Hi everyone!
This is my last blog post and I
would like to share with everyone what I have learnt. I have gained great
experience interning at STORM Creative Events Agency as well as obtained a deep
intuitive understanding of the PR industry.
Below are some of the points I
have learnt and get to know after working in a boutique PR agency.
- It is challenging for a PR personal to serve as the middleman, dealing with both the client and the media.
- Understand your clients’ needs to meet their expectations.
- Do not over promise your client, if not, they will lose the trust in you when you cannot deliver.
- It is important to initiate a good relationship with the media, more important, to a certain extent, than initiating a good relationship with the client.
- Maintain a respectable working relationship with the team.
- One has to be able to multitask when there is a limited manpower at a boutique PR agency.
- One has to know how to cope with stress, as well as have good time management skills, while in charge of a few accounts.
- Complete the task before deadlines or on the dot, which helps to prevent tasks from piling up.
- Do not be afraid to ask when you are uncertain with the details.
- Make sure the addressing of the attentive is correct before the email is sent out to both the client and the media.
- Be brave to admit any wrongs, if you make a mistake.
Throughout my three months
internship, from the starting point where I had to adapt to the real working
life, and until now have managed to get myself on track, I am so thankful to
have my supervisor and colleagues to guide me along. I have learned a lot on
how a boutique PR agency operates, the importance of maintaining a good media
relationship as well as the importance of helping the client’s needs to garner public awareness.
Regards,
Chia Shin Ru
1513 5858
Curtin Singapore
3 comments:
Hi Chia,
I can definitely relate to your comment about multitasking. I worked in a not for profit organisation for the duration of my internship, and given their limited resources, the Public Relations person has an extremely diverse role. In addition to multitasking, I think you could definitely add time management, efficiency and organisation to your list. Its good when you have a supportive work environment and colleagues to get you through the tough times.
All the best,
Frank
As I did my internship in a department that looked at the customer journey and experiences, I cannot agree more with your point- Understanding your clients needs to meet their expectations.
I learnt in work that there are four attributes that form the customer experience journey and this needs to be managed and balanced with customer expectations.
• Satisfying features- features with better performance will provide more satisfaction to the service user
• Attractive features- features that can achieve disproportionately high satisfaction
• Basic requirements- features that provide limited satisfaction if performed well
• Indifferent features- features with little value placed on them
In essence, handling our resources to know what service elements we can downgrade or improve is important. Having a good grasp of what your customer deems as valuable and more importantly needs brings about nurtured relationships that are sustainable in the long run.
Dear Shermaine
It's heartening to know that you've learned a lot from this internship. I can definitely relate to you about moving from adapting to getting on track.
I totally agree with many of the points you've listed about working in a boutique PR agency, such as "It is important to initiate a good relationship with the media, more important, to a certain extent, than initiating a good relationship with the client".
Working in an agency where media relations is our core competency, I clearly recognise that because clients come and go, while many journalists stay in the media industry for many years. A good personal relationship with a journalist brings many benefits, even after they have left the original publication. Many go on to other publications and they bring with them the personal relationship. On the other hand, clients come and go. This is especially true if another agency is out to poach your clients.
Good luck for all your future endeavours!
Lots of love,
Magdalene. Curtin Singapore
15096324
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