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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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What is a PR agencyAnd would I want to work there anyways?
Matthew Gain
Agency junkie
4 different agencies
1 in-house roll
Perpetual student
Alumni of University of Newcastle
Edelman 2012What the hell is a PR agency?
What do PR agencies do?
Multinationals:• 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
Boutiques• 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
Corporate:• 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
Public Affairs:• Wear suits• Manage engagement with the government• Deal with ministers, advisors • Try to impact government policy – eg
getting drugs on the pharmaceutical benefits scheme
Healthcare:• Wear lab coats• Pharmaceutical companies cannot
advertise• Manage communications to healthcare
professionals• 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• Either consumer technology or B2B
technology• Work to distill complex tech into
understandable concepts• Have to work with some very geeky media
Consumer:• Do not wear suits, but must wear skinny
jeans and have a haircut• Work on the brands you know and love• About getting excitement about new
products from Xbox through to fashion brands and even toilet duck
• Work with consumer media, but also tap into experiential activity and increasingly Facebook
Digital:• Wear digital watches…• These are the guys that get paid to
Facebook and Twitter• Manage blogger engagement programs• Build Facebook communities• Understand SEO
Image by Jye Smith
Average day in the office:• There is no average day• Start at 8.30• Finish around 6.30ish• Media and social monitoring• Media calls• Client meetings• Journalist drinks• Facebook management• Team management
Edelman 2012Media consumption today
Media Consumption
NewspapersTVOnline
Edelman 2012The new PR skills
• Influencer identification
• Blogger engagement• Online issues
monitoring • Crisis readiness and
management• Social content
creation
• Online community management
• Video content creation and distribution
• Social platform SEO
• Website development• Web development
project management• Web strategy and
property mapping• SEO• Social stream creation
• Social media advertising• Sponsorship negotiation and
facilitation• Paid seeding
PR case studiesSome of the work I have done in my career
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
• International preview tour for mainstream consumer media
• 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
• 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
Edelman increased awareness and users for a first-of-its-kind community planning website:
PlanBig.com.au
Edelman 2012TweetLevel:The election battle for Twitter
Edelman 2012Getting a job in a PR agency
• Work experience – we make all our hires through work experience
• Read widely – understand the media, understand blogs, get engaged
• Have a digital footprint:• Blog, Tweet, Facebook• Set up a Facebook Page – understand
how that works
• Think laterally and also think creatively
Get in contact
Matthew Gain
Blog – matthewgain.com
Twitter - @matthewgain
Email – [email protected]
HR – [email protected]
