public relations and marketing personal statement

Marketing Personal Statement Examples

• 1 Personal Statement Example Links
• 2 Career Opportunities
• 3 UK Admission Requirements
• 4 UK Earnings Potential For Marketers
• 5 Similar Courses in UK
• 6 UK Curriculum
• 7 Alumni Network

Personal Statement Example Links

• Personal Statement Example 1
• Personal Statement Example 2
• Personal Statement Example 3
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• Personal Statement Example 5

Ever been captivated by the power of persuasion and the art of influencing consumer behaviour? Fascinated by the idea of developing and executing compelling marketing strategies to drive business growth?

If so, a degree in Marketing could be your ideal journey. This dynamic field equips you with the knowledge and skills to understand market needs, develop effective marketing campaigns, and analyse their impacts.

A Marketing degree in the UK offers a comprehensive understanding of the principles, strategies, and tools used in marketing. It is designed for those who are interested in understanding consumer behaviour, developing effective marketing strategies, and contributing to business growth.

Typically, a Bachelor’s degree in Marketing (BA or BSc) takes three years of full-time study, or four years if you opt for a sandwich course which includes a year in industry. Some universities also offer a four-year course with a foundation year for students who do not meet the standard entry requirements.

One of the key features of a Marketing degree is the emphasis on practical skills. Many courses include project work, case studies, and simulations, allowing students to apply the theories they have learned in real-world contexts. Work placements and internships are also common, providing students with valuable industry experience.

Career prospects for Marketing graduates are excellent. Graduates can work in a variety of roles within marketing, such as Marketing Executive, Digital Marketing Specialist, Brand Manager, Market Research Analyst, and many more. Some graduates may also choose to work in related fields such as sales, public relations, or advertising.

In addition, a Marketing degree can also serve as a stepping stone to further study. Graduates may choose to specialise in a particular area of marketing by pursuing a Master’s degree or a professional qualification from a body such as the Chartered Institute of Marketing.

👍 When writing a personal statement : Highlight your passion for the course, demonstrating your understanding of it. Use relevant personal experiences, coursework, or work history to showcase how these have fostered your interest and readiness for the course.

Career Opportunities

A degree in marketing can open up a variety of career opportunities in many different industries and sectors. Some of the most common career paths for marketing graduates include:

1. Advertising: Advertising professionals create and manage campaigns to promote products and services. They may work in agencies, media companies, or in-house for a business or organisation.

2. Digital Marketing: Digital marketing professionals use digital channels to promote products and services. They may work in agencies, media companies, or in-house for a business or organisation.

3. Public Relations: Public relations professionals create and manage campaigns to shape public opinion. They may work in agencies, media companies, or in-house for a business or organisation.

4. Market Research: Market research professionals analyse data to understand consumer behaviour and develop insights for businesses. They may work in agencies, media companies, or in-house for a business or organisation.

5. Brand Management: Brand management professionals create and manage campaigns to build and maintain the reputation of a brand. They may work in agencies, media companies, or in-house for a business or organisation.

6. Social Media: Social media professionals use digital channels to promote products and services. They may work in agencies, media companies, or in-house for a business or organization.

7. Sales: Sales professionals are responsible for generating revenue by selling products and services. They may work in agencies, media companies, or in-house

UK Admission Requirements

In order to be accepted into the University of Kent’s Marketing course, applicants must have achieved a minimum of ABB at A-Level or equivalent qualifications. Additionally, applicants must have a minimum of 5 GCSEs at grade C or above, including English Language and Mathematics.

This entry criteria is fairly standard when compared to other universities offering similar courses. Most universities require applicants to have achieved ABB or higher at A-Level or equivalent qualifications, as well as a minimum of 5 GCSEs at grade C or above. Some universities may also require applicants to have achieved a specific grade in a specific subject, such as a grade B in Mathematics or a grade A in English Language.

In addition to these entry requirements, applicants may also need to submit a personal statement, references, and/or a portfolio of work. This will vary from university to university.

UK Earnings Potential For Marketers

The average earnings for someone with a degree in marketing will vary depending on the individual’s experience, location, and the specific job they are pursuing. Generally speaking, the median salary for marketing professionals in the United Kingdom is £30,000 per year. However, salaries can range from £20,000 to £60,000 or more depending on the individual’s experience and the specific job they are pursuing.

Recent trends in the marketing job market have seen an increase in demand for digital marketing skills, such as search engine optimization, social media marketing, content marketing, and email marketing. As a result, individuals with experience in these areas tend to earn higher salaries than those without. Additionally, the demand for marketing professionals is expected to continue to grow in the coming years as businesses increasingly rely on digital marketing strategies to reach their target audiences.

Similar Courses in UK

Other university courses related to marketing include Business Management, Business Studies, and Economics. These courses all focus on understanding the principles of business and the economy, but they differ in their approach.

Business Management focuses on the practical application of business principles, such as strategic planning, operations management, and financial management.

Business Studies focuses on the theoretical aspects of business, such as the nature of competition, the structure of markets, and the role of government in the economy.

Economics focuses on the study of how individuals, businesses, and governments make decisions and how those decisions affect the economy as a whole. All of these courses provide a valuable foundation for a career in marketing, but they differ in their approach and focus.

UK Curriculum

The key topics and modules covered in a university course in marketing include:

• Introduction to Marketing: This module introduces students to the core concepts of marketing, including the 4Ps (Product, Price, Promotion, and Place), customer segmentation, market research, and the marketing mix.
• Consumer Behaviour: This module explores the factors that influence consumer decision-making, including psychological, cultural, and societal influences. It also covers topics such as consumer motivation, attitude formation, and consumer loyalty.
• Strategic Marketing: This module covers topics such as market segmentation, product positioning, and brand management. It also explores the role of marketing in the overall business strategy.
• Digital Marketing: This module covers the use of digital marketing tools such as search engine optimization (SEO), social media marketing, and email marketing.
• Advertising and Promotion: This module covers topics such as advertising strategy, media planning, and creative development.
• International Marketing: This module explores the challenges and opportunities of marketing in a global context. It covers topics such as market entry strategies, cultural differences, and global marketing campaigns.

Practical work and hands-on experience are important part of a university course in marketing. Students will be expected to complete a range of assignments, such as market research projects, advertising campaigns, and digital marketing campaigns. They may also be required to participate in group projects, such as creating a marketing plan for a business.

Alumni Network

One notable alum from the University of Pennsylvania’s Marketing course is Jeff Weiner, the CEO of LinkedIn. Jeff graduated from the University of Pennsylvania in 1991 with a Bachelor of Science in Economics. After graduating, he went on to become a successful entrepreneur, investor, and executive.

At LinkedIn, Jeff has been instrumental in helping the company become one of the most successful professional networking sites in the world. He has led the company to become a leader in the digital marketing space, helping to connect professionals from all over the world.

The University of Pennsylvania offers a number of alumni events and networking opportunities for its marketing alumni. One of the most popular events is the annual Marketing Alumni Reception, which is held in the fall. At this event, alumni can network with other professionals in the field, as well as learn about new developments in the industry. Additionally, the university also hosts a number of other events throughout the year, such as the Marketing Career Fair, which is held in the spring.

The University of Pennsylvania also offers its alumni the opportunity to join the Penn Alumni Network, which provides access to exclusive resources, events, and networking opportunities. Through this network, alumni can stay connected with their peers and stay up to date with the latest news and developments in the marketing field.

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15 of the Best Public Relations Examples to Inspire Your Next Campaign

Published: June 29, 2022

Journalists crave juicy stories and viral marketing campaigns, but standing out in a sea of conventional pitches is one of the biggest challenges for any public relations professional.

When you need a dose of inspiration, it can be helpful to explore the most compelling PR plays in recent years. To save you some time, we curated a list of the absolute best of the best to get the creativity flowing for your next campaign.

Read on to get inspired by some of the best minds in public relations.

The 15 Best Public Relations Examples to Inspire Your Next Campaign

• Spotify: Wrapped
• Subway: Eat Fresh Refresh
• HostelWorld: Even Divas are Believers
• Lego: Rebuild the World
• Dove: #TheSelfieTalk
• Ikea: #StayHome
• Stabilo Boss: Highlight the Remarkable
• Logitech: BS Detection Spoof
• Old Spice: Paper Blazer Ad
• Star Wars: Passing the Box-Office Baton to The Avengers
• Johnnie Walker: Jane Walker
• AirBnB & BBC Earth: Night at Blue Planet II
• SpaceX & Tesla: SpaceX Sends a Tesla into Outer Space
• State Street Global Advisors: Fearless Girl
• ALS Association: ALS Ice Bucket Challenge

1. Spotify : Wrapped

Image Source

Spotify's Wrapped campaign has quickly turned into a viral, end-of-year event. Since 2016, the streaming app has provided each user with a "wrap up" of their listening habits which are delivered in colorful, eye-catching graphics. Naturally, you can share your stats on different platforms, like Instagram and TikTok.

Spotify's Wrapped is not just another marketing campaign— it's a viral, multi-platform, FOMO-inducing social campaign. It's highly personal, relevant, and shareable. It's this winning combination that its rivals, namely Apple and YouTube, haven't been able to recreate.

2. Subway : Eat Fresh Refresh

For the longest time, Subway has rolled out countless marketing campaigns featuring its trusty tagline, Eat Fresh! But now, in light of changes to both its brand and menu, a new campaign has emerged, fittingly titled "Eat Fresh Refresh." The campaign includes many sports stars, like Steph Curry and Serena Williams, who lend their humor to promote Subway's new meal options. In one commercial, Tom Brady pulls a loaf of bread from an oversized perfume bottle. "Smells so good, you can almost taste it," he narrates. It's a humorous take on the moody, often confusing perfume ads – while highlighting Subway's new ingredients and options.

3. HostelWorld : Even Divas are Believers

Traveling the world can give you some of the best experiences of your life, but it can also thrust you into situations that you’ll want to scrub from your memory, like staying the night in a hostel. There are countless hostel horror stories online and hundreds of videos that mock their hospitality scattered throughout social media -- so needless to say, they don’t have the best reputation.

But HostelWorld, a hostel booking website, decided to team up with Mariah Carey to freshen up their image and showcase the pleasant reality of staying in a modern day hostel. Together, they blasted through affordable accommodation stereotypes by spotlighting the lesser known luxuries of hostels like having access to the same facilities as more expensive accommodations, but at a cheaper price, and being able to connect with other fellow travelers.

HostelWorld’s message is simple: if hostels are nice enough for divas like Mariah Carey, then they’re nice enough for everyone..

4. Lego : Rebuild the World

According to Lego, rebuilding the world starts with a single (lego) brick. It's a powerful message for those rebuilding their lives following several tumultuous years — and one delivered by a company that believes in building, experimenting, and breaking the rules. 

This campaign is not only well-timed, but it effectively presents its products in such a way that goes beyond their basic functionality.

5. Dove : #TheSelfieTalk

When it comes to creating positive brand associations, Dove is in a class of its own. For example, its #TheSelfieTalk campaign takes a poignant look at the pressure young girls feel to look "perfect" — and the lengths they take to appear this way online.

It's one of many campaigns by Dove that explores how the beauty industry impacts women's self-esteem and body image. As a result, the brand is often associated with positivity, self love, and confidence.

6. Ikea : #StayHome

During periods of lockdowns, Ikea wanted customers to see their homes from a new perspective. Enter the #StayHome campaign, a love letter to our homes, and all the life moments that happen there. It reframes the idea that our home is a place we're trapped in, to a place of warmth, shelter, and growth. It's a message of hope that leaves a lasting impression on the audience.

7. Stabilo Boss : Highlight the Remarkable

There have been remarkable women throughout history that might not have been celebrated as they should have been. Stabilo Boss — the company that sells highlighter pens — started a campaign to highlight these women and their incredible accomplishments. 

Stabilo took famous black-and-white photos from historical moments and drew a yellow highlight line to showcase the woman in the photo that made it all happen. The Boss PR campaign highlighted women like Katharine Johnson, the NASA mathematician responsible for the calculations that sent Apollo 11 to the moon. Other examples include Nobel Prize winner Lise Meitner and First Lady Edith Wilson.

The campaign blew up on social media and went on to win multiple awards.

8. Logitech : BS Detection Spoof

Hours after April Fools Day, almost every marketing publication rounds up the best spoofs, pranks, and stunts that distracted everyone at work that day. One of the funniest spoofs that earned a spot in all the major roundups this year was Logitech’s fake Business Speak Detection product video. By giving their product a punny, yet subtly accurate name, the video pokes fun at most businesses’ obsession and overuse of buzzwords. But it also has the feel of a real product overview, which makes it even more hilarious.

9. Old Spice : Paper Blazer Ad

When Fragrance brands advertise in magazines, they usually show off their aromas by drenching an ad with their latest cologne or perfume. But Old Spice realized people usually don’t enjoy unexpectedly pungent scents violating their nostrils when they’re flipping through their favorite magazine.

So, in typical Old Spice fashion, they gently ribbed other fragrance brands by inserting a paper blazer doused in their new cologne, Captain, in their print ad in GQ magazine. Then they wrote about how these paper blazers can help men attract attention not only with trendy style, but also with masculine smell. The only drawback of the blazer is that it'll turn into papier-mâché on you in the rain.

Humor and cleverness is one of the best ways to appeal to your audience and gain earned media attention, and it seems like Old Spice can leverage them both on any marketing channel.

10. Star Wars : Passing the Box-Office Baton to The Avengers

Congratulations, @MarvelStudios and @Avengers : #InfinityWar . pic.twitter.com/PnHfaouOlP — Star Wars (@starwars) May 1, 2018

Avengers: Infinity War recently shattered Star Wars: The Force Awakens ’ record for the biggest opening weekend ever by grossing over $250 million. LucasFilm, the studio that created and produced Star Wars, wasn’t bitter though.

Instead, they were proud of their friends over at Marvel Studios, and sent them a heartwarming congratulatory tweet. By applauding them for their incredible accomplishment, and not sulking about their broken record, Star Wars earned the respect of movie lovers everywhere -- not to mention some media coverage for the gesture.

11. Johnnie Walker : Jane Walker

  Image Source

To promote gender equality and honor the many achievements of women throughout history, Johnnie Walker launched a female version of its whisky on International Women’s Day called Jane Walker . The limited-edition bottle featured a woman on their iconic logo, instead of a man, which connected the brand to individuals who also support their commitment to social progress.

In March 2018, Johnnie Walker released 250,000 bottles of Jane Walker, and for every bottle sold, they donated $1 to organizations that empower women. This tangible impact helped their campaign gain even more support and publicity.

12. AirBnB & BBC Earth: Night at Blue Planet II

Blue Planet II is considered the greatest nature series of all time , with its first episode attracting over 14 million viewers and earning the title of Britain’s highest rated TV show in 2017. Watching the show can almost place you into the habitat they’re filming, but BBC Earth wanted to take things to the next level for their biggest fans: they offered them a chance to experience what it’s like to be a researcher and filmmaker for Blue Planet II.

To do so, they teamed up with AirBnB to run a contest for their members, and two lucky winners got to spend three days and two nights in the Bahamas on the research and exploration vessel used in the show’s filming. During their expedition, they lived with and discussed work with researchers and dove deep into the Atlantic Ocean in a submarine with filmmakers to observe some of nature’s most unique underwater wildlife. By offering a once in a lifetime opportunity, BBC Earth could get more people to watch their hit show, and AirBnB could build their brand affinity.

13. SpaceX & Tesla : SpaceX Sends a Tesla into Outer Space

View from SpaceX Launch Control. Apparently, there is a car in orbit around Earth. pic.twitter.com/QljN2VnL1O — Elon Musk (@elonmusk) February 6, 2018

Everyone knows Elon Musk wants to send humans to Mars. So when SpaceX launched their newest rocket, Falcon Heavy, into space, it made some headlines. But when the Falcon Heavy suddenly shot a cherry-red Tesla Roadster blasting David Bowie’s 1971 hit “Life on Mars?” into orbit, it was being called the greatest automotive PR stunt in history.

The car will now float between Earth and Mars for millions of years, and serve as reminder for current and future generations to always reach for the stars. The success of both launches also improved SpaceX and Falcon Heavy’s reputation. Falcon Heavy is now the most powerful rocket on earth, so it’s realistic to say it can launch heavy satellites and future space stations into orbit, shuttle cargo to Mars, and even transport humans to the moon. And that’s exactly what Elon Musk needs the public to think if he wants to accomplish his ambitious goals.

14. State Street Global Advisors : Fearless Girl

On the morning of International Women's Day , the world woke up to find a four-foot high statue of a girl across from the Charging Bull statue on Wall Street in New York. She is standing tall and brave, hands on her hips, in a dress and high top converse. 

Fearless Girl, as she is called, was commissioned by the investment management firm State Street Global Advisors as a part of their campaign to pressure companies to add more women to their boards. By standing up to Charging Bull , she is standing up for gender diversity on Wall Street. 

Some argue that the girl's defiance toward the bull — and male-dominated corporate boardrooms more generally — is controversial . There has been lots of pushback to the statue, but in general, this PR campaign received widespread support for the women's movement and diversity in the workplace and remains outside the New York Stock Exchange.

15. ALS Association : ALS Ice Bucket Challenge

A few years ago, videos of people dumping a bucket of ice water over their heads flooded social media, now known as the Ice Bucket Challenge . The viral sensation of 2.4 million videos was a way to raise awareness of a neurodegenerative disease called amyotrophic lateral sclerosis -- also known as ALS or Lou Gehrig's disease. The idea was to raise money for the ALS Association and research on the disease. 

The viral challenged raised more than $115 million dollars, with almost $80 million going towards research. The campaign was a massive success -- awareness and funding for ALS has skyrocketed, all thanks to millions of people giving themselves brain freeze.

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Marketing and PR Personal Statement

Sample Marketing and PR Personal Statement

My interest in public relations arose out of my early discovery of the power of words and the way they can affect people’s thoughts and feelings. As a child I wrote poetry and soon discovered the emotional and persuasive force of inventive language. This developed into experiments with journalism during my teens and a course at the Uzbek State University, The course included a module on PR, which introduced me to the subject and fired my imagination. My love of writing developed quite naturally into a passionate interest in the creation of the public image. My working career has all been in this field and I have gained considerable experience of presentation and communication. I should like to study in a British university because of the very high reputation of UK academic institutions, and I know that a degree from a UK university would open the door to many career pathways.

My work experience has mostly been in PR and advertising. At present I work for Human House Gallery, with an international reputation, the shop offers designer clothing and arts and crafts. I was employed specifically to develop the public image of the business, and given responsibility for web strategy. I redesigned the website to make it easier to use, set up a new marketing plan for the business and also established a Facebook page to send e-newsletters to customers about new products and special offers. I directed web logbooks on new collections, designing the shoot and even acting as a model myself. One of my projects was “Project 365: Journey of a Scarf”, in which each day I uploaded a picture of a model wearing a Human House scarf. Sales rose by 250%! I also set up a campaign to sell organic bags, the profits from which were used to finance tree planting at local orphanages. Earlier this year I represented the firm at a national exhibition in Almaty, and recently was responsible for the firm’s image at the Orient Expo exhibition in Moscow. I am also editor-in-chief of the Fashion Time Magazine , an online journal for which I write articles on fashion as well as managing site content and drawing material from reporters in New York, London and Buenos Aires. In 2007 I set up a blog dealing with women’s rights and ran a competition to find the best journalists on this subject. The competition received much media coverage.

All of my work in PR and image management has given me some very useful training in writing press releases and brochures as well as in researching audience needs and refining targets in the businesses I have served. My hope ultimately is to set up my own PR firm to serve the needs of small companies which usually cannot afford to employ their own PR agent. I am multi-lingual; my mother tongue is Uzbek, but I have fluent Russian and extremely proficient English, which I began studying from the age of 5. I write and speak English with ease and clarity, and much of my work in the shop is conducted in English, dealing with tourists and explaining the goods to them.

I am interested in photography, which calls for great attentiveness to subject and trains one in observation and sensitivity to mood. I also enjoy working for charity groups, and outside my working life and my studies I am also a keen swimmer. I am creative, inventive and responsive to new ideas and I am always keen to learn, reading avidly and following new subjects with real interest. I am ambitious, decisive, dependable and hard-working, and I hope you will consider my application .

We hope this Marketing and PR personal statement has proven helpful to you.

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What Is Public Relations in Marketing? Definition & Examples

Oct 19, 2023 / by Cision News Editor

In today’s digital world, information flows freely from sources all over the globe and trust is more important than ever. Our 2023  State of the Media Report  found that audience perception as a trusted news source was a top priority for journalists – and the same is true of today’s brands. The increasing importance of building and maintaining a strong reputation creates even more overlap in the roles of  public relations and marketing teams.

What Is Public Relations in Marketing?

Public relations in marketing is a company’s use of tactics and strategies that generate  brand equity , build a positive image, highlight product and service launches and updates and ultimately boost sales and revenue. Let’s take a closer look at the two parts of this term.

The definition of public relations (PR) focuses on communicating with the public to create a brand narrative and maintain a company’s reputation and visibility. PR professionals earn media coverage by:

●     Building relationships with journalists and members of the media ●     Responding to requests for information ●     Writing and distributing press releases ●     Creating and implementing social media strategies ●     Monitoring  brand mentions  and crafting responses ●      Managing crises  and negative attention ●     Evaluating and leveraging promotional opportunities ●     Organizing and attending events

Public relations is a subset of marketing that focuses on  earned media management . As a broader category, marketing includes:

●       Earned media ●      Paid media, like search engine marketing (SEM) ●      Owned media, like your website or blog ●      Email marketing ●       Content marketing

Public relations in marketing combines these two important business functions to create and share compelling stories, build relationships with your target audiences, and achieve your business goals.

Types of Public Relations

While marketing focuses on promoting products and services, the true meaning of public relations lies in reputation management. There are numerous areas of public relations that ladder up to this goal.

Media Relations

Media relations  is a big part of what PR professionals do. It involves developing relationships with contacts at media outlets who can get your message out to the public. They do this by creating  compelling press releases  and targeting them to the right journalists. It’s mutually beneficial: Journalists get information from experts about stories that are important to them, and businesses get positive media coverage. Influencers are also a key part of a modern media relations strategy. In fact, our 2023 Global Comms Report showed that 43% of communications professionals are relying on influencers more than they did last year – behind only paid and earned social media.

Community Relations

Positive media relationships can help your business be perceived well by the general public, but it’s also important to make sure you’re reaching the local community – after all, you’re a part of it. Volunteering, donating, and sponsoring local events can all help your company get involved and ensure you have a positive impact on the community. It’s also an important way to communicate your values to your stakeholders and the broader public.

Corporate Communications

Corporate communications  is the process of communicating within your organization and with other businesses in your industry. It includes things like internal and external emails, newsletters, memos, speeches from executives, employee handbooks, and other resources. It sets the tone for all your communications.

Crisis Management

While negative press certainly isn’t new, even the smallest mistake today can quickly go viral – and big mistakes can take down a business. Recent events like Southwest Airlines’  holiday flight meltdown , Starbucks’ illegal union-busting, and the entire FIFA World Cup in Qatar are just a few examples of public relations crises. PR professionals are at the front lines of crisis communications and  crisis management , monitoring and responding to social media comments, crafting responses from the C-suite, and leveraging their media relationships to amplify their responses and turn the negative into a positive.

Examples of Public Relations in Marketing

Within each type of public relations, there are various strategies that overlap with marketing, including:

Events are often considered to be both public relations and marketing. PR and marketing professionals may attend events, hosting the booth and interacting with potential customers. The overall goal is to maintain a positive relationship with the community and industry, but the desired outcomes are different: public relations will focus on promoting the brand as a whole and creating media buzz, while marketing will be interested in generating leads and making sales.

Press Releases

Press releases  are often thought of as the domain of public relations alone, and this is sometimes the case, especially when they’re used to announce events, changes in management, or other company news. But they’re also a great example of public relations in marketing because they can have a huge effect on sales when they’re used to promote products or services. A press release announcing a long-awaited product update or the launch of a new line of products can instantly boost demand.

On the other hand, blogs are often thought of as the domain of marketing alone. They’re a big part of a company’s search engine optimization (SEO) strategy, and are often promoted on social media channels, which are both part of a good marketing strategy. But blogs also often address customer concerns, provide tips on how to use a product, showcase expertise, and share information about a company – all of which overlap with public relations.

Social Media

Social media is a perfect example of both public relations and marketing, because it is typically part of any successful communications strategy. Both your PR and marketing teams might create and publish social media posts, depending on the content. That would fall in the realm of your owned media. The marketing team might run social media ads or influencer campaigns, which are paid media. And the PR team might leverage  social media monitoring  so they can be aware of and respond to any important events, garnering  earned media .

Public Relations and Marketing: Better Together

Public relations and marketing together have more of an impact than either one of them alone. Today’s media landscape is saturated with marketing. Not only are customers becoming more savvy to traditional tactics, it’s harder to cut through the noise. Plus, customers today care more about companies being ethical, inclusive, and eco-friendly than ever before.

This new landscape means companies need to take a new, integrated approach to marketing – one that includes public relations. By using innovative PR tactics that earn positive media attention (and mitigate negative attention), companies can communicate about not only their products and services, but about their values. Public relations in marketing creates a new, deeper connection with customers.

Benefits of Public Relations for Marketing

Public relations and marketing go hand in hand. The PR aspect of a company’s marketing strategy can provide plenty of benefits that impact sales, like:

●       Building credibility ●       Earning customer trust and loyalty ●       Boosting brand awareness and brand image ●       Reaching new audiences

Public relations also boosts your marketing efforts. For example, public relations might boost overall awareness and ensure your customers have a positive impression of your brand, so that when they see a paid advertisement, they’re more likely to click on it. Or, a PR response to negative press might prevent your sales from plummeting. In short, PR “sets the stage” for how a customer will respond to your marketing.

Getting Started with Public Relations in Marketing

A smart strategy that combines public relations and marketing can be a clear winner for your brand. Find out how Cision can help you craft a public relations strategy that works perfectly in sync with your marketing efforts. Schedule time to  speak to a Cision expert   today to get started.

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Articles written by the Cision team.

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What Is Public Relations (PR)?

• Understanding PR
• PR vs. Other Departments
• Working in PR
• PR in Practice

The Bottom Line

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Public Relations (PR): Meaning, Types, and Practical Examples

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Jake Shi / Investopedia

Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. Its primary goals are to disseminate important company news or events, maintain a brand image , and put a positive spin on negative events to minimize their fallout.

PR may occur in the form of a company press release , news conference , interviews with journalists, social media posting, or other venues.

Every individual or entity operating in the public eye faces the spread of information about them or their practices to the public. While public relations is an industry unto itself, any attempt to portray oneself in a certain way to others can be considered a form of public relations.

Key Takeaways

• Public relations (PR) refers to managing how others see and feel about a person, brand, or company.
• PR for corporations, notably publicly traded companies, focuses on maintaining a positive corporate image while handling media requests and shareholder inquiries.
• PR is especially important to defray public or investor outcry following negative news announcements.
• PR is different from advertising or marketing, as it’s often meant to look organic and may not necessarily try to promote a product or service.
• Public relations can be used to mitigate negative events, though history has shown PR may cause problems to become worse.

Understanding Public Relations (PR)

Although not inherent in the definition, PR is often thought of as “spin,” with the goal being to present the person, company, or brand in the best light possible. PR differs from advertising in that PR attempts to represent the image of a person or brand in ways that will appear organic, such as generating good press from independent sources and recommending business decisions that will incur public support.

Loosely defined until the mid-20th century, PR is one of the fastest-growing industries in the United States. It is essential to any company’s success, especially when shares in the company are publicly traded and the value of a share depends on the public’s confidence in a company or brand.

In addition to handling media requests, information queries, and shareholder concerns, PR personnel are frequently responsible for crafting and maintaining the corporation’s image. Occasionally, PR professionals engage in negative PR or willful attempts to discredit a rival brand or company, although such practices are not in keeping with the industry’s code of ethics .

Types of Public Relations

Public relations is often divided into different agencies or departments. Each department is specifically suited to handle a specific aspect below:

• Media relations is the emphasis of forging a strong relationship with public media organizations. A media relations team often works directly with external media by directly delivering them company news, providing validated-content sources, and being accessible for public comment on other news stories.
• Production relations is closely related to the direct operations of a company. This department supports broad marketing plans and is often related to specific, one-time endeavors such as the launch of a new product, a special campaign, or management of a major product change.
• Investor relations is the oversight of the relationship between the company and its investors . This aspect of public relations handles investor events, oversees communication of the release of financial reports, and handles investor complaints.
• Internal relations is the public relations branch between a company and its employees. Internal relations pertain to counseling employees, ensuring all workers are satisfied with their working conditions, and mediating issues internally to avoid public disclosure of dissatisfaction.
• Government relations is the connection between a company and related governing bodies. Some public relations departments want to forge a strong relationship to provide feedback to politicians, sway decision makers to act in specific ways, and ensure fair treatment of the company’s clients.
• Community relations is public relations focused on brand and reputation within a specific community. The community could be physical (i.e., a specific city) or nonphysical (i.e., the dog-owner community). This branch of public relations keys in on the social niche of the community to align itself with its members.
• Customer relations is the bridge that connects the company and its customers . Public relations often involves handling key relationships, conducting market research, understanding the priorities of its customers, and addressing major concerns.

Many public companies have a separate  investor relations (IR) department for dealing with communications to shareholders and analysts.

Public Relations vs. Other Departments

Public relations may overlap or be confused with other similar departments. Here’s an overview of how PR may or may not relate to marketing, advertising, or communications.

Public Relations vs. Marketing

Marketing is sometimes more squarely focused on driving sales, promoting products or services, and ensuring financial success. Meanwhile, public relations is sometimes more focused on managing the reputation of a company or brand.

Both departments may embark on very similar types of activities. For instance, both may interact with customers to garner feedback. From a more direct marketing lens, this information is used to better understand sales trends , product demands, and ways to generate more sales. From a more direct public relations lens, this information is used to understand customer satisfaction, ensure customers are happy, and make sure any dissatisfaction is managed quickly.

Public Relations vs. Advertising

Advertising is the act of garnering public attention, often through the use of various types of media. A company may want to advertise to promote a product, announce expansion into a new market for a growth company , or reveal pricing changes.

While advertising is the intentional act of trying to be in the spotlight, public relations is a more strategic and thoughtful approach about how a company should be interacting with internal and external stakeholders . Sometimes, it may be in the company’s best interest to “lay low” and strengthen its relationship with the public by not being front and center.

Public Relations vs. Communications

Public relations and communications are heavily intertwined. Both involve portraying information outwardly in hopes of creating a brand, image, or relationship that fosters value. Communications may be a separate department within a company solely responsible for written or verbal comments issued internally or externally.

One potential difference between public relations and communications is the exchange of information. Sometimes, public relations is a one-way channel that imposes information in an attempt to have a more favorable public image. Communications may be more rooted in the two-way functionality of receiving feedback and making changes based on information collected. In general, most companies will see overlap between public relations and communications.

There are many titles and roles that an individual working in public relations can hold. As of June 2024, individuals working as publicists in the United States reported average total compensation of $76,000.

Working in Public Relations

A career in public relations has no defined career path. An individual can obtain a degree in a number of different fields such as public relations, communications, marketing, journalism, broadcasting, or political science.

Professionals in PR must have soft skills , including strong written and oral communication skills, the ability to solve problems, and the ability to think critically and creatively.

A career in public relations can take many different turns. Some aspects of public relations emphasize digital media; potential careers include content creators, social media managers, or digital artists. Individuals can specialize in an industry (i.e., finance ) to emphasize working between a company and its investors. Individuals interested in working for nonprofit organizations may find that the branch of fundraising overlaps many aspects of public relations.

Public Relations in Practice

PR also involves managing a company’s reputation in the eyes of its customers. In a 2012 PR crisis, restaurant chain Chick-fil-A was forced to issue emergency statements with respect to its stance on same-sex marriage after a Chick-fil-A executive publicly came out against marriage equality. The statement stressed the company's “biblically-based principles” and its belief in treating “every person with honor, dignity, and respect.” It was an example of how companies must exercise good PR. Most major companies have a PR department or utilize the services of an outside firm.

A company often has multiple publics to impress. Internally, a company will want to present itself as competently operated to its investors and biggest shareholders, which can involve arranging product demonstrations or other events directed toward shareholders . 

In response to the 2010 oil spill in the Gulf of Mexico, BP issued a public statement outlining its course of action. Some felt the response missed its mark, a stark reminder of how public relations may sometimes make matters worse.

Externally, a company that sells a good or service directly to consumers will want to present a public image that will encourage genuine, lasting brand support, which extends beyond the somewhat knowingly specious goals of advertising.

This can involve reassuring customers during a crisis, such as when Target ( TGT ) offered an $18.5 million settlement to its customers following a 2013 credit card hack, in an attempt to restore good faith or the promotion of a lifestyle that would make the company’s product or service attractive. The company also generates PR to attract investors. In this respect, good PR is especially important for startups or rapidly expanding companies.

What Is the Primary Role of Public Relations?

Public relations often boils down to maintaining the image of a company, individual, or brand. Public relations creates media, connects with external media, crafts public opinion, and ensures customers have a positive disposition toward the company’s brand.

What Skills Do You Need for PR?

Public relations specialists often have strong communication skills. Their role is to absorb information, process how it may impact a company’s image, and determine how to externally communicate to shift this image. Public relations specialists often forge relationships with many different types of people, including key customers, government officials, and external media.

Why Is Public Relations Important?

Customers make decisions for a number of reasons. One is the relationship they feel they have with a company. If a company has a negative image or is ensnarled in a controversial public issue, a customer may no longer feel as connected with the brand, image, and product. Public relations often manages this brand and ensures that customers, employees, investors, and other external parties have a positive disposition to continue involvement with the company.

Who Uses Public Relations?

Public relations is useful for any party that wants to have a positive public imagine. Most often, corporations and publicly traded companies will embark on public relations. A company may have a different public relations team or public relations strategy for specific brands or products. Also, individuals such as celebrities or high-net-worth individuals (HNWIs) may have private public relations teams. These teams are used to maintain a positive public image as well as handle media requests.

Public relations (PR) is the techniques and strategies for managing how information about an individual or company is disseminated to the public and media. The goals are to disseminate important company news or events, maintain a brand image, and put a positive spin on negative events to minimize their fallout.

U.S. Bureau of Labor Statistics. “ Public Relations Specialists .”

Glassdoor. “ Publicist Salaries .”

Chick-fil-A, via Wayback Machine. “ Chick-fil-A Response to Recent Controversy .”

BP. “ BP Initiates Response to Gulf of Mexico Oil Spill .”

State of California Department of Justice, Office of the Attorney General. “ Attorney General Becerra: Target Settles Record $18.5 Million Credit Card Data Breach Case .”

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Personal Statement:Media and Public Relations 1

Media and Public Relations Personal Statement

I have always had a general interest in Media Studies, through the magazines which I read, the news which I have heard, all influence the way we live in society now, and in the future without directly knowing it.

When I first became a media studies student at GCSE and started leaning why they used certain techniques and the tricks of the trade, I become more inspired by the subject and more intrigued by the media.

Becoming a media degree student, would allow me to improve the skills which I already have like analysing pieces of media whether it is films or magazines, applying theories to the media, by looking at the representation of stereotypes within the media, and production of media itself. Also it will allow me to enhance my interest in the subject. Furthermore it will also allow me to expand my current knowledge by learning new theories and allowing me to put them into practise in both practical work and class work.

Each aspect of media interests me, especially production of products in both AS and A2, I have had to produce my own production for example at AS we had to produce a magazine which was aimed at a teenage audience, and I produced an ice hockey magazine because this is my main interest out of college. For my practical coursework I got a grade A. At A2 we are producing a CD promotion which we are currently starting production work on. In both GCSE and A level I have studies many aspects of media, and my favourite areas would include print production and looking at now different companies within the media have expanded. I also enjoy the aspect of how films are produced and the techniques used.

Along with Media studies, I am studying photography and ICT, which will both combine well with media studies both at the moment and in the long run. Also it will help with visual and technical skills used. I have learnt new skills in photography like how to analyse my own photography, how to take pictures, whilst thinking about the composition of the image, and how to develop image in the darkroom and how to develop my own film.

My outside interests span widely, I enjoy listening to music of any genre and will listen to most tracks. I have a particular passion for indie music. My favourite interest is watching Sheffield Steelers ice hockey team; I attend matches both home and away, travelling up and down to country to watch matches with both my family and friends. I also enjoy going to Sheffield United football matches and find both sports thoroughly entertaining and exciting, leaving me looking forward to the next game. I love to read whether it be autobiographies or non fiction books. Photography is another passion of mine, as it allows me to express myself in a positive and creative manner through taking pictures of where ever I am, and adding effects to them either on the computer or the camera itself.

Media is such a huge part of both my academic and social life, and I feel I would gain a lot from this courses it would help me with my career ambitions in the world of the media.

Universities Applied to:

• Sheffield Hallam - Offer Firm

General Comments:

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14.4 Public Relations and Its Role in the Promotion Mix

Learning outcomes.

By the end of this section, you will be able to:

• 1 Define public relations and discuss its role in the promotion mix.
• 2 List and describe the tools of public relations.

Public Relations Defined

With today’s ever-changing media landscape, maintaining a positive image with the public is of utmost importance. This is where public relations becomes an important tool in the promotion mix. Public relations is about creating and maintaining a favorable public image. Unlike other tools in the promotion mix, public relations is not paid for; it is earned media. The result of public relations is called publicity .

There are two sides to public relations. The first is considered the “fun” side, where marketers get to share stories of all the great things an organization is doing. This helps to promote the brand’s image in a positive, feel-good way. The other side of public relations is damage control. This is when something negative happens within an organization and marketers must perform crisis communication—that is, addressing issues that could negatively impact the reputation of a brand. Consider in 2017, amid the height of Black Lives Matter protests, when PepsiCo aired a commercial featuring Kendall Jenner calming an angry crowd by simply handing a police officer a can of Pepsi. 12 Activists slammed Pepsi for trivializing such an important issue. Originally, Pepsi released a statement supporting its advertisement, but public backlash soon changed that position, and the company issued an apology, saying it had “missed the mark” with its intentions.

Careers In Marketing

Public relations.

A public relations professional is someone who shares information on behalf of a company. There are various types of public relation jobs, and knowing the types of skills you should have to get the job is important. Read this article to learn about the various types of jobs and the necessary skills needed.

Read this article from Harvard Business Review to gain insight into whether a job in public relations is right for you. And learn from this expert guide on how to get a job in public relations . Want to learn about what a day looks like for a public relations professional? Check out this video from a public relations professional about what a day in the life of a real-world public relations professional looks like.

The Role of Public Relations in the Promotion Mix

In many organizations, public relations has been an afterthought or a sidebar to marketing, something used only when a crisis has occurred. However, public relations is more important than ever as the public seeks brands that have values aligned with their own and are not hesitant to boycott those who don’t. In fact, according to a 2017 survey, 86 percent of consumers say that authenticity is a key factor when deciding which companies and brands they will support. 13 For example, in the past several years, the public has become more aware and vocal about the use of Photoshop in advertisements. In fact, many celebrities have spoken out about their own photos being Photoshopped in media and the unauthenticity it translates to the public. Similarly, companies such as CVS , Dove , and Target have stopped—or limited—the use of model editing to challenge unrealistic beauty standards.

The Tools of Public Relations

In an age of information access and sharing, companies can no longer afford to hide behind their mistakes, nor can they afford to miss opportunities to boast about their good deeds. Marketers need to be keenly aware of how the organization’s image is portrayed publicly—to all interested parties. There are several tools that marketers should use to positively impact this image. While the goal of public relations and publicity is to promote positive images to the public, marketers must use public relations to minimize the impact of negative publicity as well.

Consider CNN ’s Blackfish , which aired in 2013. The documentary shed light on the consequences of keeping orcas in captivity, forcing them to perform for sightseers at sea parks. It takes a deep dive into the lives of these captive marine mammals and how sometimes such animals can be deadly, as was witnessed at SeaWorld in 2014. 14 The results of the negative publicity created by the documentary caused SeaWorld’s park attendance, as well as its market value, to drop. 15

Link to Learning

Examples of bad publicity.

Watch the Blackfish official trailer and see for yourself the message behind this documentary, and read here about the impact this negative publicity had on SeaWorld.

You can find numerous examples of bad publicity on the Internet. Check out this article that identifies many from companies such as Easy Jet , Tinder , and Tesla .

Press Relations

Press relations entails establishing and maintaining positive relationships with those in the media, such as newspapers and television. Press relations are controlled internally by the marketing team and often include the marketer sending press releases and other stories that help to maintain a positive image of the brand. Although press relations are controlled internally, it is up to the media whether the stories will be disseminated to the public. Consider your local news station that covers a story of a local bakery raising money for charity. The bakery owner or marketer has most likely sent the news station a press release of the upcoming event. The local news station will decide if it will or will not cover the story in its newscast. The more positive relationships the bakery team has with the local news station, the more likely it is to receive media coverage.

Public Affairs

Another important tool of public relations is public affairs —efforts to influence public policy and engage with public officials and trade associations. Public affairs often align with noncorporate entities, such as nonprofits and government agencies. However, for-profit organizations are becoming more and more involved in public affairs. Organizational leaders and marketers often share their economic impact with legislators to help policy makers amend or set new policies. For example, when Walmart plans to open a new store, the executives often reach out to local legislators to explain the goodwill and positive impact on the local economy. They continue conversations with local politicians to show they are “good citizens” of the community and help to impact local (as well as state and federal) legislation. 16

Very similar to public affairs, lobbying involves the intention of influencing public policy and law. Lobbying is a way for companies to influence legislation in their favor. Lobbying is a large part of the political system in the United States, and many companies and industry associations contribute massive amounts of money to influence politicians. Lobbying has come under a lot of scrutiny over the years as companies continue to grow and have larger resources to influence laws and legislation in their favor as opposed to favoring the individual or the greater society. 17

For example, in 2020, the National Association of Realtors was the top lobbying association in the United States, followed by the US Chamber of Commerce , Pharmaceutical Research and Manufacturers of America , and the American Hospital Association . Together, these associations spent over $200 million lobbying to impact local, state, and federal legislation. 18

Organizations are increasingly sponsoring or hosting special events to show support for various causes. Such events are also a way to showcase the company, products/services, and/or brands to the public. Often, companies use special events to show the public that their values and ideals are part of their business model. For example, Kroger has sponsored and volunteered for the Susan G. Komen Central Indiana Race for a Cure for many years. With one of its division offices located in Indianapolis, Indiana, the company has been covered by media for its involvement in the local chapter of the Breast Cancer Foundation . 19 The events not only provide a much-needed community service but also generate positive publicity for the company.

Digital Media/Social Media Marketing

Social and digital media have become important tools for marketing managers, and the use of these platforms is advantageous in public relations as much as in advertising. The biggest advantages to using digital tools in public relations and publicity is that they can reach a larger audience in a short time, are fairly inexpensive in comparison to other mediums, and allow for real-time communication.

The San Francisco Batkid took social media by storm when the campaign was rolled out by Make-A-Wish Foundation . A boy fighting leukemia wished to be Batman, and the campaign went viral with the hashtag #SFBatman. People everywhere took time to volunteer and take part in the boy’s dream.

Check the #SFBatkid Twitter hashtag here to see the Batkid’s journey, watch the trailer to a movie telling his story, and watch a video showcasing the public relations campaign.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

• Public relations
• Advertising
• Television advertisements
• Web page advertisements
• Press relations
• Public affairs

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Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

• Authors: Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
• Publisher/website: OpenStax
• Book title: Principles of Marketing
• Publication date: Jan 25, 2023
• Location: Houston, Texas
• Book URL: https://openstax.org/books/principles-marketing/pages/1-unit-introduction
• Section URL: https://openstax.org/books/principles-marketing/pages/14-4-public-relations-and-its-role-in-the-promotion-mix

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Stanford Ph.D. Communication

One of the most poignant history lessons I have ever learned was taught to me outside of the classroom on a crowded carpeted floor with other black members of Swarthmore College’s student body. The lights dimmed and the pioneering African-­‐American historian, John Hope Franklin, lectured to us through the medium of a film made more than two decades ago. I listened, fascinated, as he explained how Europe had first appropriated Christianity, the radical religion of North Africa and much of the Arab world. As Christianity took root in Italy through its newly converted emperor, painters and sculptors by edict, as well as by choice, began to depict Biblical stories through what would become masterpieces  of European art. In one of the world’s greatest public relations campaigns, the image of God was anthropomorphized into the person of Christ rather than the message of Jesus of Nazareth.  And Jesus, who must have resembled the bronzed and brunette mestizo of the Palestinian region, instead became a light skinned European. The center of Christianity became Rome, and Christianity began a journey that transformed it from the marginalized religion of the oppressed to the religion of conquerors and imperialists. The use of manipulated images changed the course of history. So effective was this campaign that many Christians today, regardless of ethnic background or nationality, have difficulty picturing God as anything other than a man with pale skin and long, wavy hair.  

This example clearly reveals that the power of history lies with who tells it, or in other words, the wielders of communication.  Franklin’s use of film conveyed an even clearer message – that not only can one study the function of communication  in society, but one can also use its mediums to propagate formal thought and education regarding society’s development.  His piece exemplifies the way in which the academic world provides scholars with space to reflect critically on areas of interest while producing meaningful works that both shape and depict history. This powerful insight led to my decision to pursue a Ph.D. degree in Communication  at Stanford University, a program that provides its students with extensive research skills to examine the media’s influence in contemporary  society. A Ph.D. will allow me to become a scholar-­‐journalist, not only engaging viewers, but actively evaluating my work’s effects and influence—I want to tell a story and understand its impact at the same time.  

The way that stories are told, repeated, modified, and accepted or rejected has always intrigued me. As a 3 rd grader, I led a one-­‐girl petition to replace my elementary school’s old and suspiciously abbreviated history books. In high school, I wrote and directed a play that the principal ultimately censored because she feared its message would trigger a riot among the members of our racially stratified student body. When a group of white students came in blackface to a Halloween party at my putatively liberal college, I captured students’ voices on film and produced a script that depicted the outpouring of 

emotions and frustration from a variety of perspectives. While pursuing my self-­‐designed major in Social Justice, I grew to value the empowering influence of images, words, and even songs in accelerating the progress of social change worldwide, as evidenced in the U.S. Modern Civil Rights Movement and the anti-­‐apartheid struggle in South Africa. In my work as a journalist in public television, I have helped produce news stories that narrate the lives of the poor and disenfranchised.  And I have learned to appreciate the power that communication  has in shaping identity and altering human behavior.   

My academic pursuits have pushed me beyond the confines of my own knowledge and provided me with a framework within which I explore these insights and the effects of communication  in contemporary  society. I can now connect the influence of the media to Antonio Gramsci’s idea that hegemony is not just domination, but the governance of the many by the few with both coercion and consent. My studies have led me to discern the exploitative, revisionist, and consumerist aspects of the entertainment  media and its impact on people’s actions. Today, I find myself struggling with the need for national guidelines in media and the importance of self-­‐policing in a society where information should be free and accessible.  

My senior thesis in college, an ethnography of a small Newark, NJ Protestant congregation,  showed me the centrality of communication  within the Black Church and the church’s institutional impact on its surrounding community. This place of worship sits in the center of a troubled, struggling city where 

its core issues often are marginalized or overlooked by the news media. The media, instead, excessively reports on polarizing faith controversies such as 

sexuality and war, forcing the church to walk a careful line of involvement and outreach. My eyes were opened further to the world of media and politics around me and I began to ask more questions: Where did the line of media and politics blend? In what way did each segment of media— entertainment,  news, mainstream, alternative, documentary—create and generate a nation’s culture and interests, and in what ways did it simply reflect them? 

Currently, I work as a journalist for the Public Broadcasting System’s Emmy Award-­‐winning television show “NOW.” My experience at NOW has given 

me opportunities  to ask questions and expose truths that often are obscured or denied, a skill that I believe will be critical to my work as a scholar. Most recently, I was able to propose and help produce a show about voter disenfranchisement efforts surrounding the latest midterm elections. My time in television has encouraged me to examine the ways that historical events are used in contemporary  entertainment  media to not only reinvent history, but also play out modern conflicts regarding various social issues. For example, I am interested especially in the remakes of films that were incendiary social commentaries  for their time, like “Guess Who’s Coming to Dinner” or “The Stepford Wives.” Do their re-­‐articulations attack the political, moral, and ethical intent of the originals? Does contemporary entertainment media attempt to reconstruct history and how does that inform us?  

As I pursue my Ph.D., I will gain the tools to explore these questions and others building upon skills I have already acquired. My undergraduate  major was both self-­‐designed and interdisciplinary,  so I have no doubt that I am prepared for self-­‐directed and multi-­‐faceted study. As a teacher, I created lessons and engaged elementary students in various subjects; it was a position I immensely respected and a role I hope to resume in a university setting. Having already gone through the process of a lengthy research project, I am confident that with support and guidance I will study and write a dissertation that adds to the scholarly field. My interests are complementary  to the areas of focus in your Communication  program, and I look forward to working with the outstanding members of your faculty. Of particular interest to me is the work of Dr. Jon Krosnick, who studies how the presentation of information affects choice and behavior, and Dr. Marcyliena Morgan, who examines the diverse uses of language among people of African descent; their mentorship and research will greatly influence my own. I am ready to participate in and contribute to the process of social change through my work as a professor and scholar. I aspire to teach, write, and produce works that comment critically on the strengths, weaknesses, and hidden truths of our society. There is no better place to begin this tremendous task than in your program, and I hope for the opportunity to do so.  

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The power of a personal mission statement, and other lessons from a recent graduate

By Joel Burt-Miller, MPH ’23

June 3, 2024 — I am about to begin an exciting new chapter of my career as one of 10 new residents in the U.S. pursuing dual training in family medicine and psychiatry. Reflecting on how I got to this point, I have learned some important lessons. I’ve laid them out here in the hopes they might resonate with others seeking to define their paths.

Define your life’s mission

My introduction to the field of public health came as a freshman at Brandeis University, in a course on inequities in health care and health outcomes. It ignited a flame in me and led me to define a clear mission for my life: I would advocate for the inequitably resourced, both locally and globally. I would serve and heal both individuals and communities. I would focus not just on treating disease, but on supporting a holistically healthy life.

My journey from that point took many twists and turns, but throughout, I held tight to that mission statement. It helped me evaluate each opportunity with clarity and purpose.

Be open to new interests

When I entered medical school at the University of South Carolina School of Medicine Greenville, I planned to go into primary care. Then came the COVID-19 pandemic, which also exposed an ongoing mental health crisis. I became invested in finding a solution. I designed a research study based on the South African philosophy of Ubuntu that used small groups, called Ubuntu groups , to effectively address the social isolation and burnout experienced within my learning community while promoting a sense of belonging. That project sparked my interest in psychiatry. Yet, I remained committed to preventive medicine as well.

Was it possible to accommodate my interest in both fields of medicine? Through a quick Google search, sure enough, I found five residency programs combining family medicine and psychiatry.

Seek mentors (even when it’s daunting!)

The existence of these programs was promising — but I wanted to know more. With piqued curiosity, I entered the same search terms, “family medicine and psychiatry,” on LinkedIn. To my delight, someone popped up: Rohit Abraham. His bio described him as a ‘Combined Psychiatry & Family Medicine Resident at Boston Medical Center.’

I decided to take a leap of faith. Though I’d never met Rohit, I sent him a message. I hoped he would be kind enough to respond but was also prepared for a reality where he would not. A few hours later, he replied, and we scheduled a time to speak over Zoom.

In our conversation, I gained much more than knowledge of his career path in medicine. Though I didn’t know it at the time, I gained a lifelong mentor.

Don’t be afraid to take detours

In our initial conversation, Rohit explained why he saw his combined residency as an ideal pathway: He was training to provide comprehensive primary care that would let him address both the physical and the mental health needs of urban underserved populations, with an intersectional focus on substance use disorders.

Reviewing his bio on LinkedIn, I noticed that during medical school, Rohit had pursued an MPH in health policy at Harvard T.H. Chan School of Public Health as a Zuckerman Fellow. When I asked him about the program, he explained that he wanted to address health disparities at both the clinical and policy levels. He expected the dual MD and MPH degrees would help him do that. His goal sounded so much like my own life’s mission. I was inspired.

In just one conversation, my new mentor had opened the door to a possibility I had not dreamed of before.

I applied to the Zuckerman Fellowship program and gained acceptance, prompting me to take a year away from medical school to pursue an MPH.

The degree program exposed me to many new experiences. In my practicum, I worked with MassHealth to disseminate state funding to local communities to expand mental health services. A Harvard case study also introduced me to Boston Medical Center’s model of care, which aims to provide consistently excellent and accessible health services to all in need, regardless of status or ability to pay.

With each new experience, I was able to better articulate how I could achieve my life’s mission.

Keep looking for new lessons

I returned to medical school for my final year shortly after receiving my MPH. And just a few months ago, I learned that I matched at my first-choice residency program at Boston Medical Center — following in Rohit’s footsteps.

As I reflect on my path, I can see how much it helped me to define my life’s mission clearly — and then to keep myself open to considering different ways to achieve it. I can also see how important it was to take a few leaps of faith along the way, including reaching out to a stranger I hoped might be able to give me some guidance.

I’m thrilled to launch into this new stage of my career. I know I’ll learn many new life lessons along the way, so long as I keep myself open to the power of possibilities.

Joel F. Burt-Miller is a resident in the combined family medicine and psychiatry program at Boston Medical Center. He holds an MPH in health policy from Harvard T.H. Chan School of Public Health, an MD from the University of South Carolina School of Medicine Greenville, an MS in biomedical sciences from Duke University, and was a 2022-2023 Zuckerman Fellow at Harvard.

Photo: Kent Dayton

Introducing Apple Intelligence, the personal intelligence system that puts powerful generative models at the core of iPhone, iPad, and Mac

New Capabilities for Understanding and Creating Language

Image Playground Makes Communication and Self‑Expression Even More Fun

Genmoji Creation to Fit Any Moment

New Features in Photos Give Users More Control

Siri Enters a New Era

A New Standard for Privacy in AI

ChatGPT Gets Integrated Across Apple Platforms

Text of this article

June 10, 2024

PRESS RELEASE

Setting a new standard for privacy in AI, Apple Intelligence understands personal context to deliver intelligence that is helpful and relevant

CUPERTINO, CALIFORNIA Apple today introduced Apple Intelligence , the personal intelligence system for iPhone, iPad, and Mac that combines the power of generative models with personal context to deliver intelligence that’s incredibly useful and relevant. Apple Intelligence is deeply integrated into iOS 18, iPadOS 18, and macOS Sequoia. It harnesses the power of Apple silicon to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks. With Private Cloud Compute, Apple sets a new standard for privacy in AI, with the ability to flex and scale computational capacity between on-device processing and larger, server-based models that run on dedicated Apple silicon servers.

“We’re thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products — and what our products can do for our users,” said Tim Cook, Apple’s CEO. “Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. And it can access that information in a completely private and secure way to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”

Apple Intelligence unlocks new ways for users to enhance their writing and communicate more effectively. With brand-new systemwide Writing Tools built into iOS 18, iPadOS 18, and macOS Sequoia, users can rewrite, proofread, and summarize text nearly everywhere they write, including Mail, Notes, Pages, and third-party apps.

Whether tidying up class notes, ensuring a blog post reads just right, or making sure an email is perfectly crafted, Writing Tools help users feel more confident in their writing. With Rewrite, Apple Intelligence allows users to choose from different versions of what they have written, adjusting the tone to suit the audience and task at hand. From finessing a cover letter, to adding humor and creativity to a party invitation, Rewrite helps deliver the right words to meet the occasion. Proofread checks grammar, word choice, and sentence structure while also suggesting edits — along with explanations of the edits — that users can review or quickly accept. With Summarize, users can select text and have it recapped in the form of a digestible paragraph, bulleted key points, a table, or a list.

In Mail, staying on top of emails has never been easier. With Priority Messages, a new section at the top of the inbox shows the most urgent emails, like a same-day dinner invitation or boarding pass. Across a user’s inbox, instead of previewing the first few lines of each email, they can see summaries without needing to open a message. For long threads, users can view pertinent details with just a tap. Smart Reply provides suggestions for a quick response, and will identify questions in an email to ensure everything is answered.

Deep understanding of language also extends to Notifications. Priority Notifications appear at the top of the stack to surface what’s most important, and summaries help users scan long or stacked notifications to show key details right on the Lock Screen, such as when a group chat is particularly active. And to help users stay present in what they’re doing, Reduce Interruptions is a new Focus that surfaces only the notifications that might need immediate attention, like a text about an early pickup from daycare.

In the Notes and Phone apps, users can now record, transcribe, and summarize audio. When a recording is initiated while on a call, participants are automatically notified, and once the call ends, Apple Intelligence generates a summary to help recall key points.

Apple Intelligence powers exciting image creation capabilities to help users communicate and express themselves in new ways. With Image Playground, users can create fun images in seconds, choosing from three styles: Animation, Illustration, or Sketch. Image Playground is easy to use and built right into apps including Messages. It’s also available in a dedicated app, perfect for experimenting with different concepts and styles. All images are created on device, giving users the freedom to experiment with as many images as they want.

With Image Playground, users can choose from a range of concepts from categories like themes, costumes, accessories, and places; type a description to define an image; choose someone from their personal photo library to include in their image; and pick their favorite style.

With the Image Playground experience in Messages, users can quickly create fun images for their friends, and even see personalized suggested concepts related to their conversations. For example, if a user is messaging a group about going hiking, they’ll see suggested concepts related to their friends, their destination, and their activity, making image creation even faster and more relevant.

In Notes, users can access Image Playground through the new Image Wand in the Apple Pencil tool palette, making notes more visually engaging. Rough sketches can be turned into delightful images, and users can even select empty space to create an image using context from the surrounding area. Image Playground is also available in apps like Keynote, Freeform, and Pages, as well as in third-party apps that adopt the new Image Playground API.

Taking emoji to an entirely new level, users can create an original Genmoji to express themselves. By simply typing a description, their Genmoji appears, along with additional options. Users can even create Genmoji of friends and family based on their photos. Just like emoji, Genmoji can be added inline to messages, or shared as a sticker or reaction in a Tapback.

Searching for photos and videos becomes even more convenient with Apple Intelligence. Natural language can be used to search for specific photos, such as “Maya skateboarding in a tie-dye shirt,” or “Katie with stickers on her face.” Search in videos also becomes more powerful with the ability to find specific moments in clips so users can go right to the relevant segment. Additionally, the new Clean Up tool can identify and remove distracting objects in the background of a photo — without accidentally altering the subject.

With Memories, users can create the story they want to see by simply typing a description. Using language and image understanding, Apple Intelligence will pick out the best photos and videos based on the description, craft a storyline with chapters based on themes identified from the photos, and arrange them into a movie with its own narrative arc. Users will even get song suggestions to match their memory from Apple Music. As with all Apple Intelligence features, user photos and videos are kept private on device and are not shared with Apple or anyone else.

Powered by Apple Intelligence, Siri becomes more deeply integrated into the system experience. With richer language-understanding capabilities, Siri is more natural, more contextually relevant, and more personal, with the ability to simplify and accelerate everyday tasks. It can follow along if users stumble over words and maintain context from one request to the next. Additionally, users can type to Siri, and switch between text and voice to communicate with Siri in whatever way feels right for the moment. Siri also has a brand-new design with an elegant glowing light that wraps around the edge of the screen when Siri is active.

Siri can now give users device support everywhere they go, and answer thousands of questions about how to do something on iPhone, iPad, and Mac. Users can learn everything from how to schedule an email in the Mail app, to how to switch from Light to Dark Mode.

With onscreen awareness, Siri will be able to understand and take action with users’ content in more apps over time. For example, if a friend texts a user their new address in Messages, the receiver can say, “Add this address to his contact card.”

With Apple Intelligence, Siri will be able to take hundreds of new actions in and across Apple and third-party apps. For example, a user could say, “Bring up that article about cicadas from my Reading List,” or “Send the photos from the barbecue on Saturday to Malia,” and Siri will take care of it.

Siri will be able to deliver intelligence that’s tailored to the user and their on-device information. For example, a user can say, “Play that podcast that Jamie recommended,” and Siri will locate and play the episode, without the user having to remember whether it was mentioned in a text or an email. Or they could ask, “When is Mom’s flight landing?” and Siri will find the flight details and cross-reference them with real-time flight tracking to give an arrival time.

To be truly helpful, Apple Intelligence relies on understanding deep personal context while also protecting user privacy. A cornerstone of Apple Intelligence is on-device processing, and many of the models that power it run entirely on device. To run more complex requests that require more processing power, Private Cloud Compute extends the privacy and security of Apple devices into the cloud to unlock even more intelligence.

With Private Cloud Compute, Apple Intelligence can flex and scale its computational capacity and draw on larger, server-based models for more complex requests. These models run on servers powered by Apple silicon, providing a foundation that allows Apple to ensure that data is never retained or exposed.

Independent experts can inspect the code that runs on Apple silicon servers to verify privacy, and Private Cloud Compute cryptographically ensures that iPhone, iPad, and Mac do not talk to a server unless its software has been publicly logged for inspection. Apple Intelligence with Private Cloud Compute sets a new standard for privacy in AI, unlocking intelligence users can trust.

Apple is integrating ChatGPT access into experiences within iOS 18, iPadOS 18, and macOS Sequoia, allowing users to access its expertise — as well as its image- and document-understanding capabilities — without needing to jump between tools.

Siri can tap into ChatGPT’s expertise when helpful. Users are asked before any questions are sent to ChatGPT, along with any documents or photos, and Siri then presents the answer directly.

Additionally, ChatGPT will be available in Apple’s systemwide Writing Tools, which help users generate content for anything they are writing about. With Compose, users can also access ChatGPT image tools to generate images in a wide variety of styles to complement what they are writing.

Privacy protections are built in for users who access ChatGPT — their IP addresses are obscured, and OpenAI won’t store requests. ChatGPT’s data-use policies apply for users who choose to connect their account.

ChatGPT will come to iOS 18, iPadOS 18, and macOS Sequoia later this year, powered by GPT-4o. Users can access it for free without creating an account, and ChatGPT subscribers can connect their accounts and access paid features right from these experiences.

Availability

Apple Intelligence is free for users, and will be available in beta as part of iOS 18 , iPadOS 18 , and macOS Sequoia  this fall in U.S. English. Some features, software platforms, and additional languages will come over the course of the next year. Apple Intelligence will be available on iPhone 15 Pro, iPhone 15 Pro Max, and iPad and Mac with M1 and later, with Siri and device language set to U.S. English. For more information, visit apple.com/apple-intelligence .

Press Contacts

Cat Franklin

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Jacqueline Roy

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Apple Media Helpline

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Advertising & marketing communications personal statement example.

The reason I chose the UK as the country I want to study in is that I have always admired its long-established traditions not only in education but also in politics, religion, sport, etc. To me it is most fascinating how Britain has succeeded in preserving its culture, customs and traditions despite the crucial historical events it's been through.

Having carefully examined the country's living conditions, I am completely convinced that I would feel most comfortable studying in such environment.

I made the decision to apply to a marketing-related course after contemplating on what appeals to me, what I feel I am good at and what I would be glad to do in the future.

Researching the subject I found out that I am mostly interested in marketing communications which, with a focus on advertising, develops not only students' theoretical thinking but also their creativity. Influencing people's choices and decisions, marketing communications are of extreme importance to today's business world. Directly or indirectly everybody's life is related to marketing.

The effect product's characteristics has on contemporary customers is of particular interest to me. I eagerly want to gain more knowledge about what affects people's thinking both in positive and negative way. I am really enthusiastic about studying and examining buyers' ever-changing behavior, opinion and choices.

During the course of my education I have attended three different schools and I have always managed to quickly adapt to the environment. Relying on my communication skills, I have never felt uneasy trying to establish new acquaintances which have further developed into friendships.

For a couple of years I have been the class' paymaster which shows the complete trust my classmates have in me. I also constantly take part in the organization of events such as attending theatre plays or concerts or celebrating different occasions which helps me develop my organization, persuasion and manipulation skills.

Last year I was chosen to be the regional representative on a National Language Competence competition which included team working and producing an advertisement which had to show our concept of Bulgaria. We gave meaning to everyday items and succeeded in conveying our ideas to the public in just a few minutes which won us the second place.

A couple of months ago me and a classmate of mine were chosen to represent our school to prospective students during the annual school fair in our city where I could train my communications skills again.

I love creating different pieces of art-posters, cards, drawings in my free time. The drawing course I have attended helped me develop my spatial thinking and taught me to pay great attention to detail. Another passion of mine is travelling - I am always curious and eager to become more and more familiar with diverse cultures.

I'd be glad to graduate a marketing communications course not only because it would lead to lots of job opportunities but also and mostly because it would give me the chance to work something I really enjoy. Having carried out a thorough research on the topic, I am convinced that I have made the right choice.

Profile info

This personal statement was written by m_dimitrowa for application in 2009.

m_dimitrowa's university choices University of Central Lancashire

Green : offer made Red : no offer made

This personal statement is unrated

Related Personal Statements

This is really good. i'm also.

Wed, 07/01/2009 - 09:21

This is really good. I'm also applying for marketing and this made my statement look really weak, but I know now several points I will change and add.

It's short and good, it would be easier to read with paragraphs though.

Where were you accepted? It

Thu, 16/04/2009 - 18:45

Where were you accepted? It would be of great help.

Sun, 11/12/2011 - 15:52

this sounds so similar to what i would write, that it's creepy. I'm so unoriginal.

Tue, 20/03/2012 - 22:27

I value the article.Really looking forward to read more. Fantastic.

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