What is a PR agencyAnd would I want to work there anyways?<br />
Matthew Gain<br />Agency junkie<br />4 different agencies<br />1 in-house roll<br />Perpetual student<br />Alumni of Unive...
Edelman 2012<br />What the hell is a PR agency?<br />
What do PR agencies do?<br />
Multinationals:<br /><ul><li>Work on big brands
Opportunity for travel
Big support networks
Large teams often times with multiple practice areas
Wider briefs beyond simple media relations
More exposure to the wider marketing mix</li></ul>Boutiques<br /><ul><li>Smaller teams
Exposed to a wider range of work
Potentially less opportunity to grow
More engagement with the senior staff
Potentially more exposure to clients in the early stages
Likely to be specialised</li></li></ul><li>Corporate:<br /><ul><li>Wear suits
Manage mergers and acquisitions
Senior level corporate counsel
Is as often as much about keeping your client out of the press
Shareholder relations/analyst relations
Business pages</li></li></ul><li>Public Affairs:<br /><ul><li>Wear suits
Manage engagement with the government
Deal with ministers, advisors
Try to impact government policy – eg getting drugs on the pharmaceutical benefits scheme</li></li></ul><li>Healthcare:<br ...
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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 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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Working in a PR Agency

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