The Ebbs and Flows of Agency PR

The Ebbs and Flows of PR Agency Life

Presented by:Nikki Stephan & Lauren Weber

Franco History• Headquartered in Detroit• Founded in 1964• Full service agency with clients in health

care, non-profit, retail, entertainment, automotive and technology

Franco Culture

The (Not So) Typical Agency Day• Media monitoring and making clips• Measurement and analysis• E-mail interaction with clients and team• Research• Meetings with clients or team members• Writing!!!• Creating media lists• Outreach to media• Developing PR plans• Managing clients’ projects and expectations• Maintaining social media sites – both client-related and personal• Measurement and analysis

To Work at an Agency, You Must:• Be able to juggle multiple clients• Thrive in a fast paced environment• Be organized• Be able to track your time• Pay attention to billing• Understand business in general• Be a flawless writer• Be a creative, “outside the box” thinker

Skills That Get You Brownie Points• Blogging experience• Knowledge of social media tools • Familiarity with journalists in the city where you hope to work• General knowledge of HTML and Web design • Video and photography skills

The Job Hunt• Company Web sites • PRSA Web sites• Avoid Monster, Hotjobs, etc.• Help a PR Pro Out• LinkedIn, Twitter• Talk to your friends / pros in the field• Never burn bridges• Clean up your Facebook account

Landing the Interview• Watch for spelling, grammar on résumé• Include work experience before education• Get creative with your cover letter• Showcase what makes you unique• Create an online portfolio with most relevant work from

classes and internships• Get involved with campus organizations and take on a PR

role• Proven experience

How to Land the Job• Showcase your personality, confidence• Show familiarity with company, follow on social media

sites• Ask questions• Sell yourself without being arrogant• Relate experience to the job opportunity• Be prepared for a writing test and do well on it• Write thank you emails or cards

Agency Tips• Every agency is different• Remember, culture is key – find a place that’s the

right fit for you • Dress appropriately• Always maintain professionalism• Think about the big picture

The Changing Media Landscape• Media relations now includes blogger relations

– Basic knowledge of FTC rules– Bloggers are NOT journalists– Conversational approach– Don’t send a press release!

Q & AImage credits to:

ZcacheHelico

Shironekoeuro DaveMadeThat

TomHarpelLaurenceshan Amazonaws

Kolby SchnelliEl Struthio

How to Reach Us

Lauren:[email protected]@LaurenWeber84

Nikki:[email protected]@EstrellaBella10