Show c Public Relations Business- Business A Topic Of DEX Guest Speaker ker r r bh Dale Zabriskie by Kevin Brown Brownl l' l The Public Relations Business was the topic of DEX's guest speaker Dale Zabriskie at Thursdays Thursday's DEX meeting Zabriskie is president and principal owner of Zabriskie Associates a local Utah Public R Relations lations firm His firm won the Silver Anvil Award from the Public Relations Society of America Ameri a the highest honor in the PR field and the fourth 1 such award in Utah in 44 years of competition In outlining what students might expect while exploring the PR field Zabriskie warned PR people are rated next to lawyers just above car salesmen and congressmen The TheN N publics public's pe perceived notion of PR people is that they inhibit the flow of ft- ft information In actuality Zabriskie fe S sees his work ork as that hat of a facilitator ita or S J As a d definition he explained advertising focuses on getting the customers customer's money whereas PR generates good will Although some companies do doS concentrate on advertising S Za Zabriskie contends the effort is 3 to 7 times less credible than a press j r r release lease serving the same purpose What is gained in credibility is lost in control because newspaper policies require releases be rewritten by their staff Employers looking for the right PR employee understand their determination is subjective and that the on-the-job training often yields greater worth than time spent in class Zabriskie suggests arming the portfolio with successful projects to distinguish yourself from Internships articles written for a campus newspaper the aptitude for public speaking and familiarity with witha a camera because the job can require issuing an internal newspaper are resume features triggering the hiring response Dont Don't tell the interview I really want to work with people Zabriskie noted that it is a turn-off turn and indicates the interviewee fails to grasp the requirement for the job Because the positions act like sensory organs for business intelligence intelligence intelligence intelli intelli- gence the PR person often is the bearer of bad news and subsequently must reconcile its effects Zabriskie stated When management demands an increase of 10 percent in company image skills skills' quantifying PR production become an invaluable asset The capacity to to- relate to liners bottom in their own language should be developed from courses courses in economics and finance In order to boast great PR you need both the P P. P and the R. R performance and recognition When PR people fall on their faces its it's usually because the R. R is missing Zabriskie emphasized |