This is my 2nd post since I last updated you with my progress. I cant express how valuable this experience has been to me, it has definitely cemented in my mind that PR is what I want to do, I am so drawn to the ever changing environment and the thought of doing a job where no one day is ever the same as the next excites me!
The past 5 days at Magenta saw me completing a range of tasks that I had hoped I would be exposed to throughout my internship, putting skills and theory I have learnt throughout my degree into practice. Such tasks have included:
1. Writing a Media Release: I was asked to write a Mothers Day media release for a client, even though Mothers Day isn’t until May, publications requiring longer lead times need to be contacted up to 3-4 months in advance. I looked over some previous media releases that had been written for the same client and did some extra research on the product; looking particularly at past media coverage to ensure a similar news angle and story wasn’t pitched. The MR layout and format used was quite similar to how we had been taught in PR Media however a “Media Opportunities” section at the bottom of their releases outlined any interview, picture or video footage opportunity the media would have. I thought this was particularly important when trying to get TV or Radio coverage as Media outlets interest would be heightened if they knew they could get visual footage or an interview with an individual.
2. Editorial
- In order to gain free publicity look for chemistry between your story and the publication. It is important to match publications that focus on your industry, topics, and content. No matter how good your media release and story if it is pitched to the wrong media it won’t be picked up.
- The PR girls all knew the editors of the certain publications and featured journalists. Public Relations is all about networking and WHO you know. Start building relationships with the media and become a lead source for media publications.
3. Compiling a PR Report: I was given the opportunity to complete a PR report for one of our clients. Since completing my first one on day 3 I also compiled a 2nd report for another client on day 5. The reports are given to the client to show media coverage results achieved during a particular campaign or over a period of time. I was given a quick run through on the font and spacing used and the headings I needed to include. The report consisted of a Publicity Schedule in the front which outlined the date of the media coverage, the publication, the headline, the readership and the Advertising Value Equivalency. The value of an article is calculated by weighing it against the cost of related advertising space. Evaluating the ‘real’ value of the media coverage is largely subjective, it is difficult to assess how effectively the message was communicated and if it reached the intended target audience. Advertising Value Equivalency was a term I was introduced to at university and I am now seeing how AVE is used to communicate success and results to clients. I then had to collect all the media clippings for that time frame and photocopy 2 copies, one for the client and one for us to keep. I also made a heading for each clipping that stated when it appeared in the media, the publication and the headline. The report was then compiled by photocopying the clippings onto the headers, obtaining the cover page from graphics and binding all the pages together.
4. Updating Artist Database: One of our clients is an Artist, I was given their personal database to update and check that we had the current contact details of all the collectors. This task like updating the master database and had me personally emailing or calling the collectors to ensure their details were up to date.
5. Developed “My morning ritual”: Being immersed in the Public Relations industry through my current internship has heightened and broadened my interest in the industry and has led to the development over the past few weeks of a little morning ritual. Before I even get to work, I find myself actively reading a number of PR News websites like PR Daily, Behind the spin, and PR Couture (a PR news website all about Fashion, this is where my real passion lies). Not only do I get my daily fix of PR news, I log on to Facebook and look over the posts and activity on our clients Facebook pages and I have started following some PR girls in the Fashion Industry on Twitter. The PR girl at Oscar de la Renta,
I found an interesting post on a blog called M-theory that I also frequent. M-Theory is a collection of progressive ideas, innovative designs, luxurious fashions, and forward-thinking companies that are making news, shifting trends and shaping industries around the globe.
The post highlights how luxury fashion brands are using social media platforms to engage and interact with their customers in innovative and creative ways. This gives DKNY that point of difference that is so important in this competitive and fast paced industry. I like that it is such a simple yet effective idea. I have posted part of the post below and included a link to the blog.
Creating Digital Love Stories Via Social Networks
From simple fan engagement on Facebook and Twitter to hosting fashioncasts on BigLive, DKNY’s strategy is socially flawless.
"Most recently, DKNY PR GIRL hosted an intimate scavenger hunt in both their New York and London
"Tumblr, the visually stimulating, content rich microblogging platform has become a favorite of the fashion industry. Tumblr’s swank fashion director, Rich Tong, points to Kate Spade and Oscar de la Renta as two of the strongest examples of fashion brands leveraging Tumblr to its fullest potential. “Oscar PR Girl uses an approachable tone of voice like a friend and Kate Spade NY utilizes its extraordinary design and content. Each brand creates original content that is specific to their Tumblr audiences.”
I cannot express how important it is that your client has a social media strategy in place and a strong online presence. Through out my internship social media has been one of the only areas where I haven’t been able to draw on my university education to help me through. I feel quite confident using particular social media sites, mainly due to the fact I am a Gen Y and have grown up through the social media craze but I am far from an expert! Maybe if the clients you’re working with in your placements don’t use social media this is something you could possibly suggest to your supervisor.
My time at Magenta so far has also seen me help mail out press kits and invitations. Having the Graphics Design Team working in house has definitely been an added bonus, it has allowed me an insight into the complete process of developing and producing a press kit, advertisement or invite for a client from start to end. The girls on the Client Service team will form an idea for the design concept and write the copy and then sit down with the graphics team to communicate their creative vision. The design team then makes it happen and the whole project is completed in-house! Anything being mailed out has an expected time of arrival (ETA) and in PR deadlines are IMPORTANT! I experienced my first stressful close call, having to origami and mail 65 press releases in just 25 minutes. The press releases thankfully made it to the mail box by 4pm.
I have two very exciting events I am working next Friday and Saturday. Time to put those communication and organisational skills into practice. Stay posted for my next update to see how I go and to hear all about my experience from the events!
I hope you are all enjoying your placements and making the most of your opportunity, I know I am!
Until next time,
Tess x
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