A university student’s view on PR…

We were pleased to welcome our first work experience student last week at #TeamRev. Sydonie Brewis is studying English Language and Literature at Cardiff University. We thought it would be interesting to share her thoughts on public relations! The rest of this post is from Sydonie.

I’ll be honest, when I first said I wanted to work in PR I didn’t really know what that meant. I had an idea in my head of working in the glamorous business world where you’re organising gala dinners, liaising with brands and walking around in designer shoes. I must admit, I’d just watched the entirety of Sex and the City which didn’t really help. Samantha always seemed to be out for lunch, going to parties and looking stylish – if that was somehow a lifestyle I could lead then I would be doing whatever I could to get there.

I’ve always been good with people, my dad says I can talk my way out of anything (a very helpful little talent I have acquired, although not foolproof!) and I believe that communication is the focus of our lives. Nothing would be possible without it. I think it’s funny how we spend so much time communicating but rarely give a thought to it. PR centres around communication; thinking about who your audience is, what your message is and what do you want to get as an end result. I never really considered all of the different elements that go into PR, or what PR can do, but I’ve come to the conclusion that it’s basically the way that companies function.

A story doesn’t get published in a newspaper, unless it is pitched to them, and an idea doesn’t become a real entity unless it is pitched. The way that ideas become reality and then become known is entirely through PR. I never realised how big a part it played in the world until I finally got to be involved. If a company wants to succeed then they need to have a good PR person/team behind them.

Working at Rev PR is my third internship this summer. The organisations I’ve worked in range from corporate, to charity, to clothing, When I applied to each company, I said I wanted to work in PR and marketing and then left the rest up to their own interpretation. Each company goes about their PR differently and, subsequently, each placement required me to do something different. PR is such a huge topic but, in the end, it seems to boil down to your ability to communicate.

As an undergraduate who studies English Literature and Language, I spend a lot of my time reading and analysing language. One of my modules in my first year was communications. We focused on how we communicate not only as people to each other, but also a brands and networks. The idea of doing PR grew from that module, I liked the idea of tailoring the way that brands represent themselves to the rest of the world, and how their marketing is tailored to suit their buyers.

I didn’t really know what I would be doing when I started the week at Rev? If it was anything like the other work experience I have done, I would be doing odd jobs around the place, clearing out filing cabinets and just helping out where people needed it. When I started at Rev I was thrown right in, helping create campaign pitches and copywrite editorial.  I even had to phone publications and pitch to them which was absolutely terrifying but… I managed it.

I’ve definitely realised this week that PR is what I want to do, I want to have all of the contacts and be the go-to person. I just have to get into it now! I believe in setting goals and I’m working towards a graduate scheme with a big brand like Harrods or Mark & Spencer. Completing work experience and building relationships are the small steps that will help you meet your goals. I feel like ta top graduate scheme will give me the best training and from there I will be able to get into the PR world. I still have one big goal, a shoe collection that any of the Sex and the City character would be envious of!

 

 

 

 

Why is giving a monetary value to press coverage (AVE) so unpopular with PR professionals?

In case you’ve never heard of it, AVE stands for Advertising Value Equivalency – how much it would have cost to buy the same space in the media where you gained any PR coverage.

Whilst it’s been around for decades, this way of valuing the results of PR campaigns has become more and more maligned by the PR industry because many feel it doesn’t show the true value of PR efforts and coverage.

So how should you measure your PR?

We still use AVE as one of the metrics in our client reports and here’s why… it makes for a great starting point to explain all the other ways to measure the value of PR coverage! It’s also the easiest metric to explain to someone who hasn’t worked in marketing and PR before. Think of it as a great appetiser before the main course.

Modern-day value

After measuring your AVE, it’s important to look at the relevance, reach, tone and tier of the media you’re being featured in. By setting metrics and measuring against things like impressions, a headline or early article mention, competitor mentions and the inclusion of quotes and images, you can really start to build a much more accurate value for today’s complex media landscape.

Sharing the love

Don’t forget to record social media shares where possible as this massively affects the reach of the coverage.

By utilising a tool such as our PR scorecard, you can combine AVE with these modern, media-appropriate measures to see a true value of your coverage.

To give you an example, one of our clients was recently featured on BBC Radio Northamptonshire – but the BBC don’t run advertising so an old-fashioned AVE would have been zero, which of course is quite silly when you think about it. Our advice; be sure that you’re measuring your PR through a value system outside of AVE.

Want to find out more about the value of PR? Follow us on Twitter @RevPRUK

We’re recruiting! Could you be our next #TeamRev Publicist?

Salary: £21,000 per annum

Full Time/Permanent

Location: Wakefield OR Banbury

 Job description:

As a true PR professional, you will have excellent interpersonal and copywriting skills, and will be a confident communicator and presenter at all levels. With a PR related degree and at least one year of PR experience, you will not be afraid to pick up the phone to pitch to the media.

You will be actively involved in everything from copywriting, interviews, media liaison, social media, reports, research and much more. Ultimately, your role is to generate publicity results on local, regional and national levels. You must have the ability to stay organised and multi-task to accomplish each client’s unique publicity goals.

Placement/Internships:

We also have placement opportunities and graduate internships from 12-40 weeks for those from degrees in public relations, english or media-related subjects for those wishing to pursue a career in PR. Payment is discussed on an individual basis.

How to find out more:

Browse our website to find out more about our agency and email us with an overview of your experience: sally@revpr.co.uk

We’re recruiting! Could you be our next #TeamRev Publicist?

Salary: £21,000 per annum

Full Time/Permanent

Location: Wakefield

 Job description:

As a true PR professional, you will have excellent interpersonal and copywriting skills, and will be a confident communicator and presenter at all levels. With a PR related degree and at least one year of PR experience, you will not be afraid to pick up the phone to pitch to the media.

You will be actively involved in everything from copywriting, interviews, media liaison, social media, reports, research and much more. Ultimately, your role is to generate publicity results on local, regional and national levels. You must have the ability to stay organised and multi-task to accomplish each client’s unique publicity goals.

How to find out more:

Browse our website to find out more about our agency and email us with an overview of your experience: sally@revpr.co.uk

What is the value of PR? Well… what is the value of your reputation?

In the fickle world of business, your success or failure often hinges upon a somewhat unquantifiable metric: the relationships and reputation you have developed over time and now carry with you.

In today’s online marketplace, scorecards such as your net promoter level and the ratings achieved on sites such as TripAdvisor (or your industry equivalent) help prospects gain an insight into how trustworthy and expert you really are. But they do rely on an important element which is by no means guaranteed; the action of positive reviews and commentary by your clients.

Whilst many businesses are doing great things, in most cases, they will at some stage muck something up or be afflicted by factors beyond their control. The net result being that a client’s experience is less than perfect. It’s a sad fact that when anything like this happens, a far greater proportion of consumers will complain than those who offer praise or thanks when things are going swimmingly… and not to you!

In reality, you do hear about it when things go well. Clients contact you and say thanks or, if you are lucky, provide a pleasant missive via email or letter. If you are exceptionally lucky, they’ll talk about you on their social media or blogs. But more often than not, they’ll limit the audience for praise to the person who provided the service. After all, it’s nice to say thanks!

So, the balance of appreciation or damnation is decidedly private or public, in that order. But what if you wanted to change that?

That’s where PR comes in. The public showcasing of your brilliance and the ability to minimise coverage of your mistakes until there’s a solution to talk about, is becoming ever more important. Particularly as the channels for promotion and public flogging are that much more instant and effective than has ever been the case before.

The value? Well… what’s the value of a reputation? It might be more than you think…

Contact us to find out how we our PR services can help with reputation management.