The world of public relations through the two blue eyes of a recent Uni graduate.
A simple diary or rather a reflection on my life as a student and PR and events management graduate. I usually share notes on what caught my eye. Please don't forget to feed my fish :)
I’m happy & proud to announce that my last exam took place on Tuesday, 1st June. I am free now! I am not a graduate yet (don’t have my title) but I am done with University – it feels so good...
PR class of 2010
Just one quick look at my ikea bookcase reveals about 12 books that still need to be returned to the library (plus fines to be paid - ups) and 8 books that I actually own but will never ever need in my life. I can bet all my imaginary millions on it!
On the other hand there are about 15 books that I love (Deirdre Breakenridge: PR 2.0: New Media, New Tools, New Audiences, and other PR books). HA, I’ve joust found a list of ‘TO READ’ books:
Deirdre Breakenridge: Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
Brian Solis: Engage
Charlen Li & Josh Bernoff: Groundswell
Jim Macnamara: The 21st Century Media (R)EVOLUTION
David Phillips & Philip Young: Online Public Relations
Hmm, maybe one day. Will have to check them on ebay soon :) If anyone has a spare copy of any of these, please let me know.
Other part of the bookcase is full of sheets of paper filled with my notes in every possible colour and mind maps on everything and anything (some nicely stapled together, some lying freely on top of each other), notebooks and colourful file folders that contain 3 years of my life (well, some more filling is still needed to be done – I’ve just looked at my desk (*sight*).
This is actually quite upsetting: University is done! What now? What people do with all this stuff??
The last semester flew by so fast! I didn’t really get ready for the end of it, I admit. Everything was very hectic and intense in many ways. I was forced to multitask more than ever before: attending lectures and seminars, meeting deadlines for University assignments, getting group work going, applying for PR Grad jobs, looking for part time jobs, educating myself about the new digital tools and social media, blogging, tweeting, and many more. I don’t know how to ‘unitask’ anymore.
No surprise then that it feels weird to have time for the ‘things’ that I like to do like cooking, reading books, drawing, city browsing, etc. These activities have been banned from my life for a very long time. Well, let’s see how I get on with them.
My top priority is to find a job now. I just need to catch my breath first.
The Internet is affecting Public Relations in both positive and negative way. PR professionals (PROs) can research, communicate, listen, monitor and engage with their key stakeholders in much faster, therefore more convenient way. There are arguably many benefits of using the Internet but this brief is devoted to one of the negative aspects of the new PR practice: use of emails to send out irrelevant and often untargeted press releases and pitches to long lists of journalists, without considering the consequences. PROs have been spamming the opinion formers (journalists, bloggers and other non-traditional journalists) this way, and therefore the PR Industry is facing damage to its reputation and ability to achieve the influence it desires.
Recently, key PR industry figures have launched a campaign named ‘An Inconvenient PR Truth’ that aims to cut PR spam and help PROs and journalists work together better. The campaign includes a ‘bill of rights’, which is a list of demands on behalf of journalists and bloggers about how they want to be approached by the PR community. Prior to the launch of the campaign, several blog posts were published revealing the names and email addresses of PROs who had been spamming a particular journalist or blogger. This can be seen as a controversial step but it reinforced the debate about inappropriate targeting. The campaign was launched on the 28th January 2010 by Realwire CEO Adam Parker and is backed by Borkowski founder Mark Borkowski, Speed Communications MD Stephen Waddington and Umpf founder Adrian Johnson.[i] Since its launch, the numbers of supporters, such as the 3WPR founder Stephen Davies, have increased and even the CIPR published a statement of support.
The research that contributed to the launch of the campaign has found that “78 percent of press release emails are received by recipients to whom they are irrelevant and more than half (55 per cent) of recipients have taken action to block a sender of news.”[ii] This is shocking and potentially damaging to the image and reputation of the PR Industry.
The Importance of this Issue to the PR Industry
PR has gradually gained respect as one of the most cost effective and impactful marketing tools that are available to any organisation. The fact that some PR professionals have been spamming their key target audience – the media – may have a negative effect on the reputation and image of the PR industry. The media is central to PR activity. PR is about building relationships and should aim to achieve ‘balanced dialogue’ and ‘mutual understanding’ by the use of open two-way symmetric communication between PROs and the media (Grunig & Hunt, 1984). “Truly effective press relations starts with effective targeting” (Theaker, et.al., 2005). In order to establish and maintain good working relationships with the journalists, and therefore gain valuable media coverage, the PR “messages have to be tailored to the wide variety of media available, being clear about the target audience” (Theaker,et.al.,2005:59). There is a potential threat that if PR professionals don’t change their habits of sending out irrelevant and untargeted press releases and pitches, their key target audience may block their incoming communication, and as a result of this the PR message will not be received and published. PROs shouldn’t focus on”...filling up [journalists’] e-mail inboxes with unwanted material, but instead [provide] specifically targeted and relevant material” Theaker, et.al., (2005: 37). This practice will improve their relationships with the journalists and positively affect their success rate.
Time schedule
Week 1 (01/032010 – 07/03/2010)
Conduct initial research: “An Inconvenient PR Truth” campaign, media coverage (focus on the media side and PR side separately). Is that a PR stunt? Create a list of key journalists & PROs for a survey.
Week 2 (08/03/2010 – 14/03/2010)
Prepare two short surveys (media & PROs) based on the previous findings and seed them on LinkedIn, Twitter, etc. Send them directly to the key PR Practitioners and the key journalists.
Week 3 (15/03/2010 – 21/03/2010)
Conduct research on potential reasons behind PR spam and what actions have been undertaken to stop this bad practice (CIPR and other educational bodies). Who or what is to blame? E.g. lack of skills and education, laziness of PR professionals, technology (Internet), payment by resultsoriented pay structures (problems with measurement and educating clients), etc.
Week 4 (22/03/2010 – 28/03/2010)
Evaluate and analyse the outcomes of the surveys. Look for the real reasons behind sending out untargeted press releases and pitches, and what steps have been undertaken on the media side to stop this bad practice. Do the journalists and bloggers really mind?
Week 5 & 6 (29/03/2010 – 11/04/2010) EASTER BREAK
Start putting the information together & suggest possible solutions to achieve two-way symmetric PR.
Week 7 (12/04/2010 – 18/04/2010)
Summarize the data and create first draft of the reports and presentation.
Week 8 (19/04/2010 – 25/04/2010)
Create presentation – select the key information and decide on the correct structure.
Week 9 (26/04/2010 – 02/05/2010) GROUP PRESENTATION DUE
Practice presentation presentational skills as a group.
Week 10 (03/05/2010 – 07/05/2010)REPORT DUE
Edit the report (individually) – Introduction, Conclusion, Executive Summary, Appendix, etc.
I finally found the time to upload my BR Corporate Strategy PR Brief presentation on SlideShare.net! Yey! I am really excited about it!It is an example of the way I work I suppose – I am a perfectionist who focuses on details and spends lots of time doing research.
The presentation has unexpectedly improved my personal SEO too, which is just a cherry on the cake. I was encouraged to upload more of my work by some of my Twitter followers - BTW thank you all for you support. I intend to do exactly that ;)
Third year in a PR course is always tough. It is no longer only about delivering assignments, chasing deadlines and sitting exams. The new addition to the busy life of soon-to-be-graduates is the hunt for the dream job. Most of us decide to focus on the PR Grad Scheme applications and some start using Twitter and blogging to enhance their ‘digital footprint’ and ‘PR themselves’... there is a lot to do to succeed!!
In November, I started working on a 2010 Grad PR Scheme list. I found it essential to kick off the whole process of applying EARLY because you never know how busy you are going to be after Christmas.
The first Grad Scheme I applied for was the WPP Marketing Fellowship. I didn’t get in but not because I wasn’t good enough. Yes it was a bit upsetting to be rejected but I always wanted to work in PR so Marketing Fellowship wouldn’t give me what I wanted anyway. The WPP Marketing Fellowship comprises of three one-year rotations through WPP companies – PR, Marketing, Research, etc. Yes I’d have gained a broad experience during the Scheme but what for?
After the initial set back, I had to RECONSIDER my aspirations, desires and preferences. It would be a massive waste of time applying for something I wasn’t into. So since then, I have applied only for PR Schemes that I found interesting and felt that they were ‘right’ for me.
I have discovered a hidden passion for the digital world so started looking at agencies offering jobs/schemes in Digital PR, Consumer Technology, and similar. I’ve applied for quite a few and I am now eagerly awaiting THE phone call.
Recently, I’ve been thinking of the benefits of being in a PR Grad Scheme: team building, training, support, etc. These key aspects are highly desirable by most of the students who need some initial introduction. It is quite interesting to see recent graduates counting only on their social media presence hoping that it will do the trick and get them the dream job in PR.
Don’t get me wrong I’ve been focusing on my ‘digital footprint’ too but still made the time to apply for PR Grad Schemes. Some students only ‘PR themselves and their communication skills’ to the agencies via Twitter & Blog, etc. Is it a good strategy? - Certainly yes. I managed to get my PR Internship this way. But is it enough?
To conclude, any soon-to-be-graduate has to do his/hers best to enhance the ‘digital footprint’ they have, select and apply for the appropriate PR Grad Schemes that fits their aspirations and desires, and also finish the University in a decent way – with good marks. It is tough! I am in this process right now and sometimes I had to prioritise what was more important to do – Uni or Applications.
The two key pieces of my coursework have just been handed in. Yey! I’ve been waiting to say this for a very long time. I must say that the third and last year at Uni is really the hardest. I hope that my hard work on both of the assignments will pay off. If not, I would be really upset.
Strategic PR Plan for Soil Association
This assignment was for the PR Strategy module let by Gareth Thompson. He is a very tough lecturer. You can even apply the Marmite’s slogan here: ‘You either love him or hate him’.
Do you remember the much hated old physic teacher from your high school or college, who considered his/hers subject as the most important in the whole world even though you were more into arts, alnguages and psychology?? I had a really tough physic teacher when at college. I just hated the subject but had to do it as it was compulsory for us all. I felt like I was in a personal fight with her every time. She used to give me ‘the grin’ when she said, ‘Young lady, another F for you’.
Oh dear, these memories are coming back to me now. She made me work so hard. I remember my last exam with her right before graduation from college. (Even though I picked completely different subjects to graduate from, I still had to pass an exam with her – otherwise I wouldn’t be allowed to sit my finals) She gave me some 4-5 questions (one of them on the composition of an atom (!!!!!) and the historical evolution of the opinions on how the atom looked like – this dates back to the Stone Age!!!!) And I answered them all correctly. I was so relieved! And what more, she smiled at me and waved me good bye and good luck in life! Can you believe this?
Gareth made us all work very hard. His expectations always seemed to be much higher than those of other lecturers. I already admitted that I am passionate about PR, so going the extra mile didn’t cause me any problems but I know students who just couldn’t be bothered and dropped the module once they could.
The module was quite well designed. First we worked in groups to deliver a “Brief to a PR consultancy” – my group picked BP. And then we were asked to become a PR consultant and respond to the Brief – individually. I did the Soil Association. Previews can be found in my PR portfolio.
I found myself strangled with work for University and no time to play. The last two weeks were very exhausting. But my Globalization report: “Media Ownership in the Czech Republic” has been submitted (at last), so happy days. What more, I managed to create a nice database with all media contacts in from the Czech Republic....it may be useful one day.
It’s funny that every PR agency says "We work hard and play harder". I suppose that it is true in a way, but why can’t you work and play in the same time? Public Relations is fun, you get to be creative and build relationships... OK, so what is the downside of this? I suppose that research, building databases and outreach is not much fun, but that’s why you have all the unpaid Interns working for you, isn’t it? So why is it that you cannot work and play in the same time? The logo should be “We know how to work hard and play in the same time”
Uni work may seem more daunting and in a way dull. The one big Uni rule is:
“We decided that you have to do it, so do it. Doesn’t matter if it has nothing to do with your degree or if it doesn’t interest you at all.”
Over the last two and half years (nearly), I had to deal with number of things like that. The first place would go to Quantitative Analysis. Oh my, how much I was fighting against the Uni rule, not wanting to obey. But on the other hand, I could have picked some modules instead of those already chosen for me (if they weren’t core). This way I got to do modules such as the Intro to Management, Marketing and then my favourite Marketing Communications. That was hard work but so much fun! If you select your career, you do it because you having fun doing it, right?
There has been so much pressure on me recently and I wasn’t exactly coping well. I always let thing get to me, unfortunately. So when the offer to do some pampering came, I was happy to give it a try. It was the first Christmas present this year – a makeover in a hair salon and professional photoshoot. I’m not a model so I was only looking forward to the hair cut though. I went for a new hairdo. Te shortest I’ve ever had! It is quite funny to see how a change like this can improve how you feel about things, particularly if you are a woman.
Do I look like a PR girl now?
So I am back, still searching for the perfect PR Grad Scheme or Job. (Not sure If I want to spend another x years just learning) I’ve applied only for the WPP Grad Scheme so far. I like the idea of trying three different disciplines and then making the final decision. I know that I like consumer PR and technology, but wouldn’t say no to corporate comms or B2B. I just need to try things I suppose. See how I can have some PR fun.
I've updated my PR Portfolio at http://kat4pr.wordpress.com/ and intend to add more things in the upcoming days. It is important that my future employer know what I've been up to, right?
Over the last few weeks I’ve been busy searching for a PR Grad Schemes. I must say that it is not that easy. Some of the big and most desirable companies are already in the stage of closing applications.
Eh? I personally don’t get it.
Why WPP had a deadline on 17th November 2009 when the Grad schemes start in September 2010? OK, they need to select the best candidates for the interviews that will take place in January (BTW, don’t forget about me!) It must be a tough job to be in charge of the selection process. The pressure must be huge! At least I hope that it is, there is lots of pressure on our side too. Being in top 100 (out of nearly 2000 application) is just beyond belief. But I still have my hope.
This whole process of applying for Grad Schemes whilst still at Uni has lots of cons. I am under so much pressure to succeed. I feel like I have to show everyone that I am capable of getting into a good Scheme, finishing University with Honours, have shiny personal life and be always at hand to advice or counsel others.
I am no superwoman!
I also need to get the counsel and feel that you trust me and appreciate everything I do. Since I am a person who would do anything just to be there for my friends and family, I spend a lot of time putting them first. I need to become more assertive otherwise anyone will get to me and will hurt me. Or perhaps just think a bit more about my needs.
In the light of the recent changes (or rather attempt to change things) I took one day off and went to the town centre to have a look around shops and so on. It was quite nice to do something by myself, with no one I knew around. It did get a bit lonely in the end though. The first person who actually spoke to me yesterday was this random 40-something guy at the bus stop. He asked me what country I was from. When I told him he said “Oh, I thought so, you Czechs are nice people” Hmmmm. What did he mean with that? I usually get some stupid comments or invitations to do whatever...I always ignore these things. But this guy put a smile on my face for some reason. Perhaps I needed to hear something nice.
Today is Friday and I have many things on my agenda for today and the weekend so I should better start with number 1. There is an assignment on “Ownership of the Czech Media” due next Wednesday. All I know is that some 90% of Czech media are owned by foreigner companies. I still haven’t found a link to Rupert Murdoch but I feel I am getting close.
After nearly a four-month break I returned to London Metropolitan University to finish my studies of Public Relations & Events Management. As a senior I have obvious advantages. I know the location of most of the lecture and seminar rooms, I know that if I need something from the undergraduate centre I should better email or call than queue for hours in hot and steamy corridors of the Stapleton House, and so on. It is fun to watch the freshers who are constantly getting lost with their timetable and a map in their hands. Oh gosh, how long has it been since I was a fresher? Feels like ages ago.
I had to make some changes to my timetable at first. I swapped year long Dissertation module with Project module (spring semester). Over the summer I have realised that I am much more interested in Public Relations that in Events Management so my choice was clear and easy: Public Relations Dissertation/Project. I am already thinking about the topic and I think I have a pretty good idea of what I am going to devote my individual work to.
My lecturer for Public Relations Strategy is already well known to me from the previous semester: Gareth Thompson. He taught the Technology & PR module. We will have to work in groups to create a BRIEF presentation as a client to an agency and then individually come up with the appropriate PR strategy based on the brief. I can’t wait to crack on this one.
Current Issues in Events Management are taught by a new young lady who is so fabulous. She certainly knows what she is talking about. The assessment of this module is a report and then an exam. I think that once I do all the readings I should be just fine. It is all about the common sense.
The lady lecturer for Globalisation and the Mass Media is so passionate about her module. She has completely captivated my attention. We will attend the London Film Festival in Week 3 as a part of this module, which is just so fantastic! We are going to see a new British film ‘The Scouting Book for Boys’ at the VUE cinema in Leicester Square.
As I said before, this semester is filled with excitement and a strong will to discover and learn new things. It is something I never experienced before, I used to be scared of doing things like presentations or group work. But now I look forward to everything what this semester brings along! Fingers cross that my attitude will stay this positive.
My second week as an intern for the Hai Media Group has been great. My blog database has turn into a massive list of essential bloggers and their contact details, I went to an exclusive party for audioBoo, I also learn a lot about social networks and many more.
To start with I discovered www.alltop.com. This website helps a lot when you are trying to find the right blogs for your PR 2.0 strategy. Technorati blog directory seemed great at the beginning but the blogs tend to appear more than once, which only mean more work for you. It would be fantastic if somebody managed to get all those categories, names, and contacts into one online database or programme. I think that people would be willing to pay for it. It would save so much time! I know that FeaturesExec and Media Disc can do a lot but still...the online world is different every day.
Just in the middle of my hunt for bloggers, the hidden reality of living in London came unexpectedly and hit hard. My boss Lisa Devaney had a serious incident with a ruthless biker in the middle of the day! He nearly poked her eye out! When I received the news I was completely horrified. Middle of the day, a busy street and the last thing you expect is this to happen. We all should learn a lesson from this. We don’t know what is going on in other people’s minds. The reaction that we expect may not happen at all or happen but in a completely sick way. And you can end up with a swollen eye or maybe worse.
Thursday was a highlight of my week. I was heading to the exclusive audioBoo party held down at SUNMicrosystem. Lisa overcame the shock from the incident, which was very brave of her as her eye wasn’t properly healed yet. My very own beautiful business cards arrived and we were ready to network.
This certainly sounds like fun for most of people but I was tiny bit nervous as I didn’t know anyone there. I am a member of the famous Generation Y, people who understand technology, computers and the online world but when it comes to face to face contact ... Oh dear! I am not good and I know it. Well, need more practice I suppose and lots of courage. I didn’t really feel like coming to the party at all but Lisa made me come, which turned up to be the right decision. The party was fun! You got to talk to really great and well respected people. As a Uni student you only sit and listen to the great people but there you can actually join in a conversation about the future of the newspapers (or something). Isn’t that great? I think that every Uni should think of putting on event for students as well as lecturers.
Internship is considered to be a hands-on experience. Students are supposed to learn and improve all sorts of skills to become more competitive in the current job market. Unfortunately some people end up making teas and coffees and picking up dry cleaning. This certainly doesn’t apply to me and I am thankful for that. I am slowly coming out of my safety shell and getting used the idea that I am a PR consultant (at least for the time of my internship).
The next week will bring even more interesting things but for now, let’s enjoy the rare sunshine that decided to come to London this weekend.
