1. Q Writing - Online Articles for Consumer Relations
SamanthaHillType of work: Conceptualising, researching and writing regular
articles
Date: June 2013- June 2014
Strategy: To create a GSK wide understanding of the consumer
relations functions and how important it is to any business
Tactics:
 Produce a monthly article to create frequent interactions with GSK employees by:
o Analysing the monthly CHLT reports to find any interesting consumer topics which
may be relevant for an article
o Use the social listening tool to source consumer posts and quotes
o Reviewing the monthly data dump of consumer-GSK interactions
 Identify what is the most interesting and useful consumer relations story to share with the
business and positioning it in a way that everyone would be able to understand e.g. a surge
in questions or a particular social media focus on a brand
 Sourcing consumer calls from the monthly data dump and the consumer relations team to
upload onto the Source
Evaluation:
There has been a lot of positive feedback for
both the consumer calls and the articles. The
articles have reinforced previous confidences and
assumptions e.g. TUMS becoming a ‘celebrity’
brand, but had also highlighted areas in need of
development
Objectives:
 To educate GSK employees about the
Consumer Relations function and how it is a
necessity in a large business
 To maintain a constant flow of information
from the consumer relations team out to wider
GSK employees
 To create excitement around this new function
Audience targeted: GSK employees
Involvement: I write and research the
articles as well as uploading the
consumer calls onto the Source
(intranet)
Reflections:
I really enjoyed this project as it allowed
me to be creative. It also enabled me to
use many different resources to pull
together information for my articles which
enabled me to work across many different
teams. It has also increased my knowledge
of consumers which are the life blood of
most businesses
Article views:
What are our consumerssayingaboutus?(179)
Consumerinsightleadstophasingoutunpopular
Iso-Active pumps(155)
What do our consumerswanttoknow?(123)