At Magenta towards the end of the year
means …. PR report time! Basically, each of Magenta’s clients gets a detailed
report outlining all the publicity that has been generated as a result of the
efforts from the Magenta team. The more publicity that has been generated, the
better, so it’s important that there is evidence of every single mention of the
particular brand or product in different types of media.
Well…. I thought I would never ever have to
do maths again after choosing to study PR, but it turns out I was wrong. My task was to compile these reports and
calculate the PR value of each of the tear sheets (the actual story/image in
the media). Part of working out the PR value means that you have to know the
advertising rate of the section of the particular newspaper or magazine that
the publicity has appeared in.
I found it amazing how EXPENSIVE that
advertising actually is! This made me even more passionate about the PR
industry as to be honest; I think it’s more worthwhile for a business to invest
in a PR agency/PR team who can essentially generate advertising for free! AND…
its more credible because the audience knows that it hasn’t been paid for!
I ended up spending a couple of weeks
scanning, saving, and putting together hundreds of tear sheets for a range of
different clients and ended up completing a whole PR Report for Dusk – a
national candle retailer. It was a long task – but I’m pretty happy that I can
say that I have done this and I think it was defiantly a valuable experience as
it’s something which a lot of PR professionals would actually have to do at
some point in their career.
Thanks for reading!
Tessa x
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