Embed Size (px)
Citation preview
2016 NSPRA Member Survey
Profile of members by:
• Salary • Experience • Work Environment • Background
The information in this report is CONFIDENTIAL and the property of the National School Public Relations Association. © 2016 NSPRA 15948 Derwood Rd., Rockville, MD 20855 phone: (301) 519-0496 www.nspra.org
February 2016
© 2016 NSPRA 2
© 2016 NSPRA 3
2016 Member Survey Report Every other year, NSPRA surveys its members to better understand their backgrounds and responsibilities, and to help advocate for our members with this understanding. This survey is designed to help NSPRA’s leaders make decisions based on data our members provide.
We asked NSPRA members to fill out a brief survey online with K12 Insight in January 2016. An invitation to take the survey was sent to 1,573 active NSPRA members through e-mail and in NSPRA This Week and eNetwork. Of that number, 372 members completed the survey. Not every member answered every question. Please note that results contained in this report represent a very small sample of our membership – at maximum 24% of our total membership of 1,573, in January 2016. Please keep that in mind as you read the responses.
Who Is an NSPRA Member?
Most respondents have worked in the PR/communication/marketing industry and been an NSPRA member for more than a decade. They have also held their current position for 11 or more years. 70 percent of respondents (280 of 366 respondents) have had another PR/communication/marketing job before this one, a figure that mirrors our last survey’s results. However, although most had never worked outside of education in 2014, this year’s survey shows that 72 members worked for 3-5 years in communication before switching to the education sphere compared to 69 that had never ventured outside of education. 68 respondents out of 366 (19%) are Accredited in Public Relations (APR).
55 40
74 65
137
Lessthanoneyear
1-2years
3-5years
6-10years
11+years
NSPRA Membership n=371
24 25
50
69 62
128
10
Time as a School Communicator n=368
50 53 80
64
118
Lessthanoneyear
1-2years
3-5years
6-10years
11+years
Time at Current Position n=365
© 2016 NSPRA 4
Demographically, 76% of respondents (276 of 363) are female, and nearly all (93%, 337 of 364 respondents) are Caucasian. NSPRA is 2% more homogeneous racially and in terms of gender in this survey than the last one. One-third of respondents (125 of 365) are between the ages of 50 and 59 as opposed to one-third being between the ages of 40-49 last time. This age range still accounts for 28% of respondents, though. 355 respondents of 365 (97%) have earned at least their bachelor’s degree, one-third (122) has earned their master’s, and 4% (13) have their doctorate. Most respondents (22%, 79 of 367) are from the North Central region. Nearly 60% of our respondents studied either communications/communication studies/PR or journalism as undergraduates (217 out of 365 respondents). More respondents studied education for their graduate pursuits than journalism, but one-quarter (47 of 175) earned their graduate degree in communications/communication studies/PR as well.
Job Description
Respondents were four percent more likely to have a colleague that works in school communication, but more than one-third (134 out of 362) are their organization’s only school communicator. Slightly more than half (199 compared to 166) supervise other staff members. Those who supervise others usually supervise either three to five people (59 out of198 respondents). Respondents are most likely, by far, to be a PR/Communications/Marketing director than to hold any other job title. Seventy percent (253 of 361) report directly to the superintendent or CEO for their primarily suburban school districts. Most respondents work in smaller districts than the last time this survey was conducted with 5,000 to 10,000 students rather than 10,000 to 25,000.
Budgets and Salaries
It is most common for respondents to have an annual communication budget of $50,000 to $149,999 in their district, of which $70,000 to $79,999 commonly represents the respondents’ salary range. This is an increase from last survey’s $60,000 to $69,999 range. Forty percent of respondents with their APR (22 out of 55) made $100,000 annually or more. In contrast to our last survey finding most members did not receive a salary increase, this survey shows most members received a 2% raise. Most respondents’ districts have a total operating budget of more than $150 million.
We have included graphs to display the full results of this membership survey.
Yes, 199, 55%
No, 166, 45%
Do you supervise others? n=365
6 11
21
38
53 58
53
31
46
22 24
Salary Range n=363
© 2016 NSPRA 5
55
40
74 65
137
0
20
40
60
80
100
120
140
160
Less than one year 1-2 years 3-5 years 6-10 years 11+ years
How long have you been an NSPRA member? n=371
Yes, 86, 23%
No, 280, 77%
Is this your first PR/communication/marketing job? n=366
© 2016 NSPRA 6
24 25
50
69 62
128
10
0
20
40
60
80
100
120
140
How many years have you worked in school PR/communication/marketing?
n=368
31
42
72 67
35
51
69
0
10
20
30
40
50
60
70
80
Less than oneyear
1-2 years 3-5 years 6-10 years 11-15 years More than 15years
I've neverworkedoutside
education.
How many years did you work in PR/communication/marketing outside of education?
n=367
© 2016 NSPRA 7
OTHER:
1. Independently governed endowed academy serving a public population that is a diverse urban/rural mix
2. Combo of rural and suburban 3. Career-Technical District 4. With 40,000 students in 65 schools I can't best
describe our district as only one type; we are urban, rural, suburban and exurban.
5. University
6. Public charter school in an urban area 7. Career-Technical School District 8. MSBSD is partially suburban and partially Alaska
rural/remote 9. career and technical education (tech school) 10. Retired 11. State school for the deaf and the blind, under
state department of ed 12. Education Management Company
63
194
7
43
1
26 11
1 1 9
What category best describes your employer? n=356
© 2016 NSPRA 8
20
71
98
82
52
6 9
29 20
0
20
40
60
80
100
120
Fewerthan2,000
students
2,000 to4,999
students
5,000 to9,999
students
10,000 to24,999
students
25,000 to49,999
students
50,000 to74,999
students
75,000 to99,999
students
More than100,000students
I do notwork for a
schooldistrict.
What is your district/organization's enrollment? n=367
26
57
95
51
100
15
0
20
40
60
80
100
120
Less than $20million
$20 million to $49million
$50 million to $99million
$100 million to$150 million
More than $150million
N/A -- I am self-employed
What is your district/organization's approximate annual operating budget? n=344
© 2016 NSPRA 9
42
100 79
30 28 24 12
38
12
020406080
100120
What is your district/organization's annual budget for PR/communication/marketing (including salaries, benefits, printing,
contract services, video/website/tech support, events, etc.)? n=365
134
75
44
28 18 19 13
6 4
21
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6 7 8 9 10+
How many staff members (also counting yourself) are in the communication office, including clerical/administrative staff?
n=362
© 2016 NSPRA 10
OTHER:
1. 25% Grants, 25% PR, 25% Education Foundation, 25% Title I
2. publication editor 3. Program manager for BOCES Communications
Service 4. Director of the Education Foundation 5. Communication Coordinator - one of two in the
office. No director position. 6. Part-time Communications Coordinator 7. Community LIaison - non administrator central
office staff, duties include grant writing, community partnerships, program managment and public relations
8. Program manager, overseeing communications specialists in school districts
9. Web and Video
10. Chief Communications Officer 11. communication specialist 12. Research/special projects/outreach 13. Stakeholder
Engagement/Communication/PR/Marketing 14. Executive Director 15. Communications/Marketing Director AND
Central office administrator other than PR/Communications
16. PR/communication/marketing/alumni outreach director
17. Assistant Director of PR/Communications 18. communications, PR, volunteer management 19. Director of Communications, Support Staff to
Supt and School Board 20. National Student Recruitment Manager
259
48
5 9 6 1 0 13 2 5 20
0
50
100
150
200
250
300
What is your primary job responsibility? n=352
© 2016 NSPRA 11
50 53
80
64
118
0
20
40
60
80
100
120
140
Less than one year 1-2 years 3-5 years 6-10 years 11+ years
How long have you held your current position? n=365
Yes, 199, 55%
No, 166, 45%
Do you supervise any staff members? n=365
© 2016 NSPRA 12
52
41
59
31
9 3 3
0
10
20
30
40
50
60
70
1 2 3 to 5 6 to 10 11 to 20 21 to 35 35 or more
If you do supervise others, how many staff members do you supervise? n=198
Yes, 68, 19%
No, 298, 81%
Are you accredited in public relations?
Yes
No
© 2016 NSPRA 13
OTHER:
1. Director of Technology 2. no one - I'm self-employed 3. Assistant Director of PR/communications 4. Executive Director 5. Myself 6. Self 7. Self, those with whom I might be working, and ultimately society. 8. Magnet Coordintor 9. Self 10. Business Manager 11. Association Board of Directors 12. I own a Public Relations firm. 13. Communications Manager 14. Clients 15. Director of the school 16. Dean College of Education 17. Tech director 18. Chief Communication Officer 19. Communications Coordinator 20. Director of Operations
253
44 38
5 21
0
50
100
150
200
250
300
Superintendent/CEO Chief of staff/Deputysuperintendent/Other
cabinet-level admin
Director ofPR/Communications
Board of Education Other
To whom do you report? n=361
© 2016 NSPRA 14
Male, 87, 24%
Female, 276, 76%
What is your gender? n=365
337
13 8 1 1 4 0
50
100
150
200
250
300
350
400
What is your race/ethnicity? n=364
© 2016 NSPRA 15
14
85
104
125
37
0
20
40
60
80
100
120
140
20-29 30-39 40-49 50-59 60 or older
What is your age range? n=365
6 11
21
38
53 58
53
31
46
22 24
0
10
20
30
40
50
60
70
What is your annual salary range? n=363
© 2016 NSPRA 16
81
54
106
64
10 11 5 2 1 0 4 12
0
20
40
60
80
100
120
Approximately what percentage did your salary increase after your last salary review?
n=350
62 60
42
79
56
32 36
0
10
20
30
40
50
60
70
80
90
Northeast Mideast Southeast North CentralSouth Central Northwest Southwest
Which NSPRA Region of the country are you in? n=367
© 2016 NSPRA 17
10
220
122
13
0
50
100
150
200
250
Some college Bachelor's degree Master's degree Doctorate
What is the highest level of education you've completed? n=365
© 2016 NSPRA 18
OTHER:
1. Linguistics 2. Sociology 3. Art History 4. French and International Studies 5. Political science 6. Humanities (interdisciplinary) 7. Art and Architecture 8. history of religion 9. Art 10. Political Science 11. Behavioral Science and the Law
(interdisciplinary liberal arts degree) 12. Political Science 13. History 14. Public Administration 15. BS Biology 16. General Arts (as it is known in Ontario, Canada) 17. Zoology 18. Meteorology 19. Dental Hygiene 20. Political science
21. Philosophy and Religion 22. Political Science/Pre Law/Public Administration 23. Double major in Music Education and Music
Performance 24. International Relations 25. Engineering 26. Humanities 27. political science 28. History and Economics 29. Biology and Chamistry 30. Recreation, Parks and Leisure Services 31. Religion/Philosophy 32. Political Science 33. Computer Science 34. Graphic Art, Desktop publishing 35. Public Administration 36. Sociology 37. Sociology 38. Engineering 39. Graphic design 40. Graphics/marketing/advertising
PR/Communication/Communication Studies, 114, 31%
Education, 23, 7%
Marketing, 12, 3%
Business/ Management, 21,
11%
English, 28, 8%
Psychology/ Counseling, 5, 3%
Journalism, 103, 28%
Radio/TV/Film, 12, 3%
Other, 52, 14%
What category best describes your undergraduate major or field of study, if applicable?
n=365
© 2016 NSPRA 19
41. History 42. English 43. Visual Communications Design 44. Psychology 45. Applied Economics
46. American History 47. Graphic Communications 48. Social Science 49. Political Science 50. Mathematics and religion
OTHER:
1. Human Resource Management 2. Public policy 3. Mass Communication 4. Currently enrolled in Masters Degree program,
studying Public Administration 5. Law 6. Public Administration 7. Information Science 8. Public Affairs - Education Policy and Non-Profit
Management concentration 9. Completed classes in sales and marketing, sales
analysis, community engagement, financial analysis and educational visioning training.
10. Organizational Leadership & Quality 11. Political Management 12. Professional Writing with a focus in marketing
and web communication
13. Divinity 14. Public Policy 15. some grad level course in PR/marketing but no
degree 16. Latin American Studies 17. Working on my APR 18. public administration 19. Public Administration 20. Strategic Public Relations 21. Liberal studies - PR and Women's Studies 22. History/Political Science 23. Research 24. Administrative 25. Public Administration 26. Business/Management AND Education 27. American Studies 28. Public Administration
PR/Commnication /Communication Studies, 47, 25%
Education, 33, 19%
Marketing, 5, 3%
Business/ Management, 22,
12% English, 5, 3%
Psychology/ Counseling, 3, 2%
Journalism, 19, 11% Radio/TV/Film, 1, 0%
Other, 43, 25%
What category best describes your graduate major or field of study, if applicable?
n=175
© 2016 NSPRA 20
29. Human Development Consumer & Family Sciences
30. Integrated Marketing Communications 31. Public Administration 32. Sociology 33. Organization Development 34. Masters in Social Work and Masters in
Education 35. Masters: Telecommunication; Ph.D. Mass
Media (Telecommunication, Advertising, Journalism - joint degree)
36. Communication Leadership - Drake University 37. Law 38. Social Work 39. APR
© 2016 NSPRA 21
1
7
8 8
10
3
4
7
1
3
0
2
4
6
8
10
12
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=60
D.C., IN, KY, MD, MI, OH, VA, WV
© 2016 NSPRA 22
2
3
4
6
9
7
2
6
2
2
0
1
2
3
4
5
6
7
8
9
10
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=42
AL, FL, GA, MS, NC, SC, TN, Puerto Rico, Virgin Islands
© 2016 NSPRA 23
1
5
12
10 10
4 4 3
4
0
2
4
6
8
10
12
14
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=56
AR, KS, LA, MO, OK, TX
© 2016 NSPRA 24
2 2
3 3
9
1
5
1
4
0
1
2
3
4
5
6
7
8
9
10
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,00 0to$130,000
More than$130,000
What is your annual salary range? n=32
AK, ID, MT, OR, WA, Alberta, British Columbia, Northwest Territories, Saskatchewan, Yukon
© 2016 NSPRA 25
0 0
4
1
3
7
5
7
3
4
0
1
2
3
4
5
6
7
8
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=36
AZ, CA, CO, HI, NV, NM, UT, WY
© 2016 NSPRA 26
0
3
8 9
9
14
7 7
3
1
0
2
4
6
8
10
12
14
16
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=62
CT, DE, ME, MA, NH, NJ, NY, PA, RI, VT, New Brunswick, Newfoundland, Nova Scotia, Eastern Ontario, Prince Edward Island, Quebec
© 2016 NSPRA 27
3 3
5
7
15
13
3
8
10
6 6
0
2
4
6
8
10
12
14
16
Less than$30,000
$30,000 to$39,999
$40,000 to$49,999
$50,000 to$59,999
$60,000 to$69,999
$70,000 to$79,999
$80,000 to$89,999
$90,000 to$99,999
$100,000 to$115,999
$116,000 to$130,000
More than$130,000
What is your annual salary range? n=79
IL, IA, MN, NE, ND, SD, WI, Manitoba, Northwestern Ontario
