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Working in a PR Agency

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This is a presentation first given to University of Newcastle Students. The purpose of the presentation was to provide an overview of what working in a PR agency was like, the different types of work …

This is a presentation first given to University of Newcastle Students. The purpose of the presentation was to provide an overview of what working in a PR agency was like, the different types of work possible and provides a quick overview of some of my past work.

It was intended to be very light hearted and was pitched at a very basic level.

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  • 1. What is a PR agencyAnd would I want to work there anyways?
  • 2. Matthew Gain
    Agency junkie
    4 different agencies
    1 in-house roll
    Perpetual student
    Alumni of University of Newcastle
  • 3. Edelman 2012
    What the hell is a PR agency?
  • 4. What do PR agencies do?
  • 5. Multinationals:
    • Work on big brands
    • 6. Opportunity for travel
    • 7. Big support networks
    • 8. Large teams often times with multiple practice areas
    • 9. Wider briefs beyond simple media relations
    • 10. More exposure to the wider marketing mix
    Boutiques
    • Smaller teams
    • 11. Exposed to a wider range of work
    • 12. Potentially less opportunity to grow
    • 13. More engagement with the senior staff
    • 14. Potentially more exposure to clients in the early stages
    • 15. Likely to be specialised
  • Corporate:
    • Wear suits
    • 16. Manage mergers and acquisitions
    • 17. Senior level corporate counsel
    • 18. Is as often as much about keeping your client out of the press
    • 19. Shareholder relations/analyst relations
    • 20. Business pages
  • Public Affairs:
    • Wear suits
    • 21. Manage engagement with the government
    • 22. Deal with ministers, advisors
    • 23. Try to impact government policy – eg getting drugs on the pharmaceutical benefits scheme
  • Healthcare:
    • Wear lab coats
    • 24. Pharmaceutical companies cannot advertise
    • 25. Manage communications to healthcare professionals
    • 26. Their objective is to get your doctor, pharmacist or other healthcare professional to recommend certain treatments or drugs to you
  • Technology:
    • Wear gaming t-shirts
    • 27. Either consumer technology or B2B technology
    • 28. Work to distill complex tech into understandable concepts
    • 29. Have to work with some very geeky media
  • Consumer:
    • Do not wear suits, but must wear skinny jeans and have a haircut
    • 30. Work on the brands you know and love
    • 31. About getting excitement about new products from Xbox through to fashion brands and even toilet duck
    • 32. Work with consumer media, but also tap into experiential activity and increasingly Facebook
  • Digital:
    • Wear digital watches…
    • 33. These are the guys that get paid to Facebook and Twitter
    • 34. Manage blogger engagement programs
    • 35. Build Facebook communities
    • 36. Understand SEO
    Image by Jye Smith
  • 37. Average day in the office:
    • There is no average day
    • 38. Start at 8.30
    • 39. Finish around 6.30ish
    • 40. Media and social monitoring
    • 41. Media calls
    • 42. Client meetings
    • 43. Journalist drinks
    • 44. Facebook management
    • 45. Team management
  • Edelman 2012
    Media consumption today
  • 46.
    • Social media advertising
    • 47. Sponsorship negotiation and facilitation
    • 48. Paid seeding
    • 49. Influencer identification
    • 50. Blogger engagement
    • 51. Online issues monitoring
    • 52. Crisis readiness and management
    • 53. Social content creation
    Edelman 2012
    The new PR skills
    • Website development
    • 54. Web development project management
    • 55. Web strategy and property mapping
    • 56. SEO
    • 57. Social stream creation
    • 58. Online community management
    • 59. Video content creation and distribution
    • 60. Social platform SEO
  • PR case studiesSome of the work I have done in my career
  • 61. Halo 3 – Xbox (UK):
    Modeled on blockbuster film launches, Halo 3 landed in September to enormous fanfare, mainstream anticipation and broke all preceding entertainment launch day revenue records
  • 62.
    • International preview tour for mainstream consumer media
    • 63. Launch media push focussed on direct comparisons with the revenue set to be generated by Halo and those of blockbuster entertainment launches such as Spiderman 3 Movie and Harry Potter books
    • 64. Red carpet launch and after party attended by a cast of high profile celebrities, mainstream media and paparazzi photographers
  • In excess of 100 National pieces of coverage on the day preceding and day of launch
    A total launch window audience reach in excess of 724 million people
    21 magazine front covers
    Top news item circulating on BBC and CNN broadcast news the day preceding and day of launch
    Major four page article in the Daily Telegraph Saturday Magazine
  • 65. Edelman increased awareness and users for a first-of-its-kind communityplanning website: PlanBig.com.au
  • 66. Edelman 2012
    TweetLevel:
    The election battle for Twitter
  • 67.
    • Work experience – we make all our hires through work experience
    • 68. Read widely – understand the media, understand blogs, get engaged
    • 69. Have a digital footprint:
    • 70. Blog, Tweet, Facebook
    • 71. Set up a Facebook Page – understand how that works
    • 72. Think laterally and also think creatively
    Edelman 2012
    Getting a job in a PR agency
  • 73. Get in contact
    Matthew Gain
    Blog – matthewgain.com
    Twitter - @matthewgain
    Email – matthew.gain@edelman.com
    HR – anita.gilbert@edelman.com

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