1. Can you describe what a junior executive would do at your agency, KMR?

KMR Communications, Inc is a beauty, health, fitness and fashion PR firm based in New York City with clients worldwide. Since we are a boutique agency, junior account executives are exposed to every facet of our business. Junior account executives work under senior account executives and assist or execute on the following: devising media pitches, media monitoring, arranging media desk sides, assisting with event planning. All junior account executive activities are supervised by senior account executives and KMR’s management.

2. When you first started out in PR, what things about the industry in the US were different to how they are now, i.e. were internships important?

I have always felt that a quality internship was and is of the utmost importance. Although learning in college is necessary, it is still not the “real world.” For graduating seniors, having as many internships on a résumé is really a way to stand out from thousands of other graduating seniors. It enables a recent college graduate to bring something tangible to the table for a prospective employer. In this depressed economy, having this advantage is more important than ever.

3. KMR specialises in beauty and lifestyle clients. Did the recession hit as bad as the media would have us believe for creative industries like PR, that depends on consumer spending?

Yes, of course the recession has hit the PR industry and continues to. Because PR is a discretionary expense, obviously a company is going to make sure their rent is paid before engaging or keeping a PR firm. On the flip side, companies who remained financially stable realised that a depressed economy was and is the right time to engage a PR firm to help ensure the growth of their business.

4. KMR is based in New York. Can you give my UK audience an idea of what the PR industry is like in New York to work in?

Like London, New York is a sophisticated, competitive and fast moving environment. Those who want to succeed in the world of PR must be appropriately aggressive, articulate, think outside of the box and have a real go getters attitude. I always say that a career as a publicist is not for those who are shy! As a CEO, I value the employees who constantly think of new ideas, keep up with technology and help me to have our firm distinguish ourselves from the competition in terms of prospective clients and the media.

5. Lots of graduates these days are using Facebook and sharing their lives on there. Do you as an employer care if your employees have active social media lives on Facebook or Twitter?

What my employees do on their on time is their business as long as they are conducting themselves in a way that is ethical and lawful. As professionals and members of my team, I would always want them to be cognisant of the fact that the internet of facebook is not a “private journal” and not to post things that would not befit a professional.

6. Social recruiting on Twitter is taking off in a big way. Would you use this method to recruit for your teams?

I am in my late 30s so I guess I am old! I personally don’t see the benefit of Twitter although I do assign tasks to my younger staff members who are more adept and in tune with this than I am. I am a big fan of recruiting and networking on facebook and the company also has a facebook fan page.

7. Looking back on your career, what do you realise now about PR that you wish you knew when you started?

That is such a hard question to answer because the nature of PR has changed drastically since I started. When I began there was no e-mail, no internet, no facebook or Twitter or blogs and websites to promote to. Since the entire way in which we communicate has changed since I began in the business, I can’t say I would really change anything. I would advise those breaking into the business to network as much as they can and to take any chance for a door that opens and be willing to start at the bottom and work their way up just like I did. I do find a bit of arrogance among some recent college graduates who come to a company with a “what can you do for me” attitude rather than one that has a bit more humility and shows the employer what he or she can do for them.

As told to Kagem Tibaijuka.

From Britain to Ballantines PR

Brit Sarah Robarts is the mastermind behind Ballantines PR, an agency based in Los Angeles. Ballantines PR has worked with clients such as Starbucks Coffee, Hyundai and 20th Century Fox. Outside of working with top clients for Ballantines PR, Sarah is a running and tennis aficionado amongst other interests, with an MFA Honours in Fine Art. In this 7 questions interview, Sarah gives vox-popPRcareers her thoughts on the LA PR scene and what happens at a pitch.

1) How did you get your job at Ballantines PR?

I came over to the US with the intention of getting a job, but then I had children and instead began simply doing favours for people. I helped friends of mine launch products and earn press coverage. Soon after, I began charging for my services and the company kept growing.

2) Can you give an insight into what the LA PR scene is like?

The LA PR scene is much more entertainment-based; it’s flatter as opposed to vertical. It’s also much more creative than in New York. In New York, PR is much more conservative and not as friendly, in my opinion. Here in LA, the PR world is much more informal. It’s also not so much print based. In LA we have more access to TV and radio, so PR has more opportunities to be diverse and creative.

3) Do you think interns should be paid in the US? I heard most are unpaid like in the UK.

I agree that interns should be unpaid. We all must pay our dues in the business and I think it’s important for newcomers to earn their position and work towards a paying-job. Internships are so great because they offer such a wonderful learning experience to business hopefuls, and I believe that that is enough payment in return. Here, we provide our interns with hands-on experience right away, where they are able to learn the ropes much faster than at a bigger firm where, often times, interns are stuck doing useless tasks and they don’t get to experience first-hand what PR is all about.

4) For our junior account executive readers, can you explain what happens step by step in a pitch to a client?

First, we get a phone call referral from a new client interested in PR. Then we explain to them our services to see if it matches what they are looking for. Next, we set up a meeting to meet the client in person and discuss what they are looking for in PR as well as what we can offer to them. After the meeting, we create a proposal for the client. The final step is developing a contract that meets the client’s needs.

5) Can you give us an idea of things you want to see account executives do more often?

I would love to see account executives read more, pick up the phone more and pitch, and meet journalists in person. All of these things make a huge difference in landing press for a client. The personal touch always works best with people who are too busy to read emails.

6) If you weren’t working in PR, what would you be doing?

Painting, running marathons, and being a full-time mother!

7) Is social media the end of PR, as clients use it for reputation management?

Social media is fabulous for PR, but it’s not the end of it. Social media has made the playing field more equal. However, PR is necessary because it guides the client in social media strategies. Social media has turned everyone into their own publisher. It’s a wonderful addition to gaining PR success. It also helps us gain more coverage from PR hits that we get.

Photograph courtesy of Sarah Robarts.

Jo Tutchener has a CV that most PRs can only dream of. As the former communications manager at Estée Lauder, Jo started Beauty Seen PR and has worked with some of the most famous beauty brands. These include Ruby & Millie and Topshop Make Up to name a few.

With encouragement from her father, Jo chose to study fashion promotions at the University of Central Lancashire. In the London media scene, Jo took on work placements at none other than Diesel and Paul Smith’s press offices during her placement year.

In this detailed 7 Questions interview, Jo, who is originally from Shropshire, will let you know the inside look on breaking into beauty PR.

1) You have had such a heralded career as being part of Estée Lauder. Why did you decide to open your own PR shop?

I had started my career agency side and had always loved the buzz and creativity of a PR agency. I loved my time at Estée Lauder and wouldn’t change it for a second because it provided me with invaluable experience, a deep understanding of the beauty industry as a whole, a clear view of the value of water tight strategy and the importance of return on investment. Although my time in-house was very rewarding, I always knew I was an agency girl at heart. I thrive on the buzz and excitement of a busy agency environment but wanted to open my own agency to bring together my creativity, contacts and in-house corporate, strategic experience to launch a fresh, dynamic, boutique PR agency.

2) How did you get huge brand names as clients for your agency?

Having a good reputation and proven record helps, as does having a huge network, then it is all down to your pitch and the ideas you put forward to the brands and the rapport you have with them during the pitch process. Luckily we have a good reputation at Beauty Seen as we are very results driven, so are often recommended to brands looking for PR representation by the press, which is great. We are nearly three years old now and we still have not had to approach any brands for work as the phone still rings regularly with new business enquiries which makes me feel very blessed and thankful that I have such a great team.

3) What were one of your challenges in creating Beauty Seen PR?

The main challenge for me was the sheer workload and going back to basics. I had said goodbye to my large team at Estée Lauder and started Beauty Seen with just myself and an junior assistant which meant I had very little support. The day I opened the doors of the Beauty Seen office on 22 October 2007, we had three clients: Ruby & Millie, Cowshed and Paul Labrecque Luxury Hair Care and the contract with the BRIT Awards to create a spa backstage at their 2008 show. This was a lot of work from day one and meant as well as creating innovative strategies and campaigns for each brand I literally had to go back to placing every single piece of editorial myself too. It was quite a challenge working until midnight every evening and every weekend for the first year and a half! Three years on I have just appointed a business partner who starts in November, and have two account directors, two account managers, two account executives and two assistants so life is a lot more pleasurable now.

4) Many graduates have to do unpaid internships in PR to get ahead, but there is a movement towards interns rights at the moment. Are unpaid work placements still the way to get ahead in beauty PR?

This is something I feel really strongly about. If I had not undertaken my unpaid work placements I wouldn’t be where I am today, I always support work placements at Beauty Seen as I know how valuable this experience is. One of my account managers started with me as an intern at Beauty Seen when we opened, and one of my account directors started with me as an intern at a previous agency 10 years ago! It is essential in this business to make an impression and make contacts which can be done by joining as an intern. I think putting a stop to this will make getting on the PR ladder a lot harder for graduates which is a huge shame.

5) Do beauty and fashion PR differ at all, and if so, can you give us an insight into that?

I worked in fashion PR at the beginning of my career and I would say that one of the main differences I noticed between the two is the regularity of press events. Most high end fashion brands launch two collections per year: Spring/Summer (S/S) and Autumn/Winter (A/W) and press events tend to be held twice a year during London Fashion Week (February and September). In the beauty industry, many brands launch new collections/products regularly throughout the year, meaning some beauty brands hold press events once a month.

6) If you weren’t working in beauty PR or PR in itself, what would you be doing instead?

On a bad day I dream of selling coconuts on the beach of a tropical island far far away! But realistically I guess I would be doing something along the lines of creating and managing a spa, or working in the music industry. We already work with the BRIT Awards, MTV EMAs and MOBOs creating spas backstage to pamper the celebrities which is a great brand association and product placement opportunity for beauty brands. I love this aspect of my work and had considered the music industry before I decided to follow the PR route. I have no regrets though, since having my own agency has enabled me to incorporate all aspects of the industry that I love beauty, music, events, fashion and film to provide endless opportunities and ideas for my clients.

7) Beauty seems like quite a resilient market, especially during the recession. What types of things do you like to see on CVs for graduates who want to work in beauty PR?

I always look for experience, where they have completed work placements as this shows they already have an understanding of PR, which is more valuable than a PR degree to me as it is more real. I also love it when an applicant has shown initiative by starting their own blog or similar, or shows they are passionate about
the industry.

Photograph courtesy of Jo Tutchener.

Matt Churchill works with Spooks, a division of Edelman Digital. From Watford, Matt studied at Westminster University and is at the digital forefront of PR now. In this interview, learn how you can advance your career in digital PR. Matt writes a social media blog called Seldom Seen Kid, full of insights into digital PR.

1) With your work at Edelman Digital, can you give us an insight into what a typical day for you is like?

It varies from day to day depending on the sort of work we’re doing. One day might include doing conversation analysis to help inform client strategy through the identification of discussion topic trends, but then on another day we might be focussing on the more traditional media relations work where we’re engaging with bloggers. The day will also probably have a meeting or two and maybe a brainstorm as well.
The one consistent job is morning monitoring. We put together reports for clients detailing what conversation there has been that’s relevant to them and what this could mean for their ongoing strategy evolution. It’s a cliché but everyday really is very different!

2) Digital PR is a new field of PR. Do you think social media will continue to grow or is mobile with all the foursquare hype where things are headed?

Mobile and location based networks are just the latest channels for brands to connect with consumers and are currently grouped in to the social media conversation as a result. I don’t think one will significantly grow at a faster rate than the other, as with all these amazing new technologies, they’re constantly evolving and will continue to change the way we communicate.

I’m a big fan of Foursquare because of the possibilities that it brings for consumers to get more value from the brand they want to interact with. Just as Twitter was the big shiny object a year ago, it’s now Foursquare’s turn in the spotlight and I’m really excited by what may come next.

3) You studied journalism at Westminster. What tips can you give journalists who want to work in PR?

My course was one of the first in the UK to have a digital element and at the time we were very lucky to have the Telegraph’s online editor Richard Burton run the module. We looked at writing for the web, building websites in Dreamweaver and creating the right sort of content for an online audience. I believe that an understanding of those three factors are a must for any journalist looking to move in to the digital space, whether they have one month or 20 years worth of experience.

4) Some social media sceptics, say within reason to a degree, that it is not a viable industry for PR. Do you think social media is core to PR or is it just a spice added on top?

Social media seems to me to be the concurrent thread that can tie all the other communications disciplines together and inform the overall brand strategy. It is a wonder to me that a brand cannot have their marketing, advertising, digital and PR agencies all work together in an integrated manner. Whether that is a result of agencies not wanting to share responsibility or brands aren’t sure of the real benefits of social media (it’s not all about blogger engagement!) I’m not sure, it is probably a bit of both. As an industry, I personally feel we’re missing a great opportunity to bring all these elements together consistently and get the best service for clients and the best experience for consumers.

5) For breaking into digital PR, should graduates have blogs, Twitter followers?

I think it’s key to have an understanding and working knowledge of the main types of platform, the communities will all interact differently of course so it’s key to know what makes them tick.
It’s great for graduates to have a presence on Twitter and blog regularly, but they shouldn’t be doing it because they feel they ‘need’ to, they should be doing it because they ‘want’ to.

The number of followers someone has, or the number of people that read their blog doesn’t impress in an interview situation, it’s the quality of the content and an understanding of the different ways that the platforms can be used to help clients and consumers that is really important. I’d like to see more about the person that is coming in, if the person has a decent digital presence, such as being on Twitter or LinkedIn, professional information and experience will be available already.

6) Music is a hobby of yours. Do you think online PR can play an important role in helping to save the music industry, which is of course going through unprecedented change?

Artists can essentially do their own PR at a basic level with the tools and services available but making the next step up to full blown digital campaigns requires expertise that only PRs can give them. Knowledge of the media, both online and offline is something that artists shouldn’t have to concentrate on, in a classic division of labour approach, as they should be working on creating the best possible music they can.

7) If you could look back on your career thus far, what would be the one thing you would do differently (if any)?

To be honest that’s an incredibly tough question! I’ve always tried to do ‘what feels right’ from a progression point of view and I’m lucky that, so far, everything has fallen into place at just the right time when I’ve needed it to.

Photograph courtesy of Matt Churchill.

Courtney Blackman is one of the top women in fashion in the UK. The MD of boutique agency Forward PR and the co-founder of the Fashion Business Club, Courtney has been featured in Drapers and Vogue.com.

Forward PR has secured coverage for their clients in press such as InStyle Spain, British Vogue and The Financial Times’ How to spend it supplement, to name a few.

1) What was your inspiration behind starting Forward PR?

I started Forward PR in 2004 after working as the in-house PR and marketing director for a British designer who relocated to Tokyo. Honestly, I’m not sure if there was a lot of inspiration behind it. I absolutely love doing PR and it was more like oh, the label I’m working with is moving abroad and I’m staying in the UK. I’ll just launch my own agency! I initially worked with jewellery and accessory designers, which occurred organically, but in the last few years, Forward PR has taken on a variety of clients ranging from fashion designers, jewellery designers, luxury lingerie designers, a model agency and a handbag label, to big events including the Ford Models Supermodel of the World UK Search and the Fashion Summit.

2) Forward PR works with lots of designers. Can you give us an insight on how designers are like when it comes to promoting their work?

When signing a new client, I have to feel a connection to the brand and the designer behind it, and the client has to bring something to the table in terms of quality, uniqueness and marketability. They have to understand the commitment that PR requires from both them and us. A lot of times brands want to engage in a PR campaign, but they’re just not ready. Some designers are really quite media savvy and understand the power of both traditional and online media, which is great!

Maintaining a profile and market presence is so important in riding out fluctuations and coming out on top. I think if designers can understand what an important role their profile plays in consumer awareness and therefore sales, they’ll do well.

3) As a co-founder of the Fashion Business Club, how important do you think is the business of fashion, and what part can PR professionals play in it?

Looking in on the industry, the glamorous side is often the only side portrayed, almost like looking at a photograph and not realising all the time and effort that went into creating it, but the truth is that business is the backbone and without the support of the business arm, the creative arm couldn’t function. Creatives need a team around them that can manage supply chains, cash flow, marketing, sales, everything that makes a business work. Building strong relationships, engaging in ethical practices and communicating with consumers are all important elements of the fashion world.

This is where PR professionals come in: they have both the skills and expertise to act as liaisons between fashion brands and their end consumers via the media and unique partnerships, which is fundamental to success. Maintaining positive relationships with other industry professionals is a good way to stay relevant. Idea-sharing and professional collaborations are products of such relationships, and this is what keeps the industry innovative, growing and continuously moving forward.

4) For fashion obsessed graduates, films and TV shows like The City have made fashion PR look like an exciting industry to be in. Do you value work experience for entry level graduates?

Work experience for graduates prior to entering the field is really important. I fully believe that a day in the field can prove more fruitful than an entire semester of lectures. Learning about the industry and actually working in the industry are two very different things. A graduate with previous experience is more likely to be able to add value to a company and complete tasks confidently. However, a graduate with no work experience can be more easily shaped by a company and may be more willing to learn from his or her own mistakes. Also, students with previous experience may have developed bad working habits or been taught improper ways to handle situations, so breaking these behaviours may be necessary.

5) What tips would you give to anyone wanting to start a boutique agency as you have?

Anyone starting a boutique agency must have a deep understanding of press/public relations and be passionate about brands and promoting them. They also must understand the basics of business if they are to make a success of running a business! And of course, connections. A boutique agency will have to work that little bit harder than a larger, more established agency, so having good, solid contact is of critical importance.

6) Is it vital for graduates to work for someone else first or can they start a business from scratch?

Understanding the business from the inside out would make starting a boutique agency a bit easier, but if someone feels confident that they can start cold and have the business skills to underpin a new agency, why not give it a go?

7) How important is social media in your daily work?

Social media is an extremely important part of our daily work at Forward PR. We are active users of Twitter, Facebook and Foursquare. We use the platforms for promotion, engaging with people, discussing events, anything and everything. I personally find Twitter more functional as a PR tool, due to its flexibility. I think technology and especially social media is brilliant for growing a business, in that information can be shared quickly and inexpensively. It just takes time and intelligent communication.

Photograph courtesy of Courtney Blackman.

Chris Norton is managing director of Dead Dinosaur and an award-winning specialist PR consultant based in Harrogate. He has more than eleven years’ experience in the public relations industry having worked both in-house and in a number of consultancies. He is listed in the UK’s top 15 PR bloggers and his blog posts on social media have appeared titles such as PR Week, Social Media Today and Revolution. He writes on numerous blogs across a wide range of topics and most recently he is the creator of a new Twitter management application called Tweasier.com.

1) What do you think of Twitter’s promoted tweets?

This is an interesting question and I actually ran a poll with my Twitter followers on the very subject when they were first announced and then I covered the story on the Tweasier blog here I think promoted Tweets are a necessity for Twitter as it needs to find some kind of business model and it is using this as its first step into this arena. They have actually been rather well received from both the users and advertisers, so I think we have to give credit to Twitter for getting this one right.

2) How can PRs improve their usage of Twitter?

PR is changing and has been for quite a while now. The traditional media relations which worked 10 years ago now struggles to get a client’s message across. The real key to effective communication these days is integration. I tell every PR that they should be using Twitter as a news generator and as a resource for questions. Twitter is like a human search engine and I often see journalists asking for help with stories. If a PR executive doesn’t use Twitter because they think it’s a waste of time frankly they are a dinosaur which is where the name of my business came from Dead Dinosaur. However, I think even the most traditional agencies are seeing the shift to online communications, you only have to look at the falling circulation figures of every major or regional newspaper. Where are people now getting this news? The answer of course is Twitter, BBC News, blogs and forums.

3) Will there come a point when Twitter will peak for PRs?

It is all down to how you use Twitter in my opinion. If you use it wisely and don’t let it become a time waster then you could find it beneficial to your business. Whether there is a point when it will peak is an interesting question. Some say it has already peaked and yet when I presented on Twitter this morning at a business event. I asked the delegates how many of you have won a piece of business of the back of a tweet. Almost half of those that used Twitter said they had, so I think the peak is some way off yet.

4) What was your vision behind creating Tweasier?

I created Tweasier because I wanted to offer Twitter fans something really powerful which was packed with the best features. The truth is there are a lot of Twitter tools out there but you really have to look for the good ones. Over the years I have used pretty much every Twitter tool and I felt I had a good feel for what was the best and so I added the best features to my application and in doing so I am offering all of the finest features in one pretty package. It has been a challenge to create such a big Twitter application that is presented beautifully but we are hoping to launch the product in beta within the next two weeks.

5) What would you suggest to some young PRs who may not be convinced by the return on investment of Twitter?

If you don’t think Twitter is worth the investment I think you have been using incorrectly and should look at how others use it to either grow their business or get their messages out.

6) Will foursquare be the new Twitter for PRs?

I love Foursquare but it’s more of a partner to Twitter than a rival. I think of social media as a television, this is just another channel on which to share your latest news and views.

7) Can you give a few examples of companies/brands/people who are using Twitter effectively?

There are so many that use Twitter effectively such as Dell, Liverpool FC, Starbucks, Coca Cola, and Jet Blue.

Photograph courtesy of Chris Norton.

Dan Howe, 25, from Toronto, Canada is an account executive at Speed Communications in London. Speed works with top clients like Symantec.

1) Can you explain what methods you used to find your job as account exective at Speed?

I’ve been at Speed for a few months now. I found out about the job on Twitter. Approaching potential employers through social media is a great way to demonstrate your digital savvy right off the bat. Also, by connecting with employees, it gives you insight into the work culture before you even step through the door, giving you a headstart on the interview process.

2) How useful have you found LinkedIn when it comes to networking?

I use LinkedIn to follow up and connect with people I have met at events and functions. It is a handy tool to keep contacts organised, but it isn’t a substitute for real-life networking. It is becoming more useful now that they have incorporated Twitter posts into the Network Activity stream. You can network by participating in groups and discussions, but the most I get out of LinkedIn on a typical day is by using it as a directory.

3) Sites like TechCrunch routinely give some tech PRs online dressing downs over their conduct. What are the key things graduates interested in technology should know when pitching to technology publications?

I think TechCrunch is an extreme case. Most tech journalists are quite friendly, especially in the B2B space, and at Speed we’re routinely meeting them for drinks or lunch. Even still, it is important to know about the publication and journalist before pitching. Despite all the negative blogs out there bashing PR, I think most journalists appreciate relevant and timely pitches. Graduates interested in working in technology PR should spend time reading as much as they can. They should get know what makes a good story, and who covers what subjects at each publication and then pitch with care.

4) What tips would you give students and graduates for impressing on work experience?

Students and graduates should focus on work experience as being an extension of the classroom. At work experience, they should do as many new things as they can, ask questions and try to learn as much as possible. Not only will it make it a valuable experience for them, but it show potential employers that they are eager to learn, grow and do.

5) All media websites are going iPad crazy these days. Do you think tablet devices like the iPad will benefit PR or is it just hype and more hype?

I don’t necessarily think the iPad is just hype, but I also don’t think it will have any revolutionary benefit specific for PR either. Apps like Dropbox, Huddle or Tweetdeck for iPad could be useful tools, but, apart from how quick it is, the iPad won’t be delivering any benefit you couldn’t have gotten by using a netbook PC and smartphone. The one benefit we might see is if widespread adoption of tablet devices happens and if it changes the way people consume media, then niche publications would be at people’s fingertips, hopefully increasing the readership of those publications and perhaps creating more opportunities for PR.

6) What do you think will be the impact of Foursquare on PR?

The rise in popularity of location-based social networking will open up a new world of opportunities for marketers, but I am not sure about any impact on PR. Right now a few brands and individual businesses, like bars and cafes, are making use of Foursquare for promotions. Once Facebook launches location-based features, the audience for these kinds of promotions will increase and there will be an explosion of creative new uses. It will be interesting to see if anyone finds any real uses for PR.

7) Finally, what has been your career highlight so far?

I have been in the UK for almost a year. Leaving my job behind and buying a one-way ticket across the Atlantic was pretty frightening. It took me six weeks after I arrived, but I managed to find myself a job at a PR agency in London, despite how few jobs there were at the time. I recently moved on from that agency, but being hired there and successfully transferring and applying my skills and PR knowledge to a complete different market with different media is my career highlight so far.

Photograph courtesy of Dan Howe.

Lee Smith FCIPR co-founded the Gatehouse Group, an internal communications agency based in London. Gatehouse has worked with some of the biggest names in business including HSBC, Lloyds TSB and Harrods. Lee was awarded a fellowship by the Chartered Institute of Public Relations, the industry body for PR in the UK.

1) How did you break into internal communications?

So far I’ve spent half my life (nearly 20 years!) in the communications business, though not all of it focused on employees. I left school after A levels, in the middle of the last recession, and spent my early years working for a number of Midlands-based PR consultancies. I landed my first in-house role after a few years and then spent nearly ten years handling PR and corporate communications for a number of financial services businesses. I ended up being responsible for communication and reputation management for one of the UK’s largest building societies, which then became part of the Halifax/Bank of Scotland empire. This is where I got my taste for internal communications, working through the intricacies of communicating an complex acquisition to a few thousand employees. My next big role was working for the global accountancy firm Ernst & Young. It was focused exclusively on the internal audience. I haven’t looked back since then, having set up our employee communication consultancy Gatehouse back in 2006. These days my focus is almost 100 per cent internal, though I am still very passionate about the integrated nature of communication and reputation management.

2) What are the key trends in your opinion in internal communications in the UK?

The last 12 months have represented something of a period of retrenchment for internal communications. After a decade or so of growth, 2009 saw us take a collective deep breath and scrutinise the efficiency and effectiveness of what we are doing. More often than not this has been forced upon us by business leaders who remain sceptical about the value we can add. An enlightened few have be brave enough to look into the mirror and assess their own functions. Although there has been considerable fall out across the profession, the result is arguably a leaner, fitter profession, and one that’s a little more focused on delivering value to the organisation. That’s been one trend. Beyond that we’ve seen renewed interest in employee engagement thanks, in part, to the Government-backed Engaging for Success study. That has got business leaders talking about the topics close to our hearts again, communication, change, culture, climate, commitment and the like, which has to be good news.

3) Is it fair to say that it is an offshoot of internal communications?

No, though I do believe that stakeholder communication of all kinds should be properly coordinated and, ideally, approach in a joined-up, integrated way. Although internal communications is maturing there is still little consistency in terms of where it sits within organisations, sometimes HR, sometimes marketing, sometimes stand-alone. I guess what matters is not so much where it sits, but that it is focused on delivering value to the business and supporting and enabling its strategy. That’s ultimately why the function exists.

4) Is Twitter important for internal communications professionals, or is the social network just a fad?

Social media is hugely important. It’s more evolution than revolution and in truth it’s only just beginning to trickle through into the workplace, but it is most definitely a trend that is here to stay. I think we’ll see a lot of consolidation over the coming years and the multitude of tools we rely on today, from Twitter and Facebook to LinkedIn become much more integrated.

I’m a big fan of Twitter, but it’s no magic bullet. There are serious risks associated with embracing social media of any sort and it’s important for organisations to have in place a clear policy and strategy before diving in. Get it right, however, and there’s no doubt social media can enhance communication with stakeholders inside and outside the organisation.

From an internal perspective these tools are great ways to spark conversations inside organisations, and that’s the lifeblood of great internal communication. We’ve talked for decades about two way communication, but the reality for many is monologue not dialogue, communicating in one direction from the top team down to the troops. Thankfully the business world is now moving beyond command and control and, in line with that, is beginning to think about employee communication and engagement in a more sophisticated way. Embracing social media is part of that.

5) If a graduate wants to land an internal comms internship, who are the people in an internal communications team to pitch their CVs to?

The typical targets would be heads of, directors of and, perhaps, the internal communications managers of smaller organisations and possibly the directors of friendly consultancies! The important thing is to demonstrate a basic understanding of the discipline and why it exists.

6) What is the difference between internal communications and corporate communications or are they a hybrid?

Personally I view internal communications as being focused 100 per cent on employees, whereas I see corporate communications as a broader discipline covering a range of stakeholders, investors, community, media, etc. That said, I believe the boundaries between internal and external communications are blurring fast. Social media is providing consumers with direct access to what has previously stayed within the walled garden of the organisation. At the same time it’s beginning to turn employees into powerful corporate spokespeople, as people place greater emphasis on the views and opinions of ‘people like me’.

7) Do you think more companies realise the value of internal communications or is it an uphill struggle to promote internal communications to clients?

One of our biggest battles as a maturing profession is to demonstrate our value. Far too many senior executives still see internal communications as something ‘soft and fluffy’, the people you go to when you want some nice words and pictures in the company newsletter. We’ve spent a lot of time talking about research and evaluation but we’ve collectively failed to deliver it, we haven’t invested sufficiently and we’ve remain obsessed with outputs rather than concentrating on outcomes. The truth is that internal communications is measurable and that the business case for it is rock solid, but we let ourselves down by measuring the wrong things in the wrong way. The recent renewed interest in employee engagement is good news for internal communicators as it’s helping get the softer side of organisational life, the people and the culture on the leadership agenda. Good communicators are clear about how they help ‘unlock’ engagement and, in doing so, enhance business performance.

Photograph courtesy of Lee Smith.

1) When you started PR Couture, did you have any idea that it would be so popular and even get you an award as blogger of the year?

Absolutely not. I knew I wanted to create a space online to talk about fashion PR, because when I was writing my Master’s thesis it was really hard to find any research – academic or anecdotal about the profession. I knew that there was nothing like what I wanted to create out there already but certainly at the start I had no real long-term goals or sense of how long I would stick with it. I went through a period of questioning if I was the right person to do this – but I also had this tiny voice saying, “well, why not you?” and that was the one I tried to listen to.

2) How important is PR to fashion brands?

Many fashion brands often turn to PR because 1) they don’t have large budgets to sustain advertising campaigns and 2) there is more perceived credibility when say, a dress shows up in the Editor’s picks section of Lucky Magazine, rather than in a full page ad that so many people just skip through to get to the real content of the magazine. Fashion is all about the story and how a particular piece fits in to a larger trend, even certain societal and cultural movements, PR is key to telling that story effectively and over time.

3) How has social media transformed fashion brands in your opinion?

Social media requires fashion brands to be accessible to their customers at an unprecedented level. I think it’s also helped designers and all the people working behind the scenes connect more authentically with customers. Social media marketing, community building, blogger outreach – these are new channels where fashion brands can build a base of influencers, solve customer service questions, and leverage the creativity and brand passion of their fans for new content and greater brand affinity.

4) If you want to work in fashion PR, what are the most important cities to live in within the US to get your career going?

Obviously New York or LA, but I think there are also opportunities in places like Chicago, Philadelphia, Houston, Atlanta, Portland, Seattle.

5) So many aspiring PRs would love to be at Chanel or YSL as a PR, but don’t have the contacts. What tips can you give for networking in fashion?

Leverage social media tools to build your own personal brand and engage with people who work in fashion PR or who work at companies you are interested in. Participate in weekly chats with other PRs to learn about the issues and contribute your ideas. Starting a blog is a great way to build a writing portfolio and showcase your personal point of view. Attend local fashion networking events, volunteer at fashion events – and if there aren’t any where you are, start your own!

6) What would you say to critics who think that fashion PR is not a serious sector in PR?

Research that I compiled in my thesis demonstrated that fashion PR is every bit as strategic as corporate PR. We develop strategic plans, measure results, provide media training, contribute our thinking across multiple departments etc. Fashion is by nature, visual – so yes, media relations and media placement is a core focus of the outreach – but this isn’t the whole job, and I would argue that cultivating and maintaining relationships with fashion editors who are facing extremely tough times and continually coming up with new and innovative way to pitch and promote is an extremely difficult and tenuous job.

7) What has been the crowning moment of your career thus far?

I suppose being sponsored by Microsoft Windows Phone to attend Mercedes Benz Fashion Week in September 2009 was a wonderful experience, but being recognised among my peers in my town as Blogger of the Year possibly takes the cake.

Photograph courtesy of Crosby Noricks.

1) Can you tell vox-popPRcareers about your background?

I grew up in Surrey and studied fashion design at university in Bristol. When I finished university five years ago, I tried out a few different jobs such as buyers clerk at Harrods and assisting at London Fashion Week to try and decide which area I wanted to work in. I didn’t have any aspiration to be in PR initially and really had very little idea of what it was.

2) How did you become the press officer for Kenneth Green Associates?

I started temping at Kenneth Green Associates, in the sales department, whilst I was looking for the next fashion job and luckily I was offered the role of PR Coordinator as maternity cover, which I went on to do full time. I then started to look after the PR management of some of the smaller brands as the team had a massive workload and after two years hard graft at the company I was promoted to press officer to work on some fantastic brands such as Paul Smith Parfums and La Prairie skincare. I really love working in beauty and I am a perfume, skincare and cosmetics obsessive now.

3) What has been the highlight of your career so far?

Personally the overall achievement is to get where I am after only three years in the industry as I don’t have a PR degree and I’m really proof that learning on the job is the most valuable education you can have in PR. Whilst most of my colleagues do have PR degrees I really don’t think that it’s essential if you’re prepared to put in the hard work and you’ve got common sense and a sociable nature. The highlights that stand out on a daily basis are buidling strong relationships and achieving coverage for my brands. It’s always very exciting to have a great piece of editorial, particularly in top target publications such as Vogue or Harpers Bazaar (they’re the real ‘woohoo’ moments!), and think ‘I did that!’.

4) Can you describe a typical day in your role?

On a Monday we check the weekend papers for coverage and check all other magazines daily. We have a cuttings agency but it’s always good to keep in touch with the style of a magazine and see opportunities where you might be able to place a product or establish a contact. When I’m in the office I will always be on the phone and e-mail to journalists helping with product information to fit a feature they’re working on or responding to picture, price and stockist requests as quickly as possible. When out of the office I meet with journalists for coffee, or a quick ‘desk side’ to show them all of the new products from our whole portfolio of sixteen brands to maximise the time I have with a journalist. Finally I also work on planning launch events for new products which includes finding an appropriate venue, sending save-the-dates and invites, organising experts to speak, catering, travel, flowers and much more! There are also more technical details of the job such as reporting results both internally and to the client companies and drawing up strategies, timelines and budgets. Obviously that’s not all in one day but there might be elements of all those things in a week.

5) Does Kenneth Green Associates accept work placement interns and if so, what qualities do you look for in your interns?

Traditionally we haven’t had interns as we have a coordinator for the team that does all of the daily tasks so there’s little for an intern to do and we wouldn’t want to just allocate coffee making and filing as that isn’t a fair learning experience! We have had one work experience placement for just a week and she was enthusiastic, very keen to assist with any task, had great common sense and wasn’t intimidated by the fast paced and sometimes stressful environment.

6) Does your job involve long hours and if so, how do you achieve a good work/life balance?

Sometimes long hours are inevitable when a long report has to be completed or it’s the week before a big launch event or press trip. It is essential to be prepared, even if that just involves learning press release details the night before you meet a journalist. When you are dealing with prestigious product launches and demanding press you can’t leave anything to chance so I would much rather put in longer hours when necessary than feel under prepared. The perks of the job more than make up for the demands. Most of the time I am out of the office by six and achieve a pretty good balance.

7) What kind of things can recent graduates do to become better networkers?

Don’t be afraid to ask! Be persistent. These are things that I didn’t realise could pay off until I was on the receiving end rather than the one doing the asking. Even if someone says no they might remember you for a future opportunity. I’d also say that if you can’t beat them join them so if you can’t get your dream job straight away (and who does?!) find another way in such as starting a blog about trying to get into PR or the area that you’re interested in, for example fashion or beauty. If you’re waiting around hoping for someone to give you a job or internship you might as well use your time on something constructive that can illustrate your skills and how serious you are about your chosen career. New media in particular is something that PR professionals are really paying attention to at last, so just developing skills in that area alone could be invaluable and helps you to network at the same time.

Photograph courtesy of Ellen Swingler.