We are important because we are mediators

After a month working at FSB Marketing, I came to realize the importance of having a PR person in a company instead of just having a marketing person to market the product or brand.

While a marketer will be able to design strategies to create brand awareness, visibility and increase sales volume there will be the important element of mutual understanding lacking.

A PR person is there not only to communicate the company`s values and image to the different stakeholders but also to communicate the views of the stakeholders to the company.

This point is important when dealing with NGOs which is what I have been doing lately. I got to meet with around 5 different NGOs in the past month and of course each had a different agenda. So our collaboration with each of them had to be designed in a way that would benefit both parties. This mutual benefit cannot exist unless there is a two way flow of communication since it is not about just telling them what we want to achieve but instead to work together to achieve their goals and ours together.

People that work for the company will usually only have the interest of the company in mind and may forget to even inquire about those of the NGO. However, we as PR practitioners have the required training to negotiate by keep a continuous two way flow of information.

This was not only true for NGOs, but for nearly all the other people that the company have or initiated a relationship with. Whether it was briefing a designer or recruiting a model for an advert, this two way communication model had to be maintained to ensure that both parties were adequately informed and satisfied with the collaboration.

So while the importance of good writing skills is often stressed in the PR industry, we must not forget the other soft skills that are required for the negotiation part of this career path.

These skills are mainly being able to listen to the other party, understanding different point of views, keeping an open mind and also communicating this information to the other party in the correct manner.

As PR practitioners we are the intermediaries through which all the information passes and it is our job to always ensure that the right information is absorbed and then conveyed correctly.

Whether you are working for a corporate or a communication agency let me know if there are instances when you felt like this mediator role was really prominent.

Also if you are having trouble putting the two way symmetrical communication model in action, have a look at this: http://www.academia.edu/1475647/Pushing_the_river_upstream_two-way_public_relations_and_how_to_do_it 

Keep enjoying your placement,

Vaneeda.

PR is not a part time job!

Hello again!

So after 10 great days at my placement, I came to realize that one does not become a PR practitioner but instead becomes a PR person. 

What do I mean by that?

Well, I found out that once you start getting involved, even if you are there only for a couple of days a week, your mind works full time. Before you know it,the world around you becomes this huge concentration of PR ideas and opportunities.

You start noticing what your company’s competitors are doing, you spot trends in the news that could be useful and you jot down ideas sourced from the smallest things you have noticed.

It does not matter where I am or what I’m doing, my brain has already adopted this way of thinking in focus with PR and communication.That emerging NGO becomes a partnership opportunity, this quirky girl with the energetic personality becomes a potential brand spokesperson and that funny picture on Google becomes the inspiration for a campaign.

How my brain feels.

It is quite funny in fact, since FSB Marketing has over 30 brands yet it almost seems like I am now programmed to notice what both direct and indirect competitors for each brand is doing.

Even today when I had to do media clippings for around 50 magazines, I was not only cutting out relevant articles which I was asked to do. I was noting down interesting sections which we could target next time all while scanning what other brands were doing.

This is when you realize that PR is actually not something you do; it almost merges with who you are.

I guess developing this mind frame helps to merge PR skills like creativity, initiative and the ability to communicate effectively  into communication plans.

Now I don’t know if I’m just over passionate and this is why I see things this way but I would love to know if this has also happened to any of you.

Take care,
Vaneeda.

Being the bridge for a bridge!

The fact that a public relations practitioner acts as a bridge between the organisation and its stakeholders isn't exactly new information. However did you know that you could be the bridge for another bridge?

A little confused? Well let me introduce you to the company I'm doing my internship with: FSB Marketing.  FSB Marketing is in the distribution industry and basically, it imports products from other countries, mainly Europe to make them available to Mauritians. However, it's job is not limited to simple re-selling. It is also responsible for the representation and marketing of these brands here in Mauritius. Think managing the image of one brand or company is easy? Well how about 30? That's the number of brands that FSB currently manages, in terms of sales, promotion and image-building. 

The company distributes products that are not only efficient but some of them are actually number 1 in the major markets of the world. It also already has a marketing department that manages the promotion and distribution amongst some of the biggest retailers in the country. So why would they need little me? Well it turns out that having a number of high-performing brands with efficient products at affordable prices does not really matter, if you cannot communicate the benefits of these brands.  So who could effectively communicate this information from FSB to the audience they are trying to reach? A PR practitioner which of course here acts as a bridge. The communication is not limited to reaching the target customers, the PR practitioner has to deal with other stakeholders in order to create and maintain the desired image of each brand and of the company itself. 

FSB Marketing Office at Trianon

I have to admit that I was quite worried at first that I would not have much PR to do at a company called FSB Marketing and that I would be swallowed up in marketing and only be lightly touching on PR. Well, I am happy to say that I was completely wrong! The great thing about PR is that it is present in more places than you think  and it might just not be called PR, but the practice remains the same. The company does not have a PR department, neither did they know exactly what PR meant and got it confused with customer relations. 

However after a small briefing session with my manager on my first day, I was put in charge of the company's Facebook page and of  one of its brands. I have also been asked to come up with communication suggestions and ideas for their other brands.

A week has gone by since, and I have already proceeded to making lists of NGOs we can work with, liaising with them and arranging meetings to discuss potential collaborations. Needless to say that this is all very exciting and that I'm finding myself doing a lot more PR than I originally thought. I now have the image of three brands to manage through all the communication procedures and yes, this is how I became the bridge for a bridge.

Before ending this post, I have a little piece of advice and it's to look for PR opportunities even if they do not appear clearly at first.

 "Just because you haven't seen something, doesn't mean it isn't there" - Epic (movie).

 PR is so varied and can be found in so many things. So if you are finding yourself short of work to do or wondering if what you are doing is really PR, try to see if you are managing the communication between the organisation and its publics.  

If you are, then guess what? You are doing PR!   Best of luck to everyone for your internships and I can't wait to read your experiences! 

Vaneeda C