A PR experience in Jing ING Design and Advertising Agency

This was my second week in Jing ING Design and Advertising Agency. I dare to said that I met the best ever supervisor in my working life. She is actually the account director of the Advertising Agency. My fellow friends might doubt that, how can I actually get my PR working experience in an Advertising Agency. However, the things that I have learned from my supervisor are so 'PR'. :P

Although I have not involve in their current project which is design Ang Pao, Calendar, annual dinner event and so on, but our supervisor has gave us some task. During my first day of work, we have a long talk.

She gave us some idea on:

i. how PR actually works in real life,

ii. how one country culture can affect the media industry,

iii. how important is the money to our client,

iv. how careful we should be when we are going to propose to our client

We have to be professional. We ask our client professionally during the client brief. We don't call back and ask more information from the client after the client brief.

After the long talk, she assigned us to do a product launching proposal for L'Oreal Paris Elseve Nutri-Gloss. I think you guys have probably heard of this product before, as it was already launched in 2008. This is actually a test for us. She will like to know what kind of idea or strategy that a university student will propose.

We have done a series of research on L'Oreal background, as well as on our target audience. After analyze on the recent market, we have come out with our media strategy document. In our strategy document, we have mentioned on a series of road show in targeted locations, publish prints ads on targeted billboard and newspaper, and TV commercial on cinema and Asia Media TVs.

After our presentation, she first asks us about the price of the product which is RM 18.90 (6 AUD). She pointed out that, how much Nutri-Gloss that L'Oreal needs to sell to earn back the money that they spend on our proposed advertisement.

Now I understand why those luxury brands are always on magazine or newspaper, because the profits are higher and it worth the price of advertisement. I am so careless that I actually did not notice about this. Our idea is way too 'flowery', we did not consider much and we never think on what kind of problem might occur if our idea is going to run. Hermmm... ...

So, as a PR practitioner, we are not only need to be professional or presentable, we have to be very careful and concern. Always ask 'Why' and 'What happen if' in order to decrease possible problems. ^^

Now we are going to work on the other product launching proposal. And this time, we need to do a real budget and get in touch with the media. ^^

Wish you guys all the best in your internship, MINE as well. Hee :P

Question of the day:

What can the client earn from this little sample?

--Leeyi--