How to Become an Event Public Relations Manager (Conquering the Media Maze)

If you’ve ever dreamed of orchestrating high-profile events or wondered what it takes to become an Event Public Relations Manager, you’re in the right place.
In this guide, we’ll delve into the EXACT steps you need to take to kickstart your career as an Event Public Relations Manager. We’ll discuss:
- The skills you need.
- The education that can assist your journey.
- How to secure a job as an Event Public Relations Manager.
So, whether you’re a novice in the world of events or a seasoned professional seeking to specialize, stay tuned.
We’re about to unpack the roadmap to becoming an Event Public Relations Manager.
Let’s get started!
Steps to Become an Event Public Relations Manager
Step 1: Obtain a Bachelor’s Degree in Public Relations, Marketing, Communications, or a Related Field
To start your journey to become an Event Public Relations Manager, you will first need to earn a Bachelor’s degree in a relevant field.
Some of the most common majors for this job role include Public Relations, Marketing, Communications, Journalism, or Business.
These degrees provide the foundational knowledge required for this career, offering classes in public speaking, business writing, mass communication, and marketing strategy.
During your degree, seek out opportunities for practical experience, such as internships or work-study programs in event management or PR firms.
This allows you to put your learning into practice, build a network of contacts, and acquire real-world skills.
These experiences can be invaluable when applying for jobs after graduation, as employers often prefer candidates with some practical experience.
Choosing a minor or additional coursework in event management, hospitality, or a related area can also be beneficial.
This additional specialization can provide a competitive edge, as it equips you with specific skills and knowledge relevant to the role of an Event Public Relations Manager.
This can include understanding event planning processes, budget management, vendor relations, and more.
Remember, the role of an Event Public Relations Manager is multifaceted, requiring both strong communication skills and a keen understanding of business strategy and event management.
By choosing a relevant degree and gaining practical experience, you are setting a solid foundation for a successful career in this field.
Step 2: Develop Strong Written and Verbal Communication Skills
In the field of event public relations, strong written and verbal communication skills are crucial.
As a PR manager, you will be responsible for managing relationships with the public, media, sponsors, and key stakeholders.
You need to be able to articulate your thoughts and ideas clearly and persuasively in both written and spoken form.
There are several ways to develop your communication skills.
One method is by taking courses or workshops focused on communication, public speaking, or journalism.
These can provide you with the foundational knowledge of how to write press releases, speeches, and promotional material, as well as how to speak confidently in front of an audience.
You can also consider participating in debates, public speaking clubs, or even theater groups to enhance your verbal communication and presentation skills.
Real-life experience can also significantly improve your communication skills.
Look for internships or part-time jobs in public relations, marketing, or event management.
These experiences provide opportunities to communicate with various stakeholders, handle press conferences, write press releases, and more.
Finally, consistently reading well-written articles, blogs, and books can help improve your writing skills.
Paying attention to how professional writers structure their sentences, build their arguments, and use language effectively can be a great way to enhance your own writing.
Remember, communication is not just about speaking or writing; it’s also about listening and understanding.
As an event PR manager, you need to understand the needs and concerns of your stakeholders, so develop active listening skills as well.
Step 3: Gain Experience through Internships or Entry-Level Jobs in PR or Event Management
As an aspiring Event Public Relations Manager, it’s crucial to accumulate relevant experience early in your career.
Internships or entry-level jobs in public relations or event management are an excellent way to achieve this.
You can find these opportunities in various sectors including corporate businesses, non-profits, entertainment, and hospitality, among others.
Internships allow you to gain a firsthand experience of the industry, understand the day-to-day activities, and acquire practical skills.
You’ll learn how to create press releases, communicate with media, plan and execute events, and manage client relationships.
Keep in mind, an internship also provides networking opportunities that could be beneficial for your future career advancement.
An entry-level job in public relations or event management, on the other hand, will provide you with more responsibilities and a closer look at the dynamics of the industry.
You could start as a Public Relations Assistant or Event Coordinator, and gradually work your way up.
Regardless of the route you choose, it’s important to make the most of these experiences.
Learn as much as you can, take initiatives, demonstrate your leadership abilities, and foster professional relationships.
This foundation of knowledge and skills will prepare you for the role of an Event Public Relations Manager.
Step 4: Develop Networking Skills and Start Building Professional Relationships
As an Event Public Relations Manager, networking is a key component of your job.
Hence, you should focus on developing your networking skills and start building professional relationships at an early stage.
Attend industry events, join professional PR and event management organizations, and proactively connect with peers, industry leaders, and potential clients to build your network.
You can also consider volunteering for events or PR campaigns to gain practical experience and meet industry professionals.
Remember, networking is not just about meeting people; it’s about building meaningful relationships.
Be genuine, attentive, and respectful in your interactions.
Show interest in other people’s work and offer help where you can.
Additionally, social media platforms such as LinkedIn and Twitter can be powerful tools for networking in today’s digital age.
Follow relevant industry thought leaders, participate in discussions, share industry news and insights, and showcase your own work to boost your online presence.
In the realm of event public relations, who you know can be as critical as what you know, so start building your network as early as possible.
Step 5: Learn to Use Public Relations Software and Tools
As an Event Public Relations Manager, it’s important to familiarize yourself with different PR tools and software.
Many of these digital tools are designed to help manage media relations, track press coverage, create press releases, and manage online reputation.
Understanding how to use these tools effectively can greatly enhance your efficiency and professionalism.
You may want to learn how to use media databases to find journalists and influencers who could cover your event.
Some of the most common PR software includes Cision, Muck Rack, and Gorkana.
These platforms provide contact information for journalists and influencers, which can be invaluable when you’re trying to get the word out about an event.
Event management software like Eventbrite or Bizzabo can also be beneficial for ticketing, registration, and attendee engagement during an event.
Social media management tools like Hootsuite or Buffer can help you schedule posts, track engagement, and measure the impact of your social media campaigns.
You can learn to use these tools through online tutorials, user guides provided by the software, or through training courses.
Remember that these tools are constantly evolving, so it’s important to stay updated and continuously enhance your skills.
Step 6: Gain Knowledge of the Events Industry and Stay Updated on Current Trends
As an Event Public Relations Manager, it is crucial for you to have a deep understanding of the events industry, along with staying updated on the latest trends, technologies, and best practices in the sector.
This understanding will assist you in creating and executing effective PR strategies that resonate with your target audience and achieve the desired results.
You can gain knowledge of the industry by attending industry conferences, seminars, and trade shows, reading industry publications, joining industry-specific groups and forums on social media, and networking with other professionals in the field.
These platforms can provide you with crucial insights into the current trends and best practices in event planning and management, public relations, and marketing.
Moreover, it is also essential to keep an eye on the latest trends in social media, digital marketing, and event technologies, as these areas are constantly evolving and can have a significant impact on the effectiveness of your PR strategies.
In addition to industry-specific knowledge, having a good understanding of current affairs, popular culture, and the general business environment can also be beneficial in identifying potential PR opportunities and risks, and in creating PR strategies that are relevant and timely.
Remember, continuous learning and staying updated is a key aspect of the role of an Event Public Relations Manager.
So, make it a habit to invest time in learning about the industry and staying abreast of the latest trends and developments.
Step 7: Develop Crisis Management Skills
Crisis management is a critical aspect of an Event Public Relations Manager’s role.
Events often have unforeseen issues or crises that can potentially damage the reputation of the company or the event.
As an Event Public Relations Manager, you need to be prepared to handle these crises efficiently and effectively.
To develop crisis management skills, you can start by gaining a solid understanding of crisis communication strategies.
This involves knowing how to communicate effectively under pressure, understanding the psychology of crisis situations, and being able to design and implement crisis communication plans.
You can learn these skills through various online courses or workshops.
You might consider furthering your education with a degree or certification in crisis management or public relations.
Practical experience is also invaluable, so look for opportunities where you can be involved in crisis management, such as volunteering for emergency services or taking on related roles within your organization.
Additionally, regularly staying informed about current and past public relations crises can provide useful insights.
Analyzing how companies have successfully or unsuccessfully managed their crises can teach you a lot about what to do and what not to do in these situations.
Another key aspect of crisis management is being able to think quickly and stay calm under pressure.
To develop these skills, you can practice problem-solving under time constraints, such as participating in debates or brainstorming sessions.
Lastly, remember that crisis management is not just about dealing with the crisis at hand, but also about managing the aftermath.
This includes repairing any damage to the company’s reputation and learning from the experience to prevent similar crises in the future.
Step 8: Obtain Certification in Public Relations or Event Management (Optional)
While not a mandatory requirement, obtaining a certification in public relations or event management can be a tremendous asset for an Event Public Relations Manager.
Several professional bodies such as the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC) offer PR certification programs.
Likewise, the Event Industry Council (EIC) offers a Certified Meeting Professional (CMP) credential for individuals in the events industry.
These certifications typically involve passing an examination and demonstrating a certain level of professional experience.
Obtaining certification not only provides you with formal recognition of your expertise, but it also allows you to deepen your knowledge in your field and stay up-to-date with current trends and practices.
It can also add to your credibility and differentiate you from other professionals in the industry, potentially making you more appealing to prospective employers or clients.
Therefore, while optional, it could be an advantageous step towards advancing your career as an Event Public Relations Manager.
Step 9: Seek Higher Positions in Public Relations or Event Management
As you gain experience as an Event Public Relations Manager, you might want to consider seeking higher positions in public relations or event management.
This could include becoming a Public Relations Director, an Event Director, or even starting your own PR or event management firm.
These positions often require several years of experience and a proven track record of success in managing events and public relations.
You might also want to consider specializing in a particular type of event, such as corporate events, charity events, or music festivals.
By developing a niche, you can become a go-to expert in your field and increase your market value.
Remember that moving up in your career often requires not just experience, but also networking and continuing education.
Attend industry events, build relationships with key people in your field, and consider additional certifications or training that can boost your skills and credentials.
You might also want to join professional organizations and seek out mentorship opportunities to help guide your career progression.
In higher positions, you’ll likely have more responsibility, including managing a team, developing strategies for multiple events, and overseeing large-scale projects.
Be prepared to continue honing your leadership, communication, and strategic thinking skills as you seek to advance your career.
Step 10: Continuously Improve and Update Skills and Knowledge
The field of public relations, particularly in the event sector, is always evolving.
To stay competitive and effective, an Event Public Relations Manager must continuously improve and update their skills and knowledge.
Staying up-to-date with the latest trends in the industry, such as social media strategies, influencer marketing, or new event technology, can help you maintain an edge in your career.
You may attend seminars, workshops, or conferences related to the PR and event management field.
You can also take online courses or certification programs that cover these topics.
Moreover, you should also constantly improve your soft skills, such as communication, leadership, problem-solving, and adaptability.
These skills are vital in managing relationships with clients, media, vendors, and your team.
Attending leadership or communication workshops can help you in this regard.
Additionally, regularly reading industry publications, attending networking events, and joining professional organizations can help you stay informed about the latest news and trends in your field.
You may also want to consider mentoring or coaching to help refine your management style and approach.
Finally, don’t forget to ask for feedback from your team, clients, and superiors.
Constructive feedback can provide valuable insights into areas for improvement.
Implementing this feedback into your work can demonstrate your commitment to continuous learning and growth.
Step 11: Foster Relationships with Media Contacts
Establishing and maintaining solid relationships with various media outlets and key personalities is crucial as an Event Public Relations Manager.
This step involves knowing who to reach out to when promoting your events and understanding the best way to communicate with them.
Begin by creating a comprehensive media list that includes newspapers, TV stations, radio stations, bloggers, influencers, and social media platforms.
This list should contain contact information, their preferred method of communication, and any notes about previous interactions.
Make a habit of regularly engaging with your contacts, even when you don’t have an event to promote.
This could include congratulating them on a piece they’ve published or inviting them to a social gathering.
This will help you build a more personal relationship with your media contacts, making them more likely to help you when needed.
Keep your contacts informed about your events well in advance, respecting their deadlines.
Tailor your pitches to fit the interests of each media contact, making sure to highlight why your event would be relevant to their audience.
Remember, fostering relationships with media contacts isn’t just about promoting your events, but also about being a reliable source of interesting and newsworthy content.
When you consistently provide valuable information, you become a trusted partner to your media contacts, increasing the chances of your events getting the coverage they deserve.
Step 12: Apply for Event Public Relations Manager Positions.
At this point in your journey, you should possess enough experience and knowledge to apply for the position of an Event Public Relations Manager.
Search for job opportunities on job boards, social networking sites, and company websites.
Networking can also be a crucial element in job hunting, so use connections you have made in your industry to find opportunities.
Before you apply, ensure your resume is up-to-date and clearly highlights your relevant skills, experiences, and achievements in event management and public relations.
Tailor each application to the specific job, focusing on the key skills and attributes that the employer is seeking.
You should also have a cover letter ready that explains why you are the right candidate for the job, how your experiences align with the job requirements, and what value you could bring to the company.
Practice for interviews and be ready to discuss specific examples of your experience in managing events and handling public relations.
Remember, persistence is key.
If you don’t succeed at first, keep applying and improving your approach.
Your goal is to convince potential employers that you are the best candidate for the job.
Event Public Relations Manager Roles and Responsibilities
An Event Public Relations Manager oversees communication strategies for events, including press releases, media relations, and social media campaigns.
They work to promote a positive image of the event and the organization behind it, ensuring the message reaches the target audience effectively.
They have the following roles and responsibilities:
Event Planning and Coordination
- Work closely with event planners to understand the event’s objectives and target audience.
- Coordinate with various teams to ensure consistency in event messages and branding.
- Manage event timelines, ensuring deadlines are met.
Public Relations Strategy
- Develop and implement PR strategies to promote events.
- Identify key messages and tailor communication to different audiences.
- Track PR results and adjust strategies as necessary.
Media Relations
- Build and maintain relationships with media outlets.
- Write and distribute press releases and media advisories.
- Arrange and manage press conferences and media interviews.
Social Media Management
- Create and manage social media campaigns for events.
- Monitor social media channels for feedback and engage with users.
- Analyze social media metrics and adjust strategies as needed.
Content Creation
- Create compelling content for various channels such as websites, newsletters, and social media.
- Collaborate with the creative team on visual elements such as graphics and videos.
Crisis Management
- Develop crisis communication plans and handle PR issues that may arise during events.
- Monitor public opinion and respond to PR crises effectively.
Stakeholder Communication
- Communicate with stakeholders including sponsors, event attendees, and staff.
- Provide regular updates on event progress and PR results.
Community Engagement
- Engage with the community to build relationships and enhance event visibility.
- Coordinate community outreach activities such as public speaking engagements and event participation.
Market Research
- Conduct market research to identify PR opportunities and understand audience preferences.
- Stay informed of industry trends and competitor activities.
Team Management
- Lead and manage the PR team, providing guidance and feedback.
- Coordinate with other departments to ensure consistency in messaging and branding.
Continuous Learning
- Stay updated with latest PR trends and tools.
- Attend industry events and workshops for professional development.
What Does an Event Public Relations Manager Do?
Event Public Relations Managers primarily work for PR agencies, corporate PR departments, or as freelancers for various clients across industries.
They are responsible for managing the public image and reputation of the event and its associated entities.
Their main duty is to create, manage, and implement PR campaigns for events to generate interest and attract attendees.
They utilize a variety of mediums, including press releases, newsletters, and social media platforms to communicate the event’s message to the public.
They work closely with other event team members, such as event planners, marketing professionals, and graphic designers to ensure that all promotional material is aligned with the event’s overall goals and objectives.
Event Public Relations Managers are also responsible for managing media relations.
They schedule and coordinate press conferences, interviews, and other media coverage for the event.
They may also be tasked with crisis management, responding to any negative publicity or issues that might arise during the event.
This includes drafting and releasing public statements, coordinating with legal teams, and managing social media responses.
Finally, they measure the success of their PR efforts, providing reports on media coverage, audience engagement, and other key metrics to stakeholders.
Their ultimate goal is to create a positive public image for the event, increase awareness and attendance, and ensure a successful event experience for all involved.
Essential Event Public Relations Manager Skills
- Communication: An Event PR Manager must be able to effectively convey information to clients, stakeholders, and the public. This includes writing press releases, speaking at events, and communicating strategies to the team.
- Media Relations: Building and maintaining relationships with media outlets is critical for an Event PR Manager. They should be able to pitch stories and manage any negative press that could arise.
- Event Planning: A large part of this role involves planning and organizing events. This requires skills in logistics, budgeting, time management, and vendor coordination.
- Crisis Management: In case of any unforeseen issues or negative publicity, a PR Manager should be equipped with crisis management skills. They need to act promptly and strategically to protect the brand’s image.
- Digital Marketing: In today’s digital era, familiarity with social media platforms, SEO, content marketing, and digital advertising is essential. They should know how to leverage these platforms for PR and event promotion.
- Networking: A successful PR Manager will have a vast network of industry contacts, including journalists, influencers, and vendors. Networking skills are key to developing and sustaining these relationships.
- Strategic Thinking: PR Managers need to think strategically to design effective PR campaigns, manage brand image, and communicate with the public. This includes setting goals, planning, and forecasting outcomes.
- Public Speaking: Confidence in public speaking is crucial for a PR Manager as they often represent the company at events, press conferences, and in media interviews. They need to articulate messages clearly and confidently.
- Writing Skills: From press releases to speeches, PR Managers write a wide range of material. Excellent writing skills are therefore a must, as they help to ensure that all communications are clear, concise, and engaging.
- Teamwork: PR Managers often work with a diverse team of professionals, including marketers, event planners, and designers. They need to collaborate effectively with these teams to ensure a successful event.
- Industry Knowledge: Understanding the industry, its trends, and key players is important for a PR Manager. This helps them to craft relevant messages, anticipate public reaction, and stay ahead of competitors.
- Attention to Detail: From planning events to writing press releases, PR Managers need to pay attention to every detail. This ensures that events go smoothly and communications are free from errors.
- Adaptability: The world of PR is fast-paced and ever-changing. PR Managers must be able to adapt to changing circumstances, adjust strategies on the fly, and handle pressure with grace.
Event Public Relations Manager Career Path Progression
The Foundation: Junior PR Specialist
Your career journey typically starts as a Junior PR Specialist.
At this level, you are focused on learning the basics of public relations, the art of communication, and how to make events successful.
Here are some tips for success:
- Learn Continuously: Gain knowledge about the latest trends in PR and event management.
- Networking: Build relationships with influencers, journalists, and other relevant parties.
- Work Ethic: Show dedication towards your work, meet deadlines, and maintain professionalism.
The Ascent: PR Specialist
With enough experience and skill, you’ll move up to the role of a PR Specialist.
Here, you’ll be tasked with managing more significant events, coordinating with the media, and creating promotional materials.
Here’s how to thrive in this stage:
- Media Relations: Establish strong relationships with media to ensure maximum coverage for your events.
- Problem Solving: Be prepared to handle crises and overcome challenges that may arise during event planning and execution.
- Planning: Improve your strategic planning skills to ensure seamless event management.
Reaching New Heights: Event Public Relations Manager
Next, you may find yourself in the position of Event Public Relations Manager.
You are now leading a team, overseeing all PR activities related to events, and ensuring successful execution.
To excel in this role:
- Leadership: Lead your team effectively and inspire them to achieve common goals.
- Strategic Thinking: Develop PR strategies that align with the event’s objectives and the organization’s overall goals.
- Networking: Continue to build and maintain relationships with key influencers and media representatives.
Beyond the Horizon: Senior PR Manager and Beyond
As your career progresses, you may rise to become a Senior PR Manager, Director of PR, or even VP of PR.
These roles involve managing larger PR teams, handling PR for larger events, and making strategic decisions.
Here’s what to focus on:
- Strategic Decision Making: Make informed decisions that can impact the organization’s public image.
- Leadership: Develop your leadership skills further to manage larger teams and projects.
- Innovation: Continue to innovate and implement new PR strategies to keep up with industry trends.
Pinnacle of Success: Chief Public Relations Officer
At the top of the career ladder, you may find yourself as a Chief Public Relations Officer.
In this role, you’ll be responsible for shaping the entire PR strategy of your organization, making critical decisions that impact the company’s image, and leading larger PR teams.
Event Public Relations Manager Salary
Entry-Level Event Public Relations Manager
- Median Salary: $40,000 – $60,000 per year
- Entry-level event PR managers generally have 0-2 years of experience and may hold bachelor’s degrees in communications, public relations, or related fields. They are usually tasked with managing smaller events or assisting senior PR managers with larger events.
Mid-Level Event Public Relations Manager
- Median Salary: $60,000 – $85,000 per year
- Mid-level event PR managers have 2-5 years of experience and typically manage larger, more complex events. Their responsibilities may include media relations, event promotion, and coordination of event logistics.
Senior Event Public Relations Manager
- Median Salary: $85,000 – $120,000 per year
- Senior event PR managers generally have 5+ years of experience. They are typically responsible for leading event PR strategies, managing large-scale events, and coordinating with various parties to ensure smooth event execution.
Event Public Relations Director
- Median Salary: $120,000 – $160,000+ per year
- Event PR directors have significant experience in event public relations, often involving strategic leadership, team management, and decision-making. Their role is to oversee all event PR efforts of the organization and ensure their alignment with the broader PR and marketing strategies.
Vice President of Event Public Relations
- Median Salary: $160,000 – $220,000+ per year
- This high-level position requires extensive experience and deep understanding of the event public relations landscape. VP of Event PR is responsible for setting event PR strategies for the company, overseeing the PR team, and managing the company’s overall event PR portfolio.
Event Public Relations Manager Work Environment
Event Public Relations Managers typically work in a fast-paced, dynamic environment.
They can work in various settings such as PR firms, corporations, non-profit organizations, or they can even be self-employed.
Their work is often centered around managing the public image and reputation of events.
Their schedules are often filled with meetings and deadlines, requiring a high level of organization and time management skills.
They may need to travel frequently for events and client meetings, which can be both locally and internationally.
The work environment is highly collaborative, as these professionals need to work closely with event planners, marketing teams, and often directly with clients.
It is not uncommon for Event Public Relations Managers to work long hours, especially leading up to a major event.
They often face high levels of stress due to the time-sensitive and high-stakes nature of their work, but the satisfaction that comes from successful event promotion and execution can be highly rewarding.
FAQs About Becoming an Event Public Relations Manager
What qualifications do I need to become an Event Public Relations Manager?
To become an Event Public Relations Manager, you typically require a bachelor’s degree in public relations, marketing, communications, or a related field.
It’s also beneficial to have relevant work experience in PR, communications or event planning.
Important skills include excellent communication and writing abilities, strong networking and interpersonal skills, crisis management abilities, and knowledge of social media platforms and media relations.
How long does it take to become an Event Public Relations Manager?
The time it takes to become an Event Public Relations Manager can vary greatly, as it largely depends on the level of experience you have when starting out.
Usually, you’ll need several years of experience in public relations or a related field to qualify for a managerial role.
This can be achieved through entry-level roles, internships, or volunteer work.
With a combination of education and experience, you may be able to become an Event Public Relations Manager in 5 to 10 years.
Can I become an Event Public Relations Manager without a degree?
While most Event Public Relations Manager positions require a bachelor’s degree, it is possible to enter this field with relevant work experience and proven skills.
Having a strong network, practical experience, and proven results in managing public relations for events can position you as a desirable candidate.
However, without a degree, it may take longer to reach a managerial level, and opportunities could be more limited.
Is being an Event Public Relations Manager stressful?
The role of an Event Public Relations Manager can be stressful at times due to the high-stakes nature of live events, tight deadlines, and the need to manage unexpected issues or crises.
However, the satisfaction of successfully managing an event and boosting the public image of your organization can make the job highly rewarding.
What are the career prospects for Event Public Relations Managers?
The career prospects for Event Public Relations Managers are generally positive.
With the rise of digital media and the increasing demand for well-managed, high-profile events, experienced PR professionals are highly sought after.
There are also opportunities for advancement into higher-level roles such as Director of Public Relations or VP of Communications.
Additionally, the skills gained in this role can transfer to other areas of marketing and communications.
Conclusion
There you go!
Embarking on the journey to become an Event Public Relations Manager may not be easy, but it’s surely gratifying.
Armed with the appropriate skills, education, and tenacity, you’re well on your way to making a significant impact in the world of events.
Remember, the journey may be demanding, but the opportunities are boundless. Your creativity and management skills could lead to the next sensational event that alters how people celebrate, communicate, and connect.
So, take that first leap. Immerse yourself in knowledge. Network with industry leaders. And most importantly, never stop planning and executing.
Because the world is waiting for the extraordinary events you can orchestrate.
And if you need personalized guidance on starting or advancing your career in event public relations management, have a look at our AI Career Path Advisor.
This complimentary tool is designed to provide tailored advice and resources to help you navigate your career path effectively.
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