Chameleon PR

Continuing to keep our eye on hacks straying from their desks, look who we just spotted on BBC News… Why it’s Adrian Mars!

Following last week’s annual Communication Report from Ofcom, I pulled aside Mo Elnadi, The Reptile Group’s Head of Digital, to talk about the impact of the report and the position of PR and social media agencies in the digital age. Mo is currently completing an MBA on the impact of social media on digital marketing and PR.

Here’s what he thought …

With regards to the report that was published last week, do you feel this information is important to you as Head of Digital?

Absolutely, we still need to further investigate the UK figures that have been given, because in some examples the results are lower than may be expected. I think further analysis and research in to how the survey was conducted will be crucial in helping us to better understand the findings. The results are different to those that we have seen in previous US studies, but this may be due to the technique used to obtain them and how they are measured.

In your opinion, are social media platforms still developing? Does more need to be done by PR companies?

This evolving landscape is constantly developing and social media platforms are now the fastest growing online sector. This is just the beginning, so it is vital that PR agencies follow this trend and embrace new forms of communication channels, after assessing the commercial potential and risk.

What challenges does social media pose to PR companies in comparison to more traditional techniques?

An important aspect of PR is creating dialogue that adds value with the right audience at the right time, in the right tone – so problems that may arise with these new technologies include:

-The real time factor – we have to ensure that we are always on top of the hottest topics that interest the target market in order to engage effectively with our audiences. More importantly, we must understand the dynamics of this new era and adapt our strategies accordingly, which is a challenge to many traditional agencies that are not familiar with those trends.

- Tracking and Monitoring conversations- It is imperative that you are able to keep an eye on what is being said about you or your clients. We use the latest monitoring tools which are able to search the web in real time for any relevant conversations about our cilent’s brands and also to identify key influencers per sector and channel.

- You can’t undo feedback that is written – With the democratisation of information there is far less control for brand image. Therefore in order to turn around any negative feedback you need to be transparent, address the issue and then leverage the opportunity to turn the situation into a positive discussion. One of the interesting facts about social media is how a strong base of fans and followers can jump to defend their favorite brand, or provide support for others on your behalf for low or no cost.

Are all PR operations ensuring they use social media techniques effectively?

While some are ahead of others, when it comes to taking part in this revolution the majority are already aware of the need to adapt to the new “Connective Tissue of the Web”. The problem though is whether they have the right digital strategy, resources and skill level to achieve desired results and to the right quality level.

If you are looking for a job in PR it’s rough out there.  As we pass by the announcement of an annual cornucopia of A grade A level passes – and the ensuing arguments about whether students are getting smarter or the exams are getting easier – it’s been followed by constant reference in the media to graduate unemployment.

But the hard facts are that graduate unemployment is nothing new.  It’s cyclical.  Thousands before have graduated into stagnant job markets and still found employment.  Even now there are jobs available; we are expanding and have filled four posts in the last couple of months. Yet the cry from employers that there is not enough skills and talent available is still heard regularly.

So assuming you are a graduate that’s got their heart set on a career in PR, or lucky enough to be in a job already, what are the things you can do to enhance your chances of regular and better pay cheques?

For most graduates entering PR the first job is with an agency, so you need to consider what sort of PR you want to do – there is still demand for those who specialise in technology or medical disciplines whilst those wanting to work in the celebrity or financial sector are finding things more difficult.

If you live in the regions, to increase your chances you’ll need to be prepared to move to London as – with the demise of massive public sector spending on communications – most regional agencies will be contracting if not disappearing altogether.

When you are applying for any job whether it’s work experience, internship or a salaried post consider why a firm should hire you and don’t be backward in coming forward.  No one likes a show-off but you’ll need to make yourself stand out from the crowd. Don’t take your cues from X Factor, but do ‘Auto-Tune’ your skills and experience to demonstrate you can add value to the company you want to join.

Make sure it’s you that’s applying too; having you parents applying on your behalf is about as embarrassing as your dad dancing at the disco and says everything about your level of maturity and personal motivation.

Should you get an interview, act like you want the job. In fact look like you have already got it. That means finding out as much as you can about the company and the people that are interviewing you, the clients the firm works with and so on. The web makes this easier than ever, so this is now a basic requirement not a brownie point. Think about the questions you may be asked and prepare your answers. And remember there is no pre-defined starting salary – the market dictates what you can and will be paid.  Your priority is to get experience.

Before meeting a potential employer spend some time on your appearance – invest in a haircut, get a decent suit, clean and repair your shoes or buy a new pair. Go easy on the jewellery and makeup.  Make an effort. Be tidy. If you look like you’ve just got out of bed it says you can’t be bothered, so why should the person that’s interviewing care about you?

If you are already in a job much of the above applies but the key issue for this employer, at a minimum, understanding and articulating what your clients do, why they matter and being able to explain the competitive and regulatory environment in which they operate.  It would seem like PR 101 and the reasons clients hire agencies but you’d be surprised how many candidates, even at a senior level, are unable to do this. 

For those of you still studying the outlook will be tough for a few years yet, so get your heads down and come out with a 2.1 or better and consider a Master’s degree – if you are numerate graduate, get a literate Masters; if you are good at telling stories learn to count.

Failing that, get a job, any job, and succeed in it so that your potential employers know you are a grafter who is mercifully free of the Generation Y belief that the world rotates around you.  Learn a new language or polish up what you have, PR is increasingly a global game. Understand the digital world extends further than your page on Facebook and be careful what you post online – your potential employer will be looking and, like tattoos, what might have seemed like a good idea at the time may not look so good later.  You don’t have to do all the work yourself, find a good recruitment consultant who’ll understand your strengths and work hard on your behalf.

If this all sounds a bit grim there is some good news.  PR and communications whether – online or offline – will be a career that will challenge you afresh every day of your working life and constantly test your stamina, creativity, management capabilities and many other skills.

If you really want it you can go very far very quickly; that’s something worth fighting for.