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#PRlife | Texas A&M University

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MMI Agency
MMI Agency

Guest lecture to Alternative Media and Public Relations class, Texas A&M University by Catherine Jones and Caitlin Jeansonne. In this presentation to an Alternative Media and Public Relations class, the MMI agency guest speakers gave the students a look into the life of a PR/social professional. Catherine and Caitlin describe the individual responsibilities and skills of PR, social media, and experiential. The students are given advice and tips about honing their skills and how to get started after they graduate.

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#PRlife MMI Agency | mmiagency.com | @mmiagency Caitlin Jeansonne | Social Strategist | @qcait Catherine Jones | Assistant Account Executive | @catjones609
• Introduction • Agency Life • Public Relations • Social Media • Takeaways • Activity let’s chat.
introduction.
Caitlin Jeansonne Social Strategist | @qcait
Catherine Jones Assistant Account Executive | @catjones609
agency life.
CLIENTS EMPLOYEES who we are. mmi is an advertising agency specializing in brand activation 85+77CLIENTS EMPLOYEES
work hard, play hard.
work hard, play hard.
Public Relations team.
Public Relations team.
public relations.
definition of PR Creating customized and targeted communication to build stronger mutually beneficial relationships that lead to deeper engagement, resulting in loyalty and advocacy. - Deirdre Breakenridge Building relationships between a brand and the public to expand positive brand reputation and engagement.
team structure. Head of PR/Social Director Specialist Strategist Account Supervisor Account Manager Asst. Account Executive Interns Public Relations Team Public Relations Social Media Experiential • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing
team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
how not to do PR.
typical project. Press releases Pitching Media lists Media drops Events Clip reports
social media.
team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
we recommend you don’t do this…
but what about this?
typical project. Strategic plan Editorial calendar Community management Customer service Social ads Monthly reporting
experiential.
team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
typical project. Sponsorship activation Event planning Experiential marketing
case studies.
• Situation: What was the problem? Engage the community and bring awareness to the four MD Anderson Houston Locations through the “Pink Lighting” event. • Strategy: What was our solution? • Coordinate one event per year to spotlight the four Houston locations • Notify the media of the event through calendar listings, press releases, media alerts, and photos/cutlines • Send social content to the MD Anderson locations to publish on their social pages MD Anderson Cancer Center: Pink Lightingcase studies.
implementation and results. • 4 events in the Woodlands, Sugar Land, Katy, Bay area • Connect with thousands of local residents
• Situation: What was the problem? Build a community around a new drink category through social media content and social advertising. • Strategy: What was our solution? • Bolster social media presence to bring attention to the brand with organic and paid content • Create content around the brand, the category and key audiences • Participate in appropriate brand conversations to build brand engagement • Live social coverage of key brand events Ral-ly case studies.
implementation and results. • Editorial calendar creation and community management • Initial page growth and post engagement • Increase organic and paid engagement
takeaways.
• Writing • Communication • Time Management • Strategic Planning • Software Proficiency • Customer Service • Professional Development (And Personal Branding) valuable skills takeaways.
hone your skills. • Be a news junkie! • Practice on your personal accounts • Participate in professional organizations • AIGA - American Institute of Graphic Arts • AAF - American Advertising Federation • PRSA - Public Relations Society of America • IABC - International Association of Business Communications • HIMA - Houston Interactive Marketing Association
hone your skills. • Follow industry resources: • PR Daily • The Skimm • SmartBrief on Social Business • MarketingLand • L2 • HBJ (local news) • Training resources: • lynda.com • Free webinars (Twitter for Business, Facebook for Business)
• Define your personal brand • Hands-on social media experience • Internship • Volunteer to help organizations • Each agency is different - do your research • Culture • Size • Specializations • Tweak your resume to fit the job you’re applying after • Be prepared with writing samples • Network, network, network • Keep in touch with friends and colleagues tips for getting your first job. takeaways.
ADcademy takeaways.
activity.
activity. Situation: eT Craft Burgers & Beer is opening a new location in Cypress. How would you promote it? Background Information: Sells craft burgers and beer on tap. Existing (small) location in downtown Houston We need your help: How would you promote the opening of this new restaurant? Create a mini PR and social media plan - list 5-7 tactics you would use to promote.
how did we actually promote the opening? • Press release - two versions • Pitching • Tiered media lists • Media drops • Social media campaign to build followers • Food photo shoot • Content: focused on crafted ingredients • Media event with bloggers and media people • eT on the Street
Questions?

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#PRlife | Texas A&M University

  • 1. #PRlife MMI Agency | mmiagency.com | @mmiagency Caitlin Jeansonne | Social Strategist | @qcait Catherine Jones | Assistant Account Executive | @catjones609
  • 2. • Introduction • Agency Life • Public Relations • Social Media • Takeaways • Activity let’s chat.
  • 5. Catherine Jones Assistant Account Executive | @catjones609
  • 7. CLIENTS EMPLOYEES who we are. mmi is an advertising agency specializing in brand activation 85+77CLIENTS EMPLOYEES
  • 8.
  • 14.
  • 15. definition of PR Creating customized and targeted communication to build stronger mutually beneficial relationships that lead to deeper engagement, resulting in loyalty and advocacy. - Deirdre Breakenridge Building relationships between a brand and the public to expand positive brand reputation and engagement.
  • 16. team structure. Head of PR/Social Director Specialist Strategist Account Supervisor Account Manager Asst. Account Executive Interns Public Relations Team Public Relations Social Media Experiential • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing
  • 17. team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
  • 18. how not to do PR.
  • 19. typical project. Press releases Pitching Media lists Media drops Events Clip reports
  • 21. team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
  • 22.
  • 23. we recommend you don’t do this…
  • 24. but what about this?
  • 25. typical project. Strategic plan Editorial calendar Community management Customer service Social ads Monthly reporting
  • 27. team structure. Public Relations Social Media Event Activation Public Relations Team Public Relations Social Media • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Customer service • Sponsorship activation • Event planning • Experiential marketing Experiential
  • 28. typical project. Sponsorship activation Event planning Experiential marketing
  • 30. • Situation: What was the problem? Engage the community and bring awareness to the four MD Anderson Houston Locations through the “Pink Lighting” event. • Strategy: What was our solution? • Coordinate one event per year to spotlight the four Houston locations • Notify the media of the event through calendar listings, press releases, media alerts, and photos/cutlines • Send social content to the MD Anderson locations to publish on their social pages MD Anderson Cancer Center: Pink Lightingcase studies.
  • 31. implementation and results. • 4 events in the Woodlands, Sugar Land, Katy, Bay area • Connect with thousands of local residents
  • 32. • Situation: What was the problem? Build a community around a new drink category through social media content and social advertising. • Strategy: What was our solution? • Bolster social media presence to bring attention to the brand with organic and paid content • Create content around the brand, the category and key audiences • Participate in appropriate brand conversations to build brand engagement • Live social coverage of key brand events Ral-ly case studies.
  • 33. implementation and results. • Editorial calendar creation and community management • Initial page growth and post engagement • Increase organic and paid engagement
  • 35. • Writing • Communication • Time Management • Strategic Planning • Software Proficiency • Customer Service • Professional Development (And Personal Branding) valuable skills takeaways.
  • 36. hone your skills. • Be a news junkie! • Practice on your personal accounts • Participate in professional organizations • AIGA - American Institute of Graphic Arts • AAF - American Advertising Federation • PRSA - Public Relations Society of America • IABC - International Association of Business Communications • HIMA - Houston Interactive Marketing Association
  • 37. hone your skills. • Follow industry resources: • PR Daily • The Skimm • SmartBrief on Social Business • MarketingLand • L2 • HBJ (local news) • Training resources: • lynda.com • Free webinars (Twitter for Business, Facebook for Business)
  • 38. • Define your personal brand • Hands-on social media experience • Internship • Volunteer to help organizations • Each agency is different - do your research • Culture • Size • Specializations • Tweak your resume to fit the job you’re applying after • Be prepared with writing samples • Network, network, network • Keep in touch with friends and colleagues tips for getting your first job. takeaways.
  • 41. activity. Situation: eT Craft Burgers & Beer is opening a new location in Cypress. How would you promote it? Background Information: Sells craft burgers and beer on tap. Existing (small) location in downtown Houston We need your help: How would you promote the opening of this new restaurant? Create a mini PR and social media plan - list 5-7 tactics you would use to promote.
  • 42. how did we actually promote the opening? • Press release - two versions • Pitching • Tiered media lists • Media drops • Social media campaign to build followers • Food photo shoot • Content: focused on crafted ingredients • Media event with bloggers and media people • eT on the Street