by Lindsey Wray

Show me the money! This exclamation may have worked in the movie Jerry Maguire, but Hollywood tactics are not likely to have the effect you're hoping for when negotiating a salary for a new job or making your case for a salary increase in your current job.

Still, financial compensation is essential to consider when evaluating a new position. "Often the key to a job for a lot of people is salary," said Marci Burdick, senior vice president of broadcasting for Schurz Communications. "It's just a reality of life, and it's certainly an important driver, though not the only one."

By thinking through your skills, what you want in a job and what salary you need, you can begin to determine your ability to compete for a position and the compensation you want. Keep in mind that having multiple skill sets is valued in newsrooms, especially if those skills will help with an online presence. For example, if you're a newspaper reporter, can you also shoot and edit video or write html codes? If so, you'll increase your value to potential employers. Also, know on what points you're willing to compromise. If your goal is getting closer to family, for instance, you may end up working at a media outlet in a smaller market.

Marci Burdick, senior vice president of broadcasting for Schurz Communications, suggests weighing these factors when evaluating a new job:

• Job description – Does the job match your education, skills and experience? Check for similar jobs at other organizations to get a feel for the position.
• Company info - Who owns the company? Is it financially stable?
• Hours – What are the hours you’re expected to work? Will you be compensated for overtime hours?
• Benefits – What kind of medical, dental and retirement plans does the company offer?
• Potential for advancement – As you expand your skills and learn the job, will your responsibilities increase? Is there an ability to grow within the organization?
• Region / Cost of living – Can you realistically live in the area where the job is? Will your salary enable you to afford it? Will you enjoy it?
• Circulation / Market rank – Determine where the potential employer falls among other media outlets.
• Staff size – How many other reporters, editors or producers work there?
• Forms of compensation besides salary – Factors that don’t necessarily add dollars to your paycheck are still important. Some things to think about are: extra vacation time, flexible working schedule, training opportunities, parking, day care and the ability to telecommute.

Once you've decided that a job is a good fit for you, begin preparing for the job interview and salary or contract negotiation. Contracts aren't common in the print media, but Liza Gross, managing editor/presentation and operations for The Miami Herald, suggests writing a letter specifying parameters of the job once you've accepted an offer if you haven't received anything of this nature from a potential employer.

At the job interview and negotiation stage of a new job, Burdick recommends thinking about these things:

• Honestly assess the strength of your situation – Do you possess most, if not all, of the qualifications listed on the job description? What additional skills can you offer to the company? How great is the demand for your skills in a particular market?
• Be aware of non-compete clauses – Remember that all terms of a contract are negotiable; make sure you know where you can and can't work upon leaving a job. State laws may vary on enforceability upon termination.
• Prepare options, not absolutes – A salary range can give a company options, but make sure you’re satisfied with even the bottom of the range you offer.
• Keep it positive – Be appreciative of an offer and thankful for the company’s time.
• Ask; don't demand – Realize that by inviting you for a job interview, the company has already expressed confidence in your skills. Be willing to work with them to get an offer on which you can both agree.

This article was based on a workshop conducted by Marci Burdick, senior vice president of broadcasting for Schurz Communications, and Liza Gross, managing editor/presentation and operations for The Miami Herald, for the 2007 International Women’s Media Foundation U.S. Leadership Institute in Chicago. For more information on the next leadership institute, visit www.iwmf.org/programs/leadership.

Salary resources: www.rntda.org, www.tvjobs.com, www.bls.gov, www.b-roll.net, www.salaryexpert.com.

Lindsey Wray is the IWMF's communications coordinator.