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PERSONAL STATEMENT EXAMPLES Media personal statements

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Media Personal Statement Examples

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

Personal Statement Example Links

• Personal Statement Example 1
• Personal Statement Example 2
• Personal Statement Example 3
• Personal Statement Example 4
• Personal Statement Example 5
• Personal Statement Example 6

Ever been captivated by the world of media and its powerful influence on society? Intrigued by the opportunity to create compelling content or to analyse the impact of media on public opinion?

If so, a degree in Media Studies could be your perfect pathway. This dynamic field equips you with the skills to understand, critique, and contribute to various media forms, from journalism and film to social media and advertising.

Media is an interesting and relevant university course for students to consider. It is a broad field of study that covers a range of topics, including media production, media consumption, media regulation, media literacy, and media technology. Through this course, students will explore the various aspects of media, from its history and development to its current and future applications.

They will learn about the different types of media, from television, radio, and film to digital media, and how these mediums shape our lives and the world around us. Furthermore, they will gain an understanding of the ethical and legal implications of media, and how it can be used to influence public opinion and shape public discourse.

With this knowledge, students will be able to make informed decisions about the media they consume and create, as well as better understand the media’s role in society. Ultimately, this course provides students with the skills and knowledge necessary to become informed, responsible media consumers and producers.

👍 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

Someone with a degree in media can pursue a wide range of career opportunities. These include:

• Journalism: Journalists research, write, and report on news stories, events, and issues. They may work for newspapers, magazines, television stations, radio stations, or online publications.
• Public Relations: Public relations professionals create and maintain relationships between organisations and their publics. They may be responsible for crafting press releases, developing campaigns, and managing social media accounts.
• Advertising: Advertising professionals create campaigns to promote products and services. They may work for advertising agencies, media companies, or directly for a client.
• Broadcasting: Broadcasting professionals create and produce television and radio programs. They may work for television or radio stations, or for production companies.
• Film and Video Production: Film and video production professionals create movies, television shows, and other video content. They may work for production companies, television stations, or directly for clients.
• Digital Media: Digital media professionals create content for the web, including websites, blogs, and social media accounts. They may work for digital media companies, advertising agencies, or directly for clients.
• Social Media: Social media professionals create and manage social media accounts for organizations. They may work for social media companies, advertising agencies, or directly for clients.
• Graphic Design: Graphic designers create visual designs for websites, print materials, and other media. They may work for design firms, advertising agencies, publishing companies, or as freelancers. Their tasks can include creating logos, designing layouts, choosing fonts and colors, and preparing designs for print or digital publication.

UK Admission Requirements

The entry requirements for the University Course Media vary depending on the institution and the specific course. Generally, applicants will need to have achieved a minimum of five GCSEs at grade C or above, including English and Maths. In addition, applicants will usually need to have achieved at least two A-Levels at grade C or above, or an equivalent qualification such as BTEC, AVCE, or International Baccalaureate.

In terms of prerequisites, applicants may need to have studied a related subject at A-Level or equivalent, such as Media Studies, Art, English, or Communications. Depending on the institution, applicants may also need to demonstrate a certain level of proficiency in the use of digital media, such as video editing, photography, or web design.

Compared to similar courses, the entry requirements for the University Course Media are relatively straightforward. Most institutions will require applicants to have achieved a minimum of five GCSEs and two A-Levels, as well as some form of related subject. However, some universities may require applicants to have achieved higher grades, or to have studied a more specific subject at A-Level or equivalent. It is important to check the entry requirements of each institution before applying.

UK Earnings Potential For Media

The average earnings for someone with a degree in media can vary significantly depending on the individual’s experience and the type of job they are pursuing. Generally, the median salary for a media professional in the UK is around £26,000 per year. However, those with more experience and higher qualifications can expect to earn significantly more.

In terms of job market trends, the demand for media professionals is growing. This is due to the increasing importance of digital marketing, social media, and other digital channels. Additionally, the demand for media professionals is expected to increase as businesses continue to invest in new technologies and develop their digital presence. There is also a growing demand for media professionals with specialised skills, such as video editing, graphic design, and web development.

Similar Courses in UK

Other university courses related to Media include Journalism, Film Studies, and Communication Studies. Journalism focuses on the practice of gathering, assessing, creating, and presenting news and information. It involves the study of news media, including print, broadcast, and digital outlets. Film Studies focuses on the analysis of film as an art form, examining how films are made, how they are received, and how they are interpreted.

It involves the study of film history, theory, and criticism. Communication Studies focuses on the study of communication in various forms, including verbal, nonverbal, written, and digital. It involves the study of communication theory, media studies, and communication technology.

The key differences between these courses and Media are the specific topics that are covered. Media focuses on the study of media and communication technology, including television, radio, film, and digital media. It involves the study of media production, media regulation, and media effects.

Journalism focuses on the practice of gathering, assessing, creating, and presenting news and information. Film Studies focuses on the analysis of film as an art form, examining how films are made, how they are received, and how they are interpreted. Communication Studies focuses on the study of communication in various forms, including verbal, nonverbal, written, and digital.

UK Curriculum

The key topics and modules covered in a Media course typically include:

1. Introduction to Media: This module provides an overview of the media industry and its key components. It covers topics such as the history of media, media theory, media law, media ethics, and media production.

2. Media Production: This module focuses on the practical aspects of media production. It covers topics such as scriptwriting, cinematography, editing, sound design, and post-production. It also includes hands-on experience in the form of practical projects.

3. Media Analysis: This module explores the ways in which media is analysed and interpreted. It covers topics such as media theory, media criticism, media effects, and media literacy.

4. Media and Society: This module looks at the relationship between media and society. It covers topics such as media representation, media and identity, media and politics, and media and culture.

5. Digital Media: This module explores the impact of digital technology on media production, consumption, and distribution. It covers topics such as digital media platforms, digital media marketing, and digital media regulation.

6. Media Research: This module focuses on the research methods and techniques used in media studies. It covers topics such as research design, data collection, data analysis, and research ethics.

7. Media Industries: This module examines the structure and dynamics of the media industries. It covers topics such as media ownership, media regulation, audience research, media economics, and the impact of digital technologies on media production, distribution, and consumption.

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How to Do PR: The Ultimate Guide to Public Relations in 2023

Discover how to do PR and use public relations to increase brand awareness and drive campaign traffic.

FREE DOWNLOAD: INBOUND PRESS RELEASE TEMPLATES

+ Bonus Newsworthy Guide to Public Relations

Updated: 05/12/22

Published: 05/12/22

Public relations walks a tightrope between creativity, persuasion, and strategy. If you know how to do PR you can impact every part of a business or brand.

Are you looking to expand your brand’s reach? Would you like to expose your business to new people who might want to try your product or service?

Welcome to the world of public relations.

What Is Public Relations?

What is a PR Strategy?

Public Relations Tactics

Public Relations KPIs

Public Relations Tools

What is public relations.

Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. PR is also the process of managing your organization’s brand and communications — especially in times of crisis.

PR is how brands manage the spread of their information, so it’s similar to branding . The main difference is that PR focuses on communication and reputation, while branding relies on visual elements like logos, websites, and marketing materials.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

You're all set!

Click this link to access this resource at any time.

Why is public relations important?

Public relations defines how a company communicates with people — customers, partners, journalists, philanthropists, politicians, and the general public.

All businesses need public relations, regardless of their size or industry.

According to the Pew Research Center , only 27% of U.S. adults trust the information they find on social media. But 56% trust national news media, and 75% trust local news outlets.

Public relations professionals are expert storytellers. They find strategies for how to get your story out in front of the people you want to see it, in media outlets that build trust.

Why? Because, nowadays, customers want to trust the brands they do business with — and nothing builds and fosters trust like public relations.

What is a PR strategy?

A PR strategy helps a business create, organize, and measure the effectiveness of its public relations tactics over time. It's separate from a marketing plan but should support marketing efforts.

A public relations strategy may cover a full year of campaigns or address a single goal, like a product launch.

Developing an authentic PR strategy requires a collaborative approach to communication. Sharing a point of view about climate change, diversity, equity, and inclusion is no longer optional for brands.

Internal and employee communications also play a more important role. 46% of PR professionals in 2021 report directly to their CEO, up from 34% in 2014. This figure speaks to the increasing importance of PR in business operations and brand perception.

It can be easy to jump on one-time opportunities for media attention. But if you want to know how to do PR right, start with a public relations strategy.

How to Build a PR Strategy

1. research internal and external brand factors..

Start with what has gone well in the past for your business, and what efforts didn't work out. This could include:

• Tracking media mentions
• Reviewing influencer relationships and results
• Evaluating social media engagement and traffic KPIs
• Review buyer personas and customer insights

Next, do some competitive analysis to figure out what is working best for other businesses in your industry. Social listening tools can help speed up this process.

As you close out your research, list any internal or external factors that could have had an impact on your brand. These might include:

• Feature, product, or pricing changes
• Distribution shifts
• Stakeholders and leadership changes
• Employee sentiment
• Legal factors
• Political climate
• Economic shifts
• Tech advances

2. Outline your goals.

It can be tempting to jump on tactics you notice during research, but first, decide on goals. Whether you're addressing a local crisis or planning a year of public relations image-building, this step is critical.

Even a short outline of goals can be enough to steer you and your team toward the right tactics.

There are a few things that every PR plan should include. First, decide who your target audience is for each campaign. Next, choose the key messages you want to communicate to that audience.

Finally, don't forget to include the metrics you plan to track. Analytics tracking should be part of campaign set-up, not something you add on after a campaign launches.

Forming a strong foundation for your public relations will better enable your success than one-off efforts. Try to make each goal a SMART goal.

This PR plan template can help you make sure that your strategy covers your key messaging and other goals.

3. Create a timeline for your PR campaigns.

Public relations success relies on the right message at the right time. So, create a clear calendar for both short and long-term initiatives.

Be sure to note public holidays and important industry dates. For example, the end of November is an important time of year for most ecommerce businesses.

4. Select the right public relations tactics.

Once you know when and why, it's time to nail down which tactics will be the best to deliver on your strategy. This comprehensive list breaks down useful public relations tactics. It might also help to look at some PR examples for inspiration.

5. Track your results.

Once you decide on tactics, decide on how you will measure outcomes. Public relations isn't an exact science, and measuring perception can be tricky. Whenever possible, align your PR metrics with business goals. This can help you draw a clear connection between public relations efforts and ROI.

An important note: A public relations manager often guides strategy around earned media. But they can be more effective with a multichannel strategy, connecting the right topic to the right audience.

Brands manage their PR — or communication and reputation — through various media channels. A great public relations strategy usually includes three types of media.

Media: Owned vs. Paid vs. Earned

The types of public relations, which we’ll review shortly, fall into three main categories: owned, paid, and earned media. Each type works towards the same goal of building a positive brand reputation, but they use different strategies to get there.

Your PR strategies should include all three, as they all provide different ways of reaching, engaging, and building trust with your audience.

Owned media

Owned media is any content that your business controls. It’s often the go-to strategy for businesses looking to build a PR campaign .

Image Source

Rightly so, as it’s arguably the most important type of PR-related media that you should be focusing on. This is because you have total control — unlike the other two media tactics.

Owned media includes:

• Social media posts
• Blog content
• Website copy
• Email newsletters

Owned media acts as a "home base" for your PR activity. When people write about your brand or products, they’ll likely reference (i.e. link to) your owned media in their coverage.

It’s not uncommon to pay to promote your content in the marketing world,and it’s no different when it comes to PR.

Paid media refers to paying to make your content visible. It’s standard practice to promote owned media.

Paid media includes:

• Social media advertising
• Influencer marketing
• Pay-per-click (PPC)

Putting some funds toward boosting PR content is becoming increasingly popular. Since the majority of social platforms are reducing organic reach for business accounts, paid media is a fantastic way to make sure your content gets in front of the people you want to see it.

Earned media

Earned media is the tactic used to boost conversation around your brand. It’s essentially word-of-mouth and is arguably the best PR tactic to build your reputation.

Earned media is the hardest type of PR media to obtain. It takes a lot of effort, consistency, and hard work to establish it — that’s why it’s "earned."

Earned media includes:

• Mentions in industry news and reviews
• Praise from customers on social media
• High rankings on search engines

All of these media avenues provide ways to use PR to build brand awareness, generate leads, and convert those leads into paying customers — similar to your marketing. Now, let’s discuss the difference.

Public Relations vs. Marketing

Public relations and marketing are similar in their actions and tactics, but their goals are quite different. The main goal of PR is to boost the reputation of your brand. On the other hand, the main goal of marketing is to drive sales.

Unlike marketing, PR doesn’t always have an impact on sales. It typically indirectly promotes your products or services through activities like press release distribution and speaking at industry events. Alternatively, instead of improving the perception of your business, marketing campaigns focus on driving revenue and boosting profits.

People don’t buy products, they buy brands. For this reason, using PR and marketing in tandem drives the best results: typically, someone connects with your brand as a result of your PR efforts and converts into a customer as a result of your marketing tactics.

For example, 33% of marketers used paid media in 2021 to improve brand awareness.

Now, let’s discuss the types of PR you may use as you promote your organization and build and manage your reputation.

PR Strategies and Tactics

• Business Events
• Community Relations
• Corporate and Social Responsibility
• Crisis Management
• Cyber Threat Intelligence
• Employee Relations
• Influencer Relations
• Media Relations
• Social Media Marketing

1. Business Events

Business events are opportunities to market your products or services and gain exposure for your brand.

Whether hosted or attended by your company, events are also important sales opportunities. Events give you a chance to meet prospective customers and delight current ones face-to-face.

Speaking engagements at events are also helpful for boosting brand awareness and sharing unique thought leadership or data-driven information that can help elevate your brand.

2. Community Relations

Community relations refers to building positive relationships with the local community around your business.

This could include charity work, donations, special discounts, or anything that builds a strong relationship with the community and strengthens customer loyalty.

3. Corporate and Social Responsibility

Corporate and social responsibility is similar to community relations, but it places a greater emphasis on ethical business practices, environmental responsibility, and philanthropy — locally, regionally, and globally. This is a critical area of PR as it directly affects the public perception of your brand.

4. Crisis Management

Crisis management is the practice of acknowledging, managing, and working to reverse negative communication and perception surrounding a business crisis. PR usually handles anything that could jeopardize or ruin your brand’s reputation.

Manage, plan for, and communicate during your corporate crises with this free crisis management communication kit.

Crisis management is an important function of PR and should be handled quickly, consistently, and strategically. With certain PR tools , you can avert crises through monitoring online chatter and quality-checking any marketing or promotional material that may be misunderstood or misconstrued.

5. Cyber Threat Intelligence

Only 41% of US businesses have an active plan for threat intelligence. But cyber security is in the top five global risks in the World Economic Forum 's 2021 Risk Report.

Besides the financial challenges that cyberattacks create, there is also a perception challenge. This can be devastating to a brand's reputation if it’s not handled skillfully.

These issues will call on PR’s crisis management expertise. It's also a good idea to build relationships with tech experts and thought leaders in the industry. This can give you the expertise you need to limit the reputation impact of these increasingly frequent attacks.

6. Employee Relations

Employee relations, also known as internal PR, is the practice of communicating with and cultivating a positive employee perception of your company.

This process may include dedicated employee newsletters or communications, employee perks and benefits, free training and skill-boosting opportunities, employee appreciation events, and working with unions or employee groups.

Employee relations not only keeps your employees motivated, hard-working, and loyal, but it also encourages them to advocate for your business — which can bring in both customers and more high-quality employees.

7. Influencer relations

Influencers play a powerful role in PR and marketing. According to Statista, the influencer market was worth 13.8 billion in 2021, more than double its value in 2019. That includes micro-and nano-influencers, who represent over 60% of Instagram influencers.

In many businesses, the public relations team also manages influencer relationships. Sometimes marketing, social media, and PR teams share these responsibilities. It will take hard work and experience to creatively collaborate with each influencer to make sure your brand gets the results it wants from its authority.

8. Media Relations

Media relations refers to building positive relationships with journalists, publications, and other news outlets.

This process typically includes writing press releases , organizing press releases, and scheduling interviews. Not only does this gain exposure for your business and products but it also encourages the media to market your brand for free.

Download our free Inbound Press Release Kit to access step-by-step templates to build press releases and a promotion plan.

9. Social Media Marketing

Social media can be both an earned and paid PR tactic.

For most companies, social media can be a helpful PR (and marketing) tool —it’s an effective way to amass followers, convert customers, share your content, and resolve crises.

Whether you’re sharing a post with your audience or interacting with a single customer, your social media activity is open to the public. That’s why it’s critical to have a social media strategy that keeps your communications consistent, positive, and accurate.

Now, let’s talk about who’s responsible for these different types of PR: your public relations manager.

What does a public relations manager do?

PR managers are responsible for building, executing, and monitoring your PR strategies and tactics. They typically handle crisis communications, write press releases, and lead a team of other PR professionals who manage your brand’s public presence. You might hire a public relations manager to handle PR for your business, or work with a PR Agency .

Let’s discuss the skills and tasks your public relations manager will know inside out.

PR Manager Skills

Successful public relations managers have a particular set of skills. Besides being flexible and open to change, these are some of the most important skills.

Great Communication

One primary focus of public relations is building your business’s reputation. To do this, public relations managers spend a lot of their time building and sustaining relationships.

Besides speaking about your company at public functions, press conferences, and other events, your public relations team is also connecting with reporters, influencers, and other stakeholders.

For this reason, excellent communication is a key skill for PR managers.

Writing Skills

Public relations managers should also be able to communicate well in written form.

Since PR managers are responsible for writing press releases and company-related news, strong writing skills will help convey the right message to promote your company. This is especially useful for online PR where you’ll need to create blog posts, website content, and press releases to gain coverage.

Like marketing, creativity goes a long way in the public relations world. Great PR managers are creative and know how to create a strategy that stands out from the crowd, which is important because a unique story or perspective will drive PR coverage.

Strong Research Skills

Public relations is a social industry, and people might be talking about your brand without directly mentioning it. Good research skills will help public relations managers find and use these opportunities.

A public relations manager must stay up on trends and digital marketing updates. PR professionals can't operate in a bubble and must stay aware of search and social media changes for their strategies to succeed.

They offer expert knowledge and a fresh perspective to maintain a presence in competitive media outlets.

Public relations managers will also need to do research when planning a PR strategy. Because they might need additional information, statistics, and data points to boost the power of their owned media, strong research skills are essential.

PR Manager Tasks

The day-to-day tasks of your PR manager can vary depending on your industry, active PR campaigns, PR team size , and other factors. However, here’s what they often include:

• Writing press releases to announce company-related news
• Creating fact sheets and media kits about the company to send to media teams for brand-building
• Giving media training to both in-house and external teams
• Attending and speaking at industry events and representing the brand at trade shows, recruiting events, etc.
• Finding and analyzing media coverage and promoting that content through owned and paid media channels

Public relations managers are also responsible for tracking and measuring their PR efforts. The following key performance indicators (KPIs) can help your public relations manager analyze and improve your PR strategies.

PR Measurement: 10 Public Relations KPIs to Track

• Media Coverage and Brand Mentions
• Share of Voice
• Pitch Interactions
• Social Media Engagement
• Social Shares
• Site Traffic
• SEO Metrics
• Conversions

Clear measurable goals are the only way to ensure that your PR strategy is effective. In a business world that is increasingly focused on data-driven outcomes, the right KPIs can make or break your public relations programming.

Most PR metrics gauge perception, so it can be difficult to connect company wins directly to public relations campaigns. For this reason, you should select a range of KPIs that align directly with your business goals.

For example, let’s say your business wants to improve brand awareness. KPIs like increased share of voice and website traffic alongside recent brand mentions can show a more direct connection between PR efforts and business goals.

These KPIs will help you track your PR efforts and determine the effectiveness of your PR strategy.

1. Media Coverage and Brand Mentions

Brand mentions occur when someone mentions your brand. Media coverage tracks the number of earned media stories that went live. These metrics are important because they help you measure awareness of your brand and its stories.

You might see brand mentions in traditional news coverage, on other business or personal blogs, in reviews, or on social media. Some media outlets may tag or hyperlink their sources. Others may not link back to your brand or website, which means you have to go looking for them. Check out the PR tools section for some helpful software tools.

Note:It’s important to read brand mentions and media coverage for context. Remember, you want people to be saying good things about your brand, and it’s not always easy to understand the value of coverage until you read the entire piece.

2. Share of Voice

This is an essential KPI for PR. Share of voice measures competitive brand awareness. This metric helps your business understand the scale of customers in your industry and where your brand fits within it. It also tracks your brand reputation.

3. Pitch Interactions

Pitches are another important metric for PR. It can sometimes take longer than expected for a piece to go live. So, track the number of pitches you send and reply to. You'll also want to track how many email opens and clicks you get from a pitch. These PR metrics can help you create a funnel for earned media mentions.

This can help you better understand which efforts are pulling in the most value, as well as the best ways to scale your strategy.

4. Sentiment

Sentiment, which is a synonym for viewpoint or opinion, measures the attitudes in brand mentions. While brand mentions and backlinks typically improve your brand awareness and SEO, sentiment is what sets apart the positive mentions from the negative ones.

You’ve probably heard the saying, "There’s no such thing as bad publicity." Whether you agree or disagree, it is good practice to be aware of negative press.

Tracking sentiment can help you understand what your audience is saying about your brand and whether or not you need to address any problems or concerns.

5. Social Media Engagement

Social media engagement encompasses a few types of activity: views, impressions, likes, shares, and comments.

This information shows the level of brand awareness and engagement among your audience members. It also tells you when your audience is most active, i.e. when you should be posting and interacting with your followers.

6. Social Shares

Social shares are different from social media engagement. Social shares refer to when your audience shares something from your website or blog on their social media.

This is a critical metric because it tells you that your audience enjoys your content enough to vouch for it on their social channels. It’s a very clear measure of your brand reputation among your audience.

When looking at social shares, pay attention to what types of content people share most frequently. This will give you an idea of what your audience enjoys the most and what kind of content to create more of.

7. Site Traffic

Site traffic is a sign of successful PR efforts. If people are hearing about your brand through earned media and heading to your site, your PR efforts are reaching your audience.

As you run PR campaigns, track your site traffic once press releases and other efforts go live. Use your site analytics to check your visitors’ referral sources (how they made their way to your website) and aim to replicate this in the future.

8. SEO Metrics

There are a few SEO metrics that can also help you with PR measurement.

Domain authority refers to your website’s SEO ranking and how it performs in search results.

It’s ranked from 1 to 100 (with 100 being the highest) and is a valuable measure of how your website compares to your competitors. The higher your domain authority is, the better your website will rank in search results.

Domain authority is made up of three main factors: links to your site (backlinks), links from your site to other well-ranked websites, and the age of your site. While you can’t magically make your website older, you can use PR to attract backlinks and place links in your content.

Moz offers a free tool to check your domain authority, page rank, and other important website measures.

Backlinks help you find brand mentions. With backlinks, sites that’ve mentioned your brand have linked to your website, making it easy for readers to click through and visit your website.

And it’s not just new traffic you’ll benefit from when collecting backlinks — you could see a rise in your SEO rankings, too.

9. Conversions

While the volume of new customers coming directly from your PR activity isn’t easy to measure, it’s definitely worth investigating.

You can discover where your customers came from by either surveying customers after they purchase and asking how they heard of you or by using a tool like Google Analytics to learn about your customers’ conversion paths (a.k.a. their route to purchase).

Note : While this is an exciting metric to track, don’t feel disheartened if you don’t see an influx of conversion-ready site traffic. Remember, the goal of public relations is to raise brand awareness, spread the ideas of your internal thought leaders, and communicate the ideas of your brand. Those new site visitors could always return and make a purchase in the future now that they know about your brand because of your PR.

10. Advertising Value Equivalent (AVE)

AVE equals what it would cost to buy the space for an earned media placement if it was an ad. At one point this was the only KPI for public relations. But many industry professionals feel that this is an outdated KPI and an inaccurate way to measure PR.

Depending on your business, you may still want to track this KPI. In 2021 41% of PR professionals track AVE for planning, and 34% use this metric to justify fees and budgets.

Now, let’s review a handful of PR SaaS tools that can help you implement your PR strategies and track these KPIs.

We’ve rounded up a handful of helpful PR tools to help you execute your public relations campaigns and measure your impact and performance.

Brand24 helps you monitor online mentions about your brand, product, or service, and measure the results of your PR campaigns. Slack integrations and a notifications system will help you react in time to prevent a PR crisis.

2. Agility PR Solutions

Agility PR Solutions is a paid tool that provides powerful yet easy-to-use solutions for your media database, monitoring, and analytics. These solutions help identify and connect with influencers, capture coverage, and measure impact.

3. Anewstip

Anewstip is a media search, monitoring, and relationship management tool. You can use it to search media mentions by keyword or handle, reach out to journalists and influencers all over the world, and create a media database of important PR campaign contacts. It offers both paid and free plan options.

4. CoverageBook

CoverageBook is a paid tool that helps you find and collect any coverage of your PR content. It’s a great tool for PR agencies who are building coverage reports for their clients.

5. Covered Press

Covered Press is a paid tool that streamlines press tracking, reporting, and analytics, combining three important tools into a single, all-in-one PR platform.

It also offers white-label reporting so publicists can brand their own analytics portals and reports for clients.

6. Flaunter

Flaunter is a digital press center and showroom that provides a platform for brands to showcase their digital assets, products and sample collections. With 24/7 access for media, influencers, bloggers and stylists, Flaunter makes it easier for brands to gain exposure, editorial coverage and brand awareness.

By streamlining PR efforts, Flaunter helps brands to grow their audience, attract new customers and ultimately expand their business.

7. Google Alerts

Google Alerts is an easy-to-use, free tool that allows you to set up email alerts for certain keyword mentions. When a name, keyword, or link is mentioned online, Google sends you a digest email alerting you of the mention.

Mention helps you track who’s mentioned your brand in media and on social media. You can also use this tool to publish on your social media and manage crisis communications. It offers both free and paid plan options.

9. Monitor Backlinks

Monitor Backlinks is a free tool that helps you track who’s mentioned your brand in coverage and added a backlink to your site. It’s also valuable for monitoring and disavowing bad backlinks and keeping your website’s SEO and domain authority at their peak.

10. Muck Rack

Muck Rack is a paid tool that allows you to discover and contact members of the media who might want to cover your PR story.

11. PR Fire

PR Fire is a paid tool that helps you distribute your press release to journalists and receive a report of their performance and reach. It’s ideal for in-house teams who’re doing their own PR.

12. SharedCount

SharedCount shows you engagement data for any social media, blog, or website URL. Once you input a URL, the tool will tally its likes, shares, comments, and other engagement measures. It offers both free and paid plan options.

13. TweetDeck

TweetDeck is a free tool (created by Twitter) that monitors Twitter activity. You can set up Twitter streams that track certain keywords, accounts, trends, or other filters.

These are just a few useful PR tools, and if you don’t see what you’re looking for here, there are more great PR tools to consider .

Start Building Your Public Relations Strategy

With all these tactics, tools, and strategy-building tips, are you ready to start your new PR strategy? As you dig in, remember that public relations is an ongoing, iterative strategy — not a one-off task. Like marketing, it can take a while to see results.

But with a solid strategy and a commitment to spreading the word about your company, you’ll soon see more mentions, backlinks, and general buzz. Then you’ll be ready for the next step to grow your business better.

Editor's note: This post was originally published in August 2019 and has been updated for comprehensiveness.

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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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Statements of Excellence for Admission to Graduate School in Communications

Master’s Degree Corporate Communications, Saudi Arabian Applicant

I currently work for Ecolab in my home country of Saudi Arabia. The company is the global leader in water, hygiene and energy technologies and services. I am delighted to be employed by a company that undertakes a wide range of services that are so important to humanity and I am committed to furthering and making known its commendable goals.

Since taking up my current role, I have been involved in implementing and running a variety of humanitarian and educational projects for the benefit of local people. For instance, we are planning to launch a ‘Science is Fun’ project aimed at young children to fascinate and enthuse a new generation about science by the use of simple experiments, quizzes etc. I also hope to initiate a ‘Blood Drive’ and ‘Wellness Program’. The Kingdom is seeking to achieve a situation in which blood donation is locally sourced, totally voluntary and non-remunerated. I am personally very sympathetic to the aim of educating the public in the social benefits of regular blood donation.  The ‘Wellness Program’ is especially important in Saudi Arabia which has a very high, and increasing, incidence of Diabetes which it is possible to reduce by successfully encouraging changes in diet and lifestyle. Because of my interest in art and design, I am particularly interested in examining how important health and other information can be transmitted using art to supplement and enhance such messages making the recipient more likely to respond.  

Art is a very important aspect of my own life. I have derived enormous pleasure and fulfilment through artistic expression and hope, in the future, to initiate projects that are artistically based perhaps for therapeutic purposes but also to fire an interest in art and design for people of all ages and backgrounds, especially infants and the young.

I am making this application in order to equip myself to become a leader in the field of Corporate Communications. Once so equipped, it is my intention to continue working for Ecolab, at least initially, but certainly throughout my future career to work for a company where I am in sympathy with the goals of my employer so that I can seek to further those goals with integrity and with genuine passion.

I am aware that some view the role of the Corporate Communications specialist with some reserve and even cynicism in view of some recent business scandals such as those related to the banking crisis during which some such specialists could be accused of defending the indefensible. I see the role as partly preventative in that the specialist should be among those regularly reminding senior management  that, although it takes years to acquire a good reputation, it can be lost in mere hours and to be aware of those areas in which reputational risks might exist and to provide warnings of them where required.

I also regard effective internal communication as an essential tool in explaining and aligning business goals to those of employees and other stakeholders. Communications should be as comprehensive as possible and provided in a timely and easily accessible way to create and maintain good relationships. Responses should be encouraged, carefully considered and thoughtful responses provided.

As a graduate in Business, I am fully aware of the importance of the ‘bottom line’ in enabling a company to meet its business and charitable goals and I should certainly take a keen interest in the profitability of any business employing my services in the future and to enhance, where possible, its ability to maximize that profitability.

I am fluent in Arabic and English and am fairly widely travelled in the Middle East, Europe and North America. I enjoy learning about other cultures and sharing knowledge of my own.  I undertake voluntary work as a remedial teacher and in providing activities for deprived children which provides tremendous personal satisfaction. I enjoy teaching and mentoring others professionally, I am considered to be an excellent communicator both in writing and in person and am a confident and persuasive speaker.

To summarize: Having carefully considered my career options, I am convinced that Corporate Communications is the best option to apply my skills, characteristics and potential in the most effective way. I believe that I can ‘add value’ to the course by bringing the fruits of my professional experience to date and can assure the reader that I shall apply myself with exceptional diligence and enthusiasm to the course and shall seek to excel rather than merely succeed within it.

Thank you for considering my application.

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Master of Public Relations and Communications, Canada, Indigenous Nations

My father was from Scotland so I tend to think of myself as Scottish, but I was born in Halifax and northern Canada has always been my home. I grew up in Dartmouth, Nova Scotia where I graduated from high school. I then went to XXXX University about 3 hours from Halifax, where I earned my undergraduate degree in Business Administration. I was heavily involved with the student union throughout my four years of study and served as President of each of the residence houses in which I lived, as well as Senior Class President. Spending much of my free time reading about the media and public relations, I am as well traveled as I am read, spending significant amounts of time, in addition to Scotland, in Ireland, France, Italy, Spain, South Korea, China, Hawaii, New York City, and London.

After graduating from XXXX, I earned a Master’s Degree in International Fashion Marketing in Edinburgh, Scotland, bonding with my family roots and exploring a passion my passion for fashion. Upon my return to Canada, I settled in XXXX, a small town on Baffin Island where I have been working until the present time. Here is where I have gained the majority of my professional experience.

I am very much in love with the north of Canada and the way that it has provided me with so many opportunities that have helped me to continue to develop and refine my knowledge base and professional abilities as I continue to pursue my dream of a career in public relations and communications. I see the MPR Program at XXXX University as the optimal springboard to prepare me for excellence and my maximum contribution to my chosen field.

In my current position as Manager of Communication, Education and Outreach for the Government of XXXX Department of the Environment, I keep the public informed about all of our activities, the development of our mission, the nature of the challenges that we face and ways in which we depend upon the community for help and support. I am responsible for writing and distributing press and news releases, speeches for the Minister of the Environment; and I am also fully responsible for creating, organizing, and running special events for public outreach and media relations. I love my work and I hope to return to work again with the same people in the same location after completing the MPR program. I look forward to the fullest level of devotion to public relations as a public servant, for decades to some, assuming increasing levels of responsibility.

My first academic love was marketing, growing out of my fashion interest, evolving over time into my great passion for Public Relations. Some of my work in the area of Fashion had some noble and creative elements, for example, my work with the XXXX Arts and Crafts Association, helping local Inuit designers to showcase and promote their fur fashion to delegations and international visitors to the territory. I very much enjoyed promoting sealskin garments as a bountiful, renewable resource that promotes the use of Inuit traditional knowledge and contributes most significantly to their livelihood.

I seek full immersion and engagement with the most profound and challenging issues of our day, especially everything having to do with the environment. I have learned a great deal from all of my professional engagements, serving as Marketing Manager for the Arts Association, then Event Manager for the Chamber of Commerce, and now working in PR for the government in the Environment Department – I enjoy very much giving my all to a challenging industry, the PETA, Greenpeace, I feel very much at the center of the action.

I especially look forward to distinguishing myself in the promotion of the Inuit culture and way of life, in sustainable and ethical ways that are not cruel to either humans or animals and are not harmful to the environment. Earning the MPR at XXXX will help me to become much better at many things that I do professionally, such as preparing statement on behalf of the Department of Environment, Minister of Environment and in response to media requests we get from outside organizations.

I look forward to many decades of service to come in Public Relations, especially working with government agencies and natural resource companies, as well as the governments of the First Nations, always searching for solutions to difficult challenges.

I thank you for considering my application to the MPR Program at XXXX University.

Sample Personal Statement of Purpose for the MS in Communications, Colorado Activist, Progressive Causes

I have lived in Colorado almost my entire life and it is my permanent home and public square; and I am glad, at least, that Hillary won my state. I see the Democratic loss in the last presidential election as a devastating blow to democracy, women, the LGBT community, people of color, poor people, immigrants, and religious freedom. In Colorado, we on the Left are developing new appreciation for state’s rights; and we are doubling down on our efforts to resist what we see as reactionary pressures emanating from the Federal Government resulting in at least potential life-threatening ramifications for many of the most vulnerable members of our state. Thus, this is a good time for me to return to school and sharpen my skills, particularly with respect to Communications in health care.

Entrepreneurial and outspoken, I found my social identity and political niche in the progressive community developing in Denver, Colorado in 1997, the year that I completed an internship at the state capitol. Focus on the Family was the single most influential political player in Colorado at that time and the Republicans were in control of almost everything in our state. I volunteered to work on Democratic campaigns and ballot issue campaigns, rapidly gaining an increasingly sophisticated understanding of the mechanics of targeting and messaging – getting around and working my way up. I learned how the decisions made by politicians affect real people by talking to those people, the victims of failed policies, the ‘collateral’ damage. I tried to give voice to the voiceless.

Not everything is rosy in Colorado, but we have the political infrastructure built to continue to be a leader in advancing human rights and economic security, all while enjoying the natural beauty of our state. Earning the MS in Communications will enable me to build on the skills that I have developed over the course of my 20-year career in non-profit management and government affairs. A professional communicator, I have been most successful with a very targeted audience of 100 legislators in Colorado. Along with a broad variety of organizations and key players, I have helped to envision and implement landmark legislation to regulate medical, now retail, marijuana dispensaries in Colorado by uniting related businesses and establishing their credibility as the job creators and responsible business owners embracing regulation from the outset of the legal marijuana industry. I made important contributions to our Renewable Energy Standard, helping to ensure that it became a statewide policy by pushing to include rural community projects.  I have also helped to advocate for major voter rights provisions and vote-by-mail laws that have helped Colorado to set a national benchmark for other states working on similar initiatives.

I very much appreciate the fact that your MS Program in Communications at Purdie includes a real-world, case-studies focus as an integral part of the curricula. I am drawn to the fact that the professors in the online program work in the communications field but have backed up their work experience with foundational research in the ethics and methodology of communications. It is important to me that Purdue is a public university, and a top-rated one at that. I hold a strong belief that education is a basic foundation in a democracy and should be accessible to everyone. Both of my parents graduated from Purdue, one with an MS in Library Science and the other with a PhD in Nuclear Physics. Since I have a Purdue legacy anyway, I was overjoyed when I learned all about your most robust online program in Communications.

I need to return to intensive study because face new challenges in Colorado and I envision being in need of all of the additional Communications finesse that I might be able to acquire as a graduate student. This is especially true with the new challenges that we face in providing health care for the more vulnerable members of our community. As I write this, I am watching with horror as hundreds of people in America, most of them poor and vulnerable themselves, are being arrested in protests over the repeal of Obamacare. Access to basic health care at a reduced cost is a lifeline for a very broad swath of our population: single mothers, children, the elderly, the mentally ill, drug addicts, developmentally disabled people, etc.; and I feel strongly that we have a duty to care for them as part of our community.

I thank you for considering my application

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Sample Personal Statement of Purpose for Graduate School Arts and Technology in Emerging Communication, ATEC

I first came to America as a baby but my parents raised me mostly in the USA. Nevertheless, we were always flying back and forth from India to the US, since Indian families are very close and mine is no exception. This pleases me greatly, especially the fact that I decided to attend and graduate from high school in India (1996-2000) because this resulted in me being fully multicultural as well as multilingual, thus maximizing my potential to contribute to the celebration of diversity, in India as well as the United States.

The especially keen ways that the arts - visual, dance, song, and verse - are appreciated in Indian culture have been passed on to me by my family in both America and India; in addition to the Indian-American community. I also excel at IT and everything related to electronic communication and performance; making great strides towards my goal of becoming a successful multicultural artist and music producer. Thus, I feel confident that I will be able to excel in your distinguished PHD Program in the Arts and Technology at University of XXXX.

I look forward to a long lifetime of inspiring my students, and helping them to become highly motivated to pursue their dreams at the intersection of the arts and technology. I especially look forward to engaging in lifelong research into correlations between the arts and technology with an emphasis on sound design. I have already completed several internships in setting up and breaking down sound stages, assisted a sound engineer, and served as stage manager for a play, supervising students on the university level. I keenly look forward to teaching, or perhaps working at Apple in the design of Audio Software.

I am eager to enhance my knowledge and skills to prepare to dig deeper into research to get ready for the doctoral degree.  I am prepared to take these classes at graduate level because I have the basic knowledge and skills that I learnt as an undergraduate and can be utilized successfully.  I want to excel in every aspect of this program and continue my education by attaining a PHD in Arts and Technology with a special focus or concentration in the area of Emerging Communication (ATEC).

If I am accepted in the program, I would be particularly honored to learn from XXXX who specializes in media effects, media psychology, children and media, identity and self-development. I was intrigued by her research on how the role of media correlates to the socialization of young people in contemporary societies. I am particularly fascinated by Sound Design, Interactive Design and Networked Cultures.  Given my background and cultural diversity, I am confident I would be an asset to your university.

I believe that my intense passion and sheer curiosity and drive give me something valuable to offer your program. I love technology generally speaking and I am well read in most if not all of the areas of technological advancement that are related to the arts, especially sound. I will be graduating this coming December of 2017 from XXU with my Bachelor’s Degree in Interdisciplinary Arts and Performance. I am currently enrolled in an Independent study with one of my professors in which I will produce an album. Eating, sleeping, and breathing classes in Conceptual Development, Art of War and Digital Interactivity, I am also working on my Senior Project. I profoundly hope to become a member of your academic community at University of XXXX devoted to exploring and creating on the frontiers of art and technology and I thank you for considering my application.

Sample 1st 2 Paragraphs MA Communication Disorders, Mixed Race Latina

You will undoubtedly have applicants to your program with better grades and higher GRE scores than mine. Nevertheless, I humbly ask for acceptance based on my great passion for speech therapy and the fact that I already have professional experience in this area working as a speech assistant for Epic Health Services.

I see communications as a dynamic catalyst for progressive social change that moves our technological and human advancement on every frontier and  I am pleased to help dozens of people every year in the area of communications. Most applicants in this area seek to study towards the Master’s Degree; but I have also helped a few applicants to PHD programs. I take the material that you provide and turn it into a highly eloquent essay that demonstrates your capacity to excel in graduate school, as well as you potential for making important, lifelong career contributions to communications in your area of chosen specialization. We keenly look forward to helping you to get accepted. After you fill out my Online Interview Form, I will ask you additional questions so that we have all of the information that we need to draft a spectacular statement on your behalf. If needed, we are also prepared to do extensive research on your behalf concerning your special area of interest. It is our pleasure to be of service to you and in this way share in the exciting advancements that are taking place in communications.

Communications, Ethics, and Diversity

In the globalized world of communications, companies in one country can easily do business with firms across the world. Different cultures can sometimes complicate business dealings. Mores and norms vary from society to society, but corporations need to set certain ethical standards, especially for communications. For example, if a communications supplier in one country finds bribery a perfectly acceptable way to conduct business, his buyer needs to look elsewhere. It does not matter that this supplier offers the cheapest prices. Corruption cannot be tolerated in the communications world.

Up until the financial meltdown of 2008, the communications world emphasized short-term results. Business executives received extravagant compensation packages for closing deals, no matter how the transaction affected the company in the long run. Financial institutions lent to borrowers freely, not considering their ability to repay the loans. Eventually, debtors defaulted on their loans, and the economy stood on the brink of collapse. Ethical leaders in all fields, especially communications, need to ignore easy profits and focus on future ramifications of actions, even if it earns less money for the company.

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What is public relations.

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Founder & CEO of  SlicedBrand , a global PR agency with an award winning team, she's successfully led PR for thousands of technology companies

The role of public relations is crucial to building and maintaining a good reputation for a company, yet there’s often confusion surrounding what exactly it does. What is public relations? If you ask 100 random people this question, you’ll likely get 100 different answers.

The Public Relations Society of America defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” I think this definition is too academic for many companies that are struggling to figure out how to “do” PR.

Even though most businesses know that PR is important, there’s a lot of confusion about what it entails. That’s why it’s important to differentiate PR from other marketing techniques. Crucially, the relationships that PR strives to build through its communication methods are two-way streets.

What PR Does

In the PESO marketing model, four pillars — paid, earned, shared and owned media — work hand in hand. Public relations focuses on earned media, which is the purest form of media and the hardest to attain because you can’t pay for it — you have to earn it. That’s why it’s also the most powerful marketing tool. To earn placements in the media, a company must offer something of value. Journalists and publications want to provide value to their readers. Therefore, good PR outreach starts with the question, “Why is this important for people to know?”

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PR activities are centered on reputation building, positioning and helping a company establish itself as a trusted authority in its industry. To accomplish this, it’s crucial for companies to build credibility through organic coverage from top-tier, respected journalists. Once a company builds up its name, that makes it a lot easier for it to get its news and announcements covered by journalists. PR also helps a business respond to crisis situations — so the company can maintain the good reputation it has worked so hard to build.

Many people mistakenly think of PR as being reactive — springing into action only when a company has news to announce or in response to a crisis. While those are important aspects, PR is also very proactive. What sets excellent PR people apart from good PR people? The former are proactive and always try to see how they can make their brands part of the broader conversation about timely news topics by actually monitoring what people are talking about on the web and riding the news agenda. 

Commentary is a great way for company leaders to gain visibility. Executives quoted in industry-related articles are often seen as thought leaders. This requires establishing strong connections with reporters and becoming a resource they can rely on to help them craft more informative and accurate articles. Providing commentary does not mean talking about a company’s products or services. It means providing important industry context to a journalist about an event or situation — such as how new legislation might affect an industry — or offering insights to enrich a reporter’s educational article.

One of the best ways PR works proactively to establish a good reputation and credibility is through guest posts and articles in relevant publications   that demonstrate the knowledge of the team behind the brand. These establish a company’s team members as authorities in their industry and create brand recognition ahead of any outreach about company news or announcements. Good PR creates a virtuous cycle in which having credibility as an industry authority helps a company gain more visibility in the press, and increased visibility in the press leads to greater credibility as an industry authority.

When there is news to share, PR handles outreach to the media through press releases or by arranging speaking engagements for the company’s spokesperson. These speaking opportunities can include interviews with key journalists and presentations at industry events, as well as guest appearances on podcasts.

What PR Doesn’t Do

First and foremost, PR is not about traffic or sales in the short term. Over the long term, it can lead to that through brand building. Having a great product or service will only get you so far if no one has ever heard of you.

While public relations tends to fall within companies’ marketing verticals, it is distinctly different from marketing in that the point is not to drum up leads. It’s not like advertising, where you pay Y and get X number of clicks. Guest posts meant for reputation building ideally should not promote a company’s technology, and a company’s name should not be mentioned anywhere except in the byline and the author’s biography.

PR also does not slam the competition. Many companies mistakenly think that highlighting their own unique selling points means bad-mouthing other companies within their industry. However, if you’re spending your time bashing the competition, you’re not spending your time promoting what you do better than them.

Finally, PR doesn’t (or shouldn’t) mislead — either the client or the public — to get attention. Because PR is all about building up a good reputation and establishing credibility, one instance of misleading can mar the image a company has worked hard to craft.

There Are No Quick Fixes

Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Public relations is a long game. It takes time to establish a good reputation and to become known as an authority in an industry. PR focuses on building up your company and your team in the media. If you have a good PR team, you’ll see them getting quoted or mentioned on a regular basis in the press, or you’ll hear them speaking at events or on podcasts. 

When PR is bad, you’ll notice it. When it flops, it can flop spectacularly and get a company into the news for the wrong reasons. Good PR doesn’t draw attention to itself. In fact, when it’s good, you often don’t even notice it — you only see the positive buzz it generates for the company. 

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

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PRSA Code of Ethics

The PRSA Code of Ethics applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provision are actual examples of misconduct. More will be added as experience with the Code occurs.

PRSA is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically.

The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Each of us sets an example for each other – as well as other professionals – by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct.

Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code.

Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations and professionals.

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

Independence

We provide objective counsel to those we represent. We are accountable for our actions.

Loyalty 

We are faithful to those we represent, while honoring our obligation to serve the public interest.

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

PRSA Code Provisions of Conduct

Free flow of information.

Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.

• To maintain the integrity of relationships with the media, government officials, and the public.
• To aid informed decision-making.

Guidelines:

A member shall:

• Preserve the integrity of the process of communication.
• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which the practitioner is responsible.
• Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:

• A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.
• A member entertains a government official beyond legal limits and/or in violation of government reporting requirements.

Competition

Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment.

• To promote respect and fair competition among public relations professionals.
• To serve the public interest by providing the widest choice of practitioner options.
• Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.
• Preserve intellectual property rights in the marketplace.

Examples of Improper Conduct Under This Provision:

• A member employed by a “client organization” shares helpful information with a counseling firm that is competing with others for the organization’s business.
• A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor’s clients and employees in a ploy to recruit people and business.

Disclosure of Information

Core Principle Open communication fosters informed decision making in a democratic society.

To build trust with the public by revealing all information needed for responsible decision making.

• Act promptly to correct erroneous communications for which the member is responsible.
• Investigate the truthfulness and accuracy of information released on behalf of those represented.
• Reveal the sponsors for causes and interests represented.
• Disclose financial interest (such as stock ownership) in a client’s organization.
• Avoid deceptive practices.
• Front groups: A member implements “grass roots” campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.
• Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation’s performance.
• A member discovers inaccurate information disseminated via a website or media kit and does not correct the information.
• A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in “grass roots” campaigns.

Safeguarding Confidences

Core Principle Client trust requires appropriate protection of confidential and private information.

To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

• A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.
• Protect privileged, confidential, or insider information gained from a client or organization.
• Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.
• A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.
• A member intentionally leaks proprietary information to the detriment of some other party.

Conflicts of Interest

Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.

• To earn trust and mutual respect with clients or employers.
• To build trust with the public by avoiding or ending situations that put one’s personal or professional interests in conflict with society’s interests.
• Act in the best interests of the client or employer, even subordinating the member’s personal interests.
• Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.
• Disclose promptly any existing or potential conflict of interest to affected clients or organizations.
• Encourage clients and customers to determine if a conflict exists after notifying all affected parties.
• The member fails to disclose that he or she has a strong financial interest in a client’s chief competitor.
• The member represents a “competitor company” or a “conflicting interest” without informing a prospective client.

Enhancing the Profession

Core Principle Public relations professionals work constantly to strengthen the public’s trust in the profession.

• To build respect and credibility with the public for the profession of public relations.
• To improve, adapt and expand professional practices.
• Acknowledge that there is an obligation to protect and enhance the profession.
• Keep informed and educated about practices in the profession to ensure ethical conduct.
• Actively pursue personal professional development.
• Decline representation of clients or organizations that urge or require actions contrary to this Code.
• Accurately define what public relations activities can accomplish.
• Counsel subordinates in proper ethical decision making.
• Require that subordinates adhere to the ethical requirements of the Code.
• Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority.
• A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.
• A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.

PRSA Code of Ethics:

For more information and resources, visit our ethics page..

Here is what Stormy Daniels testified happened between her and Donald Trump

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Porn performer Stormy Daniels took the witness stand Tuesday in the hush money case against former President Trump, who looked on as she detailed their alleged sexual encounter and the payment she got to keep it quiet.

Prosecutors allege Trump paid Daniels to keep quiet about the allegations as he ran for president in 2016. Her testimony aired them very publicly as the presumptive Republican presidential nominee seeks to win the White House again.

Trump denies having sex with Daniels , and his lawyers unsuccessfully pushed for a mistrial midway through her testimony.

It was a major spectacle in the first criminal trial of a former American president, now in its third week of testimony in Manhattan.

Here are some takeaways from Daniels’ testimony:

Who is Stormy Daniels?

The case centers on a $130,000 payment to Daniels from Trump’s then-lawyer, Michael Cohen, in the final weeks of Trump’s 2016 campaign. Prosecutors say it was part of a scheme to illegally influence the campaign by burying negative stories about him.

Stormy Daniels describes meeting Trump in occasionally graphic testimony

The porn actor’s testimony, even if sanitized and stripped of tell-all details, has been the most-awaited spectacle in Donald Trump’s hush money trial.

May 7, 2024

His lawyers have sought to show that Trump was trying to protect his reputation and family — not his campaign — by shielding them from embarrassing stories about his personal life.

Daniels, whose real name is Stephanie Clifford, told jurors that she started exotic dancing in high school and appearing in adult films at age 23, eventually moving to direct more than 150 films and winning a roster of porn industry awards.

World & Nation

Key players: Who’s who at Donald Trump’s hush-money criminal trial

Donald Trump’s hush money criminal trial shifts to opening statements Monday, followed by the start of witness testimony. Who’s who in the case?

April 21, 2024

Meeting Trump

Daniels testified she first met and chatted with Trump at a 2006 Lake Tahoe celebrity golf outing where her studio was a sponsor.

He referred to her as “the smart one” and asked her if she wanted to go to dinner, she said. Daniels testified that she accepted Trump’s invitation because she wanted to avoid dinner with her co-workers and thought it might help her career. Trump had his bodyguard get her number, she said.

When they met up later in his penthouse, she appreciated that he seemed interested in the business aspects of the industry rather than the “sexy stuff.” He also suggested putting her on his TV show, “The Apprentice,” a possibility she hoped could help establish her as a writer and director.

She left to use the bathroom and was startled to find Trump in his underwear when she returned, she said. She didn’t feel physically or verbally threatened but realized that he was “bigger and blocking the way,” she testified.

“The next thing I know was: I was on the bed,” and they were having sex, Daniels recalled. The encounter was brief but left her “shaking,” she said. “I just wanted to leave,” she testified.

Stormy Daniels alleges in new documentary that Donald Trump cornered her the night they met

‘I have not forgiven myself because I didn’t shut his a— down in that moment’ in 2006, the adult filmmaker says in ‘Stormy,’ premiering March 18 on Peacock.

March 7, 2024

Payments for silence

Daniels was asked if Trump ever told her to keep things between them confidential, and said, “Absolutely not.” She said she learned in 2011 that a magazine had learned the story of their encounter, and she agreed to do an interview for $15,000 to make money and “control the narrative.” The story never ran.

In 2016, when Trump was running for president, Daniels said she authorized her manager to shop the story around but did not initially receive interest from news outlets. She said that changed in October with the release of the “Access Hollywood” tape in which Trump bragged about grabbing women sexually without asking permission . She said she learned that Cohen wanted to buy her silence.

Former tabloid publisher testifies about scheme to shield Trump from damaging stories

Trump is back in a New York courtroom as his hush money trial resumes. In D.C., the Supreme Court considers if he should be immune for actions while president.

April 25, 2024

Mistrial push

Midway through her testimony, Trump’s lawyers moved for a mistrial.

Defense lawyer Todd Blanche argued that Daniels’ testimony about the alleged encounter and other meetings with him had “nothing to do with this case,” and would unfairly prejudice the jury.

The judge rejected it, and he faulted defense attorneys for not raising more of their objections while she was testifying.

Before Daniels took the stand, Trump’s lawyers had tried to stop her from testifying about the encounter’s details, saying it was irrelevant in “a case about books and records.”

Prosecutors countered that Daniels’ testimony gets at what Trump was trying to hide and they were “very mindful” not to draw too much graphic detail. Before Daniels took the stand, they told the judge the testimony would be “really basic,” and would not “involve any details of genitalia.”

While the judge didn’t side with Trump’s lawyers, he acknowledged that some details were excessive. The objections could potentially be used by Trump’s lawyers if he is convicted and they file an appeal.

News analysis: Why Putin is raising the specter of nuclear weapons again

Russia announces plans to hold drills near Ukraine simulating the use of battlefield nuclear weapons.

May 6, 2024

Cross-examination

Trump’s lawyers tried to attack Daniels’ credibility, suggesting she was motivated by money and that her account has shifted over the years.

“Am I correct that you hate President Trump?” defense lawyer Susan Necheles asked Daniels at one point. Daniels acknowledged she did.

“And you want him to go to jail?” the lawyer asked.

“I want him to be held accountable,” Daniels said. Pressed again whether that meant going to jail, she said: “If he’s convicted.”

The defense pressed Daniels on the fact that she owes Trump hundreds of thousands of dollars in legal fees stemming from an unsuccessful defamation lawsuit, and on a 2022 tweet in which she said she “will go to jail before I pay a penny.” Daniels dug in at times in the face of pointed questions, forcefully denying the idea that she had tried to extort money from Trump.

Trump whispered frequently to his attorney during Daniels’ testimony, and his expression seemed to be pained at one point as she recounted details about the dinner she says they shared. He shook his head and appeared to say something under his breath as Daniels testified that Trump told her he didn’t sleep in the same room as his wife.

On the way out of the courthouse, Trump called it “a very revealing day.” He didn’t address Daniels’ testimony explicitly but claimed the prosecutors’ case was “totally falling apart.”

With oil funds and Formula One, Saudi Arabia steamrolls its way onto sports’ hallowed grounds

Saudi Arabia’s oil riches have rocked soccer, golf, even esports, and the autocratic kingdom is expanding in Formula One car racing. What’s behind the push?

May 2, 2024

Jarring split screen

Trump’s appearance in court Tuesday, like all other days he’s stuck in the courtroom, means he can’t be out on the campaign trail as he runs for president a third time. It’s a frequent source of his complaints, but Daniels’ testimony in particular might underscore how much of a distraction the trial is from the business of running for president.

While Trump was stuck in a Manhattan courthouse away from voters and unable to speak for much of the day, President Biden was attending a Holocaust remembrance ceremony and condemning antisemitism .

It’s an issue Trump has sought to use against Biden in the campaign by seizing on the protests at college campuses over the Israel-Hamas war .

Associated Press writer Price reported from New York, Whitehurst from Washington. AP writers Michael Sisak, Jennifer Peltz, Jake Offenhartz and Alanna Durkin Richer contributed to this story.

More to Read

Michael Cohen is pressed on his crimes and lies as defense attacks key Trump trial witness

May 16, 2024

Check stubs, fake receipts and blind loyalty: Cohen offers insider knowledge in Trump trial

May 14, 2024

Litman: Michael Cohen is testifying against Trump. Here’s what prosecutors need from him

May 13, 2024

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Postgraduate media and communications personal statement example.

I think the exhilaration of delivering an impromptu speech is what makes me fall in love with debate. The pressure to convince the whole room filled with adjudicators and the peace I felt when walking to the podium were something I look forward to. Convincing the adjudicators and winning the debate round is euphoria as well as a reassuring feeling that I have fulfilled my duty on that fierce round, which is to win in the war of words. It is a passion that I discovered almost seven years ago and kept close to my heart to this day.

For the next six years, I immersed myself in the world of debate. Reinforcing the importance of communication and empowering students have been set as the agenda for the rest of my study. During the second year of high school, I devoted my time to teaching and assisting mute elementary students in an inclusive school. I saw how students with disabilities were rejected from getting into regular school even when they had their sixth grade diploma. They were minimized by society and were visibly less privileged than the normal kids. This experience taught me how vital communication is for us as a functioning subject in society. So vital that not having the ability to do so took away their basic privilege of having an education.

My work continues with teaching debate in my university when I became the president of International Relations Debating Club (IRDC) in my second year of study. During that time, I took the opportunity to co-teach with my lecturer in his “English for International Relations” class for two years and in a political business debate workshop. Along the way, I tutored students in my department and watching them gain their confidence through my teaching is one of the most fulfilling things I ever experienced. The fact that words could build someone’s character by changing their behavior intensifies my interest on communication and language. This was a great sense of achievement and an encouragement to further pursue my interest.

While my interest in public speaking and communication was gradually shaped throughout my academic life, my fascination in media was sparked late in my undergrad study during a Global Media Journalism class. It was when my lecturer played a YouTube video titled “President Obama’s Anger Translator” for the class. What appealed to me is the fact that the unexpected and unusual speech was considered as one’s creative expression in the Western part of the world. In the East, especially in my country, attempting to do such thing would result in offending media, the opposition side, citizens, or even the Eastern culture itself. I was captivated by the bluntness of politics and how humor, as a part of expression, has become such a powerful force that it could give critics in a way that alters the way people think.

Throughout the years, TV news has played immense role in determining whether I get to go outside or stay home. It determines whether there would be massive demonstration on the street or peace for the day. A country where racism thrives through newspapers and TV shows is a place that I have learned to call home. The power of media was truly felt a year ago when Jakarta’s governor, who was a double minority, was thrown to jail for the words he spoke during an interview. Words that were exaggerated by the mass media and repeatedly featured as the headline news eventually stirred anger to the racial majority in Indonesia. He had 4 years to transform Jakarta and he served his job well. I watched how preposterous it was when media has complete command over what people read that day. Over what people think and to their political standing. Media is a truly potent instrument that could steer a state’s dynamic.

Outside academic study, I enjoy doing mixed martial arts, which allows me to have more structure and discipline in my daily activities. I do Muay Thai two or three days a week with my coach to perfect my movement and stamina. Playing guitar and ukulele is also a favorite pastime of mine. It is a perfect way to relax and recharge. Honing my guitar skill and training my vocal chord are aspects that I will continuously and joyfully work on.

In order to maximise my learning process in my undergrad study, I also spent 4 years studying French in the French Embassy and took DELF. Learning French has opened up my perspective about other states and has enabled me to grasp meaning even more profoundly when communicating with other people or reading text.

I would relish the chance to study in such contemporary degree that reflects the growing emphasis in communication, culture, and media. Working in media industries or corporations is such an interesting career prospect to me and is something that I am planning to do after completing my Masters degree. I believe that the university of Nottingham would maximize my postgraduate learning with this contemporary study and its diverse diaspora communities of international students. With specific modules like “Issues and Challenges in Contemporary Media” and “Language”, I believe that I would be ready to work in the ever-changing environment of media industries. I am excited about meeting students from different states and understanding their culture as well as the way they communicate.

My 6 years of experience in public speaking gave me an opportunity to communicate with my lecturers, fellow friends, seniors, and the marketing team in my campus. This opportunity of working with different demographics gave me strong organizational skills and a unique experience to engage in high level discussions related to my field of study. My enthusiasm in learning different fields of interest and the wide range of subjects during my undergrad study (e.g: law, economics, marketing, journalism, etc) have made me accustomed in using different lenses in solving an issue, which made me a better problem-solver. I believe that this set of skills will prepare me to face the challenges during my year as a postgraduate student.

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Press Release  Massachusetts Department of Correction Selects VitalCore Health Strategies as New Independent Health Care Partner

• Massachusetts Department of Correction

Media Contact   for Massachusetts Department of Correction Selects VitalCore Health Strategies as New Independent Health Care Partner

Scott j. croteau, acting director of media relations.

Milford — Today, the Massachusetts Department of Correction (DOC) announced the selection of a new independent health care partner to deliver comprehensive patient health care services for residents living at 10 state correctional facilities.  After an extensive procurement process, VitalCore Health Strategies , a national leader in correctional healthcare, was chosen for a 5-year contract with the DOC based on the organization’s demonstrated ability to provide innovative and comprehensive correctional health care with a steadfast commitment to enhancing the quality of service for incarcerated patients.  

The procurement process began in February 2023 when DOC sought the expertise of ForHealth Consulting at UMass Chan Medical School to develop a Request for Proposal designed to meet the evolving and complex needs of DOC’s incarcerated population. In collaboration with ForHealth, DOC developed a robust RFR, released in November 2023, that included extensive demographic information about the incarcerated population to ensure bidders could develop and structure proposals tailored to fit the needs of the 10 facilities.  

A procurement review team thoroughly evaluated submissions from all bidders and determined VitalCore will offer the best value for Massachusetts taxpayers.  

“In correctional settings, the success of the rehabilitative mission relies on a system’s ability to provide quality and compassionate care. The Massachusetts Department of Correction’s new partnership with VitalCore reflects their deep commitment to delivering holistic healthcare to incarcerated individuals,” said Secretary of Public Safety and Security Terrence Reidy . “I commend the DOC and UMass Chan ForHealth team for their thoughtful approach to identifying an independent healthcare partner who can meet the complex needs of incarcerated patients and shares Massachusetts’ vision for achieving high standards of care.” 

“Recognizing the wide-ranging needs of incarcerated individuals, we selected VitalCore with confidence in their ability to deliver important services across our state correctional system,” said Interim DOC Commissioner Shawn Jenkins. “The expertise of our partners at ForHealth informed our approach to enhancing our service delivery model in ways that will improve outcomes for those entrusted to our care.”  

“We are excited to collaborate and partner with the Massachusetts Department of Correction. Our mission is to prioritize the dignity and health of all under custodial care by delivering the highest standards of quality medical and behavioral health care, guided by evidence-based and trauma-informed best practices that result in positive clinical experiences for incarcerated patients,” said Viola Riggin, CEO of VitalCore Health Strategies . “ We share the same goals as the DOC to provide quality patient care, and we will demonstrate our passion for this work in our daily services.”  

As part of the five-year, $770 million agreement, VitalCore will facilitate medical, dental, mental, and behavioral health, substance use assessment, and sex offender treatment and evaluation services at 10 state correctional facilities. VitalCore will introduce new evidence-based practices and innovations to enhance the quality of care, including implementing a secure Telehealth system, an after-hours crisis hotline, and the eventual goal of an online patient portal accessible to incarcerated individuals through their DOC-issued personal tablets. The new provider will also bring renewed focus to medical staff recruitment and retention, geriatric care, and comprehensive wellness and pain management programs.   

The contract allows for two extensions with up to two years per extension.  

  VitalCore will serve the following state correctional facilities:  

VitalCore replaces DOC’s previous healthcare provider, Wellpath, LLC, whose contract at the abovementioned correctional facilities ends on June 30, 2024.  

The Department maintains a separate, facility-specific contract with Wellpath Recovery Solutions for Bridgewater State Hospital (BSH). DOC anticipates the next procurement process for BSH health care services will begin early next year.  

In addition, a procurement process is now underway for a facility-specific contract for the Massachusetts Alcohol and Substance Abuse Center (MASAC) in Plymouth, with an anticipated start date of July 2024.  

About VitalCore Health Strategies  

VitalCore was founded in January 2015 as Viola Riggin LLC and rebranded as VitalCore in 2018. VitalCore Health Strategies’ focus on values and improving the quality of life for patients is redefining correctional healthcare and healthcare in other institutionalized settings. 

Based in Topeka, Kansas, VitalCore provides health and mental health services in carceral settings nationwide. VitalCore currently serves 136 facilities providing care to 80,000 incarcerated individuals in 17 states.  

VitalCore’s patient-first approach ensures safe, high-quality care aimed at optimizing outcomes and mitigating risk. VitalCore prioritizes preventive care, outcomes-based behavioral services, evidence-based practice, and medical care that treats the whole patient, recognizing that preventative medicine leads to healthier patients, fewer risks, and lower costs.  

Learn more, about VitalCore Health Strategies here .  

Massachusetts Department of Correction 

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David Sanborn Died in Mid-May 2024 — He's Survived by His Wife and Son

I f you're especially into jazz, then chances are you've at least heard of David Sanborn . The alto saxophonist had been playing the instrument since before high school and he used that experience to propel himself through the music industry. Recognized as one of the most commercially successful American saxophonists in the business, his music helped influence generations of R&B, jazz, and pop. Despite having been active since 1959, he reportedly had concert dates lined up into 2025.

Clearly, David was ready to play music for the rest of his life. Unfortunately, his time came a little earlier than most would have expected. It was announced that David died on May 12, 2024. The jazz musician's death is mourned by several fans and celebrities, including Mark Hamill . He leaves behind an enormous legacy comprised of several accomplishments in the world of jazz. He is also survived by his wife and son. Here's what we know about his family.

David Sanborn was married to another musician named Alice Soyer.

David had been married to Alice Soyer , a fellow musician with whom he performed several times in the past.

Alice is a composer, pianist, and vocalist who was born and raised in Paris, France. She is also an accomplished painter and sells artisanal scarves on Etsy.

In a 2020 interview with All That Jazz , Alice revealed that she met David while attending a concert in the South of France. Not unlike a scene straight out of a romance film, they met each other after she heard David practicing saxophone through a window.

"I didn't see him right away, but I heard him," she told the outlet. "Then we spoke at dinner. It was so great and so natural. He was very encouraging. Told me to keep on writing, that it is great."

They officially started dating in 2016 and were married by 2020, spending the COVID-19 quarantine together.

As of this writing, Alice has made no public statements on the death of her husband on social media.

What was David Sanborn's cause of death?

In a statement posted to Twitter, David's cause of death was revealed. He passed away after "an extended battle with prostate cancer." He was 78 years old.

David was reportedly diagnosed back in 2018, but maintained his music career while undergoing treatment.

Did David Sanborn have any kids?

David is survived by his family, including his adult son, Jonathan Sanborn . Like his father, Jonathan is a musician himself. He is a bass player who previously played in albums released in the 1990s.

Our hearts go out to David's family and friends during this difficult time. His music and legacy will live on and continue to inspire artists in R&B, jazz, and pop.

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USDA, HHS Announce New Actions to Reduce Impact and Spread of H5N1

On March 25, 2024, immediately following the first detection of H5N1 in dairy cattle in the Texas panhandle region, USDA and HHS began their work to understand the origin of the emergence and its potential impact in bovines and humans. USDA experts also took swift action to trace animal movements, began sampling to assess the disease prevalence in herds, and initiated a variety of testing activities to confirm the safety of the meat and milk supplies alongside federal partners. On April 1, 2024, Texas reported the first and only confirmed human H5N1 infection associated with this outbreak, after confirmation by CDC. On April 24, 2024, USDA issued a Federal Order, that took effect on April 29, to limit the movement of lactating dairy cattle and to collect and aggregate H5N1 test results to better understand the nature of the outbreak.

Since the detection of H5N1 in dairy cattle, the Federal response has leveraged the latest available scientific data, field epidemiology, and risk assessments to mitigate risks to workers and the general public, to ensure the safety of America’s food supply and to mitigate risk to livestock, owners, and producers. Today, USDA is taking a series of additional steps to help achieve these goals and reduce the impact of H5N1 on affected premises and producers, and HHS is announcing new actions through the CDC and FDA to increase testing and laboratory screening and testing capacity, genomic sequencing, and other interventions to protect the health and safety of dairy and other potentially impacted food items.

Today, USDA is announcing assistance for producers with H5N1 affected premises to improve on-site biosecurity in order to reduce the spread. In addition, USDA is taking steps to make available financial tools for lost milk production in herds affected by H5N1. Building on the Federal Order addressing pre-movement testing, these steps will further equip producers with tools they can use to keep their affected herds and workers healthy and reduce risk of the virus spreading to additional herds.

Protect against the potential for spread between human and animals . Provide financial support (up to $2,000 per affected premises per month) for producers who supply PPE to employees and/or provide outerwear uniform laundering, for producers of affected herds who facilitate the participation of their workers in USDA/CDC workplace and farmworker study.

Complementary to USDA’s new financial support for producers, workers who participate in the study are also eligible for financial incentives to compensate them for their time, regardless of whether the study is led by federal, state, or local public health professionals.

Support producers in biosecurity planning and implementation . Provide support (up to $1,500 per affected premises) to develop biosecurity plans based on existing secure milk supply plans. This includes recommended enhanced biosecurity for individuals that frequently move between dairy farms – milk haulers, veterinarians, feed trucks, AI technicians, etc. In addition, USDA will provide a $100 payment to producers who purchase and use an in-line sampler for their milk system.

Provide funding for heat treatment to dispose of milk in a bio secure fashion . This will provide producers a safe option for disposal of milk. Heat treatment performed in accordance with standards set by FDA is the only currently available method considered to effectively inactivate the virus in milk. If a producer establishes a system to heat treat all waste milk before disposal, USDA will pay the producer up to $2,000 per affected premises per month.

Reimburse producers for veterinarian costs associated with confirmed positive H5N1 premises . This provides support to producers to cover veterinary costs necessarily incurred for treating cattle infected with H5N1, as well as fees for veterinarians to collect samples for testing. This can include veterinary fees and/or specific supplies needed for treatment and sample collection. Veterinary costs are eligible to be covered from the initial date of positive confirmation at NVSL for that farm, up to $10,000 per affected premises.

Offset shipping costs for influenza A testing at laboratories in the National Animal Health Laboratory Network (NAHLN) . USDA will pay for the cost of shipping samples to NAHLN labs for testing. USDA will pay actual shipping costs, not to exceed $50 per shipment for up to 2 shipments per month for each affected premises. Testing at NAHLN laboratories for samples associated with this event (e.g., pre-movement, testing of sick/suspect animals, samples from concerned producers) is already being conducted at no-cost to the producer.

Taken together, these tools represent a value of up to $28,000 per premises to support increased biosecurity activities over the next 120 days.

Compensate producers for loss of milk production . USDA is taking steps to make funding available from the Emergency Assistance for Livestock, Honey Bees, and Farm-raised Fish Program (ELAP) to compensate eligible producers with positive herds who experience loss of milk production. While dairy cows that have been infected with H5N1 generally recover well, and there is little mortality associated with the disease, it does dramatically limit milk production, causing economic losses for producers with affected premises. USDA can support farmers with the ELAP program to offset some of these losses. This compensation program is distinct from the strategy to contain the spread.

Work with states to limit movement of lactating cattle . Additionally, USDA will work with and support the actions of States with affected herds as they consider movement restrictions within their borders to further limit the spread of H5N1 between herds to reduce further spread of this virus.

USDA will make $98 million in existing funds available to APHIS to fund these initiatives. If needed, USDA has the authority, with Congressional notification, to make additional funds available.

These additional measures build on a suite of actions USDA has taken to date. This includes implementation of the Federal Order to limit spread of the disease, coordinating with federal partners to share expertise and lab capacity, doubling down on our work with producers to practice good biosecurity measures, continuing to conduct investigations to determine how the virus is spread within and between farms, and analyzing and sharing sequences alongside validated epidemiological information.

The U.S. government is addressing this situation with urgency and through a whole-of- government approach. USDA is working closely with federal partners at FDA, which has the primary responsibility for the safety of milk and dairy products, by assisting with conducting lab testing at USDA labs. USDA is also working closely with federal partners at CDC, which has the primary responsibility for public health, by encouraging producer and industry cooperation with public health officials to get vital information necessary to assess the level of risk to human health.

Additional details on how producers can access and apply for the financial tools is forthcoming.

Today, HHS announced new funding investments through CDC and FDA totaling $101 million to mitigate the risk of H5N1 and continue its work to test, prevent, and treat H5N1. Although the CDC’s assessment of the risk of avian influenza infection for the general public continues to remain low at this time, these investments reflect the Department’s commitment to prioritizing the health and safety of the American public.

Public and animal health experts and agencies have been preparing for avian influenza outbreak for 20 years. Our primary responsibility at HHS is to protect public health and the safety of the food supply, which is why we continue to approach the outbreak with urgency. We stood up a response team which includes four HHS agencies – CDC, FDA, NIH and ASPR – which are working closely with USDA to:

• Ensure we keep communities healthy, safe, and informed;
• Ensure that our Nation’s food supply remains safe;
• Safeguard American agriculture and the livelihood and well-being of American farmers and farmworkers; and
• Monitor any and all trends to mitigate risk and prevent the spread of H5N1 among both people and animals.

Some examples of this work include:

• CDC monitoring of the virus to detect any changes that may increase risk to people, and updated avian flu guidance for workers to ensure people who work with dairy cows and those who work in slaughterhouses have the guides and information they need in both English and Spanish.
• CDC's ongoing discussions with multiple states about field investigations and incentives for workers who participate in these on-site studies. CDC has also asked health departments to distribute existing PPE stocks to farm workers, prioritizing those who work with infected cows. To help states comply with CDC recommendations, ASPR has PPE in the Strategic National Stockpile (SNS) available for states to request if needed.
• FDA’s close coordination with USDA to conduct H5N1 retail milk and dairy sample testing from across the country to ensure the safety of the commercial pasteurized milk supply. NIAID – a part of NIH - is also providing scientific support to this entire effort through six U. S. based Centers for Excellence for Influenza Research and Response, known as CEIRRs.

Today, in light of HHS’ ongoing commitment to ensure the safety of the American people and food supply, HHS announced additional resources to further these efforts through CDC and FDA:

CDC announced it has identified an additional $93 million to support its current response efforts for avian influenza. Building on bipartisan investments in public health, this funding will allow CDC to capitalize on the influenza foundation that has been laid over the last two decades, specifically where CDC has worked domestically and globally to prevent, detect, and respond to avian influenza.

These investments will allow CDC to bolster testing and laboratory capacity, surveillance, genomic sequencing, support jurisdictions and partner efforts to reach high risk populations and initiate a new wastewater surveillance pilot.

• Develop and optimize assays that can be used to sequence virus independent of virus identification.
• Assess circulating H5N1 viruses for any concerning viral changes, including increased transmissibility or severity in humans or decreasing efficacy of diagnostics or antivirals.
• Support the ability of STLT Public Health Labs throughout the country to surge their testing abilities, including support for the additional costs of shipping human avian influenza specimens, which are select agents.
• Through the International Reagent Resource (IRR), support manufacture, storage, and distribution of roughly one thousand additional influenza diagnostic test kits (equaling nearly around one million additional tests) for virologic surveillance. The IRR would also provide influenza reagents for research and development activities on a global scale. This is in addition to current influenza testing capacity at CDC and in STLT public health and DOD labs, which is approximately 490,000 H5-specific tests.
• Address the manufacturer issue detected with current avian flu test kits.
• Initiate avian flu testing in one commercial laboratory.
• Scale up existing efforts to monitor people who are exposed to infected birds and poultry to accommodate workers at likely many more poultry facilities, as well as potentially workers at other agricultural facilities and other people (e.g., hunters) who may be exposed to species that pose a threat.
• Scale up contact tracing efforts and data reporting to accommodate monitoring of contacts of additional sporadic cases.
• Support the collection and characterization of additional clinical specimens through established surveillance systems from regions with large numbers of exposed persons to enhance the ability to detect any unrecognized cases in the community if they occur.
• Expand respiratory virus surveillance to capture more samples from persons with acute respiratory illness in different care settings.
• Support continuation and possible expansion of existing respiratory surveillance platforms and vaccine effectiveness platforms.
• Provide bioinformatics and data analytics support for genomic sequencing at CDC that supports surveillance needs for enhanced monitoring.
• Expand sequencing capacity for HPAI in state-level National Influenza Reference Centers (NIRCs), Influenza Sequencing Center (ISC), and Pathogen Genomic Centers of Excellence.
• Analyze circulating H5N1 viruses to determine whether current Candidate Vaccine Viruses (CVVs) would be effective and develop new ones if necessary.
• Support partner efforts to reach high risk populations.
• Initiate wastewater pilot to evaluate the use case for HPAI in up to 10 livestock - adjacent sites in partnership with state and local public health agencies and utility partners.
• Implement a study to evaluate the use of Influenza A sequencing in wastewater samples for highly pathogenic avian influenza typing. Initiate laboratory evaluation for HA typing and examine animal-specific markers in community wastewater to assess wildlife and livestock contribution and inform interpretation of wastewater data for action.

Additionally, the FDA is announcing an additional $8 million is being made available to support its ongoing response activities to ensure the safety of the commercial milk supply. This funding will support the agency’s ability to validate pasteurization criteria, conduct surveillance at different points in the milk production system, bolster laboratory capacity and provide needed resources to train staff on biosecurity procedures. Additionally, these funds will help support H5N1 activities in partnership with state co-regulatory partners, who administer state programs as part of the federal/state milk safety system. It may also allow the FDA to partner with universities on critical research questions.

Additional Information:

To learn more about USDA’s response to H5N1 in dairy cattle, visit www.aphis.usda.gov/livestock-poultry-disease/avian/avian-influenza/hpai-detections/livestock .

To learn more about CDC’s response to H5N1, visit www.cdc.gov/flu/avianflu/mammals.htm .

To learn more about FDA’s response to H5N1, visit www.fda.gov/food/alerts-advisories-safety-information/updates-highly-pathogenic-avian-influenza-hpai

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