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.
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
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
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
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