A hop in the past…. The intern: Part two

During the last days I was assigned the tedious (at first I thought so) mission to spend hours at the national library immerging myself in newspapers archives to research information about a client.  My task was to reap the maximum articles about the launching of Phoenix beer , a local brand ,  to enable Blast communication to analyse the media coverage at the time and also find proof of the launching date  as the company itself,  Phoenix beverages , as they were not really sure  when they started.

So there I was, scrutinising pages one after another, meticulously looking for any article mentioning the brand. It was really interesting to compare the writing style and the social mindset in the 60’s to now, a huge difference.  It was also an opportunity to observe how media relations were done at that time.

Observation One- Organisations send invites for press conferences and hope journalist write stories about it.

Observation Two- No big deal, for this brand, they just made a press tour and press conference and waited for media coverage and the magic of word of mouth.

Observation Three- Events were discreet and relied heavily on journalists for media coverage.

Observation Four- Now, Media Relations moved from this broadcast model to an engagement model, in a constant two-way communication.

From this assignment, I eventually made a compilation that was sent to the client.

As mentioned in my previous post, media monitoring is an important pillar of Public Relations and in some occasions a hop in the past is useful for modern media and client relations.

Cheers,

 Jean Allen Giovani Adeline, Curtin