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#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.

Publié dans : Marketing
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#PRlife: The Inside Scoop

  1. 1. #PRlife: The Inside Scoop MMI Agency | mmiagency.com | @mmiagency Catherine Jones | Social Media Specialist | @catjones609
  2. 2. Catherine Jones Social Media Specialist | @catjones609
  3. 3. Agency Life
  4. 4. CLIENTS EMPLOYEES Who are we? mmi is a conversation agency. 70+77CLIENTS EMPLOYEES
  5. 5. Our culture.
  6. 6. PR Team!
  7. 7. Public Relations
  8. 8. So, what is PR?
  9. 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. 10. How not to do PR.
  11. 11. Shift to social.
  12. 12. Social media gives marketers access to tons of data! According to Pew Research, nearly 80% of online adults are on social media.
  13. 13. SO much data…
  14. 14. Close calls in social media
  15. 15. Team Structure
  16. 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. 17. PR projects • PR Plan • Editorial calendar • Trend spotting • Press releases • Pitching • Media lists • Media drops • Events • Clip reports
  18. 18. Social media projects • Strategic plan • Editorial calendar • Community management • Customer service • Social ads • Monthly reporting
  19. 19. Experiential • Sponsorship activation • Event planning • Experiential marketing
  20. 20. Shell Houston Open
  21. 21. Experiential • MD Anderson: • Strike through cancer wall • Shaded pavillion • Sunscreen • Shell: • Hole-in-One Challenge • Twitter Vending Machine • Social Zone
  22. 22. Public Relations • Player announcements • Charity stories • HGA news • Gus Wortham Park GC
  23. 23. Social Media • Content strategy • PGA TOUR • Social media war room (Facebook,Twitter, Instagram,Google+, YouTube, Periscope) • Ads (Facebook + YouTube) • Reporting
  24. 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. 25. Advice
  26. 26. • Writing • Communication • Time Management • Strategic Planning • Software Proficiency • Customer Service • Professional Development (And Personal Branding) Fine tune your skills.
  27. 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. 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. 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
  30. 30. Always be learning.

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