#PRlife: The Inside Scoop
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I spoke to Mays Business School students about the inside scoop of working at an advertising agency, with a specific focus on public relations and social media. I walked the students through the plan and execution of our PR strategy at the 2016 Shell Houston Open.
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#PRlife: The Inside Scoop
- 1. #PRlife: The Inside Scoop MMI Agency | mmiagency.com | @mmiagency Catherine Jones | Social Media Specialist | @catjones609
- 2. Catherine Jones Social Media Specialist | @catjones609
- 3. Agency Life
- 4. CLIENTS EMPLOYEES Who are we? mmi is a conversation agency. 70+77CLIENTS EMPLOYEES
- 5. Our culture.
- 6. PR Team!
- 8. So, what is PR?
- 9. Technically, PR is… Creating customized and targeted communication to build stronger mutually beneficial relationships that lead to deeper engagement, resulting in loyalty and advocacy. - Deirdre Breakenridge, PR 2.0 Creating conversations and building relationships between brands and their audiences by meeting the consumers where they are.
- 10. How not to do PR.
- 11. Shift to social.
- 12. Social media gives marketers access to tons of data! According to Pew Research, nearly 80% of online adults are on social media.
- 13. SO much data…
- 14. Close calls in social media
- 15. Team Structure
- 16. Team Structure Head of PR and Social Director Strategist Account Manager Specialist Interns Public Relations Team Public Relations Social Media Experiential • Media relations • Media event coordination • Crisis communication • Social strategy • Community management • Social ads • Sponsorship activation • Event planning • Experiential marketing
- 17. PR projects • PR Plan • Editorial calendar • Trend spotting • Press releases • Pitching • Media lists • Media drops • Events • Clip reports
- 18. Social media projects • Strategic plan • Editorial calendar • Community management • Customer service • Social ads • Monthly reporting
- 19. Experiential • Sponsorship activation • Event planning • Experiential marketing
- 21. Experiential • MD Anderson: • Strike through cancer wall • Shaded pavillion • Sunscreen • Shell: • Hole-in-One Challenge • Twitter Vending Machine • Social Zone
- 22. Public Relations • Player announcements • Charity stories • HGA news • Gus Wortham Park GC
- 23. Social Media • Content strategy • PGA TOUR • Social media war room (Facebook,Twitter, Instagram,Google+, YouTube, Periscope) • Ads (Facebook + YouTube) • Reporting
- 24. results. SHO Activations: • Twitter Vending (tournament week): 587 users; 245,032 impressions • Giveaway items distributed: 9,677 • Putts on replica: 8,150 users and 80 holes-in-one Social impressions: • 144.5 million social impressions • 27,995 total mentions from 15,259 unique authors • 106 avg mentions per hour SHO Facebook Ads: • 1.9 million impressions • 72% ROI
- 25. Advice
- 26. • Writing • Communication • Time Management • Strategic Planning • Software Proficiency • Customer Service • Professional Development (And Personal Branding) Fine tune your skills.
- 27. Be a news junkie! • Follow industry resources: • PR Daily • The Skimm • SmartBrief on Social Business • MarketingLand • HBJ (local news) • Training resources: • lynda.com • Free webinars (Twitter for Business, Facebook for Business) • Google Analytics
- 28. Know and utilize your resources. • Build a portfolio,practice on your personal accounts • Network and 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
- 29. Tips for getting your first job. • Define your personal brand • Hands-on experience (internships, volunteer) • 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…with friends, colleagues, people along the way
Hinweis der Redaktion
- Hello!! I’m Catherine, I am a Social Media Strategist at MMI Agency, and I’m here to talk to you about what it’s like working in an agency, but specifically in PR and social media
- I graduated from A&M with a degree in business marketing, I was on the NSAC team, in the Aggie Ad Club. I didn’t know where I wanted to go, but I knew I wanted to be in an advertising agency.
- Catherine/Caitlin - Agency Life vs. Client side Agency life is busier - more clients, intellectually stimulating, whole team to use different tools, we do have people who specialize (robin w/ healthcare, ls w/ restaurant experience), more hectic
- MMI started 29 years ago as a traditional agency, since then, we’ve built out our practices. Brought on a new CEO from a national agency - it’s an exciting place to be because things are new and different and grow. We’re growing the digital practice - currently we’re very focused on PR and social, but we have departments for all encompassing Why I like working at MMI? Mentorship, learning about all different clients and industries, It feels like you’re
- Catherine - Talk about the MMI culture - a connected culture
- Caitlin PR covers a range of areas, including event activations, live coverage, media events/press conferences
- Catherine
- Misconception of the public - a lot of writing, telling the story different ways Catherine - Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do. Find out: how did it effect the bottom line? stock hit? negative comments effect the bottom line $$$ Legal concerns - Keep in mind: http://smallbusiness.chron.com/ethical-legal-practices-public-relations-57666.html - Invasion of Privacy - Copyright Law - Professional Codes of Conduct - Ethical Dealings with News Media
- Catherine - Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do. Find out: how did it effect the bottom line? stock hit? negative comments effect the bottom line $$$ Legal concerns - Keep in mind: http://smallbusiness.chron.com/ethical-legal-practices-public-relations-57666.html - Invasion of Privacy - Copyright Law - Professional Codes of Conduct - Ethical Dealings with News Media
- Catherine - Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do. Find out: how did it effect the bottom line? stock hit? negative comments effect the bottom line $$$ Legal concerns - Keep in mind: http://smallbusiness.chron.com/ethical-legal-practices-public-relations-57666.html - Invasion of Privacy - Copyright Law - Professional Codes of Conduct - Ethical Dealings with News Media
- Catherine - Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do. Find out: how did it effect the bottom line? stock hit? negative comments effect the bottom line $$$ Legal concerns - Keep in mind: http://smallbusiness.chron.com/ethical-legal-practices-public-relations-57666.html - Invasion of Privacy - Copyright Law - Professional Codes of Conduct - Ethical Dealings with News Media
- Catherine - Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do. Find out: how did it effect the bottom line? stock hit? negative comments effect the bottom line $$$ Legal concerns - Keep in mind: http://smallbusiness.chron.com/ethical-legal-practices-public-relations-57666.html - Invasion of Privacy - Copyright Law - Professional Codes of Conduct - Ethical Dealings with News Media
- Caitlin - download video (firefox plugin - firefox downloader from CKJ) - use first 1:25 - Pro tip: be sure to ask Andrew if they have sound Before we tell you about what it is that the PR team does, we want to open up with a clip of what not to do.
- what to do when donald trump tweets about you (add SHO screenshot) LOOK FOR MORE RECENT add Rockets social media - must understand the brand, but it’s okay to be edgy if within brand personality - the gun emoji is probably emoji’s to not use
- Catherine
- Caitlin - Our goal as the PR team is to create relationships with the public. Our team is structured in 3 ways: PR, Social, Events. Ask mags to confirm order/titles
- ADD IN: Trend spotting, on-the-fly Sample project structure and examples of campaign elements Planning (editorial calendar - find newsworthy events) Media List Press releases Pitching (social pitching, media drops) Events
- UDPATE SCREENSHOTS Add SHO report - day-to-day sales, larger report, add screenshots from NUVI of SHO, add picture of media center, add live coverage/social media war room Strategic plan (Houston First plan has visual breakdown - what percentage of content will be what) Editorial calendar (Bright Sky Press editorial cal) Community management (show examples of posts and where we responded - eT/Perry’s) Customer service (show examples of posts and where we responded - eT/Perry’s) Social ads (CWNL SXSW - CKJ) Monthly reporting (SHO april sprout report)
- Twitter Vending machine, hole-in-one challenge use examples from Cancer wall (use pic from SHO from CKJ), MDA Tent, pics of people giving out giveaways, live from event
- Shell Houston Open - slide for PR, social and experiential (about 15 people from MMI, in addition to staffers) Live content - making sure everyone has a job, defining everyone’s roles - dedicated team, knowing who’s responsible, tools ready to go, person sending photos (sponsor content and other) Use Erica’s email results email for results, use one slide for each with results slide PR - around charity Social - ads (targeted different groups), social leading up to event (FAQs, rewrite content, approval process, planning sponsor content), place-holder content, live content, player announcements, working with PGA TOUR (YouTube) - no live golf play in social Event - hole-in-one, twitter vending
- add screenshots of responses, sponsorship tweets, process of pre-planning (sponsors, activations, FAQs), YouTube Rules around PGA TOUR play - not allowed to report on live play, must wait for PGA TOUR
- Valuable skills for PR success Writing Communication Time Management Strategic Planning Software Proficiency Customer Service Professional Development (And Personal Branding)