public-Relations-and-Corporate-Communications&inunid=169961&filename=G2757444-1&typevc=programvc&sponsor=1
简单评价：地处经济文化媒体商业的中心，集聚了一系列资源优势。师资力量雄厚，有多位业内guru担任教授。由于位于曼哈顿，特别适合part-time的学生。但是价格非常贵，2年估计要80万，且明确不提供国际学生financialaid。
3. Michigan State University
The Graduate School
College of Communication Arts andSciences
Department of Advertising, PublicRelations and Retailing
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=Michigan-State-Universityμ=College-of-Communication-Arts-and-Sciences&pn=Department-of-Advertising,Public-Relations-and-Retailing&inunid=38752&filename=&typevc=programvc&sponsor=1
简单评价：拥有美国最大规模的新闻传播Program。也是新闻传播比较有名的学校。教学资源我不是很了解，但是应该不错的。就是地理位置略为偏僻了。
4. Syracuse University
Graduate School
S. I. Newhouse School of PublicCommunications
Department of Public Relations
Program in Public Relations
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=Syracuse-Universityμ=S.I.Newhouse-School-of-Public-Communications&pn=Program-in-Public-Relations&inunid=170703&filename=&typevc=programvc&sponsor=1
简单评价：1996年USNews公共关系专业排名第三（仅次Maryland和UFL），纽豪斯传播学院拥有很高学术威望，尤其公共关系专业更是热门中的热门。该专业时间很紧凑，13个月结束。价格大约40万左右。但是Syracuse由于气候寒冷多雪常为人诟病。BTW,想读PR PhD的人一定不能放过雪城。
5. University of Florida
Graduate School
College of Journalism andCommunications
Department of Public Relations
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=University-of-Floridaμ=College-of-Journalism-and-Communications&pn=Department-of-Public-Relations&inunid=47791&filename=&typevc=programvc&sponsor=1
简单评价：该专业排名曾于1996年获得全国第二，加上UFL的新闻传播一直是公立学校里比较强大的，尤其在PR方面有很多著名学者，不过可能因此课程偏重学术多一点
6. University of SouthernCalifornia
Graduate School
Annenberg School forCommunication
School of Journalism
Program in Strategic PublicRelations
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=University-of-Southern-Californiaμ=Annenberg-School-for-Communication&pn=Program-in-Strategic-Public-Relations&inunid=48411&filename=&typevc=programvc&sponsor=1
简单评价：由于是自己学校因此难免有偏见。哈哈。Annenberg的PR时间不长，也是近10年来飞速成长的。但是由于地处洛杉矶，娱乐媒体和商业重镇，学习工作资源非常丰富。该专业绝大部分老师为兼职教师，多为各公关广告公司的总经理，经理，或者洛杉矶时报的资深编辑，课程偏重实践。
7．EmersonCollege
School of Communication
Master of Arts in CommunicationManagement
World Wide Web:http://admission.emerson.edu/admission/graduate
Peterson’s Link:
http://www.petersons.com/gradchannel/code/ProgramVC.asp?sn=Emerson-Collegeμ=School-of-Communication&pn=Program-in-Organizational-and-Corporate-Communication&inunid=22741&filename=G2584782-2&typevc=programvc&sponsor=1
简单评价；传播起家的学校，规模不大，但是传播学科被赋予极大的重视。地处波士顿资源也很不错。具体情况我也不是很了解，大家可以继续research.
以上讯息全部出自www.petersons.com,仅仅列举部分供大家参考。其它资料陆续整理中。

II.

Prepare for Interview

Pre-interview
千
万别等到接到电面通知才开始准备, 那样会非常的仓促和忙乱的.事先做一点充分的准备对于成功的面试而言是至关重要的. 提前准备的目的是为了能在面试的时候
摆脱答案的束缚,更教流畅的和面试官进行交流而不是应付.面试最可怕的一点就是气氛僵持. 尽可能让自己能够胸有成竹,对于自己的一些背景,优点,缺点了然
于胸.
1. 最好能在电话面试前先自己罗列一些可能会被涉及的问题,一一梳理做到有备无患.比如: Personal Strength, Weakness, Career Goal or Academic approach(Specificas possible), Stories about overcome challenge, etc
2. 阅读一些专业的书籍了解基本专业的概念,注意强化自己的理解.对于PR专业来看有几个问题常常被问到 a) What is PR? / What is the role of PR inthe society in your view?
                        b) What specific area in PR are u mostly interested in?
                        c) What's the difference between PR and Advertising (PersonalOpinion)
                        d) What magazines, newspaper, websites do you usually read?
可能的话多看看近期的新闻,尤其是有PR Implication的新闻,比如美国大选啊,比如微软和yahoo合作与Google抗衡啊等等.

During-interview
1. Never recite anything! But havingsome cue cards for reference could be helpful.
2. Tell the interviewer your thoughtinstead you guessing what he would probably expect to hear.
3. Don't touch any academic ground thatyou are not familiar at all.
4. Let it be a conversation instead ofa interrogation.(No one is trying to kill you in interview because otherwisethey won't bother to call you.)
5. Take the opportunity when given thechance to ask any questions. Be specific as possible. Better to send out themessage that 1)you are really interested in this program, and 2)you have donemuch research.
5. Ass-kissing is noxious unless it issupported by evidence. (Don't ever say I adore your achievement when youactually know nothing about his/her professional background)
6. Have some sense of humor.
7. And you will rock!!!

III.

I have a lot of offers, how should Ichoose?
最
近收到很多PM,都是关于选择offer的问题的。首先，很难选择说明是一件好事，意味着大家都取得了丰硕的成果。我觉得选offer的时候以下几个因素是需要考虑的。

1、搞清楚到
底哪个专业是自己真正喜欢的。很多时候我们为了名气，为了计较十几名的排名而最终放弃了梦想的专业，我觉得这样非常得不偿失。你付出了大量的人力物力财力
来美国学习，如果最后学成并不能对你的职业发展产生多大的帮助，那么这个投资的性价比是比较差的。有时候passion真的要比其他因素更加重要。来美国
学习很辛苦，如果你没有那份激情的话，很容易就放弃了。当初没有去NYU的新闻被很多人鄙视，但是自己想想还是觉得对于公共关系有一种难以言喻的喜爱，因
此就还是去了USC。
虽然很辛苦，很累，但是我还是觉得很喜欢。所以大家还是要坚持自己的兴趣, 成功的路都是自己走出来的，不是只有Harvard、Yale才出人才。

2、多看看学校的课程设置。
研究和比较各个专业开设的课程是最为直观了解一个专业是不是合适自己的最重要的手段。如果再申请的时候这一步做得不够充分，呢么现在就好好做下Research吧。基本上一个专业比较偏理论还是实践从他们的课程设置和教师队伍就可以看出来。

3、
多和教授保持联系。千万别觉得不好意思。现在和申请时陶瓷的情况应该是完全不一样了。学校给了你ad在心理上你应该占有优势，记住你是消费者，你有权力知
道自己的钱花的是不是值得。这个时候教授通常会很热情的回答你的问题，因为很现实的情况是他们非常渴望你去，不然也不会录取你。想想那些学费，那可是和教
授的直接利益结合的，他们一定会竭尽全力为你们服务好的。也可以要求教授给你一些再度中国学生的联系方式，问问他们的感受，这也是很不错的参考。

4、关于钱的问题，如果是家里条件允许的话，就不要太考虑，还是首先以专业合适以及教育质量为首要因素。如果觉得资金有点问题，那么的确要慎重，因为签证的时候也会遇到此类问题。不过美国的学校有很多工作的机会，只要你耐心找还是完全可以得到一份不错的校内收入的。

5、
关于Location,这个对于PR专业来说我觉得是最重要的了。因为这是一个时间性很强的专业，我觉得应该利用各种可能去获取实习机会。所以在大城市的
话，相对来说资源会丰富很多。比如洛杉矶的话还是有很多各方面的资源，对于国际学生而言只要你动用各种network以及自己的努力找一份不错的实习并不
是一件很难的事情。

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