Hi everyone,
I am back again, its been a while. Well after the PC we held, we had a dinner to attend but this time the client was the one running the show. What was expected of us is managing the photographer whom we organized to take professional pictures of the event for them. Just because we were not the organisers it does not mean that we could take off our PR suits and relax. It was time for networking, social gatherings are the best place to get your name out there and boy was I exhausted. My feet were killing me and we had to smile and greet everyone.
The dinner was an exquisite occasion whereby our client officially announced its re-branding from UHY Diong to Simply UHY. There was an awards ceremony, entertainment by the UHY staff, speeches and of course a five star dinner. I would say that it was relaxed, interactive yet very prominent event and the attendance was good.
The UHY staff kept us entertained through a karaoke session, which was quite exhilarating. Anyway the day after the event is where the PR aspect came through, in light of having to do some form of media monitoring the most important aspect (something we have not yet learnt in PR 300) is determining and recording the PR value attained by the various media coverage of your event. Usually Pr value outweighs the Ad value and in our case it really outshone the Ad.
Since we are a small agency( dynamite comes in small packages mind you) we outsource the media monitoring and Pr value determining. However i was responsible for finding the media clippings referred to in their report and file them, after that I had to record all the data provided in a way that is presentable and easily understood by the client.
Basically the Pr value assists the agency in verifying its fees as the goodwill they have achieved for their client if measured monetarily will equal the presented Pr value.
So what do you guys think about the Pr value and Ad value being used to determine how much to charge the client? Is it really a safe bet?
Can't wait to hear your views, hope your placements are going well. Don't let the fire burn out. Take Care.
5 comments:
Hi, Godirilwe.
I hope you enjoyed the dinner, you could have invited me.
It is a good thing for the PRO to practice networking and give out their business cards because it can help them get other clients as through that networking, you can sell your agency to the company people and maybe one or two will change their PR agency and use yours.
In regard to the PR values versus the AD value, i would not say anything because it depends, lets say you have done a goodwill to your client but the media did not cover that goodwill, should you charge your less, i don't think so.
Thanks and enjoy your stay at your placement.
Hey Thabang,
You are right in the networking part and in the question I left. At the end of the day PR is a business and it needs to make money in order to progress. The best you can do in Pr is bug and pester the media (in the sweetest way possible) and keeps constant communication lines open to try win them over in covering your client. But whether they do so or not or if the coverage will prove beneficial to your organization and client is their (the media's) prerogative.
Nice one T
It's fantastic that you were able to network at this event! Did you find it beneficial?
I don't know much about how PR agencies charge their clients, but it was interesting to see that your agency charges determined on media attention. That could work in either the clients favour or the PR agencies favour...
Hope your enjoying your placement. Sounds like you are able to experience a lot there.
Good Luck
Deanna
hey Deanna
Yep I honestly have to say that being part of SJA has made PR a bit clearer in the aspect of it differing from theory stuff. Its a small agency so the work load is not too hectic but i have to admit i am experiencing a whole new world.
I hope you are enjoying your placement as much as i am.
GB.
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