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The Ebbs and Flows of Agency PR


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This is a presentation for Central Michigan University college students looking to go into public relations. Presented by Franco Public Relations Group of Detroit.

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The Ebbs and Flows of Agency PR

  1. 1. The Ebbs and Flows of PR Agency Life <ul><li>Presented by: </li></ul><ul><li>Nikki Stephan & Lauren Weber </li></ul>
  2. 2. Franco History <ul><li>Headquartered in Detroit </li></ul><ul><li>Founded in 1964 </li></ul><ul><li>Full service agency with clients in health care, non-profit, retail, entertainment, automotive and technology </li></ul>
  3. 3. Franco Culture
  4. 4. The (Not So) Typical Agency Day <ul><li>Media monitoring and making clips </li></ul><ul><li>E-mail interaction with clients and team </li></ul><ul><li>Research </li></ul><ul><li>Meetings with clients or team members </li></ul><ul><li>Writing!!! </li></ul><ul><li>Creating media lists </li></ul><ul><li>Outreach to media </li></ul><ul><li>Developing PR plans </li></ul><ul><li>Managing clients’ projects and expectations </li></ul><ul><li>Maintaining social media sites – both client-related and personal </li></ul><ul><li>Measurement and analysis </li></ul>
  5. 5. To Work at an Agency, You Must: <ul><li>Be able to juggle multiple clients </li></ul><ul><li>Thrive in a fast paced environment </li></ul><ul><li>Be organized </li></ul><ul><li>Be able to track your time </li></ul><ul><li>Pay attention to billing </li></ul><ul><li>Understand business in general </li></ul><ul><li>Be a flawless writer </li></ul><ul><li>Be a creative, “outside the box” thinker </li></ul>
  6. 6. Skills That Get You Brownie Points <ul><li>Blogging experience </li></ul><ul><li>Knowledge of social media tools </li></ul><ul><li>Familiarity with journalists in the city where you hope to work </li></ul><ul><li>General knowledge of HTML and Web design </li></ul><ul><li>Video and photography skills </li></ul>
  7. 7. The Job Hunt <ul><li>Company Web sites </li></ul><ul><li>PRSA Web sites </li></ul><ul><li>Avoid Monster, Hotjobs, etc. </li></ul><ul><li>Help a PR Pro Out </li></ul><ul><li>LinkedIn, Twitter </li></ul><ul><li>Talk to your friends / pros in the field </li></ul><ul><li>Never burn bridges </li></ul><ul><li>Clean up your Facebook account </li></ul>
  8. 9. Landing the Interview <ul><li>Watch for spelling, grammar on résumé </li></ul><ul><li>Include work experience before education </li></ul><ul><li>Get creative with your cover letter </li></ul><ul><li>Showcase what makes you unique </li></ul><ul><li>Create an online portfolio with most relevant work from classes and internships </li></ul><ul><li>Get involved with campus organizations and take on a PR role </li></ul><ul><li>Proven experience </li></ul>
  9. 10. How to Land the Job <ul><li>Showcase your personality, confidence </li></ul><ul><li>Show familiarity with company, follow on social media sites </li></ul><ul><li>Ask questions </li></ul><ul><li>Sell yourself without being arrogant </li></ul><ul><li>Relate experience to the job opportunity </li></ul><ul><li>Be prepared for a writing test and do well on it </li></ul><ul><li>Write thank you emails or cards </li></ul>
  10. 11. Agency Tips <ul><li>Every agency is different </li></ul><ul><li>Remember, culture is key – find a place that’s the right fit for you </li></ul><ul><li>Dress appropriately </li></ul><ul><li>Always maintain professionalism </li></ul><ul><li>Think about the big picture </li></ul>
  11. 12. The Changing Media Landscape <ul><li>Media relations now includes blogger relations </li></ul><ul><ul><li>Basic knowledge of FTC rules </li></ul></ul><ul><ul><li>Bloggers are NOT journalists </li></ul></ul><ul><ul><li>Conversational approach </li></ul></ul><ul><ul><li>Don’t send a press release! </li></ul></ul>
  12. 13. Q & A Image credits to: Zcache Helico Shironekoeuro DaveMadeThat TomHarpel Amazonaws Kolby Schnelli El Struthio
  13. 14. How to Reach Us <ul><li>Lauren: </li></ul><ul><li>[email_address] </li></ul><ul><li>@LaurenWeber84 </li></ul><ul><li>Nikki: </li></ul><ul><li>[email_address] </li></ul><ul><li>@EstrellaBella10 </li></ul>